Yamanashi: Clever florists sell subscription bouquets

By Mika Koyama / Yomiuri Shimbun Staff Writer

10:29 JST, July 24, 2022

KOFU — The coronavirus pandemic has driven some flower shops to launch subscription services. With many people spending more time at home, the businesses have been targeting those who would like to furnish their homes with seasonal flowers or send bouquets to their family members.

“We want our customers to feel good by making their homes look splendid with flowers,” said Miki Asakura, 37, manager of Flower House Paikaji in Uenohara, Yamanashi Prefecture.

In late June, a worker selected around five types of flowers — including pink carnations and blue alliums — and arranged them into a bouquet for one of their subscribers before putting it in a special delivery box.

At Paikaji, subscribers have increased to about 30 since the shop opened in November.

To use the service, a subscriber selects an option in a price range — ¥900, ¥1500 or ¥3,000 (plus tax) — and frequency of delivery: monthly, every other week or weekly.

“Customers can choose according to their needs, such as a Buddhist altar tribute [delivered] monthly on the deathday of a family member, or as gifts for their elderly family members,” Asakura said.

Hanauta in Kofu now has about 10 subscribers, up from hardly any before the pandemic.

The prices range of their popular courses is between ¥3,000 and ¥5,000 per delivery.

“Some of our subscribers send flowers to their parents once a month because they can’t meet them,” Hanauta owner Kojiro Shimizu said. “We want our subscriptions to increase step by step [as a way] to encourage people to buy flowers.”