FloralMarketResearch.com - - The site for Floral Marketing Research
PRESS RELEASE - 1-04-16
For more information, contact:
Tom Prince/ Tim Prince
Prince & Prince, Inc. 614-299-4050FloralMktResearch@att.net www.FloralMarketResearch.com
For immediate release
& PRINCE PROJECT A $3.3 BILLION DOLLAR
CONSUMER FLORAL MARKET FOR VALENTINE’S DAY 2016
Ohio (Jan. 4, 2016). Prince
& Prince, Inc. (P&P), a leader in market research focused on the
floral and green plant industries, has released a projection for the
retail value of U.S. consumer floral purchasing for the upcoming 2016
Valentine’s Day holiday (Valentine’s Day is Sunday, February 14th).
The P&P U.S. consumer floral aggregate spending projection is
$3.3 billion dollars at retail, including all fresh floral products (fresh
cut flowers and/or indoor potted plants) and any associated delivery/
Day is the second largest "floral holiday" for the U.S. floral
industry, in terms of consumer dollar spending, second to Mother’s Day
(P&P’s 2015 Mother’s Day floral projection was $3.9 Billion;
Prince & Prince, 2015). P&P
project that for 2016, slightly more than 44 million households in the
U.S. will purchase fresh cut flowers (largely roses) and/or potted
flowering plants to express emotions for a loved one, significant other,
or special person in or out of the household.
P&P also project that each purchasing household, on average,
will spend about $74, including all household
members making a floral purchase, and with associated delivery/ service
& Prince has been tracking U.S. consumer floral purchasing behavior
for Valentine’s Day (and for 20+ other holidays, events, and occasions)
over the past two decades with their periodic surveys of floral-buying
households that are randomly selected throughout the U.S. (over 6,000
surveys completed since the initial survey in 1996, as well as surveys in
2000, 2007, 2010, and 2013; Prince & Prince, 2014a).
Thus, P&P is able to identify salient consumer
floral-purchasing trends over time for the floral industry.
has previously reported that the overall percentage
of U.S. floral-buying households making a floral purchase for
Valentine’s Day, currently at a rather high percentage level (projected
at 50% for 2016), has fallen slightly, yet continuously, over the past two
decades, which P&P deems a “wake-up call” for the industry (Prince
& Prince, 2014b). "Although
the household purchasing incidence for this holiday is quite high, it has
been trending slightly lower with each periodic P&P survey over the
past 20 years, except when Valentine’s Day holiday falls on a
week-end”, stated Tom Prince, President of Prince & Prince, Inc.
“When the holiday falls on a week-end (as in 2016), the P&P
historical data reveals that a slightly higher percentage of households
purchase floral for Valentine’s Day, higher than predicted trend, but at
a somewhat lower average purchase value, suggesting that supermarkets and
other floral mass-marketers are likely expanding the Valentine’s Day
floral market to new buyers when the holiday falls on a week-end.”
The P&P demographic profile of household floral purchasing
reveals that younger-aged households (under age 35), and households with
teenagers, lead the floral-purchasing trends for Valentine’s Day.
P&P Consumer Floral Research Update
& Prince is currently seeking research co-sponsors for a 2017 update
of the P&P U.S. Consumer Floral Tracking Survey (specific survey
content at the P&P we site). Research
co-sponsors receive the floral market presentation first thru an on-site
seminar with Q&A, the complete 800+ slide presentation on flash drive,
and sponsors receive exclusivity of the market information for a one-year
parties should contact P&P for research sponsorship opportunities.
T.L. and Prince, T.A. (2015). Prince
& Prince Project the U.S. Consumer Floral Market
for Mother’s Day 2015 at $3.9
Columbus, OH: Prince & Prince, Inc. (Press Release).
T.L. and Prince, T.A. (2014a). The
Prince & Prince U.S. Consumer Floral Tracking Survey, 2014 Edition.
Columbus, OH: Prince & Prince, Inc (On-Site Seminar and
"Seminar on Flash").
Prince, T.L. and Prince, T.A. (2014b). Historical Downward Trend in Consumer Floral Purchasing for Valentine’s Day: A “Wake-Up” Call for the Industry? Columbus, OH: Prince & Prince, Inc. (Web Market Report).
& Prince Web Site: www.FloralMarketResearch.com
P&P Report Releases (At the P&P web site)
Prince & Prince
Drs. Tom and Tim Prince, formerly of The Ohio State University, are brothers and co-founders of Prince & Prince, Inc. (P&P), a leading marketing research specialist in the floral and green plant industries. P&P has completed more than 50 major marketing research projects and countless reports for the floral industry in the U.S., and has also conducted research in Canada, the United Kingdom, Holland, Germany, and Spain. P&P conceptualize, design, and implement market research projects and product tests for floral and green-plant suppliers, hardgood suppliers, floral importers, wholesale florists, retail florists, floral-industry associations, and companies serving the allied floral trade. For more information about P&P marketing research and services, and their informative on-site seminars, visit their web site at www.FloralMarketResearch.com, or contact Prince & Prince.
Prince & Prince, Inc. PO Box 2465, Columbus, OH 43216-2465
Office: 614-299-4050; Mobile: 614-264-0939 E-mail: FloralMktResearch@att.net
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