Daffodils strike a chord with winter weary shoppers as Sainsbury’s reports record sales of first spring flowers


Thanks to a mild winter, Sainsbury’s is seeing bumper crops of this year’s spring flowers. Daffodils made their first appearance in abundance in Sainsbury’s last month and sales last week were 727% up on the same week last year.

Customers weary of dark winter days grasped the opportunity to bring some springtime sun into their homes, by purchasing the £1 bunches of daffodils in such great quantity that Sainsbury's sales of the pretty blooms were bigger than any other week of last year, apart from the week before Mothering Sunday.

"It is unusual to have access to such large quantities of Daffodils so early in the year", said Jasmine Scriminger, floral buyer for Sainsbury's. "This year's bigger crop is also of a very high quality, making daffodils an even more tempting product for our shoppers. And at only £1 a bunch, it is a very affordable way to bring spring colour into their homes and help them to live well for less."

Notes to editors

  • Sainsbury's Daffodils are priced from £1 for a bunch and are available in different sized bunches and gifting lines.
  • Sainsbury's Daffodils are 100% British and will be available in store until Easter.



About the article

  • Posted on: 01 February 2012
  • Type of article: Press release