Q1 '25: Supermarket floral dollar are up but frequency is flat

The number of households and individuals purchasing floral products is down for the 52 weeks ending April 20, 2025, when compared to a year ago. Of those who purchase floral products, they do so three times per year, flat from a year prior. This mirrors point-of-sales data over the past year where we reported growth in dollars sales due to inflation, but volume was flat.

By the numbers:

Almost 40% of U.S. households purchased floral products for the 52 weeks prior April 20, 2025, according to Circana household panel data.

36% purchased indoor floral products.
11% purchased outdoor floral products.

This is a decrease of 1.4% overall from the prior year.

indoor floral products	outdoor floral products
-1%	-.5%

When it comes to individual buyers, there was a decrease of 3.8%.

indoor floral products	outdoor floral products
-3.4%	-4.9%

Dollars per buyer are up 4% for purchases of both indoor and outdoor floral products.

3 shopping trips per year included a floral product. This is flat from a year ago although we are seeing some category increases.

Here is a look at indoor floral products:

	% Household purchasing	Individual purchasers % change from YA	Dollars per trip	Dollars per trip % Change vs. YA	Trips per Buyer that include Floral	Trips per Buyer % Change vs. YA
BOUQUET	14.2%	0.5%	$15.01	1.7%	1.8	1.8%
ROSE	11.8%	-1.6%	$15.44	2.2%	1.6	0.9%
CONSUMER BUNCH	11.2%	-1.6%	$10.45	3.0%	2.0	0.4%
ARRANGEMENT	4.3%	-2.6%	$25.20	-0.2%	1.2	0.7%
POTTED PLANT	17.4%	-5.7%	$11.76	3.4%	1.7	-1.3%

IFPA Consumer research indicates that there is an opportunity to increase floral purchases as gifts with Millennials and Gen Z by highlighting the affordability. At the same time, self-purchasing floral continues to be popular among all generations who like to experience the joy of floral products.

IFPA brings you the market data you need to strategically manage your business.

Household purchases of floral in brought to you quarterly,
Point of sale data in the U.S. and U.K is brought to you monthly, and
The IFPA Floral Consumer Tracker is fielded on an annual basis.

Supermarket floral dollars are up but frequency is flat

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