Helping you become more floral Savvy each Sunday!
SAF’s Generations of Flowers consumer research study,
explores the motivations and barriers of how different age groups perceive,
buy, and use flowers and floral outlets. Three generations of consumers were
assessed through qualitative and quantitative measures: Generation
Y (born between 1981-1994), Generation
X (1965-1980), and Baby
Boomers (1946-1964).
The study methodology included:
- Interviews
with generational and gift giving research giants, Iconoculture and Roper
- Two online
focus groups of 57 individuals
- Online survey of 1,557 flower consumers
With some clear challenges ahead, especially with Gen Y,
this research will help the industry best target our messages and marketing
vehicles for effectiveness, and generate the best positive media coverage of
flowers.
Attitudes Toward Flowers
The research shows that flowers are valued by most, but
appear to have more depth of meaning for older generations.
When probed on why they appreciate flowers, consumers are
most likely to relate to the sensory & emotional aspect of flowers,
agreeing:
- The color of the flowers adds to the impact of a gift (64% agreement)
- The sight and
smell can improve my mood (60%)
- Flowers are
an emotional gift (56%)
- Flowers make
me feel special (56%)
- The fragrance is important to me (53%).
Flowers have a high interpersonal resonance.
- Consumers
believe the gift of flowers signifies being caring (61%), personal (58%),
and sentimental (58%). Further, people who give flowers as gifts are most
likely to be perceived as thoughtful (77%) and sincere (57%).
- While many
saw flowers as a traditional gift, this is not considered to be a
negative, but a time-honored and valued custom.
We understand flowers! The Flower
Nook staff prides itself in keeping up with the statics and trends that will
help us become experts in our field.
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