By Our Style and Horticulture Correspondent
A century ago, Anna Jarvis, the founder of Mother’s Day, handed out 500 white carnations to honor her late mother’s memory. By the 1940s, the carnation was formally designated the holiday’s official botanical emblem. Yet, in modern flower shops from London to Tokyo, the reigning monarch of the May season is no longer the carnation. It is the peony—a lush, extravagant bloom that has quietly displaced tradition through a perfect storm of social media aesthetics, ancient symbolism, and botanical timing.
Despite having no official status, the peony has become the most sought-after variety for May celebrations. Recent data from Arena Flowers reveals a staggering 175% increase in global online searches for peonies, with sales outperforming previous years by 75%. This shift marks a transition from the intimate, symbolic gestures of the early 20th century to a modern “luxury signal” driven by digital culture.
A Confluence of Culture and Calendars
The peony’s dominance is underpinned by a fortunate biological coincidence: its peak blooming season in temperate climates occurs from late April through early June. This aligns perfectly with Mother’s Day in the United States, the United Kingdom, and Australia. Unlike roses, which are often forced in greenhouses or flown across hemispheres for February holidays, peonies are naturally at their most abundant and fragrant exactly when consumers need them most.
Beyond the calendar, the peony enjoys a deep historical pedigree. In China, where it has been cultivated for over 3,000 years, the flower represents wealth, honor, and prosperity. When these East Asian traditions merged with Western “floriography”—the Victorian language of flowers—the peony became associated with compassion and a happy domestic life.
The Instagram Effect and the Rise of “Bloomcore”
The true catalyst for the peony’s meteoric rise was the birth of visual social media. With its dense, architectural layers and vast color palette—ranging from deep burgundy to soft coral—the peony is arguably the most photogenic flower on the market.
“Peonies continue to grow in popularity as they offer a sense of luxury and ‘movement’ that translates beautifully to the screen,” explains Ginny Henry, creative lead at Arena Flowers. This aesthetic appeal fueled the “Cottagecore” fashion movement during the 2010s and the subsequent “Bloomcore” trend, where consumers sought organic, romantic forms to contrast with minimalist modern decor.
The New Economics of Gifting
This shift toward premium, named varieties has changed the economics of the holiday. In 2024, American consumers spent a record $3.2 billion on Mother’s Day flowers. According to recent market surveys:
- The average floral purchase jumped from $60 in 2024 to $71 in 2025.
- Flowers now tie with jewelry as the most popular gift category.
- 45% of shoppers specifically seek out pink blooms, the peony’s signature hue.
While the rose still leads in sheer volume at major retailers like 1-800-Flowers, the peony has become the “status” choice. Discerning buyers now view the peony as a way to demonstrate taste and intentionality, moving away from generic bouquets toward specialized, seasonal arrangements.
A Return to the Carnation?
While the peony sits securely on its throne, the floral industry identifies a budding trend: the rehabilitation of the carnation. As nostalgic, vintage aesthetics gain steam, florists predict that the carnation’s long vase life and historical significance may lead to a mainstream revival.
For now, however, the peony remains the definitive emblem of maternal gratitude. Its brief, explosive season serves as a reminder to be present—an extravagant, scented declaration of love that, much like the holiday itself, celebrates the beauty of a singular moment in time.