Consumer Survey Points to Steady Preferences and Buying Habits on Valentine’s Day

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Consumer Survey Points to Steady Preferences and Buying Habits on Valentine’s Day

Steady as she goes. That’s one takeaway from a national survey commissioned by the Society of American Florists and conducted by the market research firm Ipsos immediately after Valentine’s Day. Compared to previous years, the survey found a consistent number of consumers buying Valentine’s Day flowers in 2018 — and consistent preferences in flower and venue selection, along with demographics of holiday flower buyers. According to the survey, 28 percent of American adults bought fresh flowers or plants as gifts for Valentine’s Day this year, a figure that’s in line with 2017 (29 percent) but higher than 2015 (24 percent), 2014 (23 percent) and 2013 (25 percent). (SAF did not commission the survey in 2016.) Supermarkets or grocery stores were the most common venues for Valentine’s Day flower purchasing (55 percent), up from 2017 grocery store purchase results (46 percent). Retail florists were the second most used venue to purchase flowers, where about one-third of Valentine’s Day buyers (35 percent) made their flower purchases, similar to the percent that had done so in 2017 (36 percent). Subgroups most likely to buy flowers for Valentine’s Day this year included: males (41 percent), those with children in the household (41 percent), young adults age 18-34 (38 percent), and higher income ($50,000+) households (34 percent). Other findings include: Flower selection. Overall, 84 percent of those who bought flowers for this year’s Valentine’s Day purchased roses. That number is very similar to the 83 percent of flower purchasers who bought roses for Valentine’s Day in 2017 and a slight increase from the 79 percent who bought roses for Valentine’s Day in 2015. Red roses were purchased by 69 percent of flower purchasers for Valentine’s Day in 2017, similar to results seen in 2015 (63 percent), 2014 (61 percent), and 2013 (63 percent). After red, the next most popular colors for Valentine’s Day roses were pink (40 percent) and white (35 percent). Other rose colors respondents mentioned purchasing were yellow (23 percent), lavender (25 percent), peach (20 percent), and orange (18 percent). Nearly 3 in 10 Valentine’s Day flower purchasers said they bought a mix of colors of roses (28 percent). Other types of floral gifts were also popular for Valentine’s Day; 41 percent said they bought a flower type other than roses (such as tulips, carnations, or lilies), and 36 percent said they bought a mixed variety of flowers. Plants were bought by 24 percent of Valentine’s Day floral shoppers. Transaction amount. The median amount spent on flowers or plants for Valentine’s Day this year was $40. This is similar to the median for 2017 of $40, after an increase up from the median of $30 in 2015. The average (or mean) amount spent has increased each year for the past three survey years; $69.40 in 2018, $58.70 in 2017, and $51.80 in 2015. Shopper breakdown. Men were more likely than women to say they purchased Valentine’s Day flowers from a retail florist (40 percent of men compared to 23 percent of women), […]