Interflora launches collection for single people to buy themselves flowers

You shouldn’t have to be in a romantic relationship to experience the unique joy of receiving flowers.

We’re not sure what it about receiving a bouquet that we love so much – the colours, the smells, the fleeting, transient beauty of floral life – but whatever it is, it shouldn’t only be loved-up people who get to experience it.

Luckily, florist Interflora has launched a new ‘self-partnered’ bouquet collection – the first of its kind in the UK – to encourage single people to send flowers to themselves.

The self-partnered bouquets are designed for single people who want to congratulate themselves on getting a promotion, beating their 10km PB, or to send themselves a gift ‘just because’. 

The process is simple. You just have to visit the Interflora website and answer a few questions about what you like, and you’ll be matched with your perfect bunch of flowers.

There are five bouquets within the collection that you can be matched with and each design features stems with special meaning.

‘The Bold Beauty’ is bursting with ivory roses, ‘The Self-Love Queen’, is a loud and proud bouquet filled with pink lillies and roses.

Each bouquet is steeped in symbolism and inspired by one of five single celebs who are redefining what it means to be single in 2020; Emma Watson, Lizzo, Ariana Grande, Rihanna and Selena Gomez.

‘We want to empower singles to treat themselves. Just because you’re not in a relationship, doesn’t mean certain experiences should be off-limits,’ says Interflora’s bouquet design manager, Vicky Wilson.

‘That includes receiving a beautiful bouquet of mood-boosting flowers. Our new self-partnered collection is perfect for those who believe that the most important relationship is the one we have with ourselves.’

Interflora’s new collection has launched after social listening data from the brand
revealed being single has never been more fashionable. With a rise in trends such as solo travelling, self-love and self-care, as well as an increase in the number of people living alone, there really has never been a better time to, as Emma Watson famously put it, ‘self-partner’.

Interflora analysed data from 104,000 social media posts about single life in the UK from 2019-2020, and when it comes to going it alone, there’s a growing number of people who are taking confidence from single celebs taking on the world and embracing singledom.

‘It’s really interesting to see Interflora’s data revealing how much single people enjoy doing things that once were seen as “coupley” – holidays, cinema trips, going out for dinner – on their own,’ says psychotherapist and counsellor Hilda Burke.

‘The social media posts suggest there are more people than ever who are living and loving their lives single.

‘In fact, more than 7.7million households in Britain are one-person, making up 28% of all households, which is up from 17% in 1971.

‘The data shows more and more people are opting to “self-partner”, showing a rise in the number of people focusing on the most important and unconditional relationship you will ever have – you and you.’

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