The results are in: More Americans showed their love for moms with flowers this year. Nearly a third of American adults bought fresh flowers or plants as gifts for Mother’s Day (32%) — a 4% increase from last year, according to the results of an Ipsos poll.
The poll, which was conducted by Ipsos between May 10-11, 2021, on behalf of the Society of American Florists, showed Mother’s Day floral purchases in line with pre-pandemic years: 2019 (with 31% of consumers purchasing flowers), 2018 (33%), 2017 (35%), and 2015 (35%).
Source: Ipsos Omnibus Poll of 1,005 U.S. adults, May 10-11, 2021, for SAF.
Bump-Up in Younger Adult Buyers
The group most likely to purchase flowers for Mother’s Day was adults ages 18-34, according to the poll, with half of adults ages 18-34 buying flowers, compared to 44% in 2020. Additionally, a third of adults ages 35-54 purchased flowers, an increase from only 26% last year.
Source: Ipsos Omnibus Poll of 1,005 U.S. adults, May 10-11, 2021, for SAF.
Individuals in households with higher incomes of $50,000 or more were also more likely to have bought fresh flowers for Mother’s Day than those with a household income under $50,000.
“By all accounts, despite some supply chain challenges, the floral industry enjoyed a strong Mother’s Day, continuing to build on the momentum of increased consumer interest in flowers and plants throughout the pandemic,” says Kate Penn, CEO of the Society of American Florists. “And we’re encouraged by the fact that consumers are showing signs they will continue to prioritize flower purchases even as pandemic restrictions ease.”
Want to learn more about what consumers bought for Mother’s Day — and what their future flower buying plans are? SAF will break down the full results of the IPSOS survey — and how the industry can capitalize on those results — during an upcoming webinar, “Capitalizing on Today’s Floral Consumer,” on June 15 at 2 p.m. EST. Highlights include:
- Which floral gifts were most popular for Mother’s Day?
- Where did consumers go to buy flowers for the holiday?
- Who they buy for?
- Do consumers plan to keep purchasing flowers and plants at the same rate for the next six months?
- What Mother’s Day gift price point predicts a consumer is more likely to purchase flowers in the future?
- Where do consumers plan to go to purchase flowers as a gift—and for themselves—in the future?
- What other factors will influence future flower purchases?
Stay tuned to upcoming issues of SAF Now for more Mother’s Day analysis and member reaction to the holiday.
Jennifer McNally is the interim editor of SAF NOW.