Floral Purchasing Study Data Available

If you haven’t seen the results from the 2016-2017 Floral Purchase Tracking Study conducted by the American Floral Endowment in partnership with the Society of American Florists, you may be missing some important opportunities to reach consumers!

AFE.August2019.1 The study is packed full of significant data regarding the actual purchases of flower-buying consumers.

The study reveals details such as types of flowers purchased, amount spent, for whom and what occasions, satisfaction levels, outlets, 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 12-month study, which was completed in early 2017, 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 traditional florists’ shops, supermarket floral, garden centers, breeders, growers and wholesalers.

“The needs of the modern consumer is ever-changing, and this study represents new ways that consumers think of our products, assess individual retail channels and ultimately purchase,” said AFE Executive Director, Debi Chedester. 

“As retailers must forecast their product needs up to a year in advance, this guide provides a strong resource from 43,000+ floral purchasers who provide specific insight that will grow industry revenue and profitability,” Chedester added.

Get your copy of the study at FMRF.org. While you’re there, be sure to download other FREE floral marketing studies available.

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Market Watch

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Western growing regions getting hit by rain, cooler temps

floral pulse