Recent PMA research found that nearly 40% of retail floral purchases are self-purchases for home décor, emotional purposes, or impulsive spending. To better understand and increase sales to this segment of purchasers, PMA commissioned further research with the Retail Feedback Group (RFG). Below are the top eight responses from consumers to help you increase self-purchase sales.
Consumers look to purchase fresh cut flowers from the supermarket, big box stores and florists, while they look to source potted plants from home improvement stores, big box stores and garden supply centers. Where do shoppers purchase floral products?
Implications of where shoppers purchase products:
Supermarkets should look to take advantage of the fresh cut flower market while still offering a selection of potted plants for impulse purchases.
Most shoppers purchased the floral products in person How do shoppers prefer to purchase floral products?
Implications of in-person purchasing:
Impulse and emotion-based purchasing is still a major driver behind in-store purchased. Position displays and purchasing prices in a way that makes self-purchasing easy and enticing.
Shoppers purchased flowers to feel happy and plants for their home décor. Why do shoppers purchase floral products for themselves?
Implications of drivers behind floral purchasing:
Displays that stand out and flower arrangements that utilize colors that evoke happy emotions will drive consumers to make emotion based purchased. For potted plants, display plants in a way that makes it easy for the purchaser to imagine the plant incorporated in their home décor.
Most flower shoppers purchased cut flowers and/or potted plants for themselves one to two times in 2020. How often do shopper purchase floral products for themselves?
Implications of the frequency of floral purchasing:
To increase everyday purchases of flowers throughout the year, highlight the mental health benefits of floral products.
Nearly 50% of shoppers spent $11-$20 on cut flowers and/or potted plants. How much do shoppers spend?
Implications of floral prices:
Offering floral options under $20 dollars will help entice shoppers to increase the frequency of purchasing these products.
Nearly 60% of fresh cut flower purchasers think the flowers should last 1 week. What do shoppers expect?
Implications of shopper expectations:
Providing information on how to care for floral products at home will help consumers feel like they are getting the most out of their purchases. Staffing the floral department with staff who can offer customer service aid and answer questions on how to care for floral purchases will also help consumers feel as though they are getting the most out of their purchases.
50% of shoppers believe discounts would entice them to purchase more cut flowers and potted plants. What would entice shoppers to purchase more?
Implications of shoppers’ desires:
Consider marketing efforts around discounts and paired products for purchasing to encourage shoppers to purchase more floral products.
Fair labor standards and locally sourced resonated with over 35% of respondents. What sustainability issues really matter?
Implications of purchasers’ thoughts on sustainability:
Many floral organizations already have fair labor standards in place and many source their products locally. Implement transparent communications campaigns to spread this information to consumers to encourage them to support these programs through purchasing your products.
This information can be used by supermarket floral departments to help predict future consumer buying patterns and to make decisions when strategizing marketing campaigns. For more detailed information about everyday purchases of flowers and/or potted plants, read our entire report, Everyday Purchases of Floral Study.