US floral market for Valentine's Day projected $3.3 billion dollars

Prince & Prince, Inc. (P&P) has released a projection for the retail value of U.S. consumer floral purchasing for the upcoming 2016 Valentine’s Day holiday (Valentine’s Day is Sunday, February 14th). The P&P U.S. consumer floral aggregate spending projection is $3.3 billion dollars at retail, including all fresh floral products (fresh cut flowers and/or indoor potted plants) and any associated delivery/ handling services.

Valentine’s Day is the second largest "floral holiday" for the U.S. floral industry, in terms of consumer dollar spending, second to Mother’s Day (P&P’s 2015 Mother’s Day floral projection was $3.9 Billion; Prince & Prince, 2015). P&P project that for 2016, slightly more than 44 million households in the U.S. will purchase fresh cut flowers (largely roses) and/or potted flowering plants to express emotions for a loved one, significant other, or special person in or out of the household. P&P also project that each purchasing household, on average, will spend about $74, including all household members making a floral purchase, and with associated delivery/ service fees included.

Prince & Prince has been tracking U.S. consumer floral purchasing behavior for Valentine’s Day (and for 20+ other holidays, events, and occasions) over the past two decades with their periodic surveys of floral-buying households that are randomly selected throughout the U.S. (over 6,000 surveys completed since the initial survey in 1996, as well as surveys in 2000, 2007, 2010, and 2013; Prince & Prince, 2014a). Thus, P&P is able to identify salient consumer floral-purchasing trends over time for the floral industry.

P&P has previously reported that the overall percentage of U.S. floral-buying households making a floral purchase for Valentine’s Day, currently at a rather high percentage level (projected at 50% for 2016), has fallen slightly, yet continuously, over the past two decades, which P&P deems a “wake-up call” for the industry (Prince & Prince, 2014b). "Although the household purchasing incidence for this holiday is quite high, it has been trending slightly lower with each periodic P&P survey over the past 20 years, except when Valentine’s Day holiday falls on a week-end,” stated Tom Prince, President of Prince & Prince, Inc. “When the holiday falls on a week-end (as in 2016), the P&P historical data reveals that a slightly higher percentage of households purchase floral for Valentine’s Day, higher than predicted trend, but at a somewhat lower average purchase value, suggesting that supermarkets and other floral mass-marketers are likely expanding the Valentine’s Day floral market to new buyers when the holiday falls on a week-end.” The P&P demographic profile of household floral purchasing reveals that younger-aged households (under age 35), and households with teenagers, lead the floral-purchasing trends for Valentine’s Day.

2017 P&P Consumer Floral Research Update
Prince & Prince is currently seeking research co-sponsors for a 2017 update of the P&P U.S. Consumer Floral Tracking Survey (specific survey content at the P&P we site). Research co-sponsors receive the floral market presentation first thru an on-site seminar with Q&A, the complete 800+ slide presentation on flash drive, and sponsors receive exclusivity of the market information for a one-year period. Interested parties should contact P&P for research sponsorship opportunities.


For more information
Prince & Prince, Inc.
PO Box 2465, Columbus, OH 43216-2465
United States
T: +1 614-299-4050;
E-mail: FloralMktResearch@att.net
www.floralmarketresearch.com