The evolution of gifting: How Floward is redefining thoughtfulness in the digital age
The shift to online gifting has brought unparalleled convenience and accessibility, allowing people to send gifts across borders with just a few clicks
Gifting is one of humanity's most profound traditions, serving as a conduit for love, gratitude, and connection. Across generations and cultures, the act of giving has been an intimate process, where selecting the right gift required thought, effort, and a deep understanding of the recipient. However, as the world has moved toward digital-first experiences, the gifting industry has undergone a radical transformation.
The shift to online gifting has brought unparalleled convenience and accessibility, allowing people to send gifts across borders with just a few clicks. However, this evolution has come with challenges. Many online gifting services prioritise efficiency over emotional depth, reducing a deeply personal act to a transactional experience. The challenge for modern gifting brands is clear: how do you merge convenience with thoughtfulness?
Floward has built its foundation on answering this question. As an online gifting company, Floward believes that technology should enhance rather than dilute the emotional impact of gifting. Through same-day delivery, AI-powered personalization, premium curated offerings, and innovative messaging features, Floward has redefined what it means to give a thoughtful gift in the digital era.
The Growth of Online Gifting: Market Trends
The gifting market in the MENA is expected to grow 6.2% annually for the next 2 years
Research shows that 76% of respondents send gifts more than twice a month, while 71% of respondents send gifts worth more than $50
Customers are increasingly opting for buying online rather than offline.
Research shows that 65% of respondents thought flowers made their gift more meaningful
Personalised gifting is on the rise, with a significant increase in customers opting for personalised message cards or customized gift bundles.
From tradition to transformation: The new age of gifting
For centuries, gifting was a carefully orchestrated, personal ritual. People would visit markets, hand-select gifts based on the recipient's preferences, and wrap them with care before presenting them in person. The effort behind the gift was as meaningful as the gift itself. However, the digital revolution has reshaped how people engage with gifting, leading to three major shifts:
1. The rise of convenience over thoughtfulness
The emergence of e-commerce transformed gifting into an on-demand experience, removing barriers such as geographical limitations and time constraints. However, this shift also introduced a challenge: the rise of generic, impersonal gifting. Many online platforms offer standardized options that lack personalisation and emotional depth.
Market Insight:
90% of customers opt for next-day or same-day delivery, showing a strong demand for instant gifting solutions.
Despite this, 10% customers still personalise their gifts, indicating that speed does not necessarily mean a loss of thoughtfulness.
2. Changing Consumer Expectations
Modern consumers expect more than just convenience - they seek meaningful, premium, and tailored gifting experiences. Personalization has become a defining factor, with consumers increasingly drawn to brands that offer customization, thoughtful experience, and deeper emotional engagement.
Market Insight:
There is a noticeable shift in consumer behaviour toward premium and purpose-driven gifting. Today's customers are actively seeking unique, high-quality gifts that go beyond the traditional bouquet. This includes a growing demand for both authentic local artisanal products and international luxury brands - reflecting a desire for gifts that feel elevated, curated, and emotionally resonant. As gifting becomes a deeper expression of identity and intent, consumers are turning to brands that can offer thoughtful storytelling, craftsmanship, and distinction in every order.
3. AI and Data-Driven Personalisation
Artificial intelligence is revolutionising how people select gifts. Machine learning and predictive analytics now allow platforms to curate recommendations based on past purchases, recipient preferences, and trending behaviours. This has given rise to hyper-personalised gifting, ensuring that even in a digital world, gifts feel uniquely tailored.
Market Insight:
Gift recommendations that are based on AI-driven data, are significantly improving gift matching accuracy and customer satisfaction.
Customers who receive AI-powered recommendations are more likely to complete a purchase.
Floward's vision: Bringing thoughtfulness back to online gifting
Recognising these shifts, Floward has positioned itself as more than just an e-commerce platform. Its mission is to blend digital convenience with emotional depth, ensuring that every gift feels as personal and meaningful as a hand-delivered present. This vision is achieved through a combination of advanced personalisation, seamless logistics, and curated premium offerings.
Personalisation at scale: Gifting with love in a digital-first world
Floward has integrated personalisation across its customer journey, ensuring that gifts remain deeply personal:
Occasion-Aware Message Cards: Floward's customers use occasion-aware cards, making their gifts more meaningful.
AI-Generated Messages: Many customers rely on Floward's AI-generated message feature, demonstrating how technology can enhance emotional expression.
Multimedia Messaging: After pioneering the "Share Your Feelings" feature years ago, where users can easily film their own personal ten-second video messages using Floward's iOS or Android app, or they could add any video link which will be converted into a QR code that can be linked, generated, and printed in a matter of milliseconds. This feature remains one of Floward's most used personalisation feature. With most of its customers attaching videos or photos, online gifting is becoming more interactive and immersive.
Gift Bundles: Floward offers a wide range of gifts and makes sure to bundle gifts with flowers to answer customers' gifting needs.
Anonymity: Floward gives senders the option to remain anonymous, adding an extra layer of mystery and excitement to the gifting experience - perfect for those who want their gesture to be a heartfelt surprise.
Unknown Address: Floward was the first company to introduce a groundbreaking solution that allows customers to send a gift even if they don't know the recipient's address. By simply providing the recipient's phone number, the sender leaves the rest to Floward, eliminating the hassle of address collection and making spontaneous gifting more seamless than ever.
Seamless logistics: Elevating the gifting experience from order to delivery
Beyond personalisation, the success of a gifting platform depends on its ability to deliver a premium experience from start to finish. Unlike traditional platforms that rely on third-party logistics, Floward owns and operates its own last-mile delivery network.
Floward Insight:
A large percentage of customers request their orders delivered within the same day, ensuring gifts arrive on time for special occasions.
Floward's refrigerated fleet ensures that all products maintain freshness upon arrival.
In a world where timing often carries as much meaning as the gesture itself, Floward has redefined what fast truly means. Through an integrated supply chain and a fully owned last-mile fleet, it has made it possible for a gift to go from checkout to doorstep in under 90 minutes without compromising on quality or presentation. It's speed with intention: enabling thoughtful moments to reach their recipients exactly when they matter most.
Customer satisfaction scores for delivery experience: 4.7/5.
The future of gifting: AI, sustainability, and experience-driven innovation
As the gifting industry continues to evolve, Floward is focused on pioneering new trends:
AI-Powered Emotional Intelligence: Floward is investing in AI models that analyse sentiment and recipient preferences, refining gift recommendations.
Sustainable and Ethical Gifting: Floward is working on reducing flower waste through its sustainability initiatives.
Subscription Models: The company launched new subscription-based gifting options, catering to the demand for recurring thoughtful gestures.
Floward is investing in AI-driven tools that not only respond to occasions but anticipate them. By analysing past behavior and patterns, the platform can identify important personal dates - like birthdays and anniversaries and send timely reminders. It also populates the user's Floward calendar with key recurring moments, ensuring they never miss the chance to connect meaningfully.
Conclusion: Redefining thoughtfulness for the digital generation
The gifting industry is at a turning point, where technology and human emotion must coexist to create meaningful experiences. Floward is leading this transformation by proving that innovation does not have to come at the cost of thoughtfulness.
Floward's impact:
Largest gifting platform across the MENA region.
Increase in personalised gifts over the last year.
As consumer expectations continue to evolve, Floward remains committed to bringing joy, convenience, and meaning to every gifting moment. Whether through AI-powered personalisation, multimedia messaging, or premium collaborations, Floward is leading the future of gifting - where every gift, no matter how digital the experience is, still carries the warmth of human emotion and deliver gifts to your loved ones in the best experience.
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