The number of Americans purchasing flowers and plants for Mother’s Day grew over last year, as did florists’ sales, despite economic uncertainty and increased costs due to tariffs.
This year, 38% of Americans bought flowers or plants for mom, according to an Ipsos consumer poll conducted earlier this month on behalf of the Society of American Florists. That matches the highest percentage recorded in the poll’s 13-year history, previously reached in 2012 and 2022.
A separate survey of SAF retailers showed evidence of strong sales growth, with almost half of respondents reporting an increase in sales over last year.
“It seems like the consumer was willing to spend,” says SAF’s Chief Economist Charlie Hall, Ph.D. “No one really blinked at the higher prices on the items that had to go up.”
Ipsos Insights
The Ipsos survey, which polled 1,005 people May 14-15, found that the percentage of Americans buying flower and plant sales is up from 2024 (36%) and 2023 (34%).
Retailers gained a bigger share of the business than last year, with 23% of buyers using their local florist, up from 19% in 2024 and 15% in 2022.
Consumers spent an all-time high on flowers and plants this year. The average purchase was $71, significantly higher than $60 in 2024. Purchases in the $51–$60 price range increased (14%, up from 10% in 2024), as did those in the $71–$100 price range (14%, up from 11% in 2024).
Other Takeaways
- Fresh floral arrangements (63%, up from 58% in 2024) and fresh bouquets saw a bump in popularity (72%, up from 65% in 2024). Purchases of outdoor/bedding plants declined (35%, down from 40% in 2024). Purchases of flowering houseplants declined (29%, down from 32% in 2024).
- 62% of purchasers bought for their own mothers, 26% reported purchasing flowers for their wife/spouse, 21% for their mother-in-law
- 55% of respondents say they’ll buy flowers/plants for others at the same rate (the same as in 2024), and 27% plan to buy more often (up from 25% in 2024).
- Finances (46%) and convenience (38%) are the top factors shaping future purchases.
Retailers Report Gains
A survey of SAF retailer members conducted May 12-20 found that nearly 49% of florists reported sales increases over last year, while 31% reported flat sales. Only 20% reported a decline.
Smaller Gains
Among retailers who reported growth, 43% said their sales increased between 1% and 10%. Florists pointed to higher prices and service fees (43%) as the top reasons for sales growth. Advertising and promotion were also cited (23%), along with reduced competition from other vendors (21%).
For those who experienced a drop in revenue, 17% saw a 1% to 10% decrease. Among those who saw sales decline, economic uncertainty (19%), local economic issues — like job loss and high living costs (11%) — and reduced demand (8%) were the top culprits.
Order Volume and Value Diverge
Rising costs and tariffs pushed average order values up for 63% of respondents, but units sold were down (34%) or flat (27%) for most florists.
Order Averages and Channels
The most common average order value range was between $71 and $100 (45%).
Other Mother’s Day Takeaways
- Most florists (92%) kept accepting orders through Friday of Mother’s Day weekend.
- Most florists said product quality was good (46%) or excellent (47%).
- Most orders were received by phone (39%), website (37%), walk-ins (23%).
Other Spring Holidays
Among respondents, 42% experienced a decline in Easter and Passover.
Performance during Administrative Professionals’ Week was even more muted, with 52% of respondents reporting a decline in sales.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
