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Researchers advise marketing Mother’s Day to ‘big floral spenders’

Mother’s Day is Sunday, May 13, and over 56 million U.S. households are expected to make fresh floral purchases, according to Prince & Prince, market researchers focused on the floral and green plant industries. P&P also projects that the market value of all floral purchasing at retail for Mother’s Day will be approximately $4.4 billion — which is a $200 million increase over their 2017 pre-holiday estimate.

Mother’s Day is the largest floral holiday in the United States, in terms of consumer dollar spending, and it also tends to garner the biggest floral spenders. Prince said their data shows that consumers who spend the most annually on flowers and plants (between $251 and $500, or more than $500 per household) have a “significantly greater likelihood of purchase for Mother’s Day than all other floral-spending groups.”

“These ‘big spenders’ collectively represent about one-fifth of all consumer floral buyers,” said Prince. “No other holiday, event, or occasion, of the 24 measured in [our] survey, matches or exceeds the purchase incidence of these big spending groups for Mother’s Day. This market finding suggests that given the consumer demographics of a particular market, the product offerings of floral retailers for Mother’s Day should likely be skewed toward offerings that meet the expectations of these big floral spenders.”

With the “channel shifts in consumer floral buying, the mass-marketers may be currently thwarting a rise in overall household floral spending for Mother’s Day, especially the ‘super-discounters,’” Prince said. “That’s one reason why we wrote the [report]. Our view is that mass-marketers may be under-selling, given the composition of the Mother’s Day floral market.”

According to the post-holiday survey conducted by the Society of American Florists last year, average Mother’s Day purchase amount per transaction in 2017 was almost $66. P&P projects that each floral-purchasing household, on average, will spend over $78 on floral products for Mother’s Day this year.