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Flowers key source of bereavement comfort

January 30, 2015  By Dave Harrison

Jan. 30, 2015 — Flowers and plants are the most effective non-human source of comfort for the bereaved.

That was one of the findings of a new report from American Floral Endowment (AFE) and the Floral Marketing Research Fund (FMRF) that summarizes findings from a recent study of funeral directors.
The downloadable free report includes thoughts and preferences on sympathy flowers, charity donations versus flowers, consumers’ reactions toward sympathy flowers, the relationship between floral retailers and funeral directors and more.

The Funeral Directors and Flowers report analyzes results from a survey of nearly 200 members of the National Funeral Directors Association (NFDA).


The report contains ready-to-implement ideas, checklists and detailed suggestions from funeral directors, and is the first of its kind in more than 20 years. To download the report in its entirety, login or create a new account at  

Floral retailer and FMRF Chairman Paul Bachman of Bachman’s Inc. described the report as the “new gold standard for information about sympathy flowers and the way the funeral industry views them.
“This report offers valuable insights that will transform the way all florists conduct business with funeral directors,” he added. “It is filled with ideas for improving communication, enhancing product design and ultimately increasing profits.”

According to the report:
• Seventy-three percent of funeral directors believe their clients recall flowers and plants as a comfort.

• Forty-four per cent of funeral directors surveyed believe funeral flowers are sometimes a hassle.
• Sixty-eight per cent of funeral directors are unaware of any studies showing the benefits of flowers at services.

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