FloralMarketResearch.com - - The site for Floral Marketing Research
Prince & Prince NEWS
Prince & Prince in collaboration with Smithers-Oasis North America will be
making an announcement shortly about new consumer research
for 2008: The US Consumer Floral Tracking Survey.
Release 11-12-07
Prince & Prince Present Retail Florist Tracking Seminar to Flowers Canada Ontario Growers
Prince & Prince recently presented highlights of their US Retail Florist Tracking Survey to Canadian growers in St. Catharines, Ontario. The seminar focused on regional florist demand trends for specific potted plant and cut-flower crops. The seminar also covered key florist operational and performance trends across the three study periods ( 1998, 2003, and 2005 ), and trends for specific US regions ( e.g. New England, Middle Atlantic, and Great Lakes regions ). With the "inter-active" seminar presentation, Flowers Canada growers were able to select specific floral crops of interest ( from over 100 ) and "drill-down" on the specific florist segments leading the crop demand trends. Prince & Prince offers an on-site presentation of the Florist Tracking Survey for companies and floral organizations, and can tailor the seminar for 90-minute, 2-hour, 3-hour, and 4-hour presentations, including a Q&A session. Click HERE for Florist Seminar Details
Release 09-12-06
Prince & Prince Present New WF&FSA-Sponsored Florist Research at the 2006 WF&FSA Management Institute at the Embassy Suites Hotel in Indianapolis, IN
Prince & Prince were recently invited to Indianapolis, IN to present their latest florist research findings to the "All-Committee" meeting prior to the 2006 WF&FSA (Wholesale Florist and Florist Supplier Association) Management Institute, August 17th - 19th, 2006. WF&FSA sponsored this new survey research of retail florists (365 florist respondents), randomly-selected throughout the US. The purpose of the research was to identify the key market-position strengths of wholesale florists nationwide (as perceived by florists) for fresh cut flowers and hardgoods/supplies, as well as identify the key priorities of florists when purchasing from their floral suppliers. The market research findings will be used to identify salient message themes for the WF&FSA Ad Campaign, as well as to assist floral wholesalers in gaining a better understanding of the perceptions and needs of retail florists. Prince & Prince offers a 3-hour on-site presentation of the complete market research, including a Q&A session, for individual WF&FSA members that have supported the Wholesaler Marketing Campaign. Interested WF&FSA members should contact Prince & Prince for scheduling and fees for this unique, on-site presentation, to get more out of the WF&FSA-sponsored market-positioning research.
Release 07-17-06
Prince & Prince Make "Industry Trends" Presentation at the Fun 'N Sun Convention at the Embarcadero Center in San Francisco, CA
Prince & Prince were recently invited to San Francisco to make a customized "Trends" presentation to California growers and attending wholesale florists throughout the US at the 2006 Fun 'N Sun Convention, sponsored by the The California Association of Flower Growers & Shippers (CAFG&S). The presentation identified seven key trends emerging in the retail florist industry, and seven key trends emerging in the mass-market floral industry. Participants were challenged to embrace these emerging industry trends, and to define ways to capitalize on these changes. Selected market research findings provided in the presentation were excerpted from P&P's 2005 Florist Tracking Seminar, and P&P's 2003 Mass-Market Floral Buyer Seminar. At the Fun 'N Sun presentation, Prince & Prince announced that both seminars, currently offered as on-site presentations, will be released shortly as a "Seminar on CD" format. Click HERE for details about the CD's.
Release 04-14-06
Prince & Prince Surveys California Cut-Flower
Growers for CCFC in 2006
The California Cut-Flower Commission (CCFC) has recently commissioned Prince & Prince, Inc. to update their California cut-flower production and marketing statistics through a state-wide survey of cut-flower/greens growers. The survey updates and expands upon prior Prince & Prince surveys of California cut-flower growers conducted in 1998, 2000, and in 2003 for CCFC. The production-tracking research provides valuable statistics on over 100 cut-flower/greens species produced within the state, and allows the California cut-flower industry to make more informed production and management decisions.
Release 01-30-06
Prince & Prince Roll-Out Florist Tracking Seminar
to the Floral Industry in 2006
Join the list of leading companies that have gained critical market knowledge of the US retail florist industry.
SMITHERS-OASIS USA, KENT, OHIO
HOFLAND LTD., TORONTO, ONTARIO CANADA
THE JOHN HENRY COMPANY, LANSING, MICHIGAN
SYNDICATE SALES INC., KOKOMO, INDIANA
Call or E-mail Prince & Prince to Schedule Your On-Site Florist Seminar
Release 9-28-05
Prince & Prince Releases the 2005 US Retail Florist Tracking Seminar
This seminar covers florist industry trends across three key time periods (1998, 2003, and 2005), largely representing "Boom", "Bust", and "Recovery" periods of the US economy. The seminar is based on survey responses from 1,048 randomly-selected retail florists throughout the US in 2005, and extensive trend comparisons are made with the 2003 and 1998 P&P US Florist Tracking Research (each study with over 1,000 florist respondents). The seminar shows where the US florist industry has been, where it is now, and where it is likely headed. With the "Inter-Active" Power-Point seminar, participants can "drill down" on the topics of most interest to them.
Key Topics Covered in the 2005 US Florist Tracking Seminar
 | Florist Sales, Sales Growth, and Profitability |
| Sales Categories (e.g. wedding, sympathy, in-store, commercial, wire, & web sales) |
| Floral Product Mix (e.g. cut flowers, potted plants, silk & drieds, fruit baskets, bedding plants, gift-shop items) |
| Cut-Flower Mix (e.g. roses, basics, novelties, fillers, tropicals) |
| Cut-Form Mix (e.g. arrangements, hand-tieds, bunches, single stems, corsages) |
| Potted Plant Mix (e.g. dish gardens, flowering pots, foliage pots) |
| Florist "Momentum" Trends for Specific Species/Products (over 70 cut flowers, 20 plants, 30 gift items) |
| Operational Investments (e.g. delivery, design, quality, selection, 15 others) |
| Florist Service Offerings (e.g. 24-hr. ordering, guarantees, Internet, delivery services, 10 others) |
| Cut-Flower & Gift-Item Sourcing (and identified reasons for the sourcing trends) |
| Florists’ Product, Service, and Investment Areas Linked to Sales Growth |
| And the key florist segments and US regions that lead or trail the overall trends |
For more information, go to www.FloralMarketResearch.com and click on "Seminars". For a proposal for an on-site seminar, please contact Prince & Prince. Phone: 614-299-4050; E-mail: FloralMktResearch@att.net
Prince & Prince Successfully Conducts "Local Market Survey" for Florists in Their Own Market(s)
Prince & Prince (P&P) have taken their periodic national consumer survey, "Consumer Rate Their Floral Outlets", and have customized it to be useful in evaluating florist shops and their competition in almost any geographically defined market area(s) in the US. P&P have successfully conducted this "Local Market Survey" for a florist shop in the Middle Atlantic region this past year. The survey was able to capture the product & service performance of the sponsoring florist and key competitors in the local market (e.g. other florists, mass-marketers, 800/on-line, etc.) on 30+ performance attributes, as well as obtain a comprehensive floral-purchasing and demographic profile of floral buyers in the local market. The market data provides florists an understanding of their market positioning and market share, the shares of competitors, and the key priorities that drive customer satisfaction and share in the local market. Market opportunities, as well as successful product and competitive strategies are clearly identified in the market research. In addition, P&P has added a "Media Profiler" to the survey which measures the radio stations (and TV) most listened to and newspapers most read by floral buyers in the local market. This information can be very useful for florists to best target their communications to specific floral-buying groups. For a no-obligation proposal for a Local Market Survey for florists, please contact Prince & Prince at 614-299-4050; E-mail: FloralMktResearch@att.net
Release 3-5-05
Prince & Prince US Florist
Tracking ResearchProgressing Well in 2005
March 5, 2005 (Columbus, OH). The Prince & Prince (P&P) US Florist Tracking Research is progressing well. To date, over 950 randomly-selected retail florists throughout the United States have responded to the 2005 survey, and P&P continues to receive survey returns daily. This nationwide marketing research project tracks recent changes in the retail florists' product mix, cut-flower mix, and flower form mix, and identifies florist-usage trends for 65 cut-flower species, 20 potted plant species, and over 30 floral hardgood/gift-shop items. The P&P research also tracks changes in florist marketing practices, service offerings, shop operations, and florist financial performance.
P&P is currently conducting targeted second-mailings of the florist survey to improve survey response for specific regional segments. P&P intends to keep the survey "response window" open through early Spring, and expects to obtain well over 1,000 florist respondents for the 2005 Tracking Research. Florists that have been selected to receive the survey are encouraged to complete it as soon as possible. The 1998 and 2003 florist surveys conducted by P&P had 1,007 and 1,012 florist respondents, respectively. P&P plans on releasing findings from the tracking research in the Summer/Fall of 2005 through its seminar offerings to companies in the floral and green plant industries, floral associations, and other interested parties. Prince & Prince is currently booking its seminars for the 2005 season. Please go to the web site and "Seminar" page at www.FloralMarketResearch.com for more information, or contact Prince & Prince, Inc., PO Box 2465, Columbus, OH 43216-2465; phone: 614-299-4050.
Press Release
11-10-04
Prince & Prince to Update Florist Tracking Research in 2005
November 10, 2004 (Columbus, OH). Prince & Prince (P&P) has announced that it will update its US Retail Florist Tracking Research in early 2005. This nationwide marketing research project tracks recent changes in the retail florist product mix and identifies florist-usage trends for 65 cut-flower species, 20 potted plant species, and over 30 floral hardgood/gift-shop items. The P&P research also tracks changes in florist marketing practices, service offerings, shop operations, and florist financial performance.
The P&P Florist Tracking Research provides suppliers, distributors, and retailers in the US floral industry a broad understanding as to where the retail florist industry has been, where it is now, and where it is likely headed. Comparisons are made across the three study periods (1998, 2003, 2005) to identify trends in the 200+ survey measures. The tracking research obtains independent responses from more than 1,000 randomly-selected florist shops throughout the US with a sampling error of +/- 3% in overall accuracy. Please go to
Prince & Prince, Inc. - Florist Details for more information.
P&P plans on releasing findings from the tracking research in the Summer/Fall of 2005 through its seminar offerings to floral associations, and reports and on-site seminars provided to interested parties. Prince & Prince is now booking its seminars for the 2005 season. Please go to the P&P web site at www.FloralMarketResearch.com for more information, or contact Prince & Prince, Inc., PO Box 2465, Columbus, OH 43216-2465; phone: 614-299-4050.
Press Release 5-18-04
Prince & Prince Present Florist & Mass-Market Buyer
Seminars to California Growers
Prince & Prince were recently invited to Ventura, California by the California Cut-Flower Commission (CCFC) to present their florist and mass-market buyer seminars to the cut-flower growers of the golden state. The two 4-hour+ seminars provided growers the latest trend information from the two 2003 Prince & Prince national market studies. The seminar format of the Power-point presentations provided the ideal setting for discussion among growers of the florist and mass-market business trends, crop usage trends, cut-flower sourcing trends, and revealing the key market opportunities for California cut-flowers. "Our growers benefited enormously from the information presented by Prince & Prince," said Kathryn Miele, director of marketing for the CCFC. "The tie-in from the florist and mass market studies to our own CCFC production survey was particularly insightful, and the information gleaned from the seminars will provide a solid foundation for growers to determine future marketing strategies for their companies."
Both seminar presentations were simulcast on the Internet for maximum exposure and opportunity for CCFC growers throughout the state to participate. The "Interactive" presentation allowed the audience and on-line participants to "drill down" on the survey topics of most interest.
P&P offers to individual companies and floral associations seminar presentations of the 2003 retail florist and mass-market floral buyer research. The details of the market research are fully described on the Prince & Prince web site: www.FloralMarketResearch.com. Contact Prince & Prince for seminar options and pricing information at 614-299-4050, or e-mail at FloralMktResearch@att.net, or mail to: Prince & Prince, Inc., PO Box 2465, Columbus, OH 43216-2465.
Press Release 10-28-03
Prince & Prince Present at Flowers Canada Conference
Press Release 9-3-03
Prince & Prince Releases Updated Mass-Market Floral Buyer Report
2003 Report Sponsored by The Super Floral Show, www.superfloralshow.com
Prince & Prince, Inc. (Columbus, OH) has recently released its updated report about mass-market floral buyers. The 2003 report, "Trends in Mass-Market Floral Buying, Operations, Sourcing, and Merchandising" provides market trend information for floral buyers, floral executives, and all floral suppliers servicing the mass-market floral industry. The research report is based on survey findings of 90 US & Canadian mass-market floral buyers, representing floral purchasing for nearly 21,500 stores, with $3.3 billion in floral-product sales. Where possible, Prince & Prince make trend comparisons with their year 2000 and 1995 study findings, revealing the changing market behavior of the mass-market floral industry. The 20-chapter report encompasses 175 pages, including data tables and charts, with key findings fully summarized. The 2003 floral-buyer research was sponsored by The Super Floral Show, www.superfloralshow.com.
The report reveals changes in the mass-market floral-product mix, and changes for specific types of floral operations. The report also profiles floral specialty sales (e.g. wedding, sympathy, wire order, local phone sales, business-to-business sales, and Internet sales), identifies effective information sources for finding new floral vendors, shows changes in buyer priorities towards floral vendor services, documents trends in floral sourcing for fresh cut flowers and bouquets, identifies "momentum" trends in floral product emphasis, business operations, and buyer marketing & merchandising emphasis. New for 2003, the report reveals key operational measures, including square footage allocated to floral, floral gross margins, labor cost percentages, floral as a percentage of total store sales, and the number of SKU's in eight floral categories. Also new for 2003, the report profiles floral care & handling practices regularly used in the mass-market floral operations. All study findings are segmented by type of operation, including chain supermarkets, independent supermarkets, grocery/service wholesalers, and other mass marketers (e.g. discounters, super-discounters, wholesale clubs, and home centers), as well as segmentation by number of stores, store service levels, buyer organizational level, and region. The report is a valuable resource for those wanting to know how to best operate in the mass-market floral industry today, and tomorrow.
The 2003 mass-market floral buyer report is priced at $395.
Press Release 7-10-03
Prince & Prince Releases Updated US Retail Florist Industry Report
2003 Marketing Research Study Co-Sponsored by the Wholesale Florist & Florist Supplier Association (WF&FSA)
Columbus, OH, July 10, 2003 - Prince & Prince, Inc. has recently published its updated report about the retail florist industry in the United States. Entitled, "Product, Service, and Operational Trends of the US Retail Florist Industry", the 250+ page report provides a comprehensive statistical profile of florists' product mix, product usage trends, service offerings, purchasing practices, floral operations, competitive environment, and recent investments made by florists to improve the floral business. The 2003 research study was co-sponsored by the Wholesale Florist & Florist Supplier Association (WF&FSA), and all WF&FSA members receive a 50% discount off the published price of the report.
The 2003 study makes numerous comparisons with the 1998 Prince & Prince florist study to identify key trends occurring in the US retail florist marketplace. All study findings and trends are presented for the US market overall, and segmented by ten Census regions, size of the florist business, urbanization level of the primary market served, and age of the florist shop owner. The segmented findings reveal the key florist market segments that lead or trail the overall US florist industry trends. For both the 2003 and 1998 studies, over 1,000 randomly-selected florist shops throughout the US participated in the survey research, and provided unbiased market information about their shop's product & service offerings, marketing practices, shop operations, and future intentions about their florist business.
The report is available for sale from Prince & Prince by calling 614-299-4050. The report is fully described on the Prince & Prince web site,
www.FloralMarketResearch.com, under "Reports for Sale" and "Details".
Press Release 4 -
07 - 03
The Super Floral Show Adds Special Presentation
On New Prince & Prince Floral Buyers Study
2003 Study Sponsored by The Super Floral Show
BOSTON, April 7, 2003
– A special presentation based on the much anticipated 2003 Prince & Prince Study of Mass-Market Floral Buyers in the U.S. and Canada has been added to The Super Floral Show, on June 12, 2003 at the Salt Palace in Salt Lake City. This new report is funded by The Super Floral Show.Entitled Trends in Mass-Market Floral Buying, Sourcing and Merchandising, the one hour complimentary presentation by Drs. Tom and Tim Prince will focus on the highlights of this insightful study that includes profiles of more than 100 buyers representing purchasing for several thousand stores and nearly $4 billion in floral product sales. This new report updates and expands upon the 2000 Prince & Prince Study. Topics to be covered in the presentation include:
• Trends in mass-market buying practices and methods
• Priorities of mass-market buyers when finding and selecting floral vendors
• Changes in cut flower and bouquet sourcing overall and sourcing for specific types of mass-marketers
• Future operational, marketing and product trends of the mass-market floral industry
• Comparison of selected results between the 2003 and 2000 studies.
"Both buyers and suppliers will benefit greatly from this comprehensive study," said Don Berey, Show Director. "The Super Floral Show is very pleased to sponsor a study that will provide so much value to the industry." Berey added that this will be the first time the results of this study have been presented in person to an industry forum.
"We are delighted that The Super Floral Show made it possible for us to update and enhance this critical study of mass-market floral buyers," said Tom Prince. "We are especially excited to have an opportunity to present research highlights at the industry’s leading Forum."
The value of this report to mass market buyers was underscored by Tom Lavagetto, President of Floral Consulting Group, who said he has bought the last three reports and uses them extensively for strategic planning purposes. "It is one of the most valuable resources you can have as a mass-market floral buyer because it provides you with guidelines to determine where you are today and where you want to be tomorrow."
The special presentation is open to all show attendees and a complimentary "Executive Summary" of the report will be provided to all session attendees. Copies of the study may be available for purchase at the show.
This new session will enhance the industry’s most comprehensive conference program that features a stimulating keynote presentation on "What the 21st Century Customer Really Wants", an insightful General Session on "Complications, Expectations, Innovations: How the Floral Business is Changing", and four Roundtable sessions dealing with a variety of important topics.
For more information on the conference or the show, or to discuss specific editorial opportunities, visit The Super Floral website at www.superfloralshow.com or call Roger Halligan or Chris Bauer at (312) 332-4650, ext. 22 or 23.
The Super Floral Show is the leading trade exposition and conference for mass retailers, super markets, garden centers, retail florists and other retailers of floral products. It is held annually at alternating locations throughout North America. Admission to SFS is strictly enforced to maintain the integrity of the buying audience. All attendees at the show must sell directly to the end-customer.
Press Release 1 - 28 - 03
(for immediate release)
Prince & Prince, Inc. (Columbus, OH) has recently initiated
its nationwide tracking study of retail florists for 2003. The
marketing survey, "A Study of Product Mix, Services, &
Operations of Retail Florists" was mailed to 5,000 randomly-
selected retail florists throughout the US in early January.
This marketing research updates and expands upon a 1998
Prince & Prince study of florists. The marketing research
will show where the florist industry has been, where it is now,
and where it is likely headed. For 2003, the marketing
research
is co-sponsored by the Wholesale Florist and Florist Suppliers
Association (WF&FSA). Research highlights will be provided