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Overview

This page provides information on the Floristry sector, which is one component of the Personal Services industry.

The Floristry sector involves the display, arrangement and retailing of cut flowers and display foliage. This may include the provision of flower displays for events such as weddings, funerals and public events. Services may include the creation of tailored designs, requiring specialist creative and technical skills.

The market for flower shops has remained relatively unchanged over the past five years, however, online flower shops have experienced rapid growth, at an annual rate of 6.4% between 2014 and 2019. Overall, the Floristry sector generated $1.6 billion in revenue in 2018 and employed 6,300 workers.

Nationally recognised training for Floristry is delivered under the SFL – Floristry Training Package.

For information on general retailing, please visit the Retail industry sector.

Information sourced from Personal Services IRC’s 2019 Skills Forecast.

All data sources are available at the end of the page.

IRC and Skills Forecasts

Employment trends

Employment snapshot

As detailed employment information was not available for the Floristry sector, the occupation ‘Florists’ has been used as a proxy for employment trends. The vast majority of those employed in the Flower Retailing industry sector are Florists (70%), with some other general sales and retail personnel involved. Employment levels for Florists have been variable since 2000, ranging from around 2,400 to a high in 2015 of around 10,300. There was a downturn in employment levels between 2015 and 2017. Employment has risen from around 2,400 in 2017 to around 9,300 in 2018. Projections suggest a reduction in this employment level, with around 7,800 Florists predicted to be employed by 2023.

Training trends

Training snapshot

Program enrolments and completions in Floristry-related qualifications have been gradually increasing over the past four years, with approximately 2,340 enrolments and more than 890 completions in 2018. There have been historically few subject-only enrolments in this training package, with no subject-only enrolments since 2017. The highest proportion of program enrolments in this sector is in the Certificate III in Floristry, with 87% of enrolments in 2018. The only intended occupation across all Floristry-related qualifications was Florist.

Almost all Floristry-related qualifications were delivered at TAFE institutions (71%) and private training providers (28%). The majority of training is Commonwealth and state funded (81%), though the incidence of Commonwealth and state funding is higher for TAFE institutions (97%) and much lower for private training providers (37%). The highest proportion of Floristry students in 2018 were from New South Wales (56%) and Victoria (21%).

The majority of training was delivered in New South Wales (56%), followed by Victoria (22%) and Queensland (13%).

Apprentice and trainee commencements and completions have declined in Floristry-related qualifications overall since 2010. There was a small increase in commencements and completions between 2017 and 2018, with commencements rising from approximately 60 to 70 and completions increasing from roughly 40 to 50. All apprentices and trainees in this sector have an intended occupation of Florist. Victoria reported the highest proportion of Floristry apprentices and trainees in training at the end of 2018 (37%), followed by Queensland (25%) and New South Wales (23%).

For more data specific to your occupation, industry or training package, please visit NCVER’s VET students by industry. If you are prompted to log in, select cancel and you will continue to be directed to the program.

For more data specific to your region visit NCVER’s Atlas of Total VET.

If you are interested in extracting NCVER data to construct tables with data relevant to you, please sign up for a VOCSTATS account.

Industry insights

Industry insights on skills needs

According to the Personal Services IRC’s 2019 Skills Forecast, the top priority skills for the industry (inclusive of Florists) were identified as:

  • Teamwork and communication
  • Emotional intelligence
  • Resilience, stress tolerance and flexibility
  • Self-management
  • Creativity.

In addition, the top ranked generic skills for the industry according to the Personal Services IRC’s 2019 Skills Forecast, were:

  • Customer service / Marketing
  • Communication / Collaboration including virtual collaboration / Social intelligence
  • Design mindset / Thinking critically / System thinking / Solving problems
  • Learning agility / Information literacy / Intellectual autonomy and self-management
  • Language, Literacy and Numeracy (LLN).

Job vacancy data suggests the key skills in demand from employers in the Floristry sector are:

  • Creativity
  • Communication skills
  • Organisational skills
  • Detail orientated
  • English.

According to the Personal Services IRC’s 2019 Skills Forecast, online sales of flowers have grown over the past five years at an annual rate of 6.4%, whereas bricks and mortar style flower shops have remained relatively unchanged in terms of growth. The Industry Developments and Workforce Challenges: Floristry suggests there are no identifiable skill shortages for the Floristry industry, however, in line with the growth of online sales, the report does highlight that digital technology training would be of great benefit to the industry.

The difference in growth between online and bricks and mortar retailers was further explored in the Personal Services IRC’s 2018 Skills Forecast, which highlighted that online retailers often have reduced overheads and may offer lower prices or more convenient purchasing options for customers. The Personal Services IRC’s 2018 Skills Forecast also raised some concerns which are held within the industry and by some consumers about the sustainability of certain products, particularly floral foam which may be toxic and non-biodegradable. There are sustainable and biodegradable options, but accurate information about the best options is lacking. Workers in this sector need the skills to research and understand the best option for sustainability for their business’s circumstance.

The Environmental Scan 2015 by Service Skills Australia also notes the importance of digital and online technology for the future of Floristry. In addition to online ordering, the Environmental scan mentions the growing use of social media platforms such as Instagram and Facebook to promote Floristry products and services. These platforms can also be used to connect directly with customers and promote positive customer experiences. The increasing necessity of technological integration was noted to present challenges for small businesses in the Floristry sector that may not have the resources available to dedicate staff to online engagement.

Links and resources

Industry associations and advisory bodies

Australian Association of Floral Designers

Australian Flower Council

Flowers Victoria

WildFlowers Australia

 

Relevant research

Environmental scan 2015 – Service Skills Australia

Industry Developments and Workforce Challenges: Floristry – Retail and Personal Services Training Council (RAPS)

Personal Services IRC’s 2018 Skills Forecast – Skills IQ

Data sources and notes

Department of Employment, 2018, Employment Projections, available from the Labour Market Information Portal

  • by ANZSCO, selected occupations, employment projections to May 2023
    • 1421 Retail Managers
    • 3621 Florists
    • 6211 Sales Assistants (General)
    • 7321 Delivery Drivers.

Australian Bureau of Statistics 2018, Employed persons by Occupation unit group of main job (ANZSCO), Sex, State and Territory, August 1986 onwards, 6291.0.55.003 - EQ08, viewed 1 November 2018 http://www.abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/6291.0.55.003May%202018?OpenDocument

  • Employed total by ANZSIC 4 digit ‘3621 Florist’, 2000 to 2018, May Quarter.

Australian Bureau of Statistics 2017, 2016 Census – employment, income and unpaid work, TableBuilder. Findings based on use of ABS TableBuilder data.

  • Employment level by 4 digit Flower Retailing Industry, and 4 digit level occupations to identify the relevant VET-related occupations in the industry as a proportion of the total workforce.                                                           

Training data has been extracted from the National VET Provider Collection, Total VET Student and Courses from the following training packages or qualifications:

  • SFL Floristry Training Package & WRF Floristry Training Package
  • Certificate II in Floristry (Assistant)
    • SFL20110 - Certificate II in Floristry (Assistant)
    • SFL20115 - Certificate II in Floristry (Assistant).
  • Certificate III in Floristry
    • SFL30110 - Certificate III in Floristry
    • SFL30115 - Certificate III in Floristry
    • WRF30104 - Certificate III in Floristry.
  • Certificate IV in Floristry & Diploma of Floristry Design
    • SFL40110 - Certificate IV in Floristry
    • SFL40115 - Certificate IV in Floristry
    • SFL50110 - Diploma of Floristry Design
    • SFL50115 - Diploma of Floristry Design.                                                                                                                                                                 

This includes superseded qualifications and training packages.

Data covers a range of selected student and training characteristics in the following categories and years:

  • 2015, 2016, 2017, 2018 program enrolments
  • 2015, 2016, 2017, 2018 program completions.

Total VET students and courses data is reported for the calendar year. Program enrolments are the qualifications, courses and skill-sets in which students are enrolled in a given period. For students enrolled in multiple programs, all programs are counted. Program completion indicates that a student has completed a structured and integrated program of education or training. Subject enrolment is registration of a student at a training delivery location for the purpose of undertaking a module, unit of competency or subject. For more information on the terms and definitions please refer to the Total VET students and courses: terms and definitions document. 

Low counts (less than 5) are not reported to protect client confidentiality.  

SFL Floristry Training Package & WRF Floristry Training Package apprentice and trainee data has been extracted from the National Apprentice and Trainee collection, including:

  • 2010 to 2018 commencements
  • 2010 to 2018 completions 
  • 2018 apprentices and trainees in-training October to December 2018 collection, by qualification and state and territory.

Priority skills data have been extracted from the Personal Services IRC’s 2019 Skills Forecast.

Job vacancy data have been extracted from Burning Glass Technologies 2019, Labor Insight Real-time Labor Market Information Tool, Burning Glass Technologies, Boston, viewed July 2019, https://www.burning-glass.com.

Data shown represent most requested generic skills and occupations according to internet job postings in Australia between July 2016 and June 2019 filtered by ANZSIC and ANZSCO classification levels listed below.

  • Generic skills/Occupations
  • 4274 Flower Retailing.
Updated: 09 Dec 2019
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