2016 Generations of Flowers Study

SAF members: Click here to access the 2016 Generations of Flowers Study Executive Summary, Full Study Analysis and more.

The Society of American Florists (SAF) commissioned a research study in 2009, which evaluated perceptions and purchasing/gift-giving behavior regarding flowers and plants among three key generations: Generation Y, Generation X, and Baby Boomers.

SAF and the American Floral Endowment (AFE) worked in partnership to update the research in January 2016. Funding for the project was provided by the Floral Marketing Research Fund.

The Generations of Flowers Study consisted of 1,557 participants evenly distributed throughout the three generations:

Generation Y (Ages 22-39):  522 interviews
Generation X (Ages 40-51):  510 interviews
Baby Boomers (Ages 52-70):  525 interviews

The specific research objectives of the study included:

  • Measure appreciation and knowledge of flowers
  • Determine flower purchase behavior for self and gift-giving
  • Understand purchase behavior and drivers by channel
  • Evaluate gift-giving occasions and the emotional component of giving/receiving flowers
  • Understand the relative importance of buying local in the overall purchase decision
  • Measure similarities and differences between generational segments
  • Evaluate trends when compared to the 2009 research





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