US: New floral purchasing study reveals data on flower-buying consumers

AFE and SAF announce the release of the Floral Purchase Tracking Study.

Formally called the Consumer Tracking Study, the last study of this kind was conducted in 2005, the last of an annual study that started in 1992.

AFE and SAF partnered together to provide a study that is packed full of substantial data regarding the purchases of flower-buying consumers. The study reveals details such as types of flowers purchased, amount spent, for whom and what occasions, satisfaction levels, and more.

Funded by the Floral Marketing Research Fund (FMRF) and conducted by IPSOS, the study provides valuable information to florists that can greatly impact how they plan their marketing strategies, inventory purchases and structure their pricing. The information shared in this study has the potential to help florists maximize their opportunities and sales.

Over the course of the study, which took place from January to December 2016, a total of 43,145 interviews were conducted with adults making one or more floral purchases. On the first business day of each month, interviews were conducted yielding information based on the following questions: Where was the floral purchase made? What kind of floral products were purchased? What was the reason or occasion for the purchase?

What has resulted from the year-long study is an informative, detailed outline every florist needs to have. Information found in the Floral Purchase Tracking Study includes details that are pertinent to brick and mortar flower shops, supermarket/grocery stores, and even nurseries.

“I find the study to be very beneficial for anyone selling flowers and floral-related items,” said Suzie Kostick, AIFD, CFD, CF, PFCI. She is a floral educator, business consultant, past magazine publisher and director of marketing.

“Having a detailed look at where consumers are spending their dollars, how they are spending and why, is critical to surviving in an ever-changing industry.

“For years I have relied on AFE, SAF and the FMRF as a source for topical, relevant information that keeps me engaged with what is happening on the business side of the floral industry. As an educator and consultant, it is important that I am able to easily resource this type of information for my clients. My experience with past studies conducted by the FMRF is they are right on target with the way the industry is moving,” she said.

The study is available for $159 at FMRF.org.

In addition to the study, a webinar will be held on November 8, 2017 at 2:00 p.m. EST that will reveal some of the key findings of the study. The webinar is being offered exclusively and complimentary to anyone purchasing the study. Tim Amsbary, Vice President of IPSOS and the project manager for the study, will present the webinar.

Publication date: Mon 2 Oct 2017