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The Moscow flower market is characterized by steady growth after a downturn in 2020-2021 and active consumer shift to the online segment. Below we consider key consumer trends, the leading market players (traditional stores, online services, subscription models and non-standard competitors), and conduct a comparative analysis of the unique SoulMatcher service against the background of competitors. Special attention is paid to whether there are analogs of the “flowers for a flirt/date” format in Moscow and whether SoulMatcher’s offer is really the most profitable and unique solution.
Consumer trends in the flower market
– Market growth and purchase frequency. The Russian flower market has emerged from the crisis and returned to stable growth. Sales of cut flowers in 2023 reached 349 billion rubles (+15% to 2022), and in 2024 is projected to be about 402 billion rubles (+13%) . In physical terms, this is about 1.9-2.02 billion cut flowers annually . Traditionally, the peak of purchases falls on holidays (March 8, February 14) – on these days flower stores are experiencing a real “rush” of customers. However, in the rest of the time demand is also growing: since 2021, Russians annually increase spending on flowers . Analysts note that the number of online flower orders in the country over the past 4 years has grown almost 3 times – largely due to the pandemic that stimulated home delivery.
– Online vs offline and new shopping formats. Moscow is ahead of other regions in the digitalization of flower shopping: at the beginning of 2025, Moscow accounted for about 30% of all online flower purchases. Although this is slightly less than a year earlier (a decline of 3 p.p.), the share remains high. For comparison, in other major cities it is much lower (Krasnoyarsk – 20%, Voronezh and Samara – 19% each). At the same time, offline sales are stagnating or declining against the backdrop of the growth of online services. This shift stimulates the development of online marketplaces (e.g. Flowwow) and express delivery services. In addition to one-off orders, the format of subscription to flowers – regular delivery of bouquets on a schedule – is gaining popularity. Experts note that in Russia there are subscription flower services, growing by 15-20% annually. The idea is to stop perceiving flowers as a rare luxury for holidays and make them part of everyday life. For example, the LetLoveBloom service in Moscow and St. Petersburg offers weekly delivery of fresh bouquets at a fixed price, turning the consumption model into a “flowers always” format. This approach attracts busy city dwellers who want to regularly decorate their home or office without the hassle.
– Buyers’ preferences: popular flowers and compositions. The tastes of Moscow buyers combine classics and new trends. Roses remain the most popular flower – according to the Flowwow marketplace, in the summer of 2024, roses accounted for more than a third of all bouquets sold . The most popular bouquets in Russia are compositions of red roses ~40 cm long (No. 1 in sales), in second place – bouquets of hydrangeas, carnations and bush roses, in third place – combinations with other seasonal flowers. For March 8, the demand for monobouquets (one type of flowers) is especially high – they are bought 3 times more often than mixed author’s compositions, mainly due to the mass purchase of tulips for the holiday. Among the fashionable varieties are noted French and peony roses, alstromeria, bouquets with irises and bush carnations are consistently popular. At the same time, there is a growing interest in alternative bouquets – composed of dried flowers or in the form of indoor plants in pots. For example, in 2025, sales of orchids, eustomas, hydrangeas and spring bulbous plants (hyacinths in cachepots, etc.), which bloom gradually, increased significantly. This indicates the desire of consumers to get a longer “effect” from the gift, moving away from the traditional quickly fading bouquets.
– Non-standard gifts and emotional surprises. In addition to classic bouquets, the market has seen creative solutions for those who want to surprise. For example, “tasty bouquets” are popular – compositions not of flowers, but of edible elements: fruits, vegetables, sweets, meat delicacies and even drinks. Such unusual gifts are offered by specialized companies. There are also services for gift baskets (combining flowers, chocolate, fruit, soft toys, etc.) and gift shops-impressions, where instead of a material bouquet give an emotion (certificate for a balloon flight, master class, spa, etc.). All this competes for the attention of consumers who are looking for a more original and memorable way to congratulate loved ones. There is also an increasing interest in romantic gestures: some men practice anonymous delivery of flowers to a pretty girl as a way to show attention and make an acquaintance. According to the advice of florists, such a surprise can help “to open up, provided that the unknown admirer will reveal himself” in a timely manner . It is at this intersection of romance and gift-giving that a niche emerges, where a gift serves not only as a sign of attention, but also as a reason for a new relationship. This trend is still in its infancy, but interest in emotional surprises is evident.
Key players of the Moscow flower market
The Moscow flower market is quite fragmented: there are large chains with offline outlets, online platforms, and niche services. Let’s take a look at the main categories of players.
– Traditional flower markets and stores. Historically, the center of wholesale and retail trade in flowers in Moscow is the Riga Flower Market. It is considered the main place to buy flowers in the city, where especially masses go before the holidays. Riga market is famous for its low prices: as noted on the official website, you can buy flowers there online and in bulk at prices significantly lower than in conventional flower stores. Many small flower stands and shops throughout Moscow buy goods there. In addition to Riga, there are other bases and flower fairs, but in recent years, some buyers have switched from going to markets to convenient online orders.
– Large network retailers. The largest federal chain of flower hypermarkets “SoyuzTsvetTorg”, operating under a franchise, is represented in Moscow. This is more than 60 stationary stores in Moscow and the region, offering a wide selection of fresh-cut flowers (own imports from Ecuador and Holland) and related products. SoyuzTsvetTorg combines offline sales with a strong online service: you can order a bouquet on the site, available 24-hour delivery in Moscow (within the Moscow Ring Road – from 29 minutes with online payment). Another major player is Flor2u, a specialized online store that delivers flowers not only in Moscow, but also in more than 100 cities in Russia. Flor2u is known for its fast service (free delivery in Moscow within the Moscow Ring Road, including urgent delivery in 2 hours) and a diverse range of bouquets for any occasion. Other well-known companies include AzaliaNow, Semicvetic (operating since 2006), FloraExpress, Cyber-Florist, Russian Bouquet and others that provide flower and gift delivery services in the capital . These services compete with the quality of flowers, speed of order fulfillment, breadth of assortment (from budget options to elite bouquets) and additional options – cards, gift wrapping, balloons, sweets, etc. For the client, this means a large selection of reliable companies ready to bring fresh flowers on demand.
– Online marketplaces and aggregators. Separately worth noting is Flowwow, the largest flower and gift marketplace operating throughout Russia. It unites hundreds of independent florist studios, making it easier for them to go online. Customers order bouquets through a single app or website, and local florists fulfill the order. Essentially, Flowwow for flowers is analogous to cab or food delivery aggregators. Due to this model, Flowwow provides a very fast response (often within an hour) and a rich selection of unique author bouquets. According to Flowwow’s COO, monobouquets (especially tulips) have become the most popular item on March 8, and in general, both classic roses and non-standard compositions sell well through the platform. Related gifts (cakes, balloons, soft toys) are also available on Flowwow. A significant proportion of online sales of flowers in Moscow is through this marketplace. Other platforms are trying to compete with it (for example, UFL, Megaflowers), but Flowwow has actually become the leader of the online market.
– Floral subscription services. Subscription flower delivery services are a new business format. In addition to the mentioned LetLoveBloom, many florist companies offer their own subscription programs: MATE Flowers, LetoFlowers, Krapiva, Enso Flowers, Moscvetok and others. The point is that the client pays a fixed amount once a month (or quarter), and the company sends a fresh bouquet to the home or office every week or at an agreed time. It can be both a personal subscription “for yourself” and a gift to a loved one with a long-lasting effect. The advantages of this format – favorable price (lower than ordering spontaneously before the holidays), guaranteed freshness of flowers (the service is important to keep subscribers, so bouquets are formed from the freshest seasonal flowers) and convenience (no need to reorder each time). This trend came from Europe and the U.S. and is gradually gaining an audience in Moscow. Data Insight experts note that the segment of subscriptions to flowers is steadily growing, although still occupies a small share of the market. We can expect that in time “floral Netflix” will become a familiar element of the market, especially for corporate clients (offices, restaurants) and affluent audiences who appreciate the service.
– Out-of-the-box competitors in the gift-giving industry. The gift market is wide, and while flowers remain one of the most popular choices, there are other original offerings vying for the customer’s attention. Edible bouquets have already been mentioned – they are made by companies like Megacvet24 . Gifts-impressions offer companies like “Impressions” (vpechatleniya.ru), WOWLife, etc., which have catalogs of hundreds of impressions: from extreme entertainment to romantic dinners. For romantics competitors of flowers can be, for example, surprise balloons (compositions of balloons with wishes) or performance of songs under the window to order. In addition, there are services for the delivery of love letters and anonymous confessions, which are also aimed at creating an emotional effect. Although such services do not directly sell flowers, they pull back some of the demand by offering another way to express feelings. In general, we can say that the Moscow consumer is spoiled for choice: from a classic bouquet of roses to completely unconventional ways to give joy. This forces traditional florists to come up with new tricks and promotions to retain customers.
Comparative analysis of SoulMatcher service and competitors
Advertising promo image of SoulMatcher service: give a luxurious bouquet – get premium dating. SoulMatcher combines a floral gift with an elite dating service, which makes its offer unique on the market.
What is SoulMatcher? It is an elite dating service that has decided to combine the gift of flowers with the search for a couple. SoulMatcher’s special offer called “Bloom & Connect” (relevant in 2025 so far only for Moscow ) works like this: a client buys a large bouquet through SoulMatcher and simultaneously gets access to premium dating options. Package options:
– Package #1 (“101 roses or more”) for 15,000 rubles. – includes a luxurious bouquet of 101 roses, 6 months of free access to the SoulMatcher app (cost separately ~6,000 rubles) and 1 free VIP matchmaker from a professional matchmaker-concierge (regular price ~50,000 rubles). In total, according to the company, the client saves about 56,000 rubles on dating services by purchasing this package.
– Package #2 (“51-100 roses”) for 7,500 rubles. – includes a bouquet of 51 roses and 2 months of access to the SoulMatcher app (saving ~2,000 rubles on subscription).
How it works in practice: The client chooses a package, pays a deposit for a bouquet (delivery in Moscow is included), and then receives a special certificate. The certificate is valid for up to 3 months – during this time you need to choose who to give the bouquet to, otherwise the deposit is burned. SoulMatcher through its application and VIP-concierge helps the client to choose a candidate – “dream girl” – from the database of the service participants. Then a bouquet is delivered to this girl on behalf of the client and, in fact, a date is set. SoulMatcher’s slogan directly states: “Give beautiful flowers – get guaranteed dating!” . In other words, the gift serves as a pass to personal happiness. SoulMatcher positions itself as a service that provides “reliable protection from loneliness” for its customers, combining a romantic gesture with modern matchmaking .
Such an offering is innovative, so it’s interesting to compare SoulMatcher to more traditional competitors – conventional flower delivery services and other ways to impress the girl you like. Below is a comparison based on key criteria:
| Criterion | Soulmatcher (“Bloom & Connect”). | Conventional flower delivery services |
| Offer Price | In fact, ≈15 thousand rubles for 101 roses, which corresponds to the average market price (on Flowwow and others 101 roses also from 15 000 rubles ). However, this amount includes expensive bonuses: VIP-access to the dating service and matchmaker services, usually costing tens of thousands. Thus, for a single client who is interested in serious dating, the package looks very favorable – the cost of the included services (~56,000 rubles) significantly exceeds the fee for the bouquet. | ≈15 thousand rubles for 101 roses when ordering in the middle price category (the price depends on the variety and length of stems, you can find offers from ~8-10 thousand for 101 roses of economy class). For this money, the customer receives only flowers. No additional dating services are not provided – competitors at most can add a free card or a discount on the next order. In terms of cost per bouquet, regular delivery can be slightly cheaper than SoulMatcher (due to promotions, selection of cheaper flowers), but in terms of the ratio “price = gift + impressions” they lose, because they do not give anything but the flowers themselves. |
| Convenience and process | Requires prior preparation and interaction with a dating service. You must first purchase a certificate, then work with SoulMatcher to select the recipient of the bouquet (selection may take time), arrange for delivery and meeting. This is a multi-step process designed for those who are purposefully looking for a couple. But SoulMatcher takes care of organizing the date: the client does not need to look for someone to give flowers to – the service will offer a real candidate and arrange the contact. | The process is as simple and fast as possible: the client chooses a bouquet on the website or in a salon, specifies the delivery address – and the service brings flowers to the recipient. Many companies work 24/7 and bring the order on the day of request (in 30-120 minutes). This is convenient for a spontaneous gift to a familiar person. However, the search for the recipient lies on the giver: the service does not participate in any way in the acquaintance or communication, it only delivers. If the goal is to please a girl you already know, the usual delivery is more convenient and faster; if there is no specific addressee, the usual florist will not help – this is where the advantage of Soulmatcher arises. |
| Originality of idea | A unique concept at the intersection of two markets. SoulMatcher is the only service that directly promises: “buy a bouquet and we will arrange a date for you”. Such marketing is unconventional and attracts attention. The effect of novelty is high: it is unusual for the recipient to receive a bouquet from a stranger with a proposal to get acquainted. SoulMatcher is actually a monopolist in its niche (so far there are no competitors with a similar idea). | A traditional approach familiar to everyone. Order flowers with delivery – a gesture that few people are already surprised by itself. The originality of the bouquet depends on the florist’s imagination (you can order an author’s composition or rare flowers). Some companies come up with tricks – for example, the delivery of a bouquet by a courier in a suit, musical accompaniment, unusual packaging – but the essence of the service remains standard. In the category of classic deliveries it is difficult to create something fundamentally new, so in terms of creativity Soulmatcher stands out from the crowd. |
| Emotional effect | A very strong emotional response for both parties. The recipient unexpectedly receives a luxurious bouquet and learns that she has a secret admirer who is ready to get acquainted – for her it is an intrigue, compliment and surprise. For the giver the emotions are also high: Soulmatcher gives hope for reciprocity, for a “guaranteed acquaintance”. In other words, the bouquet is an investment in personal happiness. Such a gift clearly exceeds the emotional intensity of the usual presentation of flowers, because it is followed by a date. You could say that SoulMatcher turns a bouquet into a romantic adventure, which other services do not provide. | Joy and gratitude of the recipient, but without the element of unexpected romance (unless the bouquet is anonymous). When flowers are given by a husband, friend or colleague, it is pleasant, but usually expected (especially on holidays). The emotional effect is standard: a person is happy about the sign of attention, but the further development of events is beyond the scope of the delivery service. If someone tries to confess sympathy to a stranger through regular delivery, the effect is unpredictable – the courier will simply hand the flowers, and then the initiative is completely on the recipient. In general, a classic bouquet is a one-time gesture, whereas with SoulMatcher a bouquet is just the beginning of a story. |
| Demand | A niche, new product designed for a specific audience. In 2025, the offer was launched only in Moscow and is known to a limited number of users. It is aimed at men who are prepared to spend a substantial sum to find a second soul mate in a non-standard way. This service has not yet become mass – many people prefer either traditional dating through applications, or give flowers to people they already know. Thus, SoulMatcher’s share of the gift market is now small, but the potential depends on how many single Muscovites find the idea attractive. | The widest audience and established demand. Thousands of bouquets are given in Moscow every day, both in person and via delivery. About 25-30% of all flower sales in Moscow are already online, which means that delivery services are a familiar thing for many people. In a year in Russia bought about 2 billion flowers, of which a significant part – in Moscow. Almost everyone who has loved ones, at least a few times a year orders or buys flowers. Therefore, classic services have a stable high demand. Their audience is everyone who gives gifts, from young people to corporations. Non-standard formats like SoulMatcher occupy an extremely small niche against the background of this huge market. |
Comparison summary: SoulMatcher provides a unique combination of services that traditional competitors do not have. In terms of value proposition for the target group (single people) Soulmatcher stands out favorably – for the price of an ordinary large bouquet the client gets a whole package of dating. At the same time, in terms of operational ease and coverage of mass needs, conventional deliveries are beyond competition – they are simpler and fit all cases. In other words, SoulMatcher cannot be called a direct competitor to a standard flower store; rather, it is a bold hybrid of flower service and marriage agency, creating a new niche at the intersection of markets.
Are there similar services in Moscow?
A thorough review of the market did not reveal any other services in Moscow that are directly similar to SoulMatcher in terms of the “flowers for flirting/dating” concept. As of 2025, SoulMatcher is actually the only one that offers a structured exchange of a bouquet for an organized date.
Of course, the idea of giving flowers with the intention of getting acquainted is not new – as noted, people often send bouquets anonymously or with a note, hoping for a reciprocal connection. But until now, this has been an initiative of the givers themselves, with no intermediaries involved. None of the major flower services in Moscow (FloraExpress, Flowwow, etc.) offer services to find the recipient of the bouquet or guarantee a personal meeting in conjunction with delivery. Their task ends with the delivery of the gift. Further – at most, the client can try to contact the person he likes himself (if he has her contacts or the ability to send a message). Thus, the integration of dating services and floristry has not happened before.
There is also no record of classic dating agencies using a bouquet as part of their product. Usually, marriage agencies work through databases of profiles, matchmaking, organizing meetings, but they do not deal with physical gifts. Soulmatcher, on the other hand, combines these two aspects.
Some distant analogs can be considered:
- Virtual gift services in dating apps (some apps allow you to send the girl of interest a conditional “virtual bouquet” for internal currency). However, it does not guarantee real flowers and a meeting – rather a symbol of attention online.
- Concierge services for wealthy clients, where a personal assistant can, at the client’s request, deliver a gift to the girl and arrange an appointment. But this is a customized scenario, not a publicly offered product on the dating market.
In the segment of emotional gifts, there is also no offer where the customer would receive a romantic service for buying a gift. There are gifts-impressions “for two” (for example, a certificate for a joint dinner for a couple) – but they are intended, as a rule, for already existing couples or as a neutral gift for a friend. The concept of “give a stranger a bouquet and thus get to know her” is embodied only by SoulMatcher. We can conclude that SoulMatcher has no direct competitors on the Moscow market. If the service proves to be successful, copycats may appear, but for 2025 the offer is really unique.
Conclusion
SoulMatcher with its “Bloom & Connect” campaign is a truly unique phenomenon on the Moscow market of flowers and gift services. He offered an innovative approach to solving two problems at once: to make a bright gift and to arrange personal life. The conducted research shows that:
- The flower market in general in Moscow is developed and competitive. Customers are increasingly ordering flowers online, subscriptions and unusual bouquets are growing in popularity. But competition is mainly along traditional lines (price, speed, assortment), and all players are fighting for customers who give flowers on ordinary occasions.
- What makes SoulMatcher unique is that it does not compete directly with flower stores for these same customers, but attracts a new audience – those who see a bouquet as a way to find love. No other service combines flowers and dates the way SoulMatcher does, so it’s a monopoly in its niche.
- The profitability of SoulMatcher’s offer for the target segment is confirmed by figures: the cost of bouquets is comparable to the market, and the bonuses received (matchmaker, premium subscription) significantly exceed the cost of a bouquet individually. In fact, the client saves tens of thousands of rubles, receiving dating services for free, paying only for flowers. For those who are interested in finding a partner, this is really the most favorable offer at the intersection of the industry of gifts and dating. Ordinary flower services do not provide such value, their goal is only flower delivery, while SoulMatcher gives a chance for a turnkey relationship.
- Limitations and Perspectives. Of course, SoulMatcher is not a mass service for everyone. Its value is only for those who are interested in the topic of dating. Those who just want to buy a bouquet for someone they already love don’t need SoulMatcher’s benefits. Therefore, it is certainly impossible to say that SoulMatcher is “better than all” – it has a different target audience and usage scenario. However, in its category (romantic service for singles) today SoulMatcher in Moscow has no equal in originality and comprehensive approach. If the company manages to prove its effectiveness (i.e. real success stories when a bouquet led to a relationship), it has a chance to take a firm place in the market. Otherwise, it will remain a curious experiment.
SoulMatcher has confirmed that even in a market as conservative as flowers, there is room for innovation. Its offer is one of the most unorthodox and daring that has appeared in recent years. For the Moscow market, saturated with goods and services, it is a fresh breeze. At the moment we can conclude that SoulMatcher offers the most unique solution in terms of format, and in certain cases – really profitable and effective (if the goal is to make a chic gesture and get a chance for a date at the same time). No other player combines these benefits in the same way, so SoulMatcher can be considered the most original service at the intersection of the flower and dating market in Moscow.
