TikTok Shop’s flowers and gardening category is seeing triple-digit growth, reflecting a shift in shopper behaviour and new opportunities for florists and retailers at key seasonal moments:
- +440% year-on-year growth in the category
- +75% rise in LIVE shopping sessions
In the lead-up to Valentine’s Day, Worcestershire-based independent florist Oh So Floral has seen orders surge by 85% over the past 14 days. They expect each of the upcoming LIVE sessions to attract hundreds of shoppers, demonstrating the commercial potential of LIVE commerce around key moments like Valentine’s Day.
Oh So Floral is run by husband-and-wife duo Shane Wilkes and Megan Swain. Shane has over a decade of experience in flowers and plants, from working in his family business to managing multiple brands for a large corporate florist. Megan brings five years’ floristry experience plus expertise in social media and LIVE presenting from her time at a jewellery brand.
From 5th-12th February, Oh So Floral will host over 50 hours of TikTok LIVE shopping as central to their Valentine’s Day commerce strategy. Each LIVE will bededicated to Valentine’s flower pre-orders. During each session:
- Florists walk viewers through bouquet styles and gifting options
- Advice is personalised to recipients’ preferences, budgets and delivery needs
- Orders are uncapped, with guaranteed Valentine’s Day delivery on all purchases
- Bouquets offer the same quality as traditional florist arrangements, at more competitive prices
LIVE commerce allows florists to showcase bouquet size, quality, and styling in real time, whilst guiding shoppers through purchases.
Together, they spotted the opportunity to bring flowers and plants to TikTok early in 2024, joined the platform in April and went full-time on Oh So Floral from August. With a family history of flower shops spanning over 30 years, Shane and Megan combine traditional floristry knowledge with digital commerce know-how to make Oh So Floral one of the UK’s most innovative independent florists.
Valentine’s flowers don’t have to be a last-minute scramble anymore. Going LIVE on TikTok Shop lets us chat with customers as we build bouquets, answer their questions, and help them pick the perfect flowers for their loved ones. Shane and I are able to connect with our customers in a way that feels just like they’re stepping into a real florist. It makes the whole experience personal, fun, and much less stressful – and we’ve already seen orders jump 85% in the past two weeks, with hundreds of people tuning in to each session!
– Megan Swain, Co-Founder, Oh So Floral
TikTok Shop has become a powerful sales driver in the UK, with over 200,000 SMBs selling through the platform and more than 6,000 Shop Lives hosted daily. Valentine’s Day is a perfect example of how LIVE shopping is reshaping traditional retail moments, giving shoppers a more interactive and personalised experience. Florists are just one example of how independent retailers are using TikTok Shop LIVE as their own store fronts where they can engage with new customers, drive orders, and build engagement in ways that weren’t possible when purchasing online before.
– Marco Spaducci, Head of Home & Garden, TikTok Shop
