CHICAGO, IL – While modern consumers often view Christmas Day as the end of the holiday season, top florists are leveraging the traditional Twelve Days of Christmas—the period running from Dec. 25 through the Feast of the Epiphany on Jan. 6—to showcase the deep cultural and historical significance of floral décor worldwide. This extended festival, historically marked by feasting and religious observance, relies on specific plant symbolism, presenting lucrative opportunities for floral professionals who understand regional traditions, from the deep symbolism of European evergreens to the vibrant ubiquity of the Mexican poinsettia.
The extended holiday season offers unique challenges and creative pathways for the industry, which must manage the divergent care requirements of various cultural staples while maintaining freshness for nearly two weeks.
Evergreen Staples Define European Winter Tradition
The foundation of Christmas greenery in Europe rests on three iconic evergreens: holly, ivy, and mistletoe. These plants predate Christianity, originating in Winter Solstice rituals where they symbolized eternal life and provided protection against winter darkness.
Holly (often Ilex aquifolium or Ilex opaca) carries particularly potent Christian symbolism, with its prickly leaves representing Christ’s crown of thorns and its red berries denoting drops of blood. Florists prize holly for its glossy look and vibrant color contrast in wreaths and arrangements, but advise customers to mist the foliage regularly to prevent leaf drop.
Ivy, representing fidelity and eternal life, traditionally serves as holly’s companion. Its trailing nature makes it essential for adding texture, movement, and flow to garlands and mantelpiece displays.
Perhaps the most culturally rich is mistletoe. Considered sacred by the Druids, it is linked in Norse mythology to the goddess Frigg and evolved into the plant associated with the festive kissing tradition in 18th-century England. Florists note that while mistletoe commands high prices, it is notoriously challenging to manage, as it must be wild-harvested and requires careful handling due to its poisonous white berries.
Poinsettias: A Mexican Story Transformed
Across the Atlantic, Christmas floristry is dominated by Euphorbia pulcherrima, the poinsettia. Known as Flor de Nochebuena (Christmas Eve Flower) in Mexico, the plant was cultivated by the Aztecs and Mayans for its dye and medicinal properties long before Franciscan monks adopted its star-shaped red bracts for 17th-century nativity processions.
The poinsettia’s global status is largely due to the efforts of Joel Roberts Poinsett, the first U.S. Ambassador to Mexico, who sent cuttings home in the 1820s, and later, the Ecke family’s 20th-century marketing campaigns that cemented the plant’s place in American holiday décor.
For commercial florists, the poinsettia is a high-risk, high-reward crop. Growers must ensure the plant receives at least 12 hours of complete daily darkness for weeks to develop its distinctive color. Furthermore, any exposure to temperatures below 50°F during transport can cause irreversible chilling injury, making careful packaging and storage critical for retailers.
Maximizing the Extended Season
The twelve days offer distinct moments for floral professionals to engage culturally diverse clients:
- Christmas Day (Dec. 25): Focus on traditional red poinsettias and white lilies.
- New Year’s Eve/Day (Dec. 31/Jan. 1): Demand spikes for elegant arrangements featuring white flowers and metallics to symbolize fresh beginnings.
- Epiphany (Jan. 6): This finale day (the traditional date for gift-giving in Spain and Latin America) requires lavish arrangements incorporating gold accents, deep jewel tones, and elements referencing the Three Wise Men’s precious gifts.
To capitalize on this prolonged season, industry experts suggest offering “Twelve Days Subscription” services, providing customers with fresh arrangements or greenery bundles throughout the post-Christmas lull.
“By honoring both the ancient roots and modern expressions of Christmas floristry—whether providing traditional holly for British customers or massed poinsettias for Mexican families—florists serve as guardians and interpreters of these beautiful traditions,” summarized one industry analyst. Ultimately, understanding the rhythm of the twelve days ensures florists sustain meaningful business and help cultural traditions flourish into the New Year.