All studys mentioned on this page can be downloaded from the Floral Marketing Research Fund for free.  You will need to create an account to download it. 

Marketing Tactics to Increase Millennial Floral Purchases

Millennials are key to the future of the floral industry, and the results of this FMRF study explain the innovative marketing strategies and tactics that target these young consumers.

Ways to effectively attract Millennials to floral products, as well as data on their attitudes, preferences and barriers to purchasing flowers, are featured in the report and are invaluable to the industry.

Generations of Flowers Study

SAF commissioned a research study in 2009, which evaluated perceptions and purchasing/gift-giving behavior regarding flowers and plants among three key generations: Generation Y, Generation X, and Baby Boomers.  This year, SAF and the American Floral Endowment (AFE) worked in partnership to update the 2009 study. Funding for the project was provided by the Floral Marketing Research Fund. 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 

This study provides key insights for the floral industry on how consumers perceive flowers and plants, and practical advice on how to communicate effectively to specific target audiences.

The Floral Marketing Research Fund (FMRF), in collaboration with the American Floral Endowment (AFE), released 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 FloralMarketingResearchFund.org.

Funeral Directors and Flowers

 

The results of the 2016 Generations of Flowers Study are now available: HERE.   You will need to create a login account to download it. 

 

This study provides key insights for the floral industry on how consumers perceive flowers and plants, and practical advice on how to communicate effectively to specific target audiences.