US: Five-year pattern shows uptick in Valentine’s Day buyers
Twenty-nine percent of American adults bought flowers or plants as gifts for Valentine’s Day, according to a new consumer survey, conducted for the Society of American Florists by Ipsos Public Affairs. That’s on par with 2016 (28 percent) but a 20 percent increase over the three years prior: 24 percent of adults purchased flowers or plants in 2015, a Saturday holiday; 23 percent in 2014 (Friday) and 25 percent in 2013 (Thursday).
The average or mean amount spent on flowers or plants for Valentine’s Day this year was $58.70, up from $51.80 in 2015. The median amount was $40, an increase from $30 in 2015. (As Ipsos representatives note, the median number excludes large outliers — customers who spent hundreds of dollars, for example — and can therefore be a more precise benchmark.)
Overall, those results support feedback generated from SAF’s post-holiday member survey, which found that about 88 percent of respondents saw increased sales this year, although SAF members reported an average transaction of about $78, compared to about $84 in 2016.
Read more at safnow.org