The UK's first Flower Pharmacy has opened in London, offering bouquets instead of medicine to help people beat the winter blues. The pop-up pairs visitors with flowers suited to their mood, following a survey that found 37% of adults struggle when the clocks go back.
Prescribing bouquets for wellbeing
The pharmacy, set up alongside Plants and Flowers Foundation Holland and chartered horticulturist David Domoney, aims to encourage people to see flowers as an everyday wellbeing boost rather than a treat for special occasions. Visitors are matched with a bouquet based on how they are feeling.
Sunny yellow flowers, including sunflowers, roses, freesias and snapdragons, are handed out to increase joy. Relaxing bunches feature blue and green varieties such as hydrangeas, delphiniums and chrysanthemums, while bold orange, red and pink blooms are used in displays meant to energise.
Survey reveals seasonal struggles
The survey of 2,000 Brits found that 37% find it tough when the clocks change, with 29% saying the end of British Summer Time makes them feel down. The research also showed 31% spend more time indoors after the clock change, 28% struggle with darker evenings, and 22% notice a drop in energy levels.
In response, 86% of those affected use various methods to lift their spirits. Nearly a quarter (23%) seek out nature, 22% go for countryside walks, and 12% garden.
Flowers versus everyday treats
Despite the mood-enhancing properties of flowers, only 38% have never thought about buying a bunch for themselves. Flowers are most often associated with Mother's Day (20%), Valentine's Day (18%), weddings (15%) and birthdays (13%).
Half of those surveyed said they feel cheerful after receiving flowers as a gift, while 45% feel grateful, 34% joyful, and 24% comforted. More than half (53%) said fresh flowers boost their mood more than everyday indulgences like coffee, something sweet or a takeaway, rising to 70% among 25 to 34-year-olds.
Encouraging everyday use
Despite this, just 9% regularly buy flowers for themselves. Four in ten have never considered it, while 21% would like to purchase them more often and 16% see blooms as an occasional luxury. The most popular winter pick-me-ups remain chocolate (45%), coffee (27%) and takeaways (26%), with books and new clothing each chosen by 23%.
Monique Kemperman, horticulture expert for Plants and Flowers Foundation Holland, said: "As the days become shorter and darker, small acts of self-care can make a real difference, and flowers are a simple way to bring colour, joy and positivity into everyday life. Our research shows just how much of an emotional impact they can have, yet many people still reserve them for somebody else or a special occasion. The Flower Pharmacy is about encouraging people to see flowers as an everyday wellbeing boost rather than a treat saved for occasions."
