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Consumer Attitudes About Buying,
Giving, and Receiving
Flowers
Ever really
thought about how flowers make you feel? Or, where you
buy flowers and why? What makes a great local or online
florist? Here's what others have to say.
A
Memorable Gift with an Emotional Boost
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92% of women remember the last time
they received flowers.
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88% of survey respondents say a gift
of flowers changes their mood for the better.
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83% say they like to receive flowers
unexpectedly.
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86% say receiving flowers makes them
feel special.
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99% say that a person who gives
flowers is thoughtful.
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89% believe the giver is
sophisticated.
The Most Popular Flower Gifts
Within the previous year, survey participants reported
that they bought the following floral gifts:
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99% flowering plant
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88% floral arrangement
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88% loose or bunched flowers
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16% outdoor bedding or garden plant
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14% mix of green and flowering
plants in a basket or dish garden
Men and Women
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Men spend more on floral gifts. More
men than women buy roses and larger flower
arrangements.
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Women buy a wider range of flowers
and floral gifts, often at lower cost.
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Young consumers under the age of 35
favor inexpensive bunched or loose flowers as gifts.
Florists
Most Popular Flower Source
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Local florists are the venue
frequented most often by consumers. 91% bought
floral gifts from a florist within the last year,
and 63% bought fresh flowers as gifts "most often"
from a local florist compared to other outlets.
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Respondents reported product
quality, service, and value as the key benefits of
purchasing from florist shops.
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43% shop for flowers as gifts at
supermarkets, citing convenience and savings as key
reasons.
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59% purchased flowering plants at a
nursery or garden shop.
Online Flowers Purchases
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Those who buy flowers from online
floral services are still predominantly male and
generally more affluent.
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Flower buyers say the benefits of
online services include the ease and convenience of
24/7 shopping, the ability to see a "catalog" of
options and prices, and the availability of harder
to find flowers.
What Matters Most
Consumers consider these factors important when choosing
where to buy flowers:
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Flower quality and freshness (93%)
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Product guarantee (88%)
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Convenience and ease of ordering
(83%)
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Value for money (77%)
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Delivery service, including same-day
(77%)
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Advice and recommendations (69%)
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Professional design (67%)
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Broad range of products /
arrangements (67%)
Source: SAF Consumer Attitudes and Behavior Study
about Floral Purchasing, consisting of four focus groups
of floral consumers segmented by age and a nationwide
telephone survey of consumers ages 25-55 who purchased
floral gifts at least twice within the past year.
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