About half of retail florists who responded to a Society of American Florists’ survey reported Mother’s Day flower sales were up over last year — mostly due to price increases — and volume was down for almost just as many.

About 48 percent of florists reported an increase in sales over last year, and about the same number (44 percent) reported a decrease in units sold. Volume was up for 37 percent of respondents.

A separate survey, conducted by Ipsos on behalf of SAF, found that nearly one-third of Americans bought flowers or plants for Mother’s Day, on par with the past five years. Those results come after record Valentine’s Day sales that had many wondering if flower spending would continue to increase.

“The key thing is that we didn’t see a complete turnaround from Valentine’s Day,” says Charlie Hall, Ph.D., the Ellison Chair of Floriculture at Texas A&M University and the Society of American Florists’ Chief Economist. “We don’t know how the rest of the year is going to play out economically. We have to get past debt ceiling . If we don’t, all bets are off.”

The survey also found that the average spend in 2023 increased to $65 from $63 in 2022, and is 20 percent higher than the 2020 spend of $54.

Sales Up, Volume Down

SAF’s survey, sent to members May 15-22, found that sales decreased for 30 percent and stayed the same for 19 percent.

Of the florists who reported an increase in sales, 45 percent said it was due to higher price points and service fees, while nearly 16 percent said it was because of weather and increased marketing. In comments, florists also said they believed sales were up because they marketed more aggressively, stayed open additional hours, and set themselves apart through product and service.

“We have higher quality and service than our competitors,” wrote Emily Duncan of Flowers By Michelle in Las Vegas.

Others, such as Jacques Flower Shop & Garden Center, in Manchester, New Hampshire, relied on email marketing and increased delivery charges on Saturday and Sunday.

Carrie Moore, of Jenny’s Floral in Custer, South Dakota, found success in creating unique arrangements.

“I ran specials based after moms in my life and marketed it on my social and website, and had friends help market them (especially if bouquets were named after them!),” she wrote. “They were a huge draw and I sold a LOT of them.”

Of the 30 percent of florists who saw sales drop, most blamed reduced demand (nearly 22 percent), the economy (17 percent) and competition from non-floral retailers (10 percent). Many mentioned that proms and graduations falling on the same weekend affected their ability to fill Mother’s Day orders.

Connie Butler of Botamer Florist & More in Elyria, Ohio said the decrease in sales follows a familiar sales pattern.

“It was a reflection of a slight slowdown so far this year,” she said.

Mass Merchandisers Top Outlet

The Ipsos survey, which polled 1,005 people between May 15-16, found that the most popular outlet for flower purchases were supermarkets and grocery stores, with one in three buyers  making their purchases there (34 percent, down from 37 percent in 2022). About one in four (22 percent) of flower buyers turned to their local florist for their purchases this year, continuing a see-saw pattern for the last four years: up from 15 percent in 2022; and 21 percent, 16 percent, and 15 percent in the three years prior to that. That up and down trend is puzzling and doesn’t show consistent growth, Hall says.

“People are still buying flowers — that’s a big point, but florists haven’t gained in terms of venues,” he says.

Other frequented outlets included:

• Mass merchandisers with 30 percent of purchases, about the same as in 2022
• Internet floral services with 15 percent, the same as 2022
• Independent garden center, greenhouse or nursery with 15 percent, down from 19 percent in 2022
• Home improvement centers with 20 percent, up from 17 percent in 2022

The encouraging findings, Hall says, are that 57 percent of respondents said they’d purchase flowers for others in the next six months, and 52 percent said they’d purchase flowers for themselves — about the same as in past surveys. About 41 percent reported that finances and budget have the biggest influence in whether they purchase flowers, up from 38 percent last year.

Other findings from the Ipsos survey include:

• Three in five flower and plant purchases were for fresh flower bouquets and arrangements (65 percent). Other purchases were flowering houseplants (53 percent); outdoor bedding, garden or container plants (46 percent) and green houseplants (35 percent).
• The average amount spent in 2023 increased to $65 from $63 in 2022. The 2023 spend is $11 more than in 2020.
• Adults between the ages of 35 and 54 spent the most (average of $77) compared to 18-34 ($66) and 55 and over ($42).
• Adults 18-34 are the most likely to purchase floral arrangements (49 percent) compared to 35-54 (34 percent) and 55 and older (20 percent).

Other Spring Holidays Soften

The other spring holidays — Easter, Passover and Administrative Professionals Week — fell for nearly half of florists, according to results from SAF’s survey of florists.

About 40 percent of respondents reported a decrease in sales for Easter and Passover; nearly 29 percent said sales were about the same; and 17 percent saw an in increase. Several florists commented that fewer people are celebrating Easter.

“Easter seems to be trending less religious and less family home gathering, and more as a dining out occasion,” said Jim Phillip of Phillip’s Flowers & Gifts in Chicago.

Nearly half of respondents saw a decrease in sales for Administrative Professionals Week; 28 percent said sales were about the same; and about 13 percent said sales increased. Many florists reported that reduced demand (22 percent) and more companies working remotely (12 percent) contributed to the decrease in sales. Nearly half of respondents indicated they didn’t know why the holiday was down.

Amanda Jedlinsky is the managing editor of SAF NOW.