There’s one thing we should never stop asking ourselves: What does it look like for your brand if you’re accomplishing what you wish to accomplish?
In many cases, we’ve been riding a wave over the past several months, responding and reacting to the unprecedented market changes. In the face of higher demand, we’ve been delivering quality products for our consumers. In the face of tight markets, logistics, and budgets – we’ve collaborated and adapted. But what do we do when the momentum slows to ensure that we’re still moving our brand and our industry forward?
That question was present in our June 17 online event, when we brought together the industry to dive in and discuss some of our upcoming PMA floral research. Attendees got advanced access to research that will be in the hands of members later this summer. The data focused on the logistics challenges we’re facing as an industry, and also tapped into the perspectives of over 1,000 floral purchasers to get the latest in consumer sentiments on Floral.
If you weren’t able to join, you can read the recap. Here are some of the key points from that discussion and the data that I think we should be thinking about now:
Merchandising matters: Floral remains an impulse buy.
More than 40% of the respondents said they bought flowers because the displays caught their eye. During the lockdown, consumers focused on home and their mental health. The PMA survey showed
72% of consumers bought flowers for themselves because it made them happy. Study respondents said they would continue to buy flowers for themselves in 2021, sustaining the habits they formed in 2020. Plant Parents: The trend holds true for potted plants, too, as plants in the home brighten décor and bring joy. Nearly 90% of plant purchasers bought a plant for themselves in 2020, and
82% of them went to a physical location to make their purchase. Messaging must go beyond home décor or color trends. Consumers increasingly are interested in
sustainability, environment-friendly packaging, product benefits for mental health, personal customization (e.g. build your own bouquet) Transportation: Every mode (land, sea, air) is tight.
Planning further ahead improves the likelihood of successful transport solutions and availability of supply.
One of the things that came up again in our discussion was the age-old consumer misconception that supermarket flowers are old compared to a florist. We know that with our constant product turnover that just the opposite is true. I thought we’d gotten over that hump, but it leaves room for us to educate our consumers more. An interesting caveat to this point: because consumers have lower expectations for freshness, believing supermarket floral lasts only about a week, we continue to exceed those expectations when our products stay beautiful for 2 weeks. While it’s great to exceed expectations, we could move the needle with our consumers the more they trust and understand that our products are fresh and a good investment.
I’m excited for all of you to continue to work with the information that was shared during our June 17th event, the data set allows you to really take a look at consumer perspectives even down to a regional level. This can be a great help when we’re thinking about how to create even more “mini-moments” for our consumers. Does your region go all out to celebrate the Kentucky Derby? Take a look and see what the data tells you about your region and how to encourage more sales around times that aren’t traditionally “floral” holidays.
We’ll have another two-part session coming up in September that will offer a preview of PMA research around floral retailer perspectives. I encourage everyone looking for a data deep dive even before the report is published to make sure they mark their calendars:
September 8 at 12 p.m. ET, September 9 at 1 p.m. ET for the next online floral events
October 28-30 in New Orleans, LA for the
in-person Fresh Summit 2021
In this issue of InBloom there are a variety of other PMA research reports including the
monthly POS data from IRI, the look at the past year for floral and the Easter Report. All of the data is pointing toward continued growth, which means lots of opportunities for us to exceed our consumer expectations and convert a special occasion shopper to a regular floral purchaser.