US: New study tracks purchases of flower-buying consumers

The new Floral Purchase Tracking Study has been released, and is packed full of substantial data regarding the purchases of flower-buying consumers.

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

AFE and SAF partnered together to provide this study to the floral industry, which 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.

"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. This report spells it out, simply and clearly."

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

Publication date: Thu 19 Oct 2017