Artificial flowers gain popularity for Mother’s Day in Denmark

Danish retailers report a surge in demand for artificial flowers ahead of Mother’s Day, with sales rising sharply compared to previous years, according to a report by national broadcaster DR.

At Salling Group, which operates supermarket chains including Føtex, Bilka, and Netto, artificial flower sales have increased significantly. Mads Rye, category director for flowers and bouquets, attributes the trend to improved quality and realism.

“The appearance of artificial flowers has improved greatly in recent years. They look far more lifelike, authentic, and decorative than before,” Rye said. The company expects to sell eight times more artificial flowers than usual this Mother’s Day, while fresh flower sales—still the dominant choice—are projected to quadruple.

Specialist retailer Okholm Studio, which sells only artificial flowers, has seen orders jump from 800–1,000 per week to over 5,000 in the lead-up to the holiday. Founder Simone Toubøl noted that attitudes have shifted since the business launched three years ago.

“Artificial flowers used to be somewhat taboo,” Toubøl said. She does not believe they will replace fresh flowers but sees them as a practical alternative for those who find buying real blooms inconvenient or expensive. “They can keep them all year round.”

Design firm House Doctor, which supplies artificial flowers to major retailers, also reports growing interest. Design director Rikke Juhl Jensen cited durability, easier shipping, and enhanced realism as key factors.

“The craftsmanship has improved—today’s artificial flowers are incredibly true to nature,” Jensen said.