The florist market is entering its peak demand period ahead of Valentine’s Day, but the visual language of gift bouquets is changing noticeably. Instead of “flashy” packaging and standard sets, people are increasingly choosing “quiet luxury” – muted shades, natural textures, and compositions that look less like a mass-produced product and more like a story tailored to the individual.
The main trend of the season is soft palettes and freer forms. Professional publications describe a shift away from hyper-saturated “Valentine’s Day” red to combinations with neutrals—blush, mauve, terracotta, sage—as well as sculptural, asymmetrical compositions where movement and “air” between the flowers are important. Roses remain an emotional anchor, but they are more often mixed with ranunculus, tulips, and “characteristic” stems to make the bouquet look modern and less formulaic.
Packaging is changing in parallel. Customers are increasingly choosing matte papers, calm tones (dusty rose, pastel lavender, warm neutrals), and natural textures that “frame” the bouquet rather than distracting from it. This visual shift is also pushing for more sustainable solutions—recyclable materials and responsible supply chain standards.
The third block is logistics and sales channels. According to industry participants, online and telephone orders are growing, as are the share of pick-ups and “last mile” deliveries in the final hours before the holiday. In 2026, when February 14 falls on a Saturday, florists expect particularly heavy weekend traffic, which increases the value of pre-orders and ready-made “pick up and gift” solutions.
In Kyiv, this model is clearly visible in the activity of local salons. For example, LeCharmé operates at two addresses (8 M. Vasilenka St. and 2A M. Donets St.) and delivers throughout Kyiv and the surrounding area.
A separate market trend is the growing popularity of arrangements in baskets and boxes: they are more convenient for delivery, do not require vases, and are perceived as a more “gift-like” format.
Ukrainian delivery services note demand in January-February 2026 for a mix of textures and colors, eco-friendly materials (kraft paper, burlap, wood), and customization “to suit the mood.”
