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The Prince & Prince Consumer Floral Seminar:

"The P&P U.S. Consumer Floral Tracking Survey, 2020 Update"

Prince & Prince (P&P) has surveyed several thousand floral-buying households throughout the U.S. over the past two decades.  The P&P analysis & reporting provided in this seminar gives you insightful floral market intelligence and floral-channel competitive intelligence to assist you in your marketing & business decisions.  The following details the type of market information and analysis provided in this updated P&P seminar.

1. Floral Purchasing Metrics - - Shows you who buys, what they buy, where they buy, when they buy, and how much they spend? . . . Shows what has changed in consumer floral purchasing (for cut-flowers & indoor potted plants) over the past two decades.  .  . from 1996 to 2000, to 2007, to 2010, to 2013, and to the end of 2018!    Consumer floral metrics tracked before & after the U.S. recession and recovery period!  .  .  .  and findings highlighted for five major regions of the U.S., and by consumer demographics.

2. Holidays, Events, and Occasions of Floral Purchase - -  Reveals the level of household floral purchasing for Thanksgiving, Christmas, Valentine’s Day, Easter, Mother’s Day, Secretary’s Day, Birthdays, Anniversaries, Parties, Thank-You Gifting, Proms/Dances, Home Decoration, Self-Usage, and 10 other occasions & events, overall, and by specific age, education, income, urban and regional segments.   Shows how household floral purchasing for these floral Holidays, events, and occasions has changed over time, and uncovers opportunities for building the floral market to generate more floral sales.

3. Floral Channel Market Shares - - Answers the question .  .  .  “Of the total pie for consumer cut-flower and indoor potted plant spending, what share do florist shops, garden centers, supermarkets,  and other floral mass-marketers now claim?”  Identifies specific cut-flower & indoor potted plant shares for Florist Shops, Supermarket Florists, Discount & Super-Discount Stores, On-line (Internet)/National 800 Numbers, Garden Centers, Home/Hardware Centers, Wholesale Clubs,  Farmer's Markets, Mail-Order Catalogs, Street Vendors, and Convenience Stores.  .  .  and identifies the change in those floral-channel shares over the study periods!   Reveals the market strengths and weaknesses of key floral channels in the U.S. marketplace.

4.   Floral Channel Positioning - - Shows how consumers perceive the floral-product offerings, selection, services, value and image of florist shops, garden centers, supermarkets, and other floral mass-marketers (over 30 measures across 8 outlet classes) . .  and reveals how that consumer perception toward the channels has changed over time. . . Shows the floral channels with improved market positioning. . . and those showing declines.    Identifies potential “remedies” to improve a channel’s market positioning.

5.   Consumer Satisfaction & Buying Intentions at Each Channel  - - Reveals the floral channels that most satisfy consumers today. . . and shows those channels that largely generate dissatisfaction among consumers.   Identifies the floral channels that are retaining customers with repeat purchasing, and reveals those that are predicted to lose customers.   Also shows those channels that are gaining and losing floral customers at the same rate (Churning).

6.   Consumer "Drivers" to Floral Purchasing - - P&P not only provides you descriptive information about consumer floral purchasing and perceptions toward the floral outlets, but P&P also creates structural models with the consumer floral database to reveal the floral-product offerings, services, and perceptions of the outlets that drive consumer satisfaction and floral purchasing at the outlets.  .  .  currently, and how that compares to a decade ago.  .  .  Shows the areas where retail florists, garden centers, supermarkets, and other floral mass-marketers should now focus to gain floral sales .  .  . and to gain repeat purchasing.   By revealing the priorities of the marketplace (drivers), market opportunities for suppliers, wholesalers, and retailers in serving those needs are readily identified.  

7.   Demographic Profile of Floral-Buying Consumers - - Reveals the key consumer groups that are currently leading the U.S. floral trends.  .  . and shows how they have changed over the study periods.   Also shows how current floral-purchasing behavior varies across consumer demographic groups (age, income, education, U.S. regions, urbanization, and household-composition groups).   Provides you the “macro” and “micro” view of consumer floral purchasing behavior in the U.S., and identifies the most lucrative target segments for floral buying!


The P&P U.S. Consumer Floral Tracking Survey

Perspectives on the Past!  .   .   .   and Insight to the Future!


Tracking U.S. Consumer Floral Purchasing and Evaluating the Key Floral Channels Over the Past Two Decades (1996, 2000, 2007, 2010, 2013, and to 2018!)

The Prince & Prince U.S. Consumer Floral Tracking Survey is currently provided as a one-day (or half-day), on-site seminar presented at your business location (the "Seminar on Flash" will be available later in 2021).

   Please contact Prince & Prince for current seminar pricing and scheduling.   

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On-Site Seminar Scheduling


Call or e-mail Prince & Prince to schedule the U.S. Consumer Floral Tracking Seminar at your business location.


The complete seminar is about 6 hours in length,  but the "Half-Day seminar can range from 3 to 4 hours, depending on the number of topics covered, and level of discussion.


The seminar can be presented to you management team, and wholesalers may invite several of their core florist customers to the presentation for added insight ( at no additional charge ) , and to build loyalty with those florist customers.


Prince & Prince provides all the presentation equipment; all that is required is a large screen or a flat, light-colored wall.


Seminar fees vary depending upon the size of the seminar audience, the length of the seminar (Full Day, or Half Day "Highlights Only" Seminar), or if the presentation is made to multiple groups.  Contact Prince & Prince for information on current seminar fees.



Prince & Prince, Inc.  PO Box 2465,  Columbus, OH  43216-2465

Mobile:614-264-0939   E-mail: FloralMktResearch@att.net


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