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AFE presents essential industry research at IFE

According to a news release, a packed meeting room of top retailers gathered at the International Floriculture Expo on June 25 in Chicago to hear new data from the American Floral Endowment on the specifics of consumer purchasing, including: 

Demographic profile 

Monthly summary 

Product type purchased 

Preferred colors 

Kind of products purchased 

Occasions/reasons for purchase 

Recipients of purchase 

Average purchase amount 

Outlets for purchase 

Purchase factors 

Purchase satisfaction 

Since 1992, the AFE has conducted survey research in the form of a diary study to understand in greater detail the floral purchases of the public.

Formerly called the Consumer Tracking Study and last conducted in 2005, AFE partnered with the Society of American Florists to revive the yearlong study that provides the latest data from authentic floral purchasers.

Conducted by IPSOS and funded by the Floral Marketing Research Fund, this study surveyed 43,145 participants to provide the industry with valuable consumer buying information to help plan for inventories, marketing, pricing and sales optimization. 

Presenting this data was Jackie Lacey, director of education and industry relations at the Floriology Institute. 

Lacey analyzed the data from a retail perspective and presented ways in which fellow retailers could utilize it to select the right products, create better marketing plans, manage inventory and optimize sales.  

The data features the following highlights:

Male purchasers are on the rise, currently comprising 55 percent of all floral purchasers.

Floral purchasers are younger and have higher incomes than the average population.  

Self-consumption is more prevalent in June. 

“Just because” is the top the reason for flower purchasing, at 26 percent.

About 52 percent of all floral purchases come from households with incomes of $75,000+ per year.  

Convenience, quality and price, respectively, topped the main reasons for patronizing a specific retail location.