US: research on consumer attitudes toward domestic & locally-grown flowers

Slowflowersjournal.com is so excited to announce two new benchmarks on U.S. consumer attitudes toward buying American-grown and locally-grown cut flowers. Sponsored in part by the Slow Flowers Society, the 2021 National Gardening Survey asked two new and important questions:

1. When purchasing cut flowers, how important is it that the flowers are American-grown?

2. When purchasing cut flowers, how important is it that the flowers are locally grown?

According to the National Gardening Association’s research director Paul Cohen, who conducted the omnibus 2021 survey of nearly 2,500 U.S. households, past surveys asked one question about cut flowers, flower arrangements and silk flowers.

“However, that question in the past was only asked of those who identified themselves as garden-participating households,” he says. “You shared your desire to gather more of a national opinion of everyone, because you certainly do not have to be a gardener to buy cut flowers — in fact, many non-gardeners do buy flowers. And so we incorporated a new series of questions and asked all respondents as a national representative sample.”

Four in ten U.S. adults (41%, 104.6 million) report spending some amount of money on cut flowers in 2020, with an average household expenditure of $62.63, or an estimated $6.55 billion spent by U.S. households last year.

Read the complete research at www.slowflowersjournal.com.


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