Study asks: "why don't more consumers buy flowers?"

June 21, 2013
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June 21, 2013, Alexandria, VA — The Floral Marketing Research Fund (FMRF) is conducting a study to provide new data about the barriers to and motivations for purchasing flowers.

The study focuses on consumers who have not purchased fresh flowers in the past 12 months and will provide insight about what could capture new customers.

“As a result of this study, we expect industry members to build some concise marketing strategies to increase the use of flowers in their markets,” Gabriel Becerra, FMRF committee member and president of Golden Flowers, said.

“We are happy to see funds being invested in marketing research that will benefit our donors and the floral industry in general.”

The study will analyze data from 1,500 adults, ages 18 to 60, who currently live in the U.S.

 Objectives of the research include:

• Identifying the demographics of non-flower purchasers.

• Examining transactional factors like purchase channel and amount spent.

• Determining why consumers choose non-floral gifts instead of flowers.

• Proposing strategies to convert non-flower buyers into flower buyers.

The results of the study will be released at the American Floral Endowment’s (AFE) annual fundraising dinner on Sept. 19, held in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.



Past FMRF projects, like the Social Media Guide for Floral Retailers and Wholesalers and the Consumer Preferences Study for Flowers as Gifts are available online now for free by creating an account.

The Floral Marketing Research Fund (FMRF) was established by American Floral Endowment (AFE) Trustees to fund consumer research projects for the advancement of the floriculture industry.

Create an account at www.floralmarketingresearchfund.org to receive the latest news and research reports.

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