Generational buying patterns and color trends were major topics of floral conversation at Fresh Summit.
More than 40 percent of consumers across all generations buy flowers about three or four times per year, according to a Retail Feedback Group survey of 333 participants conducted in September 2015. Boomers, however, are much more likely than other generations to purchase flowers once a week or every two weeks. Nearly half of millennial floral shoppers spend less than $50 on floral annually.
Floral shopping priorities include, in order from most important to least important: quality/freshness, pricing, variety and service/advice, said Brian Numainville, principal of Retail Feedback Group.
Generation X is most likely to purchase flowers for others, and millennials are more likely than other generations to purchase flowers to celebrate their own special occasions, said Numainville. Boomers tend to purchase cut flowers more than other generations, and mainly purchase for others — as a gift or to celebrate special occasions.
Millennials interviewed said they would be more likely to purchase flowers if they were bundled in smaller bouquets at cheaper prices and if labeling explained estimated time before wilting so it would be easier to combine different types.
Gen X-ers said they would be more inclined to purchase flowers for the home if there were signage that encouraged such decorating hints. More often, Gen X-ers said they view flowers as gifts for others, said Numainville. Messaging like “brighten up your day/home” or “treat yourself to some sunshine” would send reminders that it’s OK to reward themselves, too.
For Boomers, lower cost in grocery stores and for shipping would encourage more frequent purchasing.
The bottom line is to catch the consumer’s eye. Color trends are a big part of floral sales, especially in hard goods. Color influences can come from industries as diverse as music, shoes, automobiles and kitchen appliances like Keurig.
Current texture trends include looks such as woven, metallic, wood and recycled materials, and popular design motifs include crowns and eyeglasses.