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Who Buys Source

According to research commissioned by the Society of American Florists, women account for 79% of the purchases of fresh-cut flowers, flowering houseplants, green plants and bedding/garden plants. For cut flowers only, women are responsible for 65% of the transactions.

Society of American Florists, 2012

Research commissioned by the Society of American Florists found that 63% of the purchases of fresh-cut flowers, flowering houseplants, green plants and bedding/garden plants are made by consumers who were buying for themselves, while 37% are bought as gifts. For fresh-cut flowers only, however, 67% are purchased as gifts.

Society of American Florists, 2012

Profiling adults 18+ who made at least one purchase at a flower shop in the past year:
 

GfK MRI, 2012

Of those adults who made at least one purchase at a flower shop in the last year, 52.3% were men and 47.7% were women.

GfK MRI, 2012

Adults 18+ who made at least one purchase at a flower shop in the previous year, by age group: 18-24, 11.4%; 25-34, 15.6%; 35-44, 16.4%; 45-54, 21.1%; 55-64, 18.0%; 65+, 17.5%.

GfK MRI, 2012

Adults 18+ who made at least one purchase at a flower shop in the last year, by income level: $100,000+, 36.0%; $75-99,999, 17.4%; $60-74,999, 11.3%; $50-59,999, 8.5%; $40-49,999, 6.7%; $30-39,999, 7.9%; $20-29,999, 5.2%; under $20,000, 7.0%.
 

GfK MRI, 2012

Adults 18+ who made at least one purchase at a flower shop in the last year, by region: Northeast, 22.0%; Midwest, 25.6%; South, 34.7%; West, 17.7%.

GfK MRI, 2012

Adults 18+ who made at least one purchase at a flower shop in the previous year, by race: White, 86.6%; Black, 4.6%; Other, 8.8%; Hispanic origin, 9.2%.

GfK MRI, 2012

Adults 18+ who made at least one purchase at a flower shop in the past year, by marital status: Single, 20.8%; married, 64.4%; separated/widowed/divorced, 14.8%.

GfK MRI, 2012

When They Buy Source

According to a study commissioned by the Society of American Florists, the favorite holiday occasions for buying flowers (based on number of transactions): Christmas/Chanukah, 30%; Mother's Day, 24%; Valentine's Day, 20%; Easter/Passover, 13%; Thanksgiving, 6%; other, 7%.

Society of American Florists, 2012

Non-calendar occasions account for 86% of floral purchases, with calendar occasions (holidays) accounting for the remaining 14%.

Society of American Florists, 2012

Based on a study commissioned by the Society of American Florists, the most popular non-calendar occasions for floral purchases: No special occasion, 50%; home decoration, 13%; birthday, 5%; sympathy/memorial, 5%; anniversary/love, 3%; get well, 2%; other, 22%.

Society of American Florists, 2012

According to a 2012 J.D. Power and Associates survey of approximately 2,150 consumers who had made a purchase from an online flower retailer in the past year, these respondents said they visited an online floral retailer website an average of 10 times per year, and order an average of four times annually. 

J.D. Power and Associates, 2012

Why They Buy Source

Based on a 2012 study by J.D. Power and Associates, the number one reason for selecting an online floral retailer is past experience with that particular brand, followed by price.

J.D. Power and Associates, 2012

According to a 2012 survey by J.D. Power and Associates, factors contributing the most to customer satisfaction with an online flower retailer: 1. Competitiveness of pricing; 2. Online store services and delivery; 3. In-stock availability of merchandise; 4. Usefulness of information; 5. Variety of merchandise offered; 6. Website/online store; 7. Contact with customer service.

J.D. Power and Associates, 2012

How They Buy Source

Floral arrangements bought through a florist's shop generally are priced at $30-$40, and less for bunches of loose-cut flowers.

Hoover's, 2012

What They Buy Source

Major products of florists are cut flower arrangements (about 55% of industry revenue), potted plants (15%) and loose cut flowers (15%). Stores may also sell vases, artificial flowers and other gifts items.

First Research, 2012

Where They Buy Source

The leading floral delivery services in the U.S. include FTD Group, 1-800-FLOWERS.COM and Teleflora.

Hoover's, 2013

According to the J.D. Power and Associates 2012 Online Flower Retailer Satisfaction Report, ranking highest among the online retailers was ProFlowers.com, followed by JustFlowers.com, Teleflora.com, 1-800-FLOWERS.COM, FTD.com, BloomsToday.com, FlowerDeliveryExpress.com, and FromYouFlowers.com. ProFlowers.com and JustFlowers.com were only two retailers to rank above the industry average.

J.D. Power and Associates, 2012

There are approximately 5,700 domestic floralculture growers in the top 15 states. By category (some grow more than one type): Fresh flower growers, 293; potted flowering plant growers, 1,058; foliage, 775; bedding/garden plants, 1,564; fresh greens, 149; herbaceous perennials, 1,264.

Society of American Florists, 2012

Business Trends Source

The Society of American Florists estimates floriculture item sales through all retail outlets amounted to approximately $32.1 billion in 2011, up from $30.5 billion in 2010 and $29.6 billion in 2009, but down from a high of $34.6 billion in 2007.

Society of American Florists, 2012

The U.S. florists industry includes about 16,000 retail flower shops with combined annual sales of around $4 billion. The industry is highly fragmented, with the 50 largest companies accounting for less than 10% of the market.

First Research, 2012

Demand for flowers depends on discretionary consumer spending. The profitability of individual shops depends on effective marketing. Companies focus on a local or regional market and compete based on convenient location, price and customer service. Florists also compete with supermarkets and mass merchandisers selling flowers, which can often sell at lower prices because of volume purchases from growers or wholesalers.

First Research, 2012

Imports account for approximately 71% of the dollar volume of fresh cut flowers sold in the United States. The top import countries for cut flowers: Colombia, 64%; Ecuador, 17%; Netherlands, 6%; Canada, 5%; Mexico, 3%; other, 3%. The top U.S. states for growing cut flowers: California, 77%; Washington, 6%; Oregon, 4%; New Jersey, 4%; Hawaii, 2%; North Carolina, 1%; Florida, 1%.

Society of American Florists, 2012

Misc Source

According to a study by The Wedding Report, spending for flowers and decorations for the typical wedding and reception (bouquets, arrangements, centerpieces, etc.) averaged just over $2,000 in 2012.

The Wedding Report, 2013

Wholesalers usually deliver cut flowers to floral shops several times per week. The florist's store operations consist of caring for flowers, putting together flower arrangements, taking orders, serving walk-in customers, and delivering arrangements to consumer and commercial accounts.

Hoover's, 2012

A 2012 survey by J.D. Power and Associates revealed that 15% of those who buy flowers online experience problems with the shipping process -- a problem incidence more than twice that of online orders for apparel (7%) and shoes (5%).

J.D. Power and Associates, 2012