FloralMarketResearch.com - - The site for Floral Marketing Research
Trends in Mass-Market Floral Buying, Operations,
Sourcing, and Merchandising
2003 Report on CD now priced at only $195! ( US Dollars )
( A $200 discount from the original release price! )
Click HERE for details about our "Report on CD" offer.
2003 Study Sponsored by The Super Floral Show, www.superfloralshow.com
A "Must Have" report for floral buyers, floral executives, and all floral suppliers servicing the mass-market floral industry.
![]() | A comprehensive report on CD, including tables & charts, with key findings summarized. |
![]() | A US & Canadian survey of 90 key buyers, representing floral purchasing for nearly 21,500 stores, with $3.3 billion in floral-product sales. |
![]() | Reveals changes in the mass-market floral-product mix, and changes in the mix for specific types of operations. |
![]() | Profiles floral specialty sales (e.g. wedding, sympathy, wire order, local phone sales, business-to-business sales, and internet sales), and recent changes in specialty sales. |
![]() | Identifies effective information sources for finding new floral vendors. |
![]() | Profiles buyer priorities toward vendor services and attributes, and reveals recent changes in floral-buyer priorities. |
![]() | Documents current trends in mass-market floral sourcing for fresh cut flowers/greens and bouquets/pre-made arrangements (and how this floral sourcing has changed since 2000). |
![]() | Identifies "momentum" trends in floral business operations, product offerings, and marketing & merchandising emphasis. |
![]() | Reveals key floral operational measures of the mass-market businesses (sq.ft. allocation, gross margins, labor cost percentages, number of SKU's in eight floral categories). |
![]() | Study findings segmented by type of operation (e.g. chain supermarket, independent supermarket, other mass marketers, and grocery/service wholesalers), number of stores, service level, buyer organizational level, and region (7 US regions plus Canada). |
![]() | Where possible, year 2003 study findings compared with 2000 and 1995 study findings, revealing trends in mass-market floral-buying behavior. |
Buyer Priorities Toward Vendor Services (over 25 attributes measured on an importance scale)
Product Quality & Product Freshness | Delivery Options & Capabilities |
Product Selection | Communication & Notification of Problems |
Knowledge & Courtesy of Salespeople | E-commerce Capability & Internet Tracking |
Postharvest Care and Product Information | Partnerships |
Ten other vendor services/attributes measured in the research.
Effective Methods in Finding Information About New Floral Vendors (ranking of effective methods)
Trade publications Super Floral Show Other trade shows Word-of-mouth
Personal visit to vendor Vendor visit to buyer Internet/ Web Vendor brochures
Competitor's products Product samples Vendor phone calls & faxes
Mass-Market Product Mix (percentage of total floral sales)
![]() | Bouquets |
![]() | Pre-Made Arrangements |
![]() | Other Cut Flowers & Greens |
![]() | Potted Flowering Plants |
![]() | Potted Foliage |
![]() | Bedding/Perennial Plants |
![]() | Gift/Food Baskets |
![]() | Non-Perishables/Accessories |
Mass-Market Sourcing for Bouquets & Pre-Mades and Sourcing for Cut Flowers & Greens (percent of category purchased from floral sources)
Floral Sources Measured
![]() | Miami importers/bouquet manufacturers |
![]() | Holland direct |
![]() | South American farm-direct |
![]() | Other importers |
![]() | Domestic grower/shippers (including California) |
![]() | Wholesale florists |
![]() | Grocery/service wholesalers |
![]() | Other sources |
Floral Care & Handling Practices (Percent of buyers that regularly use or apply practice)
![]() | Bucket sanitation |
![]() | Water purification |
![]() | Hydrating solutions/dips |
![]() | Floral preservatives for processing/display |
![]() | Refrigerated coolers |
![]() | Ethylene scrubbers/removers |
![]() | Underwater stem cutting |
![]() | Anti-ethylene products (STS, ethyl bloc, etc.) |
![]() | Floral preservative packets for customers |
![]() | Leaf cleaning/shining |
![]() | Anti leaf-yellowing products |
"Momentum" Measures in Floral Business Operations (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
![]() | Staff training |
![]() | Floral bar coding |
![]() | More floral suppliers |
![]() | Reducing display area |
![]() | Category management |
![]() | Product received by store-door delivery |
![]() | Reducing labor hours |
![]() | Using local wholesalers |
![]() | Increasing profitability |
![]() | Fewer floral suppliers |
![]() | Increasing display area |
![]() | South American grower-direct buying |
![]() | Partnering with suppliers |
![]() | Increasing labor hours |
![]() | Buying at lower prices |
![]() | Using scan data |
![]() | Buying "wet packs" |
![]() | Using supplier merchandising programs |
"Momentum" Measures in Floral Product Offerings (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
![]() | Bouquets |
![]() | Wedding sales |
![]() | Dish gardens |
![]() | Wire orders |
![]() | Holiday sales |
![]() | Roses |
![]() | Sympathy sales |
![]() | Larger bouquets |
![]() | Internet sales |
![]() | Foliage plants |
![]() | Non-perishables |
![]() | Occasion sales (birthday, etc.) |
![]() | Flowering plants |
![]() | Consumer bunches |
![]() | Unusual flowers |
![]() | Commercial sales |
![]() | Non-holiday sales |
![]() | Fund-raising sales |
![]() | Arrangements |
![]() | Gift/ food baskets |
![]() | Single stems |
![]() | Bedding/ perennials |
![]() | Local phone sales |
![]() | Cross-merchandising sales |
"Momentum" Measures in Floral Marketing & Merchandising (Percent of buyers indicating emphasis intended over the next year - comparisons with year 2000 study findings)
![]() | Variety selection |
![]() | Freshness dating |
![]() | Designing |
![]() | Color mix |
![]() | End-of-aisle displays |
![]() | Lower prices |
![]() | Floral branding |
![]() | Care tags/ information |
![]() | Higher quality |
![]() | Frequent display changes |
![]() | Signage/labeling |
![]() | Local delivery |
![]() | Higher prices |
![]() | Advertising |
![]() | Floral displays throughout store |
![]() | Loyalty card tie-ins |
![]() | Local color trends |
![]() | Expanded price points. |
![]() | Seasonal promotions |
![]() | Better culling of displays for freshness |
New for 2003 - Floral Operational Measures
![]() | Average square footage allocated to floral |
![]() | Average gross margin on floral sales |
![]() | Labor costs as a percentage of total floral sales |
![]() | Floral sales as a percentage of total store sales |
![]() | Number of SKU's in eight floral categories |
And much more in this marketing research report on CD. 2003 publication price was $395 - - Now only $195! ( US Dollars . . . a $200 discount from the original release price! )
Click HERE for details about our "Report on CD" offer.
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
phone: 614-299-4050; E-mail: FloralMktResearch@att.net