Meet Today's Flowers Buyer...

Consumer Attitudes About Buying,
Giving, and Receiving Flowers

Ever really thought about how flowers make you feel? Or, where you buy flowers and why? What makes a great local or online florist? Here's what others have to say.

A Memorable Gift with an Emotional Boost:

•  92% of women remember the last time they received flowers.
•  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.

The Most Popular Flower Gifts:

Within the previous year, survey participants reported that they bought the following floral gifts:

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

Men and Women:

•  Men spend more on floral gifts. More men than women buy roses and larger flower arrangements.
•  Women buy a wider range of flowers and floral gifts, often at lower cost.
•  Young consumers under the age of 35 favor inexpensive bunched or loose flowers as gifts.

Florists Most Popular Flower Source:

•  Local florists are the venue frequented most often by consumers. 91% bought floral gifts from a florist within the last year, and 63% bought fresh flowers as gifts "most often" from a local florist compared to other outlets.
•  Respondants reported product quality, service, and value as the key benefits of purchasing from florist shops.
•  43% shop for flowers as gifts at supermarkets, citing convenience and savings as key reasons.
•  59% purchased flowering plants at a nursery or garden shop.

Online Flowers Purchases:

•  Those who buy flowers from online floral services are still predominantly male and generally more affluent.
•  Flower buyers say the benefits of online services include the ease and convenience of 24/7 shopping, the ability to see a "catalog" of options and prices, and the availability of harder to find flowers.

What Matters Most:

Consumers consider these factors important when choosing where to buy flowers:

•  Flower quality and freshness (93%)
•  Product guarantee (88%)
•  Convenience and ease of ordering (83%)
•  Value for money (77%)
•  Delivery service, including same-day (77%)
•  Advice and recommendations (69%)
•  Professional design (67%)
•  Broad range of products / arrangements (67%)

Source: SAF Consumer Attitudes and Behavior Study about Floral Purchasing, consisting of four focus groups of floral consumers segmented by age and a nationwide telephone survey of consumers ages 25-55 who purchased floral gifts at least twice within the past year.