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Consumer insights top IFPA’s Miami Floral Conference Agenda

US: “Floral sales have slowed from the rocketing pandemic trajectory”

Exclusive to the International Fresh Produce Association, this research comes from Kantar, a data and evidence-based agency providing insights and actionable recommendations. 

“Floral sales have slowed from the rocketing pandemic trajectory,” said IFPA floral director Deb Zoellick. “We encourage members to step away from the day-to-day and find inspiration from these speakers, their peers, and this new IFPA research, which offers the insights they need to jump-start sales in this post-pandemic reality.” 

In early March, The Floral Conference – Anaheim focused on Kantar’s research on the macro drivers for floral sales. “In Miami, attendees will get a deeper dive into consumer attitudes and behaviors,” Zoellick said. The conference appeals to the full supply chain: retailers, growers, importers, and business solution providers.  

Zoellick noted specific topics include: 

  • A deep understanding of what shoppers are looking for, their mindsets, and their outlook on floral 
  • What floral shoppers are looking for before making the final journey of “add to cart” 
  • The features and services that will set retailers apart, attract shoppers, and win at point of purchase 
  • Opportunities, gaps, and higher conversions at point of purchase 
  • Details on the performance of product offerings and innovation to prioritize and optimize resources 
  • Differences in online shoppers’ behaviors and expectations 
  • Usage occasions that win the shoppers earlier in the purchase journey 

“We’re excited to offer members resources like this that will deepen understanding and accelerate sales,” Zoellick said. “The Floral Conference – Miami is part of IFPA’s commitment to the floral industry and an anchor of our full floral portfolio.” 

Floral marketers interested in more in-depth findings on consumer purchasing behavior can register for the IFPA Floral Conference – Miami here: 

For more information: 
Siobhan May
Tel: +1 (302) 781-5855  




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