What’s stopping people from buying flowers?

September 20, 2013
Written by Floral Marketing Research Fund
Sept. 20, 2013, Phoenix — The Floral Marketing Research Fund (FMRF) has released results from a study that provides new data about the barriers to and motivations for purchasing flowers.

The results were released at the American Floral Endowment’s (AFE) annual fundraising dinner earlier this week, held in conjunction with the Society of American Florists’ (SAF) annual convention in Phoenix.

“This study presents useful information about purchasing barriers that industry members have not seen before,” said Gabriel Becerra, FMRF committee member and president of Golden Flowers.

“The results are easily understandable and contain compelling and practical ideas to implement and get business from non-flower buyers.”

STUDY HIGHLIGHTS

• Wake Up Call! More than eight in 10 adults surveyed do not plan on buying flowers in the next 12 months. How could you or your business change this?
 How about price incentives, coupons, discounts; lower shipping or delivery charge offers; guarantees for vase life and delivery times.

• Are flowers the perfect gift for all occasions?
 Marketing efforts to position flowers as the go-to gift may win over undecided customers, who will likely also thank you for making their lives easier!

• Spread the love! Love is the strongest emotion felt when receiving flowers. Adults with an aversion to sending flowers enjoy getting flowers and feeling the love. 
Give recipients reasons and incentives to return the love to others by sending flowers.

To access the full study, which contains much more information, create a free account at www.floralmarketingresearchfund.org.

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

ABOUT THE FMRF

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.


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