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Upcoming Webinar Releasing Consumer Houseplant Study Results

The Floral Marketing Fund (FMF) will host a webinar on December 9th at 1 PM Eastern to present results from a consumer preferences study about houseplants conducted during the COVID-19 pandemic. The study’s researchers, Dr. Melinda Knuth, NC State University, Dr. Hayk Khachatryan, Mid-Florida Research and Education Center, UF/IFAS, and Dr. Charlie Hall, Texas A&M University, will reveal the data, address trends in houseplant purchasing, and discuss how the industry can capitalize on them. Register for the webinar at: https://bit.ly/Consumer20.To better understand the rising popularity of houseplants over the last decade, this study addresses the gaps in information that speak to the main drivers of consumer usage. Most recently, due in part to COVID-19, sales have seen further growth because…

Increasing Demand and Satisfaction in the Floral Industry

New Study Results Explores Purchasing, Preferences, and Targeted Messaging The Floral Marketing Fund (FMF) released the results from the first of three consumer preferences studies being completed in 2021, Increasing Demand and Satisfaction in the Floral Industry. The results come from two separate surveys conducted during the COVID-19 pandemic (one in July of 2020 and one in June of 2021) by researchers Dr. Benjamin L. Campbell, Dr. Julie H. Campbell, and Dr. Jessica A. Holt at the University of Georgia. The study was funded by the FMF, whose mission is to develop, support, and promote collaborative fundraising, research, and marketing efforts to increase flower sales. As businesses look to serve new and existing customers, they must ensure they are not only driving…

Floral Marketing Research Fund Announces Rebranding

Growing Our Industry Together FOR IMMEDIATE RELEASE Alexandria, Virginia, July 12, 2021 –  The Floral Marketing Research Fund (FMRF), the industry’s organization for floral marketing research and resources, has announced its rebrand to the Floral Marketing Fund (FMF). The comprehensive rebrand elevates the need to focus on collaborative marketing efforts and position the Floral Marketing Fund to bring industry organizations together. At the heart of the rebrand is the change of name to the Floral Marketing Fund, a new logo, tagline, and mission & vision statements encouraging industry collaboration to promote everyday purchasing of fresh flowers and plants. The rebrand to the Floral Marketing Fund is not just cosmetic— it notes the Fund’s expanded marketing efforts and a movement towards more…

Collaborative Sponsorships Fund New Houseplant Consumer Study!

Five major industry contributors, including the Floral Marketing Fund, Altman Plants, Costa Farms, Green Circle Growers, Hortica, and Metrolina Greenhouses have come together in collaboration to fund an exciting new research project. The study, “Houseplants Consumer Preference and Purchasing Behaviors,” is led by researchers, Hayk Khachatryan and Melinda Knuth at the University of Florida and Charlie Hall at Texas A&M University.Houseplant purchases have been on the rise for the past decade, a trend that further escalated sales throughout 2020 due in part to COVID-19. Industry experts hypothesize that because people are home more, they are engaging in more plant-related activities, but current predictions still lack empirical evidence on the driving factors of consumer usage, and many questions remain unanswered. The study intends to provide an in-depth…

Determining Consumer Preferences for Floral Designs Elements

Floral designers have long been taught that the most important attributes of a floral design are the elements of line, color, texture, pattern, form, space, and size. Yet, little formal research has been conducted to determine which of these design elements are truly important to consumers and drive their purchasing behavior. This project, co-funded by the Floral Marketing Research Fund and PMA, seeks to answer this overarching question and thereby enhance the likelihood of floral purchases in the future.We know from experience that people tend to “buy with the eye” when purchasing flowers (and produce). Therefore, we are using eye-tracking technology to obtain the “eye view” of consumers when viewing the elements of a floral design while shopping. The study…

Research Study to Break New Ground in Understanding Consumers

Sales of cut flowers have decreased recently in the U.S. floral market. Some experts posit that this could be correlated with changes in disposable income, causing some consumers to move to the lower-value end of the market. Others contend that this decrease in floral purchasing could also be due to barriers such as price or the availability of alternative gift items. Regardless of the reason, more than half of the retail floral industry revenue is comprised of sales of floral arrangements, so if we are to have any hope in influencing future purchases of flowers it is essential for industry participants to better understand consumer behaviors and opinions regarding purchasing flowers.Enter the new study from Floral Marketing Research Fund, co-sponsored…

New Study Identifies Consumer Preferences in Floral Design

New Study Identifies Consumer Preferences in Floral Design“Using Biometric Technology to Better Understand Floral Consumers”January 29, 2019, Alexandria, VA – Floral designers have long been taught that the most important attributes of a design are its elements: line, color, texture, pattern, form, space, and size. Yet, these attributes have not been proven to be perfect indicators of consumer purchase behavior.In a new study currently being conducted jointly by the American Floral Endowment (AFE) and the Produce Marketing Association (PMA), funded through the Floral Marketing Research Fund (FMRF), researchers will determine which of these attributes are truly important to consumers and drive their purchase behavior. The study results can be used by florists, suppliers, retailers, and bouquet makers to increase sales.Using the latest…

The Ultimate Guide to Promoting the Holidays on Pinterest

 By Cindy Hanauer, AFE TrusteeCEO of Grand Central Floral, LLCThe leaves are beginning to change, and you know what that means? It’s time to prepare your Pinterest boards for holiday selling!  Say what?  Yes!  You’ll be glad you started early and are prepared to use the latest in social media to market your business.Remember, Pinterest is one of the largest search engines and has the perfect audience for small businesses to stand out and promote their unique products.  So how do you show up in your customers’ feeds, encourage them to pin your pins, follow your boards and buy from you when ready?  It’s simple!  Just use these tricks of the trade:Pin as a BusinessIf you haven’t already, you’ll want…

New Floral Purchasing Study Reveals Data on Flower-Buying Consumers

AFE and SAF announce the release of the Floral Purchase Tracking Study.Formally called the Consumer Tracking Study, the last study of this kind was conducted in 2005, the last of an annual study that started in 1992.AFE and SAF partnered together to provide a study that is packed full of substantial data regarding the purchases of flower-buying consumers. The study reveals details such as types of flowers purchased, amount spent, for whom and what occasions, satisfaction levels, and more.Funded by the Floral Marketing Research Fund (FMRF) and conducted by IPSOS, the study provides valuable information to florists that can greatly impact how they plan their marketing strategies, inventory purchases and structure their pricing. The information shared in this study has…

New Website Launched for the Floral Marketing Research Fund

AFE launched an updated, newly-designed website for the Floral Marketing Research Fund (FMRF) at www.fmrf.org.The website has been visually improved and features easier navigation for users to access the free research reports and other FMRF news and updates. The upgraded website also provides a simpler process to submit applications (for cut flower consumer-based research) and make contributions online.Some of the free reports include:Marketing to Millennials (2017)– innovative marketing strategies and tactics to better target Generation Y consumers.Generations of Flowers Study (2016) – barriers and motivations of different generations and how they perceive, buy and use flowers and floral outlets.Funeral Directors and Flowers Report (2015) – funeral directors’ perspectives and consumer preferences on sympathy flowers, and the relationship between floral retailers…