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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

Cut-Flower 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.)

Performance Factors

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

Outcome Measures

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

U.S. Region

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

Household Income

$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

College/Technical Degree

Graduate/ Professional Degree


Single Male Household

Single Female Household

More than One Adult Household

Household Composition 

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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