Redbridge's wholesale branches will support the initiative with branded flags, point-of-sale materials, special promotions on different flower varieties and price deals aimed a promoting bulk and repeat purchases.

Petra Schouten, Redbridge's flower development manager said: 'Buying flowers for the weekend is something that is very common in the Netherlands and the Flower Council is keen to bring this culture to the UK. In addition, it is well known that British women don't tend to buy flowers for themselves and we are trying to work with out florist customer base to change this and make flowers more of an impulse buy. If we can focus our florist customers on buying different varieties and focus on weekend sales it will all help towards this cultural shift in flower buying in the UK.'

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