MEN ARE FROM MARS, WOMEN ARE FROM–WE’VE ALL HEARD THE CLICHÉS. BUT UNDERSTANDING THE DIFFERENCE BETWEEN MALE AND FEMALE CONSUMERS IS ACTUALLY CRUCIAL FOR SUCCESS, PARTICULARLY IN THE FLORAL INDUSTRY. AND LET’S NOT GET STARTED ON TRYING TO UNDERSTAND TEENAGERS. BY FAMILIARIZING OURSELVES WITH NEW TRENDS AND BUYING PATTERNS ACROSS GENDERS AND AGE GROUPS, WE CAN FIND MORE CREATIVE WAYS TO MARKET TO THESE GROWING CONSUMER GROUPS.

According to Forbes, men are increasingly outpacing women or narrowing the gap in several buying areas, spending in ways that were traditionally attributed to female consumers. In fact, men outspend women in areas like groceries and apparel on a monthly basis, adding hundreds of billions of dollars to the market a year. When it comes to the floral industry, male customers make up more than a quarter of all sales annually. These numbers are only expected to grow as more retailers begin to target male consumers as equally as they do women. In order to do that, it is important to consider new marketing strategies that cater to male shopping habits.

MALE SHOPPERS COME PREPARED. Women aren’t the only ones who save coupons. More than half of men surveyed by the Food Marketing Institute said they make a list before going grocery shopping, and 41% look for coupons. This attention to value implies that it is worth targeting discounts and coupons specifically to male clients–think, husbands and fathers buying flowers for Mother’s Day.

BUT THEY ALSO APPRECIATE EXTRA HELP. On the other hand, male shoppers may need some advice when looking for the perfect bouquet for Valentine’s Day. In a study conducted by the Verde Group, 68% of men said they will come back to a store where the staff helps them find what they need quickly. In addition to training your sales staff for these situations, consider signs that say, “The Perfect Gift for Her” or “New and Popular Arrangements” to help customers navigate the storefront.

THEY GO FOR CONVENIENCE. Men are more likely to shop at large-format club stores, convenience stores, or online channels. Part of it has to do with the ability to get in-and-out. By organizing your storefront to appeal to this mentality, male consumers may be more likely to seal the deal at your business.

A SECOND UNTAPPED CONSUMER GROUP IS THE MODERN TEENAGER. WHILE TEENAGERS MAY NOT BE SPENDING AS MUCH MONEY THEMSELVES, THEY ARE CERTAINLY FUNNELING THEIR DESIRES TO MOM AND DAD’S WALLETS.

In either case, it is important to consider the high school-aged market when expanding your outreach strategies. GET INVOLVED IN HIGH SCHOOL ACTIVITIES.

Homecoming, prom, spirit week–all these school-specific events are excellent opportunities to generate revenue for your floral business. Offering mascot balloons, plush toys, and arrangements in school colors are great ways to appeal to local high schools.

PARTNER WITH THE LARGEST SCHOOLS IN THE AREA.

Choose one or two schools to partner with for events throughout the year like school dances and graduation ceremonies. Offering a discount for year-long participation makes your business more enticing for the school, while also ensuring a secure contract for the coming months.

CATER TO TEENAGE BUDGETS.

Whether it’s a set of birthday balloons or a Valentine’s Day rose, there are always products associated with events that are important to a high schooler. By offering special student discounts or prices, you may attract teenagers with modest budgets looking to surprise a friend or loved one.