The Practice of Flower Gift-Giving as a Form of Communication in Romantic Relationships With Focus on the Premium Segment of the Flower Market in Russia

Based on the analysis of scientific discourse, the research problem focuses on the characteristics and role of communication through the giving of flowers in maintaining romantic relationships at different stages within the context of post-industrial Russian society, as well as the significance of florists in flower boutiques in realizing the intentions of the giver. On one hand, the choice of flowers as a gift in romantic relationships may be driven by culturally defined formality, internalized through mass culture; on the other hand, it may stem from the sincere desire of the giver to please their partner, considering the recipient's preferences or self-expression through the symbolic meaning of flowers. Flowers can be a normative attribute in the early stages of a relationship, decreasing in significance at later stages when more practical gifts prevail. However, flowers can remain a symbol of love and a desirable gift in stable stages of relationships for their maintenance. It remains unclear to what extent the cultural and symbolic significance of flowers is considered in the choice, and whether this is a significant factor in the stage of developing and reformulating the practice of giving, as well as how flower boutiques account for the multiplicity of meanings in such gifts when fulfilling clients' requests in a post-industrial Russian society. The study consists of two stages. In the first stage, to answer the first research question, diary methods and semi-structured interviews were used. Seventeen diary entries and twelve interviews with eighteen informants (nine romantic couples) were obtained. In the second stage, to answer the second research question, semi-structured interviews with representatives of the premium segment of the flower market—florists, owners, and managers—were used. Ten interviews were collected. After data collection, coding was conducted with the identification of categories, subcategories, and themes. Based on the triangulation of methods and subsequent thematic analysis, results were obtained describing the specifics of the practice of giving flowers in romantic relationships and the role of the market at each stage of gift exchange. Sociocultural factors and personal characteristics of romantic partners that determine the uniqueness of flower giving in the context of Russian society were identified; the main motivations for giving flowers depending on these conditions were described; conclusions about the value of a floral gift and its role in the symbolic interaction of partners were made; the conceptual difference between flowers as formal and spontaneous gifts was formulated; the practice of giving was examined considering theoretical models of gift exchange; and the role of flower giving in maintaining relationships was emphasized. The results were also supplemented with perspectives from representatives of the flower market, allowing for a more comprehensive understanding of the initial stage of gift giving, during which the choice of gift and the involvement of florists occur: the results include a description of the role of flower salons in forming symbolic interaction between partners, as well as the features of the floristic industry for understanding the context. The final outcome presents a model of the practice of giving flowers in romantic relationships. Based on the theoretical framework of Bourdieu's field and practice theory, symbolic interactionism, and Eco's semiotic approach in Sherry's model of gift giving, the results of this study make a significant contribution to the academic discourse in the fields of cultural studies, communications, sociology, and marketing related to the practice of giving, thanks to the detailed description of the specifics of giving flowers in romantic relationships. The conclusion provides possible paths for further development of the topic through the application of new methodologies and suggests additional related issues that require exploration.