Dangwa sellers adapt as online competition grows

For most Filipinos, Undas marks a solemn time of remembrance — a weekend when families visit cemeteries to honor their departed loved ones. For entrepreneurs like Jeff Garcia Vicente of La Luna flower store in Dangwa, Manila, the season also brings a vital business opportunity — one that helps both sustain their livelihoods and support fellow Filipinos in their acts of remembrance.

A florist by trade, Vicente shared that profits during the Undas season tend to fluctuate year after year, with 2025 showing a noticeable slowdown compared to the previous one. “Sanay na ako sa ganyan eh. Na pabago-bago eh. Kikita ngayong taon, hindi kikita ngayong taon,” he said.

Despite the inconsistency, Vicente remains optimistic. “Meron kasing biglang magbo-boom eh. Minsan talagang paldo sobra,” he added, noting that Valentine’s Day, Mother’s Day, and Undas are typically his store’s strongest sales periods.

Vicente attributed the slower pace of sales this year — both for his shop and across Dangwa — to the rise of online flower sellers. While La Luna also offers online orders, Vicente pointed out that many competitors operate entirely online without the overhead of a physical store.

“Hindi kami nakapag-focus gawa ng mayroon kaming tinda dito sa Dangwa. Wala naman silang in-intending shop,” he said. “Kunwari sa bahay lang sila. Mas malakas ‘yun, ‘yung mga ganon tao.”

The convenience and lower costs of these online-only sellers, he explained, have drawn away a portion of the market that traditionally relied on in-person flower shops. To stay competitive, many stores in Dangwa — including La Luna — have adopted dynamic pricing, adjusting rates of certain flowers and arrangements depending on supply, demand, and the season.

For example, Vicente said a bouquet of orchids that typically sells for around P1,100 to P1,200 now costs P700 during Undas, a strategy meant to attract more customers despite shifting market trends.

For Vicente and other Dangwa florists, Undas remains both a test of endurance and a season of hope. Competition from online sellers, fluctuating demand, and rising supply costs have reshaped an industry once defined by steady foot traffic and tradition.

Yet, even amid slower sales, he remains grounded. “Wala, kung malugi, malugi. Ganun talaga yung business yun eh,” he said.

Still, he remains optimistic, adding, “Kaya pa habulin. Mamayang hapon, baka biglang dumagsa ang tao.” In Dangwa, resilience continues to bloom — one bouquet at a time.