Perceptions and usage of supermarkets for floral products vary by market. Surprisingly, most floral product purchases are planned as opposed to impulse. Universally there is opportunity for supermarkets to promote the quality of their floral products to increase everyday sales as well as special occasion sales. Positive perceptions of flowers from florists are much stronger than supermarkets (and other channels) for quality, selection, and shelf life, less so for price. If shoppers can be assured supermarket flowers are florist-quality, yet at a more reasonable price, perhaps they would be more likely to purchase at supermarkets. Offering special occasion options that are comparable to florist products but at a more reasonable price could help supermarkets make inroads in the special occasion market.