The Art of Flower Photography: How Minimalism Helped Boost Moonpig’s Mother’s Day Sales
- Mateusz Szopa
- Apr 3
- 3 min read
Mother’s Day is one of the most significant occasions for gifting, and flowers remain the top choice. This year, Moonpig achieved incredible sales figures, shipping an impressive 189,000 orders. (higher than in 2024) Over 1.5 million stems handled ✔
As a commercial photographer at Arena Online, I had the privilege of capturing Moonpig’s Mother’s Day flower collection. With a minimal budget of just £150 spent on colored paper backdrops, we demonstrated that great results don’t require extravagant spending. Instead, a strategic and refined approach to photography played a crucial role in enhancing product appeal and, ultimately, driving sales.
Minimalist Photography: A Game Changer for E-Commerce
Traditional product photography often involves elaborate lifestyle settings. However, for this campaign, we focused on simplicity—opting for clean, vibrant backgrounds that allowed the flowers to take center stage. The benefits of this approach included:
Stronger Visual Impact – A simple paper backdrop created a soft halo effect, drawing attention to the bouquet without distractions.
Optimized for Mobile Shoppers – With the majority of consumers browsing on small screens, eliminating unnecessary visual noise ensured the product stood out clearly.
Cost-Effective and Scalable – Instead of investing in expensive props or complex setups, we achieved a premium look with minimal expenditure.
Consistency in Branding – A uniform background across all product images reinforced Moonpig’s identity and provided a cohesive shopping experience.
Faster Production Process – Flowers are notoriously difficult to style, but by eliminating complex set designs, we were able to focus solely on arranging the flowers. This streamlined the shooting process, allowing for faster turnaround times without compromising quality.
The Power of Imagery in Driving Sales
While several factors contributed to Moonpig’s outstanding Mother’s Day sales, there’s no doubt that compelling product photography played a key role. High-quality visuals increase engagement, build trust, and ultimately influence purchasing decisions.
By comparing images from two years ago to this year’s minimalistic approach, we can see a stark difference. Previously, flowers were showcased in detailed lifestyle settings. While aesthetically pleasing, these setups often distracted from the product itself. The refined 2025 approach, on the other hand, highlights the flowers with clarity and elegance, making it easier for customers to visualise their purchase.
Elevate Your Brand with Impactful Photography
This project reaffirms that you don’t need a big budget to create stunning commercial photography. Strategic lighting, colour theory, and composition can make all the difference. Whether you're a brand looking to enhance your product imagery or a business owner aiming to increase sales, investing in the right photography approach is crucial.
This short video, created by me, takes you behind the scenes to showcase the intricate production process behind Moonpig’s Mother’s Day flower range. It highlights the large-scale operation of packing and shipping orders, focusing on the careful handling of each bouquet, letterbox flower, and plant. The video reveals the complexity and precision required to fulfill over 189,000 orders, offering a glimpse into the massive logistical effort that goes into delivering high-quality products on time. The scale of this operation is truly impressive, and the video captures just how much effort and coordination are involved in getting every product from production to the customer’s doorstep.
I’m Mateusz Szopa, a commercial photographer videographer and editor based in Milton Keynes, UK. Since 2010, I’ve worked with leading brands, specialising in commercial, product, food, automotive, portrait, and architectural photography, as well as commercial videography, social media content. My mission is to deliver visuals that captivate, engage, and convert.
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