News » 07.09.2026 - September 1: A celebration of flowers and the first day of school in the Baltic states
While the flower market in many parts of Europe is relatively quiet at the beginning of September, the situation is very different in Lithuania, Latvia and Estonia. Here, September 1 is traditionally one of the most important flower occasions of the year.
For generations, parents have bought flowers for their children to take to their teachers on the first day of school. The tradition became deeply rooted during the Soviet period and, although Lithuania, Latvia and Estonia have long since regained independence, transformed their economies and developed into modern European markets, this particular custom has remained very much alive.
Over the last days, Bohdan Tustanivskyi from Profiflora visited several different stores to take photos and observe how this year's flower sales were going.
"When September 1 approaches, there is one flower that clearly stands above the rest: the Gladiolus," Bohdan observed.
Gladiolus is everywhere
During the days leading up to the new school year, gladioli can be found almost everywhere: in flower shops, street markets and, of course, supermarkets.
Retailers create large flower displays in entrance areas, near checkouts and even close to store exits. "One particularly interesting feature of the Baltic market is the simplicity of the presentation. Very often, gladioli are sold without sleeves or labels. The stems are simply placed loose in buckets, allowing customers to select individual flowers, create their own combination of colours and carry the chosen stems directly to the checkout," Bohdan says.
From early in the morning on September 1, parents and children gather around these flower displays, discussing which colour to choose and which flowers their teacher might like best.
"For the flower industry, it is a wonderful example of how flowers can become part of an emotional family tradition."
Retailers compete aggressively for the flower customer
Gladiolus is such an important product during this period that supermarkets compete very strongly for customers.
"Promotional prices can be extremely low and, in some cases, even below the retailer's purchasing price. The objective is clear: flowers become a traffic generator," Bohdan says.
Retailers actively communicate their September 1 flower offers through social media, radio and other promotional channels, encouraging families to visit their stores not only for flowers, but also for their other back-to-school purchases.
Among the major supermarket operators in the Baltic region are Maxima, Rimi, IKI and Lidl, all of which understand the importance of this seasonal occasion.
Refrigerated flower displays: "Something Western European retail can learn from"
Another feature that distinguishes the Baltic supermarket flower market is the investment made in refrigerated flower displays.
"Retailers such as Maxima and Rimi have been using dedicated refrigerated flower units for years. These are not simply technical refrigerators hidden somewhere in the store. They are well-lit, attractive displays that have been integrated aesthetically and ergonomically into the overall supermarket concept."
The benefit is significant. "While cut flowers displayed under normal retail conditions may typically have only three to four days of effective selling time in-store, refrigerated merchandising can extend this period considerably — in many cases to approximately six to nine days, depending on the product and handling conditions."
This reduces waste, protects quality and gives customers greater confidence in the freshness of the flowers they are buying. "In my view, this is something retailers in Western Europe could certainly learn from," Bohdan says.
The investments made by supermarkets also demonstrate something more fundamental: flowers are no longer seen simply as an additional impulse category. "They have earned a permanent position within the weekly shopping basket. Consumers expect quality, a fair price, constant availability and the convenience of being able to buy flowers quickly while doing their regular grocery shopping. Baltic retailers clearly recognise this."
"More than 2,000 kilometres from the Netherlands — yet highly professional"
"For us at Profiflora, it has been particularly impressive to see the level at which the flower category is organised in the Baltic countries," Bohdan says. "These markets are located more than 2,000 kilometres from the Netherlands, the key hub of the European flower trade, yet the organisation, presentation, logistics and attention given to flowers are at a very high level."
"That requires considerable work throughout the entire supply chain — from growers and suppliers to logistics companies, buyers and supermarket employees," Bohdan adds. "It deserves recognition and respect."
"And finally, on the occasion of the new school year, I would like to congratulate all parents whose children are returning to school. And wish them one thing in particular: patience!"
Source: www.floraldaily.com
« Back