Floral businesses along the Gimpa-Legon stretch in Accra report slow sales as the Christmas season approaches – which otherwise should have been a typical peak period for floral decor.
Traders attribute the downturn to several factors, including political tensions ahead of Ghana’s upcoming elections, price hikes, and a decline in consumer interest for floral decorations.
Rising input costs for flowers and materials have equally led to higher retail prices, which may discourage potential customers. Inflation and currency depreciation have driven up costs across sectors, impacting consumer purchasing power and prioritization.
Traders report a possible shift in preferences, with some consumers choosing alternative decorations over traditional floral arrangements. This trend could stem from changes in lifestyle preferences, or a more budget-conscious approach among consumers, particularly for seasonal items.
As The High Street Journal Team visited some areas along the Gimpa-Legon stretch in Accra, we realized business was not bustling as only a few customers made enquiries but did not make any purchases. Speaking to some vendors they explained that though the business strives during this time of the year, the narrative is different this time.
Henry Gbeve has been in the business for 8 years, and he tells The High Street Journal his love for aesthetics made him venture into the floral business. He sells a variety of flowers including Hibiscus, Memosos, Tree of life, Ken Palm, Wall Ficus, Miphoebia and Visual Palm, at a price that ranges from GH₵20 to GH ₵3,000.
“I have been doing this for the past 8 years, I sell all types of flowers in Ghana and recently I have added flower vase to my business because they come hand in hand, in that way I make more money but now we are not making much especially as we approach Christmas,” he lamented.
While we spoke to Henry, a customer came by to get some flowers to decorate her new business she had opened recently. She noted that economic pressures are prompting many consumers to reconsider spending on decor, and instead shifting their focus on essential holiday needs.
“Elections or no elections, people will buy what they want, the reason people are not buying is because things are hard,” she said.
With limited budgets, purchases of floral decorations may be sidelined, impacting the overall revenue of local floral businesses.
