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New study and webinar reveal data on flower-buying consumers

The American Floral Endowment and the Society of American Florists announced the release of the Floral Purchase Tracking Study in a news release. Formerly called the Consumer Tracking Study, the last study of this kind was conducted in 2005, the last of an annual study that started in 1992.

AFE and SAF partnered together to provide a study that is full of data regarding the purchases of flower-buying consumers. The study reveals details such as types of flowers purchased, amount spent, for whom and what occasions, satisfaction levels, and more.

“I find the study to be very beneficial for anyone selling flowers and floral-related items,” said Suzie Kostick, floral educator, business consultant and freelance designer at the 356 Group in Albuquerque, NM. “Having a detailed look at where consumers are spending their dollars, how they are spending and why, is critical to surviving in an ever-changing industry.”

Funded by the Floral Marketing Research Fund and conducted by IPSOS, a global market research and consulting firm, the study provides valuable information to florists that can greatly impact how they plan their marketing strategies, inventory purchases and structure their pricing. Information found in the Floral Purchase Tracking Study includes details that are pertinent to supermarket/grocery stores, brick-and-mortar flower shops and nurseries.

“For years I have relied on AFE, SAF and the FMRF as a source for topical, relevant information that keeps me engaged with what is happening on the business side of the floral industry,” Kostick said. “As an educator and consultant, it is important that I am able to easily resource this type of information for my clients. My experience with past studies conducted by the FMRF is they are right on target with the way the industry is moving.”

The study is available for $159 at

In addition, a webinar will be held on Nov. 8 at 2 p.m. EST that will reveal some of the key findings of the study. Tim Amsbary, vice president at IPSOS and the project manager for the study, will be the presenter.

The webinar is being offered exclusively and complimentary to anyone purchasing the study.