How do consumers plan to purchase flowers and plants in the next six months — and what is motivating their behavior? Has the pandemic permanently changed the buying habits of floral consumers, or will they revert back to their pre-pandemic ways?
These are questions that the Society of American Florists, along with leading market research and polling group, IPSOS, explored in a post Mother’s Day study. And on June 15 at 2:00 ET, SAF will host a webinar — “Capitalizing on Today’s Floral Consumer,” — to examine the results of IPSOS’ research to help you use the data to best position your business for the short and long-term.
A panel of floral industry leaders will provide context to the numbers:
- Chris Drummond, AAF, PFCI, President, Penny’s by Plaza Flowers, and president of the Society of American Florists will speak to the retailer’s perspective
- Charlie Hall, Ph.D., Professor and Ellison Chair in International Floriculture, Texas A&M University, will look at the study through his lens as an economist and floriculture data expert
- Melanie Spilbeler, Managing partner, Fresh Path Marketing, will share what the data means for marketing to today’s consumer; and
- Carlos Oramas, Co-founder & CEO, Gems Group Inc., will address the trends impacting growers and suppliers, as well as how supermarkets are viewing the market.
The research, which captured Mother’s Day purchase trends, explores a number of key topics:
- Where and how did consumers buy their flowers for the holiday?
- What gifts were most popular this year?
- How do consumers plan to purchase flowers and plants in the next six months?
- And what is motivating their behavior?
This webinar will dive deep into the trend driving the data, looking at what consumers are buying, who they’re buying for and what is motivating their decisions. “Consumer research is confirming much of what florists have been telling me over the past year, and the conclusions are exciting for our industry,” Drummond says.
Hall agrees.“Overall flower usage trends were up year over year and headed in the right direction,” he says. “Traffic counts and average ticket dollars are also trending in the right direction.”
The big variable the panel will tackle: what will happen going forward? “The question I keep getting is what will consumers do now?” Oramas says. “This insight is going to be valuable as we exchange perspectives and consider what’s next. I am very much looking forward to it.”
Drummond agrees, saying, “This pandemic has changed the way we shop and the changes appear to be great news for retail florists. I am looking forward to digging into the data and determining how to capitalize on this consumer behavior.”
After hearing the insight of the panelists, attendees will have the opportunity participate in a series of smaller, moderated discussion groups to consider how to apply the data to their businesses.
“In the roundtable discussions, webinar attendees will be able to brainstorm what changes they should make to their operations — both now and in the future — to leverage these consumer buying patterns,” says SAF President Kate Penn. “The goal is to use the data to help businesses continue the momentum for flower purchases the industry has experienced over the last year.”
Jennifer McNally is the interim editor of SAF NOW.
