The War Years
Many women were left behind to run their
husband’s florist shops during the war.
Children at a wartime function organised
by Interflora to help raise morale
The 1930s and 1940s took a heavy toll on the floristry industry, but we were determined that Interflora would survive and resolved to support our florists through the hard times.
Although a huge number of our florists were called up
to enrol in the forces, those left behind found that the
war years on the British high street were a peculiar
mix of hardship on the one hand and prosperity on
The biggest problem facing our florists was the availability of flowers. To help the war effort, all land had been given over to food production which meant that far fewer flowers were being grown.
Added to that, restrictions on petrol and post made it difficult to get flowers from the fields to the shop floor, let alone to the recipient’s doorstep.
Because of their dwindling numbers flowers became increasingly hard-to-come-by and began to be seen as something of a luxury – but they were a luxury that many people wanted to hold onto.
Through the dark days of the early forties, flowers played a very important part in helping to keep morale high. Civilians’ and troops’ spirits were both raised by the arrival of flowers from a loved one.
For that very reason, in 1943, we arranged for a delivery of flowers to over 3,000 injured troops in British hospitals, as well as to US troops on Independence Day.