2016 Generations of Flowers Study
The American Floral Endowment (AFE), in partnership with the Society of American Florists (SAF) conducted the 2016 Generations of Flowers Study.
Funded by the Floral Marketing Research Fund and conducted by Russell Research, this new study is an update to the 2009 SAF study exploring consumer perceptions of flowers and plants and purchasing/gift-giving behavior among three key generations: Generation Y (ages 22-39), Generation X (ages 40-51) and Baby Boomers (ages 52-70).
The results show how different groups perceive, buy and use flowers and floral outlets. The research assessed patterns, motivations, and barriers to purchasing and the practical and emotional value placed on flowers.
The specific research objectives of the study included:
- Measure appreciation and knowledge of flowers
- Determine flower purchase behavior for self and gift-giving
- Understand purchase behavior and drivers by channel
- Evaluate gift-giving occasions and the emotional component of giving/receiving flowers
- Understand the relative importance of buying local in the overall purchase decision
- Measure similarities and differences between generational segments
- Evaluate trends when compared to the 2009 research