Last month, more American adults bought floral gifts for Valentine’s Day and they also spent more on average per transaction.
Twenty-nine percent of American adults bought flowers or plants as gifts for Valentine’s Day, according to a new consumer survey, conducted for the Society of American Florists by Ipsos Public Affairs. That’s on par with 2016 (28 percent) but a 20 percent increase over the three years prior: 24 percent of adults purchased flowers or plants in 2015, a Saturday holiday; 23 percent in 2014 (Friday) and 25 percent in 2013 (Thursday).
The average or mean amount spent on flowers or plants for Valentine’s Day this year was $58.70, up from $51.80 in 2015. The median amount was $40, an increase from $30 in 2015. (As Ipsos representatives note, the median number excludes large outliers — customers who spent hundreds of dollars, for example — and can therefore be a more precise benchmark.)
Overall, those results support feedback generated from SAF’s post-holiday member survey, which found that about 88 percent of respondents saw increased sales this year, although SAF members reported an average transaction of about $78, compared to about $84 in 2016. (Read more about SAF’s member survey, along with results from some of the industry’s national companies, in next week’s issue.)
The Ipsos survey also found that 18- to 34-year-olds were among the subgroups who bought flowers and plants for Valentine’s Day (42 percent), compared to 37 percent in 2016 and 32 percent in 2015. Other subgroups likely to buy flowers included males (38 percent), those who are married (44 percent), and households earning at least $50,000 a year (34 percent).
Flower Selection: Red Roses Still Rule
Overall, 83 percent of those who bought floral products for this year’s Valentine’s Day purchased roses. This is a small increase compared to the 79 percent of floral purchasers who bought roses for Valentine’s Day in 2015.
As was the case in 2015, red roses were the most popular flower gift in 2017, bought by 69 percent of those who bought flowers for Valentine’s Day. The survey also found:
- Red roses were purchased by 63 percent of flower purchasers for Valentine’s Day in 2015, similar to results seen in 2014 (61 percent) and 2013 (63 percent).
- After red, the next most popular colors for Valentine’s Day roses were white (30 percent) and pink (26 percent).
- Other rose colors respondents mentioned purchasing were yellow (21 percent), lavender (16 percent), peach (10 percent), and orange (7 percent). About 19 percent said they bought a mix of colors of roses.
- Meanwhile, 31 percent said they bought a flower type other than roses (such as tulips, carnations, or lilies), and 28 percent said they bought a mixed variety of flowers.
- 19 percent of Valentine’s Day floral shoppers bought plants.
Breakdown of Competitors
About one-third of Valentine’s Day buyers (36 percent) made their floral product purchases at a retail florist, similar to the percent that had done so in 2015 (35 percent). Supermarkets or grocery stores were the most common venues for purchase (46 percent), slightly down from 2015 grocery store purchase results (49 percent).
Mass merchandisers (13 percent), national internet floral services (8 percent), street vendors (4 percent), national toll-free floral services (2 percent), and convenience stores (1 percent) rounded out the venue mix.
Consumers spent more money on floral products at retail florists ($64.50 median) than at grocery stores ($30 median) or mass merchandisers (median $25 median).
Purchases by Recipient
More than half of Valentine’s Day floral purchasers (54 percent) were buying for their spouse. Buyers were also giving flowers and plants to their mothers (25 percent) and significant others (20 percent). Each of these figures is consistent with 2015 results: 54 percent for spouse, 27 percent for mothers, and 20 percent for significant others.
Ten percent of purchasers were buying flowers and plants for themselves, compared to 12 percent in 2015. Other common gift recipients included friends (10 percent, versus 15 percent in 2015) and children (9 percent, versus 10 percent in 2015).