UK’s First ‘Flower Pharmacy’ Promotes Everyday Role Of Flowers In Wellbeing
The UK’s first ‘Flower Pharmacy’ has opened in London, offering consumers bouquets selected to boost mood, promote calm, or increase energy as part of an initiative to encourage more frequent flower purchases.
Created in partnership with Plants and Flowers Foundation Holland and chartered horticulturist, TV gardener, and author David Domoney, the one-off experience aims to reposition fresh flowers as an everyday wellbeing purchase rather than a product reserved for birthdays, anniversaries, and other special occasions.
The initiative highlights an opportunity for the fresh flower trade to broaden consumer demand beyond established gifting dates by positioning bouquets as an accessible, regular purchase linked to home enjoyment and personal wellbeing.
Visitors to the ‘Flower Pharmacy’ in Soho are matched with flowers according to their mood, meaning they leave with a bouquet recommended to lift, calm, or energise, reports The Mirror.
Yellow varieties, such as sunflowers, roses, freesias, and snapdragons, are selected to promote happiness, while blue and green blooms including hydrangeas, delphiniums, and chrysanthemums feature in calming arrangements.
Vibrant orange, red, and pink flowers are used in bouquets designed to energise.
Flowers Have The Power To Uplift People
The initiative comes as consumer research highlights the impact of shorter days and darker evenings on mood and purchasing habits.
A poll of 2,000 UK adults found that 37% struggle when the clocks go back, while 29% said the end of British Summer Time leaves them feeling glum.
“There’s something incredibly uplifting about flowers, and research has shown that they can have a positive effect on our mood and emotional wellbeing,” said horticulturalist David Domoney.
“We often associate flowers with special occasions, but there’s no reason we shouldn’t enjoy their beauty and the benefits of having them around us in everyday life. Sometimes, it’s the simplest connections with nature that can make a real difference to how we feel.”
The research found that 31% of respondents spend more time indoors following the clock change, while 28% find darker evenings difficult, and 22% experience lower energy levels.
Among those affected, 86% use various methods to improve their mood.
Nature plays a role for 23%, while 22% turn to country walks, and 12% spend time gardening.
An Opportunity To Raise Everyday Floral Purchases
Despite the reported emotional benefits of flowers, the findings suggest scope to increase everyday purchasing.
More than half of respondents (53%) said fresh flowers make them happier than everyday treats such as coffee, something sweet, or a takeaway, rising to 70% among those aged 25 to 34.
However, only 9% said they regularly buy flowers for themselves.
A further 21% would like to purchase flowers more often, while 16% view them as an occasional treat.
Overall, 38% said they had never considered buying themselves a bunch of flowers.
Traditional gifting occasions therefore remain a key floral association, with respondents most likely to link flowers with Mother’s Day (20%), Valentine’s Day (18%), weddings (15%), and birthdays (13%).
The emotional response to receiving flowers was also evident in the findings.
Half of respondents said they feel happy when given flowers, while 45% reported feeling grateful, 34% joyful, and 24% comforted.
“As the days become shorter and darker, small acts of self-care can make a real difference, and flowers are a simple way to bring colour, joy and positivity into everyday life,” commented Monique Kemperman, horticulture expert for Plants & Flowers Foundation Holland.
“Our research shows just how much of an emotional impact they can have, yet many people still reserve them for somebody else or a special occasion.
“The Flower Pharmacy is about encouraging people to see flowers as an everyday wellbeing boost rather than a treat saved for occasions.”
What Consumers Value About Receiving Flowers
The survey’s top 10 reasons for enjoying flowers were:
Brightening the home
Their beauty
Feeling appreciated
Knowing someone was thinking of them
A boost to their mood
Their colours
Their scent
Feeling that flowers are a treat
Smiling long after receiving them
Helping them relax
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