This FMRF-funded study provides the industry with brand new data about the barriers to and motivations for purchasing flowers. The study analyzes data from 1,500 adults aged 18 to 60 who currently live in the U.S. and have not purchased flowers in the past 12 months and presents compelling and practical ideas florists could use to capture that audience. An Executive Summary of the data is also available.
- Identifying the demographics of non-flower buyers
- Examining transactional factors like purchase channel and amount spent
- Determining why consumers choose non-floral gifts over flowers
- Proposing strategies to convert non-flower buyers to flower buyers