The poinsettia season officially kicked off on November 25 with widespread visibility of the Christmas star at consumer fairs and in various media. The plant was presented earlier this month at the Libelle Winter Fair in Mechelen and is currently prominently featured at the Margriet Winter Fair in 's-Hertogenbosch. These activities are part of the European Stars for Europe campaign, which aims to stimulate demand for poinsettias throughout the floriculture chain.
According to the organization, the campaign will target a broad audience in the weeks leading up to Poinsettia Day on December 12. During this period, the poinsettia will be visible in television programs, magazines, and online lifestyle channels. Styling and DIY ideas will also be shared via social media platforms, which should contribute to higher demand in retail and further back in the chain. Promotional and presentation materials are available for garden centers and florists to support sales on the shop floor. Stars for Europe emphasizes that the campaign is the result of international cooperation between breeders, with a single central message being rolled out in several European countries. This uniform approach provides the sector with resources that increase the recognition of poinsettias and support sales initiatives. SfE reports that activities are taking place in 22 European countries this year. The campaign is part of the EU program "Stars Unite a Europe in Bloom," which supports poinsettia promotion between 2023 and 2027. Additional materials and images are available to professionals in the sector via the Stars for Europe online platform.
