Just over a third of Americans — mostly young adults in higher income households with children — purchased flowers and plants for Mother’s Day, according to an Ipsos consumer poll conducted earlier this month on behalf of the Society of American Florists.  

The survey, which polled 1,005 people between May 10-12, found that 36% of Americans purchased flowers and plants for mom — but they spent less than in the past four years. 

A separate SAF survey of retailers also found signs of strong holiday sales, with half of respondents reporting an increase in sales, and nearly a quarter reporting flat sales.  

Ipsos Insights 

The percentage of Americans buying fresh flowers or plants for Mother’s Day continues to show signs of slow but steady growth, up to 36% compared to 34% in 2023, but down from 38% in 2022.  

Percentage of Americans Who Bought Fresh Flowers or Plants for Mother’s Day

About a third of Americans turned to supermarkets and grocery stores for those purchases (32%, down from 34% in 2023), while 19% purchased from a local florist, compared to 22% in 2023.  

Top Sales Outlets for Mother’s Day Flower and Plant Purchases

The percentage of Americans making Mother’s Day purchases from a florist usually varies year to year, and while down slightly this year, is up significantly from 15% in 2022.  

Percentage of Americans Who Made Mother’s Day Purchases from a Florist

The average amount spent on flowers and plants for Mother’s Day fell by $5 to $60, lower than a high of $68 in 2021, but higher than $54 in 2020. The decrease may be a response to push back from inflation, particularly among supermarket shoppers, says Charlie Hall, Ph.D., SAF Chief Economist and the Ellison Chair of Floriculture at Texas A&M University. 

Average Amount Spent on Flowers and Plants for Mother’s Day

Other findings from the Ipsos survey include: 

• Fresh floral bouquets (65%, same as last year) and fresh floral arrangements (58%, down from 65% in 2023), were the most popular flowers or plants purchased as a gift for Mother’s Day this year. Other types of flowers and plants purchased include outdoor bedding, garden, or container plants (43%, down from 46%), flowering houseplants (37%, down from 53%), and green houseplants (23%, down from 35%). 
• Adults between the ages 18-34 were most likely to purchase fresh floral bouquets (72%), compared to those ages 34-54 (63%) and 55 and older (57%).  

SAF Retailer Survey  

Retailers’ Mother’s Day Sales Compared to 2023

Sales increased or stayed the same compared to last year for the majority of respondents, with 50% reporting an increase and 23% reporting flat sales. Just over a quarter of respondents (26%) saw sales drop. 

Top Reasons for Increase in Sales

Many florists attributed higher price points, more add-ons, more marketing and tighter control of expenses to their successful holiday. “We had less payroll, bought less flowers and hard goods, and had less leftover,” says Colby Relles of Relles Florist in Sacramento, California. 

Top Reasons for Decrease in Sales

Those whose sales fell compared to 2023 blamed competition from other floral companies and outlets. “Street corner stands were everywhere we had far fewer walk ins and pickups,” said Suzanne Jewett of An Enchanted Florist in Hanford, California.  

Others said their local economy put a damper on sales. “Our customers wanted lower price points than what was profitable for prices of fresh flowers,” said L. Lynne Moss of The Flower Shoppe in Pratt, Kansas.  

Mitchell Chandler of Neill’s Flowers & Gifts in Pullman, Washington, also noticed customers pulling back on spending. “Our usual customers spent less than last year, some by up to 40% to 50% , and it was a beautiful weekend here so the garden centers were busy.” 

Sales Channels Orders Were Received

The most sales (39%) came from phone calls, with sales from websites (36%) ranking as the second most used sales outlet. 

Units Sold

Units sold increased for almost 37% of respondents.   

Average Order Value

Average order value increased for 68%, in opposition to the Ipsos findings that consumers spent less this Mother’s Day. That indicates, Hall says, that florists aren’t budging on prices. “That’s a pretty important point, and we should be proud of ourselves for holding the line on pricing,” he says. 

Average Purchase Per Transaction

Most respondents reported their average purchase amount between $71 and $150.  

Easter Sales Down 

Sales were down for nearly 44%, flat for 33% and increased for 15%. Retailers attributed the decrease to reduced demand, and noted that it fell earlier this year and coincided with many spring breaks which hurt sales.  

Administrative Professionals’ Week 

Sales were down for half of respondents, flat for 28%, and increased for 11%. A lack of demand (30%) was blamed for decreased sales, as well as the hybrid work environment (12%).  

“Ever since they changed it to ‘Administrative Professional’ has died, said Carma White of Four Seasons Flowers & Plants in San Diego. “No one knows what an Administrative Professional is.” 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.