All professionals working in floriculture know the importance of International Women’s Day. March 8 is the day when men show their love and appreciation for the women around them by giving flowers. Of course, champagne, wine, treats, and other gifts are also given, but flowers remain an indispensable part of Women’s Day. Besides, for ones who export to Eastern Europe, it is the conclusion of the flower year.
Not just Eastern Europe
Especially in the Eastern European countries, Women’s Day is an important day. “It is unthinkable as a man not to give special attention to the women around him on this day,” says Warja Abrosimova, marketing manager at Dekker Chrysanten. “Of course, that’s your wife, girlfriend, and mother. But it can also be a sister, neighbor, or colleague. By the way, in countries like Spain, Italy, and France, too, Women’s Day is increasingly celebrated.”
The meaning of Women’s Day differs
“In Eastern Europe, Women’s Day is mainly a day to put women in the spotlight. Often, the division of roles between men and women is more traditional there, and men’s attention on women concentrates more on special moments and holidays, such as Women’s Day. In the West, the division of roles between men and women is much more equal. Men also often have an important role in the household and family, such as taking care of the children.”
With some of Enigma’s vendors
Warja notes that it is striking that it is precisely in these countries that Women’s Day focuses on women’s equal rights in particular. “It is also a way to reflect on the importance of women, but it is different from Eastern Europe. There, it is mainly a day of celebration, certainly not a day of protest.”
Flowers sold well in general
Originally, Mimosa is given as a flower, but now tulips, hyacinths, and daffodils are particularly popular. And these are also flowers that symbolize spring. Warja: “In general, foreign wholesale has sold well. Flowers that were perceived as ‘too expensive’ sold less well. Of course, unfortunately, there is the dark cloud of the war in Ukraine. It is obviously terrible when you think of all the men who are now at war or the families affected by the war. But many women have nevertheless returned to the spotlight with flowers, and men giving flowers really walk around like a proud peacocks. That’s always nice to see.”
Business and online increases
In recent years, the importance of the business market has been increasing. More and more companies are paying attention to Women’s Day by giving employees and female relations something. This certainly often includes flowers and is really a growth market. Warja: “Partly due to covid, online ordering and delivery of flowers have also taken off in Eastern Europe. Although covid hardly plays a role anymore, we see men and companies increasingly opting for convenience and ordering their bouquet online.”
Warja, together with Rosaline van Zentoo, who is also celebrating her birthday today
Distribution campaign at trade
By now, it is also almost a tradition for Dekker Chrysanthemums to give flowers to the female sellers at Dutch trading companies in the run-up to Women’s Day. This year was no different. In the form of a beautiful bouquet, the breeder showed its appreciation for these women who, together with many male colleagues, of course, put in a top performance over a couple of weeks. “This is always a highlight of the year for me. These ladies work extra hard these weeks, and then it is super nice for me to show that we too appreciate this,” Warja concludes. “There is a lot going on in the world at the moment, but Women’s Day is perhaps even more important for people because of this. A day to forget about what is going on for a while and, above all, celebrate. Women’s Day turns out to be an important day for the flower profession. Thankfully so.”
Warja Abrosimova, Marketing Manager Eastern Europe at Dekker Chrysanten
