The culture of gifting has changed significantly over the years. While many South Africans still enjoy visiting their local florist, online gifting has made it easier than ever to celebrate loved ones, offer support from afar or simply brighten someone’s day.
Behind many of these deliveries is a partnership that customers rarely see. Across South Africa, independent florists work alongside online gifting platforms such as NetFlorist, combining local expertise with national reach to help flowers and gifts reach communities large and small.
To better understand the role these local florists play, NetFlorist surveyed 15 members of its florist network. Their responses reveal an industry built on craftsmanship, community knowledge and collaboration, while highlighting how partnerships help independent florists remain competitive in an increasingly digital world.
More Reasons Than Ever To Send Flowers
Spoiling loved ones with beautiful flowers on their birthday remains one of the most common reasons people gift. Expressing sincere condolences to a grieving family is another. But according to florists, the reasons people send flowers have expanded considerably over the years.
“Customers send flowers to say, ‘thinking of you’, ‘thank you’, ‘well done’, or simply to brighten someone’s day. It has become less about only formal occasions and more about meaningful, personal moments,” says Ruaan Dreyer, a local florist from Malmesbury in the Western Cape.
Whether it’s for a long-time friend, a close colleague or a sister who lives in another part of town, flowers remain a tangible way for people to nurture relationships and show up when it matters most. And the reactions when they arrive say it all. One florist recalled a mother whose children had moved overseas, bursting into tears of joy as she hugged her bouquet, while another shared the story of a woman celebrating her 50th wedding anniversary, beaming from ear to ear as she received her flowers. Some recipients even wait camera-ready for the delivery truck, eager to capture the moment and share it with loved ones. These everyday moments remind florists that what they are delivering is often much more than flowers.
The Reality Behind The Blooms
Customers often struggle to understand why flower prices change, especially during peak occasions like Valentine’s Day and Mother’s Day. Factors such as petrol prices, climate conditions, seasonality and supply-and-demand pressures all influence what florists pay at the flower market on any given day.
“Flower prices change all the time […] So the problem arises when you are given a certain amount to work with, and when you do, the flowers do not look good,” explains Ameela Dhani, a local florist from Hilton in KwaZulu-Natal.
This is where local expertise becomes particularly valuable. While NetFlorist offers a wide range of pre-styled bouquets and arrangements online, local florists play a crucial role in determining what is realistically available within their regions. Flower availability can vary significantly depending on location, season and supplier stock.
Julie Smith, a florist from Plettenberg Bay, adds that customers think “that we have every flower type available all the time”.
Their knowledge helps ensure customers receive arrangements that meet expectations while still reflecting local realities, while also helping determine which products can be delivered nationwide and which may only be available in major centres.
Busy Periods Mean More Business For All
Special occasions like Mother’s Day and the festive season are busy times for florists and online gifting companies alike. People go all out to express their love, appreciation or excitement in ways words simply can’t.
Valentine’s Day was voted the busiest season of all among the florists surveyed. Between 1 and 15 February 2026, florist partners fulfilled 593 Valentine’s Day orders through the NetFlorist network, generating more than R278,000 in revenue for participating florists. While customers see a bouquet arriving at a doorstep, florists are often preparing weeks in advance, securing stock, extending trading hours and coordinating deliveries to ensure every gift arrives on time.
The scale of demand highlights the value of collaboration between national gifting platforms and local experts. Marisca Kruger, a florist from Mpumalanga with 43 years’ experience, believes these partnerships help people stay connected regardless of distance.
“Without NetFlorist and other partnerships, we would not have been able to assist overseas and local people reaching their loved ones.”
Eva Rakoma, a florist from Polokwane with 25 years of experience, share a similar view.
“Partnering with NetFlorist has helped us reach more clients in Polokwane through increased visibility and customer trust.”
For customers, the benefit is simple: the ability to send meaningful gifts to loved ones, whether they live in a major city, a smaller town or even across the globe. For florists, partnerships create opportunities to grow their businesses while continuing to serve their local communities.
Decades Of Experience Behind Every Delivery
The florists surveyed have an average of 16.5 years of experience in the industry. Many have also maintained long-standing relationships with NetFlorist. More than half of the respondents have worked with the company for six years or longer, while five have partnered with the platform for over 16 years.
This depth of experience is one of the partnership’s greatest strengths. Local florists understand the preferences of their communities, the realities of flower availability in their regions and the importance of getting every arrangement right.
Ruaan Dreyer, who has spent 24 years in the flower industry, believes florist partnerships strengthen the industry by expanding access to customers.
“Florist partnerships are extremely important because they allow flowers to reach customers in many different towns and communities.”
The combination of national reach and local expertise helps ensure customers receive the quality, care and personal touch they expect, regardless of where they are sending flowers.
More Than Flowers, More Than Delivery
As gifting habits continue to evolve, one thing remains unchanged: people still want to connect with the people who matter most. While NetFlorist fulfils the majority of orders through its own operations, florist partners help extend gifting reach into communities where local expertise makes all the difference. Whether delivering to smaller towns, navigating regional flower availability or helping meet demand during peak gifting periods like Valentine’s Day and Mother’s Day, these partnerships ensure more South Africans can stay connected to the people they care about. By combining the convenience of online gifting with the knowledge and experience of local florists, customers benefit from both national reach and a personal touch that reflects the communities being served.
