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PRINCE & PRINCE MARKET REPORTS
Consumer Floral Purchasing for Proms & Dances
from Recession: A P&P Mini-Report
from the 2014 Prince & Prince U.S. Consumer Floral Tracking
Drs. Tom & Tim Prince,
Prince & Prince, Inc., Columbus, OH, U.S.A.
mini-report is based on new market research findings from the
2014 Prince & Prince (P&P) On-Site Seminar, “The U.S.
Consumer Floral Tracking Survey, 2014 Edition”.
The consumer floral purchasing metric for the “Proms
& Dances” category is just one of over 100 purchasing
metrics surveyed by P&P, and explored, analyzed, and
discussed in the updated P&P on-site seminar, now available
to members of the floral industry.
For the 2014, 2010, and 2007 P&P consumer floral
tracking surveys, the market research was sponsored by Smithers-Oasis,
North America (SONA).
P&P sincerely thank SONA for their continued support
in making this consumer floral research possible, providing
benefit for the entire floral industry.
This report shows the overall U.S. household incidence of floral purchasing for Proms & Dances in 2013, as well as consumer purchasing trends from 2010, 2007, and 2000. Figure 1 shows that for 2013, about 16% of U.S. floral-buying households made at least one floral purchase for “Proms & Dances”, the highest percentage since P&P began tracking this consumer floral-usage category back in year 2000. P&P estimates that in 2013, about 12.7 million U.S. households made floral purchases for Proms & Dances, the highest in over a decade, and likely the highest number of households ever. P&P estimates that about 10.4 million households purchased floral for Proms & Dances in 2010, and a somewhat higher number in 2007 (11.8 million households), and about 11 million households way back in year 2000. In fact, for 2013, consumer floral purchasing for Proms & Dances made a statistically significant rebound from the post-recession period of 2010, when it registered only 14%, down from the 15% registered in the prior two P&P surveys (year 2007 and 2000).
The consumer purchasing rebound for Proms & Dances in 2013 was largely pervasive throughout the U.S., registering purchasing gains in four out of five major U.S. regions. While these regional gains exemplify the broad rebound in consumer floral purchasing for Proms & Dances, the floral industry is quite far from “topping out” on this floral occasion, as the
current regional purchasing levels are far from the 25% level obtained in the Northeast region back in 2007 (prior to the U.S. recession).
Several consumer demographic groups drive
floral purchasing for Proms & Dances, including annual
household income, age of householder, and composition of the
household, all of which are fully analyzed and discussed in the “Proms
report, available from Prince & Prince.
This report clearly identifies market opportunities for
the floral industry in expanding floral sales, and in helping to
re-build the U.S. floral market.
To obtain this free report in pdf format, just e-mail Tom Prince at firstname.lastname@example.org and request the Proms & Dances report.
updated 2014 Prince & Prince consumer floral seminar is also
now available to members of the floral industry as a one-day (or
half-day) on-site presentation to a management team.
See Table 1 (below) for seminar description.
Please contact P&P for seminar fees and scheduling.
Prince & Prince U.S. Consumer Floral Tracking Survey.
1,065 randomly-selected U.S. floral-buying households
responded to the survey in year 2000, 1,208 in 2007, 1,280
in 2010, and 915 in 2013.
estimates based on number of U.S. households in survey year,
estimated household participation rate in the floral market
in survey year, and incidence of household floral purchasing
for Proms & Dances in survey year.
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
Telephone: 614-299-4050; E-mail: FloralMktResearch@att.net
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