Americans & Consumer Psyche in Floral Buying

The Challenge:

Americans are slashing back across a wide range of discretionary categories, flowers rank alongside dining out and entertainment even as many still seek simple ways to unwind from stress.

The International Fresh Produce Association surveyed 754 U.S. consumers to uncover how the 2024 consumer psyche shapes flower buying. What’s top-of-mind, where budgets are being trimmed and the persistent role of stress. These findings help the industry position flowers as an affordable, at-home mood lift, reinforcing value tiers and grab-and-go bundles, refreshing front-of-store displays, and adding simple longevity cues to keep flowers in the basket even as discretionary spending tightens.

Discretionary Cutbacks

46% reduced dining out, 41% movies, 39% clothing, 32% salon services, 31% concerts and 28% flowers.

Person holding orange flowers over eyes, smiling against a blue background.

Opportunity:Position flowers as an affordable self-care treat before budgets tighten further.

Emotional Snapshot

Positive emotions prevail, yet one in three consumers still report feeling “stressed”

Opportunity: Position flowers as an affordable self-care treat before budgets tighten further.

A fluffy orange cat sits on a windowsill next to a vase of purple flowers, looking out at a green garden and a building in the background.

Top Concerns

Only 23% cite political upheaval and 15% war as key concerns

Person holding a bouquet of pink peonies against a pink background.

Opportunity: Emphasize personal wellness and emotional support, rather than external anxieties.

Quick Wins for Floral Marketers

Number 1

Launch “Stress-Relief” mini-bouquets at value-entry price points.

Number 2

Bundle flowers with simple care tips for an instant mood lift.

Number 3

Use point-of-sale signage to highlight flowers as easy, affordable well-being boosters.

Download the report

Questions?

Colleen Fagundus

Colleen Fagundus

Director of Floral

+1 3026072159 Email Colleen Fagundus

Maddie Rennardson

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson

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