AFE, in partnership with the Society of American Florists (SAF), conducted the 2016 Generations of Flowers Study. This study is an update to the 2009 SAF study exploring consumer perceptions of flowers and plants and purchasing/gift-giving behavior among three key generations: Generation Y, Generation X and Baby Boomers.
Funding for the project was provided by the Floral Marketing Research Fund (FMRF).
The results show how different groups perceive, buy and use flowers and floral outlets. The research assessed patterns, motivations and barriers to purchasing and the practical and emotional value placed on flowers.
The 2016 Generations of Flowers Study consisted of 1,557 participants evenly distributed throughout the three generations:
- Generation Y (Ages 22-39): 522 interviews
- Generation X (Ages 40-51): 510 interviews
- Baby Boomers (Ages 52-70): 525 interviews
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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
Click on the video below to watch the recorded WebBlast with Marc Goulet of Russell Research, who discusses the study’s key findings.
To download the PDF of the slides, click here.