US: Potential market for florists has grown significantly

Over the past seven years, the potential market for florists has grown significantly across three generations of consumers. From Millennials entering the workforce to Baby Boomers basking in or entering retirement, Americans today have an enhanced appreciation for flowers, fewer perceptions of cost barriers in flower purchasing and a growing awareness of the expertise of local florists.

In the May issue of Floral Management magazine, SAF unveils the results of the groundbreaking 2016 Generations of Flowers Study, commissioned by SAF in partnership it with the American Floral Endowment and funded by the Floral Marketing Research Fund.

The study looks at consumer perceptions, motivations and barriers to buying flowers among three generations. Taken together, the data show “considerable attitudinal and behavioral improvement from the 2009 research,” said Marc Goulet, vice president of client development at Russell Research, which conducted the study.

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