FLORAL MARKET NEWS
Prince & Prince Reveal Consumer Floral Purchasing Trends for Valentine’s Day
January 30, 2014 (Columbus, OH). With the recent compilation of the new Prince & Prince U.S. Consumer Floral Tracking Survey, 2014 Edition, P&P is again able to update the floral industry on consumer floral-purchasing trends for various holidays & occasions, including Valentine’s Day, an important “floral holiday” for the industry.
Almost half of U.S. floral-buying households (49%) made at least one floral purchase for Valentine’s Day in 2013, which fell on a Thursday (P&P estimates 39 million U.S. households purchased floral). However, this level of floral purchasing was down slightly from the 52% registered in the 2010 P&P survey (and in prior P&P surveys back to year 2000; see prior 2012 P&P report on Valentine’s Day at the P&P web site).
Notwithstanding, Valentine’s Day still represents the third highest incidence of consumer floral purchasing across the 24 holidays, events, and occasions measured in the P&P research. Although the number of cupids buying flowers may have been off a bit for 2013, the average dollars spent per household for Valentine’s Day 2013 increased about 9% from 2010 levels. Also on a positive note, floral purchasing for Valentine’s Day 2013 was up for younger-aged consumer segments (households under the age of 35, and those aged 35-44).
Yet, on the downside, purchasing was somewhat lower for those aged 45 and older, reversing a long-term, upward, floral-purchasing trend for “elderly romantics” registered over the past decade (see P&P’s 2012 report). On a regional basis, floral purchasing for Valentine’s Day was up in the Northeast region (compared to 2010), steady in the North Central (Midwest) and South Atlantic regions, and down in the South Central and West regions. Rural/country markets and central cities of metro areas witnessed significant declines in incidence of floral purchase for Valentine’s Day in 2013, but city/town markets (pop. of 50,000 or less) and suburbs of metro areas either maintained, or were up slightly in the incidence of floral purchase for this holiday. More salient Valentine’s Day purchasing trends are identified in the updated P&P consumer floral seminar.
Gain a keen understanding of the U.S. consumer floral market, where it has been, where it is currently, and where it is likely headed, with the newly released on-site consumer floral seminar from Prince & Prince. In this market information-based seminar, P&P track and analyze over 100 metrics related to what floral products consumers buy, where they buy, when they buy, why they buy, and how much they spend, with trends tracked from 2007 to 2010, and to 2013. In addition, the seminar provides a comprehensive consumer tracking-evaluation of the top eight floral channels where floral purchases are made (30+ evaluation measures), revealing trending strengths and weaknesses of the key floral channels over time (and the implications of those floral channel trends for the industry).
For the 2014 update, Smithers-Oasis, N.A. (S-O) was the key sponsor for the P&P U.S. Consumer Floral Tracking Survey, and S-O may request attendance at P&P seminars presented in the 2014 season (S-O covers their costs to attend). Companies, floral associations, and groups interested in booking the one-day (or half-day) on-site consumer floral seminar may contact P&P for seminar options, fees, and scheduling. Please contact P&P for more details
Tom and Tim Prince, Prince & Price Inc. PO Box 2465 Columbus, OH 43216-2465 Phone: 614-299-4050
E-mail: FloralMktResearch@att.net Web Site: www.FloralMarketResearch.com