US: 60 percent of florists report improved sales on Mother’s Day

Predictions of a robust Mother’s Day proved to be on target for many florists. According to a post-holiday survey conducted by the Society of American Florists, about 60 percent of member florists saw increased sales this year. Roughly 20 percent said sales were about the same as 2016. Around 16 percent saw a drop.

Prior to Mother’s Day, about 27 percent of respondents were expecting sales to remain the same. A quarter predicted a modest rise of 1 to 5 percent and 20 percent hoped for sales gains of 6 to 10 percent.

Average purchase amount per transaction this year was almost $66. That’s up from last year’s survey ($64).

Among those who saw a sales increase this year:

26 percent saw sales rise 6-10 percent.
21 percent saw sales rise 1-5 percent.
14 percent saw sales rise 11-15 percent.
13 percent saw sales rise 21 percent or more.
9 percent saw sales rise 16-20 percent.

The top five factors for florists who experienced an increase in sales were increased shop advertising and promotion (39 percent); regional economy (36 percent); higher price points (33 percent); weather (29 percent) and fewer flower shops in the area (28 percent).

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