The Blooming Online Flower Market in Australia

The online flower sector has grown steadily in Australia. Industry reports estimate online flower shop revenue climbing to about $429.9 million in 2022–23 and roughly $456.2 million by 2024. That represents a strong multi-year trend – roughly a 9.9% annual growth rate through 2022-23 and about 3.3% CAGR over five years ending 2024. For context, total Australian flower retail (online plus brick-and-mortar) is on the order of $1.1 billion, so online sales are a significant slice of the market. The surge in e‑commerce and broader internet adoption drove much of this rise, as consumers increasingly click “buy” instead of walking into a florist.

Figure: Relative volume of flower sales in Australia around Valentine’s Day (pink bars, Feb 10–14) versus Mother’s Day (blue bars, May 4–8) based on Square (2016) transaction data.*

Key players and competition

Several types of players compete in the online flower space. Interflora Australia is one of the most-recognized networks, linking customers with 750+ local florists nationwide. It offers a classic “floral relay” model (customers order online; a local member florist arranges and delivers the bouquet). Teleflora (Petals Network) is a similar large network – Teleflora acquired Petals Network (Aus/NZ) in 2011, giving it access to ~1,300 member florists in Australia and New Zealand. These networks emphasize hand-crafted arrangements and hand-delivery by neighborhood florists, with same-day delivery available in most cities.

In the e‑tailer category, Daily Blooms (founded 2014) has become a leading pure-play florist brand, offering pre-designed bouquets and same-day delivery in major cities. Industry data suggest Daily Blooms may hold roughly 50% of the online market share by revenue (IBISWorld’s 2025 forecast named it the top single business). By comparison, the Teleflora/Petals combination is second with about 37.6%, and Interflora around 15% (note: these are shares of the top providers, not necessarily summing to 100%). Other notable players include Bloomex (a direct-to-consumer brand, originally Canadian-owned) – Bloomex reported about $16.1 million in Australian sales (165k web orders) in FY2022 – and newer niche florists like Lvly, Floraly, Fig & Bloom and Mr Roses, which offer boutique bouquets or subscription services. Many supermarkets and retailers (e.g. Coles, Harris Farm) also sell flowers online, but their market share is smaller. In sum, the online flower industry is moderately concentrated: a few big networks (Interflora/Teleflora/Daily Blooms) lead, but hundreds of smaller online florists fill out the rest.

Consumer behavior: who, when and why

Online flower shoppers in Australia span a range of demographics and occasions. Younger adults are especially active: people aged 15–34 account for a large proportion of online sales, since they’re comfortable with internet buying and often look for value bouquets. That said, all age groups give flowers for special events. The busiest occasions are major gift holidays. For example, a 2024 industry survey found flowers were cited by 48% of Australians as a Valentine’s Day gift and by 41% as a Mother’s Day gift, making these two holidays peak demand periods. (Valentine’s Day spending was estimated at ~$465M in 2024, and Mother’s Day ~$995M – note that these figures cover all gift categories, not just flowers.) Fathers’ Day, birthdays, anniversaries, graduations and other milestones also drive online flower purchases. Gifting reasons often include romantic gestures, congratulations, apologies, sympathy, or simply “thinking of you.” For instance, nearly 20% of Mother’s Day gifts went to someone other than a person’s own mother (e.g. a partner, sister, or friend), reflecting the broad sentimental appeal of flowers.

Another recent insight: men tend to buy a lot of flowers for mothers. Bank transaction data showed men spent about $43.4M on Mother’s Day gifts versus $30.9M by women (suggesting many sons or husbands buying on Mom’s behalf). And during the pandemic, lockdowns and stay-at-home mandates initially boosted flower gifting as people looked to connect with loved ones at a distance. In short, online flower buyers in Australia are often gift-givers preparing for a special date or occasion – many have busy schedules, so they appreciate the convenience and wide selection of ordering flowers from home or on their phones.

Pricing models and offers

Online florists use several pricing strategies. Local florist networks (Interflora, Petals/Teleflora, etc.) typically price bouquets with a built-in artisan markup. Customers often pay a flat product price plus shipping or handling fees. These sites frequently run discounts or promo codes (and indeed were warned by regulators about misleading “discount” tactics, as in a Bloomex case). Direct-to-consumer brands (like Bloomex or Daily Blooms) often source straight from growers and operate lean digital warehouses. This can allow them to offer lower base prices on similar bouquets. For example, Bloomex advertises undercutting competitors by avoiding wholesale middlemen. In practice, some online florists also charge delivery surcharges – for example, Bloomex had added a small postcode-based delivery fee (around $1.95–$4.95) in the checkout, which drew ACCC scrutiny.

Another approach is subscription services. A few leading florists (Daily Blooms, Floraly, Hello Blooms, etc.) offer weekly or monthly flower subscriptions, where customers receive a fresh bouquet regularly for a fixed periodic fee. (For instance, Daily Blooms runs a “Petal Perks” loyalty program and subscription option for ongoing flower deliveries.) In general, pricing varies by bouquet size, flower type (roses, natives, etc.), and add-ons (vases, chocolates, balloons, etc.). Some high-end sites charge premium prices for designer arrangements or overnight delivery. On average, midrange same-day bouquets start around $50–$70, though bargain deals and clearance items can go lower. Many sites also accept buy-now-pay-later (BNPL) methods like Afterpay or Zip to spread cost. Overall, competition on price is intense: online shoppers benefit from the ability to compare many sites easily, so providers must balance affordability with covering costs of fresh logistics.

How to Save with Interflora Coupons: A Step-by-Step Guide

1. Visit au.codes.discount/interflora.com.au for updated promo codes.
2. Select your bouquet (e.g., “Sunshine Elegance” – $89).
3. Paste SPRING20 (updated daily, please DO check) at checkout for 20% off.
4. Enjoy free delivery on orders over $100.

Pro Tip: Sign up for Interflora’s newsletter to receive exclusive early-access sales.

Delivery models and logistics

Delivery speed and reliability are crucial differentiators. Most online florists use one of two models:

• Local florist relay: Networks like Interflora and Petals/Teleflora route orders to the nearest affiliated florist shop. The florist then hand-assembles and hand-delivers the arrangement. This model excels in speed and freshness: same-day delivery in metropolitan areas is standard if you order by the cutoff time. For example, Interflora’s website advertises “same-day flower delivery” nationally if orders are placed by around 2:00pm on weekdays (10:00am on Saturdays) in the recipient’s time zone. (Teleflora/Petals similarly promises same-day Australia-wide delivery and next-day overseas delivery.) Because local florists are doing the delivery, this network model can reach many suburbs at short notice, and typically quality and reliability are high for urban orders.

• Hub-and-deliver: Some companies (Daily Blooms, Bloomex, Mr Roses, etc.) design bouquets centrally in a warehouse or partnered hub, then ship them via couriers. Daily Blooms, for instance, has fulfillment centers that distribute pre-made bouquets across the country. These brands still offer same-day to major cities (Daily Blooms advertises 2:30pm cutoff for same-day in Sydney/Melbourne/Brisbane/Perth). Beyond city limits, they provide nationwide service by overnight mail or courier (“national delivery” zones). This hub model typically means customers in rural or remote areas get orders by the next available delivery run (often next-day or two-day).

In practice, most online florists promise very fast delivery in metro areas (many run 7-day service). The figure above illustrates the concentration of sales in the days immediately around Valentine’s Day and Mother’s Day, underscoring how critical swift delivery is during those peaks. Coverage is generally excellent: leading sites claim to deliver across nearly 100% of Australia’s population, with any gaps (e.g. very remote NT or Outback) usually listed in their FAQs. Consumers judge reliability on factors like bloom freshness and on-time arrival. By and large, the local-florist model tends to be most reliable for urgent city orders (flowers are less “shaken up” in transit), while courier models trade off a bit of speed for broad coverage and often lower prices.

Summary: Australia’s online flower industry is thriving, with hundreds of providers vying for customers. Industry data show the market keeps growing (revenue rising from ~$73 million in 2014 to well over $450 million today). Major brands like Interflora, Teleflora/Petals and Daily Blooms dominate, but smaller specialists and even supermarket websites add competitive variety. Shoppers tend to be younger, tech-savvy gift-givers who buy most heavily around Mother’s Day, Valentine’s Day and birthdays. Providers compete on bouquet quality, convenience (same-day delivery, easy ordering) and price. Whether a consumer needs an elegant bouquet delivered by a neighborhood florist or a bargain bunch shipped overnight, the Australian online flower market offers a range of models – each with its own trade-offs in cost, speed and coverage.