Symbol of meditation, the chrysanthemum makes its return every fall, adorning the graves of the dead.
The one that the professionals of the sector nickname the “daisy of autumn”, to green its image well intends to take its revenge after a contrasted All Saints' Day 2020, beginning of the second confinement obliges.
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A little over a year ago, on the evening of October 29, “non-essential” businesses indeed lowered their curtains. The florists had, however, obtained a three-day reprieve from Bercy to save the second most important festival of the year for professionals in the sector. A visibly insufficient extension, as evidenced by a Kantar survey for Val'Hor and FranceAgriMer. She reports that sales of plants for this period of All Saints' Day last year amounted to 133.46 million euros, a sharp decline of 28% compared to 2019. At the time, some 5 million households (7 million last year) have moved, spending an average of 27 euros. 27% of them bought their flowers directly from producers.Have followed the channels of large-scale distribution (24%) then only garden centers and florists,
tied
at 19%.
Ease of maintenance
But this year, professionals in the sector are betting big on the chrysanthemum to restore their health.
And use all the arguments to restore the image of a flower not always appreciated at its true value.
“Outdoor plants, easy to care for,
” as Farell Legendre, president of the French federation of florists, reminds us.
Flowers that continue to take the lead in the fall, far ahead of cyclamen (7% of sales), heather (7%) and pansies (4%), which delight young people more.
“
A large part of these autumn varieties are widely produced in France
,” the study further reports.
To be sure, Farell Legendre advises to pay attention to the Fleurs de France label.
Because unlike roses, firs and dahlias, chrysanthemums are not Label Rouge stamped.
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Despite their resounding success every year on All Saints' Day, chrysanthemums, which can be found from the beginning of September, suffer from being associated with cemeteries: "
Only 10 to 15% of customers buy them for them
", estimates a florist in the 20th arrondissement a stone's throw from the Père Lachaise cemetery in Paris.
“
Yet their range of colors is fabulous.
Perfect for decorating a terrace, these autumn daisies survive until the first frost
”continues Farell Legendre, who recommends buying them in bud and watering them once or twice a week.
