American Floral Endowment Update - Spring 2003
Consumer Tracking Study Reports Available
National, Regional, State and Metropolitan Consumer Tracking Study reports are now available for purchase from the American Floral Endowment. The Consumer Tracking Study — the industry’s only ongoing market research study provides a detailed household database for tracking flower and foliage purchasing trends. Monthly and annual data starting with 1992 cover a wide range of demographic and geographic classes. Data on buyer trends, purchasing frequencies, expenditure patterns, and prices are essential to making informed business decisions.
Information is the lifeblood of any business: this is especially true in highly competitive markets where consumers have many choices.
CTS Reports provide the following information:
- Consumer Demographics: Who are existing and potential flower buyers age, family size, education, employment, occupation, marital status, children, family size, gender, income, and home ownership? Baby Boomers and Generation X households can be tracked.
- Consumer Base and Market Penetration: How do you attract buyers and who should you be targeting? What are the potential expenditure gains from increased market penetration? What influences the decision to become a flower buyer and how important are emotions to this decision? How important is impulse buying versus planned purchases?
- Competition and Price Trends: How price-competitive are you relative to the historical base? How often do existing buyers purchase flowers, and how much do they spend on a buying occasion? How important is price relative to other factors influencing demand? How do total expenditures change with different flower price levels? Are households becoming more or less price conscious?
- Product Mix, Outlets, and Competing Products: Competitiveness and growth depend on understanding consumer preferences for flower types, colors, form (fresh, arranged, etc), purpose (self vs. gifts), services, etc. What are the trends in the preference mix nationally and for your market? How and where are floral products being purchased? Discover positive and negative trends that may require your action to improve market shares and enhance competitiveness.
- Seasonal, Occasions, and Time Trends: Seasonal and special occasions are extremely important to the flower industry. See how expenditures and buyer behaviors are changing across these occasions, then identify seasonal sales opportunities. See the importance of the number of buyers versus frequency of transactions seasonally and over time.
National Report
The National Report will compare and contrast floral consumer purchase trends from across the United States. The results will be a general educational base recognizing national demand patterns. The report will provide national trends that can be compared to metropolitan and regional results. Cost: $5,000.
Regional Reports
Regional Reports are divided into census regions and include multi-state comparisons of floral consumer purchase trends. These reports will benefit companies that provide services to more than one state or are considering expanding into a neighboring state. Cost: $2,500.
Available Regional Reports:
- New England: Includes Maine, New Hampshire, Vermont, Massachusetts. Rhode Island and Connecticut
- Middle Atlantic: Includes New York, New Jersey and Pennsylvania
- East North Central: Includes Ohio. Indiana, Illinois, Michigan and Wisconsin
- West North Central: Includes Minnesota, Iowa, Missouri, Nebraska, Kansas, North Dakota and South Dakota
- South Atlantic: Includes Maryland, Delaware, District of Columbia, Virginia, West Virginia, North Carolina, South Carolina, Florida and Georgia
- East South Central: Includes Kentucky, Tennessee, Alabama and Mississippi
- West South Central: Includes Arkansas, Louisiana, Oklahoma and Texas
- Mountain: Includes Montana, Wyoming, Colorado, Idaho, New Mexico, Nevada, Arizona and Utah
- Pacific: Includes Washington, Oregon and California (Hawaii and Alaska are not included)
State/Metropolitan Reports
Consumer floral reports reflect purchase behaviors from a specific geographic area. Metropolitan reports are limited to the larger city limits within each state and can not be broken down into ZIP codes. These reports are beneficial for any floral business operating within a specific geographical area. Cost: $2,500.
Discount Program
A discount program is available to companies that wish to obtain multiple state or metropolitan reports. State Reports are similar to the regional reports, however, they limit floral purchase trends to a specific state. These reports will be helpful for any floral company that operates within a specific state or is contemplating expansion into a neighboring state.
| Regional/State/Metro Reports | National Report Discount |
| First Report:$2,500 | 0% |
| Second Report:$2,250 | 0% |
| Third Report:$2,000 | 10% |
| Fourth Report:$1,750 | 20% |
| Fifth Report:$1,500 | 30% |
| Sixth Report:$1,250 | 40% |
| Each Additional Report: $1,250 per report | 50% |
To order your report, contact the American Floral Endowment, afe@endowment.org, 618-692-0045, or Contact us.
