All Saints' Day plant sales decline

All Saints' Day, observed on November 1st, is marked by the prevalence of chrysanthemums in garden centers, florists, and markets. Economic press outlets reported on October 9th the latest figures from the sector, based on data from the Kantar Institute's consumer panel.

2025 sales figures show a drop

In 2025, plant expenditures for All Saints' Day reached 114.35 million euros, a decline of approximately 7.9 percent compared to 124.10 million euros in 2024. The number of buyers also decreased, with 3.8 million households purchasing plants in 2025, down from approximately 4 million in 2024, a reduction of about 5 percent.

Average spending per household decreases

The average budget per purchasing household was 27.40 euros in 2025, compared to 29.40 euros in 2024, representing a decline of approximately 6.8 percent. Each household purchased an average of 3.3 plants in 2025, compared to 3.6 in 2024. The average age of the buyer was reported as 62 years.

Historical data shows fluctuation

Historical data from FranceAgriMer indicates that All Saints' Day expenditures varied significantly from year to year, with purchases estimated at 90.80 million euros in 2022, a 40 percent decline compared to 150.68 million euros in 2021. In 2022, 3.3 million households purchased plants, with an average budget of 21.70 euros per household and an average of 2.8 plants per household.

Chrysanthemums dominate purchases

The chrysanthemum is the leading species for All Saints' Day, representing 59 percent of the quantities of plants purchased in 2025, according to Kantar. This share reached 63 percent in 2023, according to Valhor. Within the entire market for ornamental plants, chrysanthemums rank second in terms of expenditures, behind the rose.

Cemetery purchases remain significant

The chrysanthemum also plays a role in purchases intended for cemeteries throughout the year, representing 31 percent of these purchases in terms of quantity and 24 percent of the corresponding expenditures. According to Valhor, 15 percent of French households purchased at least one chrysanthemum for the cemetery in 2025, down from 21 percent in 2019.

Price increases offset some decline

At the same time, the average price paid per chrysanthemum increased by 10 percent between 2019 and 2025. For these chrysanthemums, Valhor notes an increase in the average basket that partially compensates for the decline in purchasing households. However, the average budget devoted to all plants for All Saints' Day decreases in 2025.

All Saints' Day holds a major share

All Saints' Day occupies a special place among calendar holidays, representing 36 percent of the plant expenditures made on these occasions, according to Valhor. This weight is linked to the importance of purchases intended for cemeteries. For comparison, 1.2 million households purchased flowers or plants for Valentine's Day 2026, with an average budget of 25.70 euros.

Holiday purchases show long-term trends

Nearly 29 percent of households made at least one purchase of plants during calendar holidays, which could be intended for themselves, to be given as gifts, or for the cemetery. Calendar holidays also represent 22 percent of the expenditures on plants intended as gifts. Valhor notes a long-term decline in the proportion of purchasing households during these holidays.