The Rose Economy: How the Flower Business Survives During Wartime — Three Stories
The flower market in Ukraine has undergone major changes since the war began. In the early days of the full-scale invasion, demand for flowers plummeted. By 2023, however, the market started to revive. Between 2024 and 2025, sales have effectively returned to pre-war volumes, despite the occupation of some territories and the departure of many Ukrainians abroad.
Previously, most sales were concentrated around February 14 and March 8, but peaks on those holidays have become less pronounced. Instead, Mother’s Day has gained more traction, and people are increasingly buying flowers without any special occasion. According to Valeriy Horban, director of the company 'Askania Flora',
“People want to feel a celebration every day. That’s why they’ve started buying flowers more often just because, for their homes.”
Notably, soldiers returning on leave or rotation are purchasing large bouquets for their families. Meanwhile, 'Ukraflora', led by director Olena Storchak, points out that overall flower demand has still declined due to Ukrainians moving abroad and shrinking household incomes. Wartime priorities have shifted, yet holiday dates remain the main drivers of flower sales.
Adapting to New Realities
Overall, while Ukraine’s flower market shows signs of recovery, challenges tied to the war and the economic situation continue to shape its trajectory.
The revival of the flower business in Ukraine during wartime reflects how companies are adapting to new circumstances. A drop in demand for traditional holidays, coupled with a rise in spontaneous purchases, may signal a change in consumer sentiment—where emotional value is becoming more important. This suggests a growing need for positive emotions and support in difficult times, which in turn is reshaping flower sales strategies for the future.
As the flower market in Ukraine navigates the complexities of wartime, it's crucial to understand how local producers and importers are responding to these challenges. For a deeper insight into the resilience of Ukraine's floral industry and the strategies employed by businesses to survive amidst conflict, explore our article on the survival of the flower industry during wartime.