As temperatures climb, Gen Z is leading China’s flower market into full bloom. Once reserved for holidays or romantic gestures, fresh flowers are now part of everyday life due to the rise of self-gifting and female-driven spending.
More young consumers, especially educated urban white-collars, are buying flowers for themselves. Industry data shows that users aged 26–30 make up over a third of flower e-commerce buyers. According to Wang Yunfei, a sociology professor at Anhui University, this habit reflects a quiet form of emotional care: “Buying flowers is a small but meaningful way for young people to reconnect with themselves and add joy to daily life.”
Online platforms like Meituan are leaning into the trend. Around peak dates like 20 May (China’s unofficial Valentine’s Day), Meituan stations riders at high-volume stores and rolls out initiatives like livestreaming and marketing subsidies to help florists meet demand. This year’s 520 holiday Meituan saw over 20 million RMB (around 2.75 million USD) in flower sales and a 99.41% satisfaction rate.
With growing demand, Gen Z buyers want better quality, more customization, and fair prices. For them, flowers aren’t just decoration, but part of a new lifestyle mindset: finding beauty and balance in the everyday.