US: Study finds increased flower sales on weekend Valentine's Day
New research on consumer spending suggests the weekend event could be a bigger deal than conventional wisdom within the floral industry promises.
In a recently released report on their U.S. Consumer Floral Tracking Survey, Thomas L. Prince, Ph.D., and Timothy A. Prince, Ph.D., of Prince & Prince Inc. in Columbus, Ohio, found “a slight increase in consumer floral purchasing for Valentine’s Day when the holiday falls on the weekend, compared to weekday holidays.”
What’s more, “the increase in weekend Valentine’s Day floral purchasing is largely driven at both ends of the household income ladder, among more mature floral-buyer segments (age 55 and older), and among single-male households,” according to Prince & Prince. “While younger-aged households (under age 35) still show strong likelihood to purchase floral products for Valentine’s Day, a weekend holiday… likely offers more opportunities to target additional consumer groups to expand the market for this all-important floral holiday.”
Read more about the study at safnow.org