A national survey commissioned by the Society of American Florists found that consumer spending, flower and venue selection and demographics of buyers all remained steady this year. That’s positive news for the floral industry, as sales have continued in a higher range than recent years.
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. Supermarkets or grocery stores were again the most common locations for Valentine’s Day flower purchasing at 55 percent, with retail florists at 35 percent.
Valentines Flower of Choice: The Rose of Course!
Overall, 84 percent of those who bought flowers for this year’s Valentine’s Day purchased roses, similar to past years. Red is still the most popular color – nearly 70% of roses purchased – followed by yellow, lavender, peach and orange. Moreover, nearly 30 percent of Valentine’s Day purchasers said they bought a mix of colors.
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.
Valentines Flower Recipients: Spouses, Friends, and Family
Not surprisingly, two-thirds of Valentine’s Day flower purchasers (63%) were buying for their spouse, with another 21 percent giving flowers to their mother and 20 percent to their significant other. 11 percent of customers purchased flowers for themselves this year and similar amounts were purchased for friends and children.
Men were more likely than women to purchase Valentine’s Day flowers for a spouse or significant other, and women more likely to purchase for themselves, a child, a friend or other family member.
Where They Purchased: Mass Merchants and Retail Florists
Convenience and value were two important factors when purchasing flowers for Valentine’s Day. The median amount spent on Valentine’s Day flowers was $40, similar to past years. The average (mean) amount spent increased to $69.40 this year as compared to $58.70 last year.
Men tended to purchase their flowers from a retail florist (40 percent of men compared to 23 percent of women), while women were more likely than men to say they purchased Valentine’s Day flowers from the supermarket or grocery store (67 percent of women compared to 50 percent of men).
Consumers spent more money on their purchase when shopping at retail florists (median = $60) than at mass merchandisers ($50) or grocery stores $40).
For Valentine’s Day, like any holiday or special occasion, flowers are often considered luxury items. Consumers want to know they received a good value for their floral purchase; retail florists can provide that extra value, and customers respond with their wallets.