Floral Purchase Tracking Study

Dating back to 1992, AFE has periodically conducted survey research in the form of a diary study to understand in greater detail the floral purchases of the public.

Formerly called the Consumer Tracking Study and last conducted in 2005, AFE has partnered with SAF to revive the year-long study that provides actual data on the incidents of purchases, the amount spent, what was purchased, for whom and what occasions, and what other gifts were considered.

Conducted by IPSOS and funded by FMF, this study provides the industry with valuable information to help plan for inventories, marketing and pricing to help florists maximize their sales. The report offers real purchasing data on consumer purchases, amount spent, what was purchased, for what occasions and preferences.

Increasing Floral Sales Through Pinterest

FMF and AFE have put together all the resources needed to set up a Pinterest business account, connect it to a company’s website, and get florists ready to sell on Pinterest.

Selling on the social media platform Pinterest is one of the newest and best ways for businesses to stand out.  Pinterest has one of the latest marketing tools to help businesses sell products — a Buyable Pin.

This is a huge opportunity for florists to showcase their own floral arrangements and services (i.e. for wedding planning, etc.), reach a wider audience, and boost sales!

Marketing Tactics to Increase Millennial Floral Purchases

Results from this new study provide a detailed analysis of 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.

2016 Generations of Flowers Study

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

Funded by the Floral Marketing 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

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 to flowers (i.e. sports, internet surfing, chatting)?
• Is vase life (guarantee) a factor for buyers?