FMRF LogoThe Floral Marketing Research Fund (FMRF) was established in 2008 by volunteers of the American Floral Endowment Board of Trustees.

The purpose of the FMRF is to collect funds from industry sources to be used in the support of funding consumer research benefiting the entire floriculture industry. The FMRF has provided more than $400,000 in funding for these research projects to date.

NEW! Marketing Tactics to Increase Millennial Floral Purchases

  Microsoft Word - FINAL2AFE Report_121216.docx

FREE Report Available:

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Results from this new study provide a detailed analysis about the floral consumption behaviors of Generation Y (or Millennial) consumers.

The study, called “Marketing Tactics to Increase Millennial Floral Purchases,” was conducted by Dr. Chengyan Yue of the University of Minnesota and sponsored by Asocolflores. It explored innovative marketing strategies and tactics to better target Millennials, who are key to the future of the floral industry.

The results reveal ways to effectively attract Millennials to floral products, as well as data on their attitudes, preferences and barriers to purchasing flowers.

Top key findings and a detailed checklist of marketing recommendations are featured in the report and are invaluable to the industry.

A series of articles will be released in 2017 detailing the results of the study. The articles (below) will be added to the list as they are published:

  1. Overcoming Millennials’ Barriers for Purchasing Flowers

2016 Generations of Flowers Study


FREE Reports Available:

Executive Summary (PDF)

Full Report (PDF)

AFE and the Society of American Florists (SAF) worked in partnership to update the Generations of Flowers Study.

Funded by the Floral Marketing Research Fund and conducted by Russell Research, this new study is an update to the original 2009 study that explores motivations and barriers of how different groups perceive, buy and use flowers and floral outlets.

The 2016 Generations of Flowers Study evaluates and compares perceptions and purchasing/gift-giving behavior of flowers and plants against the 2009 study among three key generations: Generation Y, Generation X and Baby Boomers.

The specific research objectives of the study included:

  • Measure appreciation and knowledge of flowers
  • Determine flower purchase behavior for self and gift-giving
  • Understand purchase behavior and drivers by channel
  • Evaluate gift-giving occasions and the emotional component of giving/receiving flowers
  • Understand the relative importance of buying local in the overall purchase decision
  • Measure similarities and differences between generational segments
  • Evaluate trends when compared to the 2009 research

Past FMRF projects include:Social Media Tree

  • Funeral Directors and Flowers: Insights into Floral Tributes in the Funeral Industry
  • Purchasing Barriers Study for Non-Flower Buyers Results
  • Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes and Perceived Risk
  • A Social Media Guide for Floral Retailers and Wholesalers

Visit to learn more and download final research reports.

FMRF Funding Priorities:

Projects of particular interest are listed below, but any research which will assist with the reaching of consumers to increase the sales and marketing of floriculture will be considered.

  • Finding traits in floral products that attract more young consumers
  • How to create awareness using social media in all populations (especially young consumers)
  • How to define “the experience” (similar to Starbucks) that consumers would like/require to consume more flowers.
  • What kind of advertising must be used to effectively reach consumers (young versus mature)?
  • Which activities would relate with flowers (i.e. sports, internet surfing, chatting)?
  • Is vase life (guarantee) a factor for buyers?