Allied Florists of Houston Consumer Attitudes and Behaviors about Floral Purchases

Everyone loves flowers! They are a special gift because people love sending flowers and love receiving flowers.

Flowers can brighten someone's day, pick them up when they are down, and help them celebrate life!

Flowers convey your feelings like no other gift purchase. They say I'm thinking of you and I think you are wonderful.

Make someone's day by sending flowers today!

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Research provides scientific proof that consumers hold a positive attitude in regard to floral purchases. The January 2005 study sponsored by the Society of American Florists examines public beliefs and perceptions of floral products, purchasing patterns, venue preferences, etc., which reveals the following:

Flowers are a truly memorable gift.

92% of women remember the last time they received flowers.
97% of survey respondents remember the last time they gave a floral gift.

Flowers offer a positive emotional boost.

88% of survey respondents say a gift of flowers changes their mood for the better.
83% say they like to receive flowers unexpectedly.
86% say receiving flowers makes them feel special.
99% say that a person who gives flowers is thoughtful.
89% believe the giver is sophisticated.

Within the last year, survey respondents reported buying the following floral gifts:

99% flowering plant
88% floral arrangement
80% loose or bunched flowers
16% outdoor bedding or garden plant
14% mix of green and flowering plants in a basket or dish garden

Demographics

Men spend more on floral gifts.
More men than women buy roses and floral arrangements valued at more than $30.
Women buy a wider range of floral gifts at lower cost.
More women than men buy inexpensive loose or bunched flowers, floral arrangements, flowering plants and dish gardens.
Young consumers, those under the age of 35, choose inexpensive bunched or loose flowers as gifts.
Young consumers have less disposable incomeand are unfamiliar with flower types and need more guidance in selecting floral gifts.

Most floral purchases occur in a traditional retail florist.

Local florists are the venue frequented most often by consumers.
91% bought floral gifts from a local florist at least once within the last year
63% bought fresh flowers as gifts “most often” from a local florist compared to other venues.
Respondents reported product quality, service and value as the key benefits of purchasing from florist shops.
More men (87%) rely on their local florists for gifts than women (82%).
In general, consumers who buy from florists are affluent (with annual incomes of $50,000 or more), married and predominantly Caucasian.

Online floral purchases are made less often.

Few consumers say they buy floral gifts from the Internet or online floral services. Consumers who did (7% of those surveyed) were predominantly male and highly affluent with annual incomes of $100,000 or more.
Consumers say the benefits of online floral services include: the ease and convenience of 24/7 shopping, the ability to see a “catalog” of options and prices, and the availability of exotic or hard-to-find flowers.

Product quality matters most to consumers.

Consumers consider these factors important when choosing where to buy floral gifts:

Flower quality and freshness (#1 priority; 93%)
Product guarantee (88%)
Convenience, ease of ordering (83%)
Value for money (77%)
Delivery service (77% same-day, 75% local, 50% out of town)
Advice and recommendations (69%)
Professional design (67%, more women)
Broad range of products/arrangements (67%)
Ability to see a range of gift options/prices (60%)

To read more about the Society of American Florists' study
on consumer attitudes and behaviors about floral purchasing:

Allied Florists of Houston

The Association of Professional Florists