Florists rejoice as Tesco cuts flower service

Florists have welcomed news that Tesco is dropping its online flower delivery service.

The retail giant will cease taking orders on its Tesco Flowers site after Wednesday (30 April). Rumours that the decision was prompted by poor Valentine's Day sales have been dismissed by the firm, which told industry magazine Master Florist that it had made "a long-term decision rather than a knee-jerk reaction."

In a statement, a spokesperson for Tesco said: "Having looked carefully at the performance of online flowers we don't think it's working for customers or for Tesco and so reluctantly we have decided to discontinue the service."

The news has been welcomed by smaller retailers. Commenting on floristnews.co.uk, Treen from Colchester-based Jennifleur Floral Design wrote: "Personally I hope this is the beginning of the trend we need to set ."

"[T]hankfully our sector is hard to replicate for the multiples and I hope this is a realization for some of the smaller ones to cotton on that people just don't want flippin, boxed flowers!"