FloralMarketResearch.com - - The site for Floral Marketing Research
The Updated P&P Consumer Floral Seminar:
"The U.S. Consumer Floral Tracking Survey, 2014 Edition"
Dedicated to helping the U.S. floral industry re-build the floral market . . . holiday by holiday . . . occasion by occasion . . . and through no occasion at all! (self-usage of floral, and for home decoration)
The Prince & Prince (P&P) U.S. Consumer Floral Tracking Survey, 2014 Edition is now available as an on-site seminar presented at your business location. Contact P&P for seminar pricing and scheduling.
Details of Floral Market Metrics Captured in
The Prince & Prince U.S. Consumer Floral Tracking Survey, 2014 Edition
Survey sample comprises a probability-based, random selection of over 900 floral-buying households throughout the United States in 2013, and comparison with similar P&P Floral Tracking Surveys conducted in 2010 (over 1,000 randomly-selected households), and in 2007 (over 1,000 randomly-selected households). The tracking survey captures specific changes in consumer floral-purchasing and the priorities of consumers before and after the U.S. recession. All survey findings grouped by consumer demographics to identify trends for specific floral-buying groups.
Level of Floral Spending Over the Past Year ( Household Dollar Spending )
Cut-Flower Spending and Potted Plant Spending
Incidence of Purchasing Specific Floral Products
Arrangements, Bouquets, Corsages, Cut Roses, Stems to Arrange
Potted Plant Products
Azalea, Potted Mum, Dish Garden/ Planter, Poinsettia, Easter Lily,
Potted Spring-Flowering Bulbs, Potted Orchid, and Green Plant
Incidence of Purchasing Floral for Specific Holidays, Occasions, & Events
Birthday Gift, Valentine's Day, Party Decoration, Thanksgiving, Mother's Day, Anniversary,
Get-Well Gift, Home Decoration, Funeral Tribute, Office Decoration, New Baby Gift, Thank-You Gift,
Christmas, Secretary's Day, For Myself, Easter, Romantic Gift, Cheer-Up Gift, Host/Hostess Gift,
Co-Worker Gift, For Church/ Synagogue, Halloween, Wedding Ceremony, Proms/ Dances
Social Media Usage Profile of U.S. Floral-Buying Households
Consumer Floral Purchasing at the Major Floral Channels
( Level of Fresh Cut Flower & Indoor Potted Plant Spending at the Floral Channels )
Each Household Names the Business of Floral Purchasing, and Classifies the Business into 10 Floral Channels
(e.g. Florist Shop, Supermarket Florist, Super-Discounter, Garden Center, etc.) - - Prince & Prince Corrects Any Channel Mis-Classification.
Florist Shop, Supermarket Florist, Super-Discount Store, Internet/ National 800-Numbers,
Garden Center, Home/ Hardware Center, National 800-Number, Street Vendor,
Farmer's Market, Convenience Store, Wholesale Store, and Other Channels Specified
Consumer Evaluation of the Floral Channels
(Measures 15 Performance Factors that Describe the Floral Channels, and Each Household Evaluates Up to 3 Floral Businesses Where they Purchase.)
Delivery of Custom Orders, Ease of Buying, 24-Hour Access, Sales Assistance/ Courtesy, Useful Web Site/ Catalogs, Value, Over-Priced, Premium Pricing, Plant Quality & Selection, Bouquet Selection, Do-It-Yourself Flowers, Unusual Flowers, Fashionable Colors, Lacking Desirable Colors, Poor Quality
Overall Level of Satisfaction with each Floral Business
Level of Purchasing at each Floral Business
Intention to Increase Buying at each Floral Business
Intention to Decrease Buying at each Floral Business
Intention to Recommend each Floral Business to Friend
Computed Model Parameter Estimates - - Identifying the Behavioral Drivers to Consumer Floral Purchasing
(Defines Key Drivers to Consumer Floral-Purchasing Behavior - - Models How the Above 15 Outlet Performance Factors Influence Consumer Floral Purchasing, Satisfaction, and Future Intention to Purchase Floral Products at the Floral Channels).
Purchasing/Satisfaction Drivers for Overall Consumer Study Group
Purchasing/Satisfaction Drivers for More than 25 Consumer Demographic Groups
Change in Consumer Behavior (Drivers) Over Recent Study Periods (2013, 2010, 2007)
U.S. Consumer Household Demographics Measured
Northeast ( CT, MA, ME, NH, RI, VT, NJ, NY, PA )
North Central ( IL, IN, MI, OH, WI, IA, KS, MN, MO, NE, ND, SD )
South Atlantic ( DC, DE, MD, NC, VA, WV, FL, GA, SC )
South Central ( AL, KY, MS, TN, AR, LA, OK, TX )
West ( AZ, CO, ID, MT, NM, NV, UT, WY, AK, CA, HI, OR, WA )
Urbanization Level of Household Location
Rural or Country
City or Town (population of 50,000 or less)
Central City of Metro Area
Suburb of Metro Area
Age of Householder
Under 35, 35 to 44, 45 to 54, 55 to 64, 65 & Older
$25,000 or Less, $25,001 to $50,000, $50,001 to $75,000
$75,001 to $100,000, Over $100,000
Highest Level of Education in Household
High School or Less
Graduate/ Professional Degree
Single Male Household
Single Female Household
More than One Adult Household
Presence of Children in Household
Presence of Teenagers in Household
Presence of Retirees in Household
Tracking Analysis of All Survey Metrics Over Time
Over 100 Consumer Floral Metrics Tracked Across 3 Study Periods (2013, 2010, 2007).
Metrics Tracked Over Study Periods for More than 25 Consumer Demographic Groups.
Model Analyses Captures the Motivational Behaviors and Values Underlying Consumer Floral Buying.
Studies Based on Mailed Surveys of U.S. Consumer Households - - Utilizing a Random Selection of Households
P&P does NOT use Agency Panels or On-Line Polls!
Now, the most definitive, reliable, and valid study of the U.S. Floral Industry:
The P&P U.S. Consumer Floral Tracking Survey, 2014 Edition
Perspectives on the Past! . . . and Insight to the Future!
( Call P&P to Schedule the Consumer Floral Seminar this Year! )
Call or e-mail Prince & Prince to schedule "The U.S. Consumer Floral Tracking Survey" seminar at your business location.
The complete seminar is about 5 to 6 hours in length, but the seminar can range from 2 to 6 hours, depending on the number of topics covered (Click HERE to see Seminar Topics).
The seminar can be presented to your 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, or if the presentation is made to multiple groups. Contact Prince & Prince for information on seminar fees.
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
phone: 614-299-4050; E-mail: FloralMktResearch@att.net
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