Americans & Floral Purchasing: Uncover Key Behaviors & Marketing Opportunities

The Challenge:

Emotional uplift from flowers is clear, but perishability and price concerns limit how often and how much people buy.

The International Fresh Produce Association surveyed 754 U.S. consumers to explore floral purchase drivers, shopping habits, price sensitivities, in store behaviors, spending outlooks and barriers highlighting targeted opportunities for floral marketers.

Emotional Motivations

28% of Americans primarily buy flowers as gifts, 14% to brighten their space and 11% for mood benefits.

A colorful bouquet of tulips in red, pink, purple, and yellow, held by a person with a blurred background.

Opportunity: Emphasize emotional benefits with “Brighten Someone’s Day” campaigns and mood focused point of sale displays.

Shopping List Presence

Only 16% always include cut flowers on their grocery list, and they’re among the first items dropped when prices increase.

Opportunity: Encourage habitual purchases via subscription services or loyalty incentives.

A woman holding a shopping basket with flowers and groceries.

Price Sensitivity

40% say fresh flowers are the least likely item they’d give up if prices rise, yet 55% feel floral prices are too high.

Bouquets of pink, orange, and red roses with a sign above showing a price.

Opportunity: Offer tiered bouquet options—value, classic and premium—to meet varied budgets.

Barriers & Benefits

Perishability and cost top the list of purchase barriers, but 53% agree that shopping for flowers improves their mood.

Opportunity: Introduce longer lasting stem varieties and on pack care tips to reduce spoilage worries and reinforce emotional uplift.