Click Here to Support AFE



The Floral Marketing Research Fund (FMRF), in collaboration with the American Floral Endowment (AFE), released findings from a recent study of funeral directors. The downloadable free report includes thoughts and preferences on sympathy flowers, charity donations versus flowers, consumers’ reactions toward sympathy flowers, the relationship between floral retailers and funeral directors and more.
Funeral Directors and Flowers ReportThe Funeral Directors and Flowers report analyzes results from a survey of nearly 200 members of the National Funeral Directors Association (NFDA). The report contains ready-to-implement ideas, checklists and detailed suggestions from funeral directors, and is the first of its kind in more than 20 years. To download the report in its entirety, login or create a new account at
Floral retailer and FMRF Chairman Paul Bachman of Bachman’s Inc. described the report as the “new gold standard for information about sympathy flowers and the way the funeral industry views them.”
Funeral flowers report“This report offers valuable insights that will transform the way all florists conduct business with funeral directors,” he said. “It is filled with ideas for improving communication, enhancing product design and ultimately increasing profits.”
According to the report:

  • Flowers and plants are the most effective non-human source of comfort for the bereaved.
  • Forty-four percent of funeral directors surveyed believe funeral flowers are sometimes a hassle.
  • Sixty-eight percent of funeral directors are unaware of any studies showing the benefits of flowers at services.