Mother’s Day 2026 Recap: Trends Across the Floral Industry

Following Mother’s Day, CalFlowers gathered insights from retail, wholesale, and grower members through two in-person gatherings in California, along with an online survey, to better understand how the holiday performed across the industry. As one of the most important moments of the year for the floral industry, our members shared that Mother’s Day 2026 delivered strong results. Across all segments, responses pointed to steady demand and modest growth.

As with any major floral holiday, challenges remained. Some regions experienced supply concerns related to weather conditions and early or late crop production, while others faced logistical hurdles throughout the supply chain, including increased fuel costs and tariff-related uncertainty. Despite these obstacles, most industry segments were happy with the results of Mother’s Day. 

Steady Sales Across the Industry

Of those who participated in the survey, 78% of growers and 80% of wholesalers reported sales increases ranging from slight (1–10%) to more significant (+10%) compared to 2025. While 75% of retailers reported slight to more significant sales increases. Overall, sales performance remained solid, reinforcing confidence in Mother’s Day as a dependable and high-performing holiday for CalFlowers members.

Compressed Timelines

Last-minute purchasing remains a defining trend across the supply chain. Growers and wholesalers reported the bulk of their orders came in 1–2+ weeks in advance, while retailers shared that most consumers purchased within days of the holiday. 

Consumer Behavior Trends

All members are seeing similar shifts in consumers behavior. Customers are increasingly purchasing closer to the holiday, placing orders online, spending more per order, and are interested in premium/luxury flowers and designs.

At the same time, signs of price sensitivity were especially noted at the grower level. In summary, customers are still spending but they’re also being more selective.

Product Trends

• 28% of growers indicated their top 3 selling categories included lilies, peonies, and mixed bouquets. Other notable varieties that were mentioned include gerberas, roses, cut greens, eucalyptus, and ranunculus
• 78% of wholesalers listed roses as one of their top 3 sellers, followed by 42% reporting tulips and lilies. Respondents indicated that assorted flowers, gerberas, carnations, greens, ranunculus, and peonies were also popular options
• Mixed arrangements led in the retail space, including flowers like roses, peonies and lilies to meet customer demand

Combined results across all segments

How Margins Shaped Results 

While sales held steady, rising costs of products/goods, freight/fuel and labor put pressure on margins. Some businesses were able to maintain or even improve profitability, while others reported that higher sales did not always translate into stronger bottom lines.

Combined results across all segments

Logistics & Supply Chain

Weather continued to play a major role in shipping and crop availability, creating ripple effects across the entire chain.

• Wholesalers reported minor transportation disruptions, with delays due to weather impacts
• Grower responses regarding logistics and transportation were variable. Some experienced smooth shipping while others had significant delays. With early heat in the West and cooler temperatures in the East, weather had a notable impact on crop availability and timing
• Retailers generally experienced fewer challenges, likely due to the coordination and efforts of their suppliers 

Supported by Staffing

Compared to past years, most businesses reported minimal to moderate staffing issues with no widespread labor shortages that significantly impacted fulfillment. 

Where Members See Growth Opportunity

Looking ahead, there is strong alignment around key areas for growth and improvement:

• Strengthening logistics and supply chain reliability
• Creating more consistent and predictable pricing structures
• Investing in marketing and demand generation

Each segment also highlighted its own opportunities:

• Growers: expanding varieties and value-added products
• Wholesalers: strengthening customer relationships and delivery capabilities
• Retailers: focusing on repeat customers, social media, and premium offerings

Overall, feedback from CalFlowers members indicate that Mother’s Day 2026 was a strong holiday across the board. Sales performance was generally positive, inventory levels were well managed, and consumer demand remained robust. The consensus from industry participants is that Mother’s Day 2026 was one of the better holidays in recent years, with most segments reporting favorable results and high levels of customer satisfaction.