Survey Findings from 2011 and earlier

Number of Responses =266
Sample: Retail florists with email addresses from the SAF database

Sweetest Day

Did you promote Sweetest Day this year?

Yes  24% in 2011: 19% in 2009
No 76% in 2011:  81% in 2009

Compared to last year’s Sweetest Day, did sales

Increase 2% in 2011: 2% in 2009
Decrease 23% in 2011: 24% in 2009
Remain about the same 23:17
Don’t know/Can’t tell/Not applicable 52:57

Compared to last year’s Sweetest Day, did ONLINE sales

Increase 2% in 2011: 1% in 2009
Decrease 21:20
Remain about the same  18:17
Don’t know/Can’t tell/Not applicable 60:62

State Breakdown from 2008 Survey:

East North Central States (IN, IL, MI, OH, WI)
Yes 67%    No 33

Mid-Atlantic States (NJ, NY, PA)
Yes 21%   No 79

All Other Regions
15% or less

If you did promote Sweetest Day, which marketing vehicle(s) did you use? (Multiple response item) 2008

e-mail promotions 21%
direct mail 7
newspaper/magazine advertising 21
radio advertising 4
television advertising 2
public relations/media interviews 0
outdoor signage, including letterboards, readerboards, signboards, marquee 51
indoor signage, posters, and displays 43
window displays 28
Web site promotions 24
statement stuffers or mailers 29
coupons 4 reminder service 3
telephone campaign/telemarketing 1
online ad 2
broadcast fax 0
automated telephone calls 0
Other, specify 12
From 2008:

What sold best for customers purchasing Sweetest Day gifts?

Fresh flowers

In your opinion, how aware is the public of Sweetest Day?

(7 point rating scale)

Not at all aware (1) 69%
East North Central States 19%
Fully aware (7) 0 (From 2008 survey)

What did you promote for Sweetest Day? (Multiple responses allowed)

In-store arrangements 21%
Wire service arrangements 6
Custom arrangements 7
Cash and carry bouquets 14
Non-floral giftware 2
Plants 4
Greeting cards 3
Balloons 9
Not Applicable 72
Other 3

National Bosses Day

Did you promote National Bosses Day this year?

Yes 38% in 2011: 40% in 2009
No  62%: 60

Compared to last year’s National Bosses Day, did sales

Increase 5% in 2011: 6%
Decrease 53%: 49
About the same 18: 24
Don’t know/Can’t tell/Not applicable 23: 21

Compared to last year’s National Bosses Day, did ONLINE sales

Increase 2% in 2011: 4% in 2009
Decrease 40: 37
About the same 20: 22
Don’t know, etc. 38: 37

If you did promote Bosses Day, which marketing vehicle(s) did you use? (Multiple response item)

From 2008 Survey

e-mail promotions 26
direct mail 11
newspaper advertising 12
radio advertising 2
television advertising 0
public relations 1
outdoor signage, including letterboards, readerboards, signboards, marquee 39
indoor signage, posters, and displays 41
window displays 19
web site promotions 28
statement stuffers or mailers 34
coupons 5
telephone campaign/telemarketing 4
online ad 3
reminder service 7
broadcast fax 1
automated telephone calls 0
Other, specify 5

From earlier surveys:

What sold best for customers purchasing National Bosses Day gifts?

Fresh flowers followed by green plants

In your opinion, how aware is the public of National Bosses Day?

(7 point rating scale)

Not at all aware (Rating 1) 24%
Fully aware (Rating 7) 1

What did you promote for Bosses Day? (Multiple responses allowed)

In-store arrangements 21%
Wire service arrangements 6
Custom arrangements 7
Cash and carry bouquets 14
Non-floral giftware 2
Plants 4
Greeting cards 3
Balloons 9
Not Applicable 72
Other 3