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Valentine's Day Floral Sales: Results from a Benchmark Survey

  1. Excluding this Valentine’s Day, did your overall floral sales year-to-date (based on same store sales for stores opened for a full year) increase, decrease or stay the same? 
  2. Response
    Percent of responses
    Decrease
    10%
    Increase
    84%
    Stay the same
    6%

  3. Did you experience an overall sales increase or decrease this Valentine's Day over last year’s Valentine’s Day for your total chain wide floral sales (based on same store sales for stores open for a full year)?
  4. Response
    Percent of responses
    Decrease
    10%
    Increase
    87%
    Stay the same
    3%

  5. If you experienced a sales increase or decrease over last year’s Valentine’s Day for your total chain-wide floral sales, please indicate the percentage.
  6. Response
    Percentage - aggregated average
    Decrease
    3%
    Increase
    8%
    Decrease
    Percent of Responses
    <2%
    33%
    3-5%
    67%
    Increase
    Percent of Responses
    <2%
    7%
    3-5%
    19%
    6-8%
    22%
    9-10%
    11%
    >10%
    41%

  7. If you experienced a decrease, what was the primary cause?
    • Weather – torrential rain (2)
    • Less disposable income

  8. This Valentine's Day did the sale of the following items increase, decrease or stay the same?
  9. Percent of
    responses
    Consumer
    bunches of roses
    Mixed bouquets
    Fresh Flowers Arrangements
    Consumer bunches - not roses
    Decrease
    19%
    10%
    13%
    10%
    Increase
    68%
    81%
    74%
    55%
    Stay the same
    10%
    10%
    13%
    23%
    N/A
    3%
    0
    0
    10%

  10. Please indicate the percentage of increase or decrease your chain experienced on the following items this Valentine's Day?
  11. Aggregated Average
    Consumer bunches of roses
    Mixed bouquets
    Fresh Flowers Arrangements
    Consumer bunches - not roses
    Decrease
    5%
    3%
    >2%
    3%
    Increase
    7%
    7%
    8%
    6%

    Decrease Percent of responses
    Consumer bunches of roses
    Mixed bouquets
    Fresh Flowers Arrangements
    Consumer bunches - not roses
    <2%
    33%
    50%
    100%
    50%
    3-5%
    33%
    50%
    0
    50%
    6-8%%
    0
    0
    0
    0
    9-10%
    17%
    0
    0
    0
    >10%
    17%
    0
    0
    0

    Increase Percent of responses
    Consumer bunches of roses
    Mixed bouquets
    Fresh Flowers Arrangements
    Consumer bunches - not roses
    <2%
    10%
    4%
    14%
    22%
    3-5%
    25%
    42%
    18%
    39%
    6-8%%
    20%
    17%
    23%
    11%
    9-10%
    25%
    4%
    9%
    6%
    >10%
    20%
    33%
    32%
    22%

  12. Using a scale where 1 means not at all challenging and 5 means extremely challenging, how would you rate the following issues for this Valentine’s Day:
  13.  
    Transportation
    Product availability
    Product quality
    Storage Space
    Allocation of floor space
    Allocation of labor
    Not all challenging
    55%
    68%
    65%
    55%
    52%
    32%
    Somewhat challenging
    23%
    19%
    23%
    23%
    23%
    16%
    Fairly challenging
    3%
    13%
    10%
    10%
    6%
    23%
    Very challenging
    16%
    0
    3%
    6%
    3%
    6%
    Extremely challenging
    3%
    0
    0
    6%
    16%
    23%