While the pandemic forced many to stay at home last year, it didn’t stop consumers from bringing the outside in with plants and floral arrangements, many of which were purchased from local supermarkets.
“After struggling during the early days of the pandemic due to the enormous social and economic disruption which shifted consumer behaviors, the U.S. supermarket floral industry bounced back and grew $182.7 million in sales over 2019,” said Cathy Burns, CEO of the Produce Marketing Association (PMA).
“While purchasing decisions in the flower industry are based on discretionary income, recessions are often smaller due to the small price tag on an item that brings joy. As people spent more time at home, brightening their environment and bringing the outside in became a priority and a practice in wellness,” Burns continued. “Consumers began buying fresh flowers and plants to bring color, fragrance and happiness—as well as to reduce stress—in their everyday lives. The industry has seen an increase in sales that, in most months, exceeds pre-pandemic levels.”
With vaccination rates rising and pandemic restrictions lifting, what will the new normal look like in the floral space? “As markets stabilize, consumers are expected to practice cautious spending as it relates to affordable luxuries—of which flowers and plants are a great example. People are not spending on big luxuries like high-end purses, jewelry, etc., and instead buying flowers and plants. Our consumer sentiment data conducted early this spring found that consumers are looking to continue the trend of purchasing floral more frequently. The industry has long been focused on how to turn consumer floral purchasing behavior from ‘impulse’ or ‘holiday’ buys to a frequent purchase and this is a great opportunity for the industry to continue that momentum,” Burns said.
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