The FMRF conducted a study to provide new data about the barriers to and motivations for purchasing flowers. The study focuses on consumers who have not purchased fresh flowers in the past 12 months and provides insight about what could capture new customers.
“As a result of this study, we expect industry members to build some concise marketing strategies to increase the use of flowers in their markets,” Gabriel Becerra, FMRF committee member and president of Golden Flowers, said. “We are happy to see funds being invested in marketing research that will benefit our donors and the floral industry in general.”The study analyzed data from 1,500 adults, ages 18 to 60, who currently live in the U.S.
Objectives of the research include:
- Identifying the demographics of non-flower purchasers
- Examining transactional factors like purchase channel and amount spent
- Determining why consumers choose non-floral gifts instead of flowers
- Proposing strategies to convert non-flower buyers into flower buyers
The results of the study were released at the American Floral Endowment’s (AFE) 2013 annual fundraising dinner
, held in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.