Blossoming business: Holiday peaks in the global flower trade

Each year, as Mother's Day and Valentine's Day draw near, the flower industry bursts into a whirlwind of activity. These occasions are not merely about personal expressions of love, they also represent critical periods for those in the business of growing, transporting and selling flowers.

From the rose farms of Colombia to the tulip fields of Amsterdam, from Kenya's rose nurseries to Ecuador's orchid gardens, the global flower trade continues to see a significant surge in demand. In this analysis, we explore the intricacies of the flower business to show how key players navigate these seasonal demand spikes.

The Heart of the m atter

Mother’s Day and Valentine’s Day both prompt a significant uptick in global flower demand. According to the Society of American Florists (SAF), Valentine’s Day accounted for about $2.3 billion in flower sales in 2022, making up 28% of the year's total flower sales by volume. Similarly, 1-800-Flowers.com reports that about 23 million flowers are sold for Mother’s Day annually, a celebration that about 90 countries observe on the second Sunday of May.

In 2023, Americans alone spent a staggering $35.7 billion on Mother’s Day, with floral purchases making up 24% of that total. In fact, in 2019, 31% of Americans reported purchasing flowers or plants for Mother’s Day, with the red rose being the favorite. Representing 26% of holiday flower and plant transactions, Mother’s Day i s the third - largest occasion for flower sales, following Valentine’s Day and Christmas/Hanukkah .

On Valentine's Day alone, around 250 million red rose stems are sold, alongside other popular varieties such as tulips, carnations, and chrysanthemums . Thanksgiving, which often goes unnoticed in floral transactions, accounts for 8% of holiday flower sales. Birthdays and anniversaries contribute another 24% throughout the year.

The increase in flower transportation is part of a broader trend observed in Central and South America's air cargo industry ahead of Mother's Day celebrations. Recent analysis from WorldACD reveals a notable uptick in air cargo volumes, particularly to North America, driven by the demand for flowers. This surge in demand has also led to a temporary 12% spike in air cargo rates , reflecting the industry's response to heightened demand during peak seasons.

Floral f reight: LATAM Group ’s role in f lower t ransportation In 2023, LATAM Group reported a 20% increase in the volume of flowers transported compared to previous years . It moved more than 24,000 tons, or approximately 552 million stems, from Colombia and Ecuador in the weeks leading up to Mother’s Day in North America. To gain insights into LATAM’s operations, we analyzed three , distinct , three-week periods in 2024: T he lead-up to Valentine’s Day from Jan . 24 to Feb . 14 ; T he preparation for North American Mother’s Day from April 21 to May 12 ; and A baseline period from March 4 to 24 . Before Valentine’s Day, LATAM operated 411 flights destined for the U.S., along with 23 additional domestic legs.

The approach to Mother’s Day saw a slight increase, with 440 flights to the U.S. and another 23 within the country.

During the baseline period, there were 285 flights to the U.S. and 26 domestic legs. Miami International Airport (MIA ) emerged as the hub of LATAM’s U.S. operations, handling the majority of these flights (Valentine’s Day: 387, Mother’s Day: 419, March: 270)

Route m aps :

The following route maps (Fig s . 1, 2 and 3) show LATAM Cargo’s network for Mother’s Day, Valentine Day’s, and the baseline period in March . Figure 1 - Mother’s Day

[caption id="attachment_57285126" align="aligncenter" width="1018"] Source: Cargo Facts analysis of flight radar data.[/caption] Figure 2 - Valentine’s Day

[caption id="attachment_57285127" align="aligncenter" width="1015"] Source: Cargo Facts analysis of flight radar data.[/caption] Figure 3 - March review period

[caption id="attachment_57285126" align="aligncenter" width="1018"] Source: Cargo Facts analysis of flight radar data.[/caption]

LATAM Cargo's c ontribution to f lower e xports

LATAM Cargo's pivotal role in transporting flowers from South America to global markets cannot be overstated. The group's cargo affiliates in Colombia and Ecuador have become leaders in flower transportation, accounting for a significant share of exports from these countries.

In 2023 alone, LATAM Cargo transported 40% of all flowers exported from Colombia to North America and 65% from Ecuador, solidifying its position as a key player in the flower export market. In absolute terms, throughout 2023, LATAM transported 945,500 tons of cargo, an increase of 4.9% compared to the figure from 2022. Cargo operations represent 13% of the LATAM G roup’s consolidated revenues.

Sustainability in the f lower i ndustry

In the flourishing flower trade, sustainability has emerged as a paramount concern. LATAM Group has been actively promoting sustainable aviation fuels (SAF) in the flower transportation sector, aiming to reduce emissions and minimize environmental impact. Collaborating with partners, LATAM Cargo has conducted flights using SAF, demonstrating its commitment to environmental stewardship while meeting the growing demand for flower transportation.

Regional i mpacts of Mother's Day on f lower t rade

Across key flower-producing regions such as the Netherlands, Colombia, Ecuador and Kenya, the approach of Mother's Day heralds a flurry of activity in the flower industry. Growers ramp up production, exporters streamline logistics and airports bolster infrastructure to accommodate the surge in shipments. Amsterdam Airport Schiphol (AMS) , Bogot a El Dorado International Airport (BOG) and other key hubs play a vital role in facilitating the smooth flow of flowers from farms to consumers' hands, ensuring that each bloom retains its freshness and beauty.

In fact, BOG ranked first as the top airport in terms of tonnes handled in 2023. Figure 4 shows that t he top 15 airports in LATAM handle 80% of all cargo traffic in the region. Figure 4 – Airport t onnes h andled in 2023

Blooms b eyond b orders

As we celebrate Mother’s Day, it is important to recognize the complex network of commerce and logistics that facilitates the seemingly simple act of giving flowers. Behind each bouquet is a tale of dedication, innovation and collaboration, featuring key players like the LATAM Group which bridge the gap between growers and consumers across the globe.

Blossoming business: Holiday peaks in the global flower trade

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