PMA surveyed supermarket floral buyers to determine the floral sales results of the 2019 Easter holiday. Over 10 supermarket banners responded representing over 10,000 grocery stores. The response to the Easter survey was less than the 2019 Valentine’s Day survey, yet it indicates a healthy floral industry. In 2019, the floral industry experienced a sales increase of 7% on average in all categories for both holidays.
The floral industry is healthy and growing in 2019. All survey respondents are experiencing increased floral sales year-to-date from 2018. This is up 20% from the Valentine’s Day survey. Like Valentine’s Day - in which 87% of respondents experienced increased floral sales for the holiday over the previous year’s holiday, 81% of respondents experienced overall increased floral sales for 2019 Easter over last year’s Easter. The aggregated average increase in floral sales 2019 compared to 2018 was 8% for Easter – the same as Valentine’s Day 2019. One of the 19% of respondents who experienced a decrease in sales this Easter compared to 2018 Valentine’s Day cited stores not ordering enough product to support sales as the main reason.
When asked about product categories, most respondents reported increases in Fresh Flower Arrangements (63%), Consumer Bunches (81%), Potted Plants (69%), and Roses (63%). Mixed bouquets experienced mixed results with 50% of respondents reporting an increase in sales. Not all supermarkets offered Easter Lilies, Potted Bulbs and Balloons. Those supermarkets who offered these products, also experienced increases. Consumer Bunches, Fresh Flower Arrangements and Potted Plants had the greatest percentage of respondents reporting increases in sales. Allocation of labor continues to be the greatest challenge for supermarkets.
The National Retail Federation reported in March 2019 that approximately eight in 10 U.S. adults celebrate Easter. They planned an average spend of $151 per person on everything from clothing and candy to cards and flowers. And half the consumers who didn’t plan to celebrate the holiday still expected to take advantage of Easter-related sales, expecting to spend an average of $19. The same study indicated that half of consumers aged 18- to 24-year-olds consider Easter a social activity with their loved ones. For the supermarket floral industry, it is about increasing the share of money spent during this spring holiday on floral products.
Key Takeaways
The sale of floral products in supermarkets increased year-to-date in 2019 compared to 2018.
The sale of floral products in supermarkets for Easter 2019 increased compared to 2018.
The aggregated average sales increase for products at Easter in supermarkets was 8%.
Supermarkets are capitalizing on cut flowers at Easter and maybe missing opportunities in Easter Lilies, Potted Bulbs, Potted Plants and Balloons.
Supermarkets should plan for allocation of labor during Easter.
Executive Summary
1. Excluding this Easter 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. Did you experience an overall sales increase or decrease this Easter over last year’s Easter for your total chain wide floral sales (based on same store sales for stores open for a full year)?
3. If you experienced a sales increase or decrease over last year’s Easter for your total chain-wide floral sales, please indicate the percentage.
4. If you experienced a decrease, what was the primary cause?
5. This Easter did the sale of the following items increase, decrease or stay the same?
6. Please indicate the percentage of increase or decrease your chain experienced on the following items this Easter?
7. Using a scale where 1 means not at all challenging and 5 means extremely challenging, how would you rate the following issues for this Easter:
