Flowers for Men: A Missed Market for Florists and Growers.

I recently read a Facebook post from Dan Repacholi MP that really got me thinking.

The post said that most blokes will only ever receive one bunch of flowers in their lifetime, and sadly, that is usually at their funeral. Whether or not the exact statistic can be fully verified, the sentiment behind it clearly struck a nerve. The comments were full of people reflecting on how rarely men receive flowers and how powerful such a simple gesture could be.

With Men’s Health Week being part of the conversation, it raised an important question for our industry too.

Why aren’t we sending more flowers to the men in our lives?

As florists, growers and flower lovers, we already know the emotional impact flowers can have. We see it every day. Flowers can soften a hard day, lift a mood, mark a moment, open a conversation or simply remind someone that they are seen and appreciated. They do not need to be tied to romance, sympathy or a formal occasion. Sometimes the most meaningful flowers are the ones given for no reason at all.

And let’s be honest, blokes are human too, despite what some of us women may think sometimes. That means they can also feel that same sense of calm, joy, mindfulness and connection that flowers bring. Whether they are receiving a bouquet, working with flowers in a workshop or simply having fresh flowers in the home, the emotional response is still there.

I’m no longer in retail floristry, but I do host fun and educational workshops for the general public. Over the years, I have had many men attend my workshops and they have all commented on how wonderful it feels to work with flowers and then take those flowers home.

One man in particular still stands out. He was what you might call a typical blokey bloke, a tradie and builder, who came along to one of my workshops as a gift to his mum. They attended together and he genuinely loved the experience. He enjoyed working with the flowers, learning more about them and creating something with his hands. To this day, he still sends me photos of little designs he has made. I’m pretty sure some of the flowers may have been “borrowed” from gardens on job sites, but that just makes me love the story more.

For me, that says a lot.

Men can and do enjoy flowers. They enjoy the process, the creativity, the beauty and the feeling of having flowers around them. They may not always say it in the same way, and they may not expect flowers to be given to them, but that does not mean they do not appreciate them.

Yet when it comes to gifting men, we so often default to the same old options. A bottle of wine. A carton of beer. A pair of socks. Something practical. Something safe.

But why do we assume alcohol is always the best gift?

What if we started thinking about gifts that offer a little more care, connection and emotional wellbeing? What if, instead of sending another bottle of booze, we sent something that could lift the mood, soften the day, bring beauty into the home or remind someone that they are loved and appreciated?

Flowers do not have to be pretty in the traditional sense to be powerful. A bunch for a dad, brother, husband, son, friend or workmate could be bold, earthy, textural, native, sculptural, seasonal or simple. It does not have to look like a romantic bouquet. It just needs to say, “I thought of you.”

And perhaps this is where our industry is missing a huge opportunity.

For years, flowers have been heavily marketed towards women, weddings, Mother’s Day and romantic occasions. But there is a whole market sitting quietly in front of us. Men who may never expect to receive flowers, but who may benefit deeply from the gesture. Men who may not know how much it means until a bunch lands in their hands.

As florists and growers, maybe it is time we open our minds and get a little more creative with how we promote flowers for men.

Of course, there are the obvious moments like Father’s Day and Christmas. But what about birthdays? Workplace thank-yous? Retirement gifts? Congratulations? Recovery gifts? Sympathy? A personal or professional win? Or sending flowers to a man who is going through a stressful time, just to let him know he is loved and that someone is thinking of him.

Most men already have enough stuff. They may not need another practical gift, another gadget, another pair of socks or another bottle of alcohol. But a beautiful bunch of flowers, thoughtfully chosen and sent at the right moment, could be something completely unexpected and deeply meaningful.

We do not need to wait until the funeral to send flowers to the men we care about.

Maybe the challenge for our industry is simple: let’s make flowers feel like a normal, thoughtful and meaningful gift for everyone. Let’s show our customers that flowers are not just for women. They are for people. They are for connection. They are for starting conversations. They are for reminding someone they matter while they are here to enjoy them.

So next time you are planning your shop display, writing a caption, designing a seasonal offer or choosing what to grow, consider the blokes too.

Let’s start thinking about how we can promote the gifting of flowers to our men, not as a novelty, but as a genuine and valuable part of what flowers can do.

There might just be a whole market waiting for us to invite them in.