With all the changes in the floral industry this past year, we anticipated that Mother’s Day sales would be high. And we were right. The National Retail Federation expected overall Mother’s Day spending to hit a record $28.1 billion this year, increasing $1.4 billion from 2020. And per the Society of American Florists (SAF) Mother’s Day Survey 2021, flower sales went right along with the overall uptrend. Here are a few highlights:
More than 85 percent of florists responding to SAF’s survey saw a sales increase for Mother’s Day 2021 as compared to 2020: 32 percent of them said their sales went up between 21 and 50 percent; 27 percent said their sales increased 11 to 20 percent; 20 percent reported a sales increase of up to 10 percent.
Why so much demand? Florists reported that COVID and continued social distancing had a lot to do with it. Nearly 75% responded that customers wanted to connect through flowers and plants since they couldn’t connect in person. This demand held strong despite florists having to increase their prices due to higher product costs, and those increased prices were a definite factor in the overall revenue increase.
Improved Walk-In Business
Many florists couldn’t open their shops in 2020 due to COVID restrictions, which hurt walk-in sales last year. In 2021, however, communities have been opening back up and dropping mask requirements. As a result, florists reported much better walk-in business for Mother’s Day 2021.
More New Customers
Some of the most promising news from the SAF survey was how many new customers purchased flowers this year: 40 percent of florists said 10 percent or more of their Mother’s Day customers were new in 2021. And 11 percent said that new customers made up anywhere from 21 to 50 percent! That’s fantastic news as it means flowers are becoming a sought-after gift for more people than in past years.
More Money Spent per Customer
Not only were more new customers spending on flowers, but customers were spending more on each purchase. Survey respondents said that 67 percent of customers spent $71 or more, up 17% over 2020, where only 50 percent of customers spent that much.
Cut Flowers Reigned Supreme
As expected, the vast majority of Mother’s Day sales were cut flowers, at nearly 80 percent. However, flowering plants and green plants were second and third. This increase in plant sales is in line with what SAF has seen throughout the pandemic: Customers are purchasing more flowering plants and succulents than ever, and florists have been taking advantage of this trend.
The Key to Success? Online Marketing!
Florists responding to the survey noted that nearly 40 percent of their Mother’s Day orders came from their website. That’s hardly surprising since online purchasing has been consistently increasing throughout the past year. Florists have focused on their online marketing efforts: Updating their websites, using social media to its full advantage, and developing strategies to bundle flowers with other gift ideas have contributed to this success.
The bottom line? Mother’s Day 2021 was a great success. So, keep doing what you’re doing! Keep that focus on your online marketing and watch your sales continue to bloom for the rest of the year!