The 2026 spring peak period proved shorter than in 2025, shaped by a different calendar compared to the previous year. Mother’s Day in England fell two weeks earlier and came immediately after International Women’s Day, while Easter and Whitsun also shifted forward by two weeks. Following Easter, there was a notably longer gap before the next major peak day, further compressing the period of intense trading activity.
King’s Day also had a significant bearing on how the peak period unfolded. The public holiday fell on a Monday, leaving the auction closed for the day, which placed considerable pressure on the following Tuesday, already the busiest working day of the week. In response, Royal FloraHolland organised an additional early auction day immediately after King’s Day to manage the high volume of produce arriving after the non-auctioning Monday.
From mid-April onwards, auction supply during the peak period was 4.9% lower than in the same period in 2025. This reduction in supply partly accounts for the 7.0% improvement in auction pricing. Across the full peak period, Royal FloraHolland, combining auction and direct sales, handled 0.8% fewer units than the previous year, while achieving pricing that was 3.0% higher. A new all-time record was set on 26 May for the number of flower transactions processed in Aalsmeer.
Fewer Trolleys, Greater Complexity
The number of auction trolleys handled during the 2026 peak was more than 3% lower than during the 2025 peak. At the same time, orders became more granular, particularly on peak days, with a higher number of transactions processed per trolley. As a result, the total volume of clock sales remained broadly on par with 2025 levels. However, the increased level of detail, combined with the maximum number of staff available for trolley and transaction handling, created additional operational complexity when splitting trolleys on arrival during peak days.
Impact on Buyers
Royal FloraHolland acknowledges that later finishing times in its processes and delayed deliveries affect buyers’ operations, including added pressure on the timely departure of transporters. The company monitors delivery reliability closely and works to predict finishing times per hub as accurately as possible. Continuously reviewing and improving logistics processes is a standing priority, and one that becomes especially important during peak periods. Royal FloraHolland has expressed regret where buyers experienced disruption as a result of later delivery orders.
What Went Well
Several aspects of the 2026 spring peak performed positively. Pricing developed favourably: with 0.8% fewer items traded in total across auction and direct sales, prices were 3.0% higher. At the auction specifically, the 4.9% reduction in supply from mid-April onwards contributed to a 7.0% price increase. Delivery reliability was exceptionally high, with 99.8% of transactions delivered correctly and without complaint. The availability of logistical resources, including packaging, CC containers and empty trolleys, remained strong throughout. The additional early auction days proved their value, with the extra day following King’s Day proving essential for handling the volume of produce after the non-auctioning Monday. Two further early auction days in May also helped to distribute demand more evenly and support timely buyer supply.
Areas for Improvement
Royal FloraHolland has identified several areas requiring attention. A shift in supply towards Aalsmeer placed additional strain on logistical capacity at that hub. Combined with growing demand for fine-mesh distribution, this resulted in less predictable delivery times on peak days. Two days in March were also affected by serious disruptions, and in April, delivery timeliness from Aalsmeer was reduced during the logistical disruption on the day following King’s Day. Accurately forecasting workload and finishing times on peak days remains a key focus area, one that Royal FloraHolland intends to address for the remainder of the year and in its prepa
