Trends in the Floral Industry: 2016-2018 Insights
Sales Are Sprouting
According to the US Bureau of Economic
Analysis (BEA), US consumption of flowers,
seeds and potted plants was $30.769 billion
for 2016, a 3.93% increase from $29.591
billion for 2015. This was an improvement
from the previous year’s increase of 2.88%.
The Society of American Florists (SAF)
reported that floriculture retail sales during
2015 were $31.3 billion, an increase of 1.3%
from 2014. The discrepancy could be from
florists’ sales of non-plant gift items that were
not included in the BEA report.
There are approximately 16,182 floral shops in
the US, with average annual sales of
$322,331 per shop. Wholesale florists and
suppliers surveyed were optimistic about 2017
sales: 62.5% expected an increase, 16% flat
and 6% a decrease.
Valuable Valentine’s Day
Valentine’s Day 2017 was a Tuesday, which is
one of the top days of the week for flower
purchases and deliveries because of
deliveries to loved ones at their workplaces.
Although the percentage of households buying
flowers for Valentine’s Day has decreased
during the years (48% projected for 2017), the
increase in the number of American
households has helped to offset the decrease.
Households with people younger than 35 and
those with teenagers are the largest buyers of
flowers for Valentines’ Day, at 63% for <35
households and 58% for homes with teens.
Making the Most
of Mother’s Day
Mother’s Day 2017 was great for florists.
Approximately 35% of Americans bought
flowers and plants as gifts, and spent more – an
average of $59.30, compared to $50.10 during
2015, when the survey was last conducted.
Supermarkets continued to be the top sales
channel, but their share decreased from 45% to
42%, while retail florists’ share spiked from 17%
to 26%. Garden centers were third at 22%, an
increase from 18%, and mass merchandisers,
steady at 17%.
The average amount spent at retail florists for
Mother’s Day 2017 was $78, an 11.3% increase
from $70.10 for Mother’s Day 2015.
Understanding the
Millennial Buyer
According to a report from the Produce
Marketing Association, Millennials view flowers
as the choice of older adults and prefer to give
other types of gifts; however, Millennials enjoy
flowers themselves and like, but can’t afford,
artistic arrangements.
The best ways to attract Millennial customers is
to host fun activities and in-store events, create a
casual space and let them arrange their own
flowers and design packaging. Florists can be
more visible by partnering with other businesses
and events.
Millennials prefer to buy flowers in person at
local florists, 69%; grocery store/mass
merchandisers, 63%; farmers’ markets, 57%; or
nursery/garden centers, 50%. When ordering
online, they like local florist Websites, 35%, or
national floral retailers, 34%.
Flowers Help to Make
Weddings Unique
The Knot 2016 Real Weddings Study reported a
10.2% increase in the national average spent on
the florist/décor, from $2,300 for 2015 to $2,534
for 2016.
The 2016 Wedding Report found that only event
centerpieces decreased in average cost, by
1.4%, while bridal bouquet increased 2.7%;
bridesmaid bouquets, +5.0%; table centerpieces,
+0.3%; and flower girl flowers, +4.2%.
The top floral wedding trends for 2018 include
living greenery bouquets with organic succulents
and delicate white flowers; floral chandeliers,
wall decorations and archways; and mixed
flowers in vibrant tones and shapes as bouquets
and flower crowns.
A Cluster of Business
Challenges
For Millennials, buying in grocery stores and
mass-market stores is a matter of convenience.
Almost 60% said it is convenient to buy flowers
while grocery shopping and a similar percent
cited the convenient location of grocery and
mass-market stores.
Price is a major barrier for 75% of Millennials,
especially when buying for themselves.
Approximately half say that flowers are
overpriced at local florists. Consumers said
they would definitely buy more flowers if there
were discounts, coupons or sales promotions.
After price, the next biggest reason for not
buying flowers is short longevity, with 61%
citing it as a top-three reason.
Advertising Strategies
When not targeting a major floral holiday,
advertising messages can position flowers as
a thoughtful way to brighten a female friend’s
day or celebrate a birthday, career promotion
or other life milestone.
Conduct flower-arranging workshops in store
to drive traffic and sales, including a DIY
flower bar with stems, vases and
embellishments sold a la carte.
Partner with other businesses, such as home
décor stores and outdoor cafes, to showcase
and sell your flowers.
New Media Strategies
Conduct flower-arranging events in store and
virtual events in home. Ask all participants to
post photos or videos of their arrangements
online, so your social media audience can vote
on the most colorful, decorative, etc. Award
discounts to winners for their next purchase.
Send monthly emails to subscribers with the
flower(s) of the month, paired with a beautiful
thought or inspirational quote.
Create truly unique flower arrangements, and
then hire a photographer and sell the
photographs as cards, calendars, computer
wallpapers, smartphone themes and other
merchandise to position your shop as trendy.
The US floral industry saw growth in sales, with an increase in consumption of flowers, seeds, and potted plants. Valentine's Day and Mother's Day trends showed higher spending, while Millennials' preferences are shaping the market. Wedding floral spending also increased in 2016, with evolving trends for 2018 emphasizing greenery and organic elements.
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Presentation Transcript
Sales Are Sprouting According to the US Bureau of Economic Analysis (BEA), US consumption of flowers, seeds and potted plants was $30.769 billion for 2016, a 3.93% increase from $29.591 billion for 2015. This was an improvement from the previous year s increase of 2.88%. The Society of American Florists (SAF) reported that floriculture retail sales during 2015 were $31.3 billion, an increase of 1.3% from 2014. The discrepancy could be from florists sales of non-plant gift items that were not included in the BEA report. There are approximately 16,182 floral shops in the US, with average annual sales of $322,331 per shop. Wholesale florists and suppliers surveyed were optimistic about 2017 sales: 62.5% expected an increase, 16% flat and 6% a decrease.
Valuable Valentines Day Valentine s Day 2017 was a Tuesday, which is one of the top days of the week for flower purchases and deliveries because of deliveries to loved ones at their workplaces. Although the percentage of households buying flowers for Valentine s Day has decreased during the years (48% projected for 2017), the increase in the number of American households has helped to offset the decrease. Households with people younger than 35 and those with teenagers are the largest buyers of flowers for Valentines Day, at 63% for <35 households and 58% for homes with teens.
Making the Most of Mother s Day Mother s Day 2017 was great for florists. Approximately 35% of Americans bought flowers and plants as gifts, and spent more an average of $59.30, compared to $50.10 during 2015, when the survey was last conducted. Supermarkets continued to be the top sales channel, but their share decreased from 45% to 42%, while retail florists share spiked from 17% to 26%. Garden centers were third at 22%, an increase from 18%, and mass merchandisers, steady at 17%. The average amount spent at retail florists for Mother s Day 2017 was $78, an 11.3% increase from $70.10 for Mother s Day 2015.
Understanding the Millennial Buyer According to a report from the Produce Marketing Association, Millennials view flowers as the choice of older adults and prefer to give other types of gifts; however, Millennials enjoy flowers themselves and like, but can t afford, artistic arrangements. The best ways to attract Millennial customers is to host fun activities and in-store events, create a casual space and let them arrange their own flowers and design packaging. Florists can be more visible by partnering with other businesses and events. Millennials prefer to buy flowers in person at local florists, 69%; grocery store/mass merchandisers, 63%; farmers markets, 57%; or nursery/garden centers, 50%. When ordering online, they like local florist Websites, 35%, or national floral retailers, 34%.
Flowers Help to Make Weddings Unique The Knot 2016 Real Weddings Study reported a 10.2% increase in the national average spent on the florist/d cor, from $2,300 for 2015 to $2,534 for 2016. The 2016 Wedding Report found that only event centerpieces decreased in average cost, by 1.4%, while bridal bouquet increased 2.7%; bridesmaid bouquets, +5.0%; table centerpieces, +0.3%; and flower girl flowers, +4.2%. The top floral wedding trends for 2018 include living greenery bouquets with organic succulents and delicate white flowers; floral chandeliers, wall decorations and archways; and mixed flowers in vibrant tones and shapes as bouquets and flower crowns.
A Cluster of Business Challenges For Millennials, buying in grocery stores and mass-market stores is a matter of convenience. Almost 60% said it is convenient to buy flowers while grocery shopping and a similar percent cited the convenient location of grocery and mass-market stores. Price is a major barrier for 75% of Millennials, especially when buying for themselves. Approximately half say that flowers are overpriced at local florists. Consumers said they would definitely buy more flowers if there were discounts, coupons or sales promotions. After price, the next biggest reason for not buying flowers is short longevity, with 61% citing it as a top-three reason.
Advertising Strategies When not targeting a major floral holiday, advertising messages can position flowers as a thoughtful way to brighten a female friend s day or celebrate a birthday, career promotion or other life milestone. Conduct flower-arranging workshops in store to drive traffic and sales, including a DIY flower bar with stems, vases and embellishments sold a la carte. Partner with other businesses, such as home d cor stores and outdoor cafes, to showcase and sell your flowers.
New Media Strategies Conduct flower-arranging events in store and virtual events in home. Ask all participants to post photos or videos of their arrangements online, so your social media audience can vote on the most colorful, decorative, etc. Award discounts to winners for their next purchase. Send monthly emails to subscribers with the flower(s) of the month, paired with a beautiful thought or inspirational quote. Create truly unique flower arrangements, and then hire a photographer and sell the photographs as cards, calendars, computer wallpapers, smartphone themes and other merchandise to position your shop as trendy.
