Generational Flower Consumption Study

New research is challenging some generational assumptions and providing serious good news for the floral industry in the U.S.

In fact, over the past seven years, the potential market for florists has grown significantly across three generations of consumers. From Millennials entering the workforce to Baby Boomers basking in or entering retirement, Americans today have an enhanced appreciation for flowers, fewer perceptions of cost barriers in flower purchasing and a growing awareness of the expertise of local florists.

In the May issue of Floral Management magazine, SAF unveils the results of the groundbreaking 2016 Generations of Flowers Study, commissioned by SAF in partnership it with the American Floral Endowment and funded by the Floral Marketing Research Fund.

The study looks at consumer perceptions, motivations and barriers to buying flowers among three generations. Taken together, the data show “considerable attitudinal and behavioral improvement from the 2009 research,” said Marc Goulet, vice president of client development at Russell Research, which conducted the study.

For SAF Board Director Jo Buttram, AAF, of Shirley’s Flowers & Gifts in Rogers, Arkansas, the results give reason to cheer and present myriad opportunities for local retail florists.

“I cannot tell you how excited I am about this study and the percentages going in the right direction,” said Buttram, one of several SAF volunteer leaders to weigh in on the implications of the exciting results — and how florists can put the news to use right away.

Article Credits: Horti Biz
Photo credit: 3 Chairs