Prince & Prince, Inc.(P&P), market researcher focused on the floral and green plant industries, has released a projection for the retail value of U.S. consumer floral purchasing for the upcoming Mother’s Day holiday (Mother’s Day is May 10th). The P&P U.S. consumer floral spending projection is $3.9 billion dollars at retail, including all fresh floral products (fresh cut flowers and/or indoor potted plants) and any associated services.
Mother’s Day is the most important and largest "floral holiday" for the U.S. floral industry. P&P project that nearly 54 million households in the U.S. will purchase flowers and/or plants for a well-deserving mom. More households in the U.S. purchase floral products for Mother’s Day than any other holiday, event, or occasion of floral purchase.
Prince & Prince has been tracking U.S. consumer floral purchasing behavior for Mother’s Day (and for 20+ other holidays, events, and occasions) over the past two decades with their periodic surveys of floral-buying households randomly-selected throughout the U.S. (over 6,000 surveys since 1996). Thus, P&P is able to identify salient floral-purchasing trends over time for the industry. For the most recent P&P survey in 2013, the percentage of U.S. floral-buying households making a floral purchase for Mother’s Day was 61%, down one percentage point since P&P’s prior consumer survey in 2010, and two percentage-points lower than P&P’s 2007 consumer survey (63%). "Although the household purchasing incidence for this holiday is quite high, it has been trending slightly lower over the past 20 years. However, bucking this downward trend, the number of households in the U.S. continues to grow, and with the re-bounding economy in the U.S., the "household participation rate" (percentage of U.S. households that purchase floral products & services annually) has now likely re-bounded from recession levels", remarked Tom Prince, President of Prince & Prince. Statistical trend analysis of the historical purchasing data, however, reveals a slight downward linear trend in household floral purchasing incidence (U.S. household market penetration) for Mother’s Day since 1996, the initial year of the P&P U.S. Consumer Floral Tracking Survey. "Operationally, many businesses in the floral industry indicate that they are often "topped out" for this floral holiday, and don’t see a real need to aggressively expand advertising efforts for Mother’s Day, as flowers are often seen as the ideal gift to express honor and gratitude for mom on this special day", stated Tom Prince.
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Prince & Prince, Inc.
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US consumer floral market for Mother’s Day projected at $3.9 billion dollars
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