Americans & Grocery Floral: Insights for Marketers

The Challenge:

While floral departments can sway where people shop, most consumers still prioritize value and convenience and impulse driven displays are the top trigger for flower purchases.

The IFPA surveyed 754 U.S. consumers The International Fresh Produce to uncover grocery shopping habits, store choice drivers and the role of floral displays highlighting targeted opportunities for floral marketers.

Store Preference

58% of Americans typically shop at supermarkets, versus 20% at mass merchandisers and 6% at warehouse clubs.

A busy grocery store with crowded check-out counters and self-service stations, featuring an orange floor and shelves stocked with goods.

Opportunity: Feature floral end caps and entrance displays in supermarkets to reach the majority of shoppers early in their trip.

Department Influence

One in three shoppers say the floral department influences which grocery store they choose.

Opportunity: Position standout floral vignettes near main aisles or front entrances to capture that store selection impact.

Key Drivers

Value and convenience rank highest among factors guiding store choice.

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

Opportunity: Offer bundled value bouquets and grab and go arrangements to reinforce both drivers—think “quick pick” displays with budget friendly price points.

Display Impact

25% of shoppers cite in store floral displays as their primary cue outpacing ads, staff suggestions or peer recommendations.

Opportunity: Refresh displays frequently with seasonal themes and dynamic layouts to spark impulse buys.

Refresh displays frequently with seasonal themes and dynamic layouts to spark impulse buys.