Floral Market Trends & Consumer Data

The Circana second quarter of 2025 floral panel data reveals the floral category is showing resilience through loyal buyers and increased spend but faces a quiet erosion of casual buyers. Businesses should double down on core shoppers, innovate for occasion-based buying, and refresh strategies to reengage lapsed households.

Key Takeaways from the Data

The floral industry is seeing some notable shifts. While overall household buying is slightly down, spending per buyer and trip frequency are both on the rise.

Household Buying is Down Slightly (-1.8%)

Fewer households are purchasing floral products, suggesting a loss of casual or occasional buyers.

Action: Target lapsed or occasional shoppers with promotional campaigns, loyalty rewards, or emotional storytelling focused on self-care, gift-giving, and home décor.

Spending Per Buyer is Up Per Trip (+2.8%)

Core floral shoppers are becoming more valuable, even as the total number of buyers decreases.

Action: Invest in premium offerings, upsell bundles, and drive repeat purchases through subscriptions or seasonal collections.

Trip Frequency is Increasing Slowly (+1.0%)

This trend indicates sustained or growing interest among active buyers.

Action: Increase trip frequency with seasonal reminders or in-store triggers.

A rise in both spending per buyer (+3.8%) and spending per trip (+2.8%) shows resilient demand, likely due to the emotional and experiential value flowers provide in a challenging economic climate.

Action: Reinforce emotional and lifestyle messaging in your floral marketing, highlighting themes like joy, celebration, mindfulness, and beauty.

Overall Floral Department Performance

40.5% of households bought floral products (-1.8% YoY)
~5 million buyers (-5.2% YoY)
Spending per buyer: $44.94 (+3.8% YoY)
Trips per buyer: 3 (+1.0% YoY)
Basket value per trip: $72.13

Indoor Floral is a Powerhouse

Indoor floral products are a significant part of the market. Keep them fresh, relevant, and aligned with home décor and wellness trends. Consider innovating with new packaging, eco-friendly pots, or design themes that match trends like minimalism, sustainability, and biophilia.

37.1% of households buying (-1.5% YoY)
~4.5 million buyers (-4.4% YoY)
Spending per buyer: $40.26 (+2.9%)
Trips per buyer: 2.74 (+0.4%)
Basket value per trip: $70.64

Indoor Subcategories

Potted Plants: 18.1% of households buying, with spending per buyer up +2.5% YoY.
Bouquet: 14.6% of households buying, with spending per buyer up +3.2% YoY.
Consumer Bunch: 11.6% of households buying, with spending per buyer up +3.7% YoY.
Rose: 11.6% of households buying, with spending per buyer up +3.3% YoY.
Arrangement: 4.3% of households buying, with spending per buyer up +0.3% YoY.

Outdoor Floral

The outdoor floral category also shows some key trends, including an increase in spending per buyer and trip frequency.

10.8% of households buying (-0.6% YoY)
~1.3 million buyers (-5.9% YoY)
Spending per buyer: $30.29 (+4.8%)
Trips per buyer: 1.7 (+1.5%)
Basket value per trip: $82.89

Supermarket floral dollars 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.

Floral Category Consumer Data: Quarterly Trends & Insights

Key Takeaways from the Data

Household Buying is Down Slightly (-1.8%)

Spending Per Buyer is Up Per Trip (+2.8%)

Trip Frequency is Increasing Slowly (+1.0%)

Overall Floral Department Performance

Indoor Floral is a Powerhouse

Indoor Subcategories

Outdoor Floral

Supermarket floral dollars are up but frequency is flat

Related Resources

Floral Category Consumer Data: Quarterly Trends & Insights

Key Takeaways from the Data

Household Buying is Down Slightly (-1.8%)

Spending Per Buyer is Up Per Trip (+2.8%)

Trip Frequency is Increasing Slowly (+1.0%)

Overall Floral Department Performance

Indoor Floral is a Powerhouse

Indoor Subcategories

Outdoor Floral

Quarter 1 2025

Supermarket floral dollars are up but frequency is flat

Related Resources