Elevate Your Floral Program: Insights from IFPA's Colleen Fagundus

Colleen Fagundus

Director of Floral

JUNE 2025

Key Factors Consumers Consider
When Buying Flowers

Consumers are looking at these five things when purchasing floral products. Understanding what consumers are looking for from our floral products is critical in increasing overall purchases in supermarkets. According to IFPA research, successful supermarket floral programs blend convenience, emotional resonance, and value, lifted by clean, fresh, and sustainable positioning. Thoughtful merchandising, targeted messaging, and seasonal variety can transform flower purchases into a regular, rewarding ritual for consumers—bridging the gap between impulse and lifestyle.

Supermarket shoppers drive the success of the floral industry by purchasing flowers as gifts, for holidays, and for everyday enjoyment and home décor. Here's what matters most:

1. Emotional and Psychological Engagement

Emotional and psychological engagement are in play when shopping for flowers. Shopping for flowers is linked to mood improvements. Over 40% agree it “improves my mood,” while 53% enjoy speaking with store staff. Many consumers view flowers as a small act of self-care or a cheerful mood booster—an emotional nudge often sparked by well-placed and designed displays. Leveraging the emotional appeal of flowers through positive interactions and marketing can significantly impact consumer behavior.

2.Quality and Freshness

Quality and freshness remain key drivers for the floral department. Consumers regularly compare floral quality and shelf life. While supermarkets score well on quality, selection, price, and longevity, it remains the cost of doing business. About two-thirds of shoppers cite freshness and quality of flowers as crucial when selecting a grocery store. Ensuring that floral products meet high standards for freshness and longevity can enhance customer satisfaction and loyalty.

3. Convenience and Impulse Appeal

Convenience and impulse appeal are a must for shoppers. This means strategic placement of floral products near checkouts, fresh produce, and store entrances. Eye-catching displays and simple pricing make flowers a low-barrier purchase while doing groceries. Supermarkets can capitalize on impulse purchases by ensuring floral products are highly visible and accessible. This is particularly important during peak shopping times and holidays when the likelihood of impulse buying is heightened.

4. Value and Affordability

Value and affordability are concerns for shoppers. Price sensitivity remains high—over half of shoppers say flower prices are “too high,” yet nearly 40% find them “fair.” Budget-friendly supermarket bouquets appeal to daily indulgence or casual gift-giving. Providing a range of price points can help cater to different consumer budgets and enhance perceived value, making floral products more accessible for everyday purchases.

5. Sustainability and Local Sourcing

Sustainability and local sourcing are important for some shoppers. Roughly 25% of floral shoppers consider sustainability. Factors like pesticide use and packaging matter most. Rising interest in local, “slow flowers” grown ethically and sustainably is driving demand for those concerned with sustainability. Highlighting sustainable practices and local sourcing can attract environmentally conscious consumers and set supermarkets apart from competitors.

Conclusion

Understanding these consumer trends can help supermarkets tailor their floral offerings to meet shopper demand. By focusing on convenience, value, quality, emotional engagement, and sustainability, retailers can enhance the appeal of floral products and drive sales. Continuous research and adaptation to consumer preferences are essential in ensuring that floral programs remain relevant and successful. For more insights and detailed analysis, stay connected with IFPA’s Consumer Tracker.

May 2025

Flourishing Frontiers: The 2025 Floral Consumer in the EU

A Blossoming Opportunity in Europe

The European Union continues to be a fertile ground for floral growth, with per capita consumption of floral products outpacing that of the United States. In particular, the United Kingdom and Germany stand out as vibrant markets where consumer engagement with flowers is both deep-rooted and evolving.

According to recent IFPA research, 84% of UK consumers and 83% of German consumers purchase flowers, compared to 73% in the US. This strong baseline of demand allows the floral industry in these regions to shift focus from basic awareness to more sophisticated strategies—emphasizing differentiation, branding, and sustainability.

Supermarkets: The Floral Gateway

One of the key drivers of floral accessibility in the US has been the supermarket channel, a trend mirrored in the UK and increasingly in Germany. In fact, 44% of UK consumers and 40% of German consumers say the freshness of flowers influences their choice of grocery store.

To capitalize on this, floral brands must forge strong partnerships with leading supermarket chains—Tesco, Sainsbury’s, and Waitrose in the UK; Edeka and Rewe in Germany. Offering private label floral programs can be a strategic way to deepen these relationships while ensuring freshness and quality through optimized logistics.

Flowers for the Self

A notable shift in consumer behavior is the rise of self-purchasing, particularly among younger demographics. In the UK, 37% of consumers buy flowers to enhance their home environment or boost their mood—signaling a lifestyle-oriented approach to floral consumption.

While self-purchase rates are lower in Germany (22%) and the US (25%), this gap presents a compelling opportunity. Reframing flowers as wellness and home décor essentials could unlock new demand, especially in Germany where the market is primed for such a narrative.

Pricing Perceptions and Premium Potential

Interestingly, consumers in the UK and Germany are less likely to view cut flowers as overpriced compared to their US counterparts. This opens the door for innovation without the fear of triggering price sensitivity. Retailers can explore tiered product lines, eco-friendly enhancements, and design-forward offerings that cater to a more discerning and sustainability-conscious audience.

Final Thoughts

The floral landscape in the UK and Germany is not just blooming—it’s evolving. With high consumer engagement, openness to innovation, and a growing appetite for lifestyle-driven purchases, these markets offer fertile ground for brands ready to cultivate deeper connections and elevate the floral experience.

April 2025

U.S. Consumer Psyche and the Floral Industry: Navigating Uncertainty

In April 2025, U.S. consumer sentiment experienced a significant decline. According to the University of Michigan's survey, consumer sentiment fell to 50.8, down from 57.0 in March. This drop is attributed to escalating inflation fears, with expectations for inflation a year from now rising to 6.7%, the highest level since 1981. These concerns are widespread across all demographics.

Financial Concerns and the Floral Industry

IFPA’s Consumer Tracker reveals that 76% of Americans are worried about their finances, a 5% increase from the previous year. In March 2025, the IFPA Consumer Pulse indicated that 45% of Americans felt unfavorable about their finances, and over 60% believe that any costs associated with U.S. tariffs will be passed on to consumers. The floral industry must remain agile to adjust strategies, manage costs, and maintain supply chains amid changing trade policies under the new administration.

Price Sensitivity and Purchasing Behavior

Financial stress makes consumers more price-sensitive, leading them to seek out the best deals and discounts. This increases competition within the industry to offer competitive pricing and promotions. Of particular concern to the floral industry is the reduction in purchasing of entertainment-based or discretionary items over the past year.

Conclusion

Overall, the U.S. consumer psyche in 2025 is marked by heightened anxiety and fear of a potential recession. As consumers become increasingly worried about the impact of President Trump's tariff policies, which have contributed to a pessimistic outlook on business conditions, personal finances, incomes, and labor markets, the floral industry will need to refine its messaging to highlight the mental well-being benefits of floral products and re-examine pricing strategies.

March 2025

A Look at the 2025 Floral Consumer
Trends and Insights for the Floral Industry

The floral industry in the United States is witnessing intriguing consumer trends in 2025. About 73% of Americans purchase flowers, indicating a robust and consistent demand for floral products. Half of these purchases are gifts for others, while the other half are self-purchases, as flowers continue to lift spirits, brighten spaces, and make people feel better. This dual purpose of flower buying reflect the emotional resonance flowers have with consumers.

Generational Trends

Gen Z and Millennials are particularly keen on giving flowers as gifts, which bodes well for the floral industry. Their appreciation for the aesthetic and emotional value of flowers signals a positive trend for the future. However, cut flowers have not yet become a staple in American culture. Only 16% of Americans regularly include cut flowers on their shopping lists. This statistic reveals an area of potential growth for the industry.

The encouraging news is that younger generations are more likely to have flowers on their lists. This shift in purchasing behavior among younger consumers suggests that floral brands can benefit from engaging effectively with Gen Z and Millennials. By understanding their preferences and shopping habits, the industry can tailor marketing strategies to resonate with these demographics.

Health and Financial Concerns

American consumers are increasingly concerned about their families' well-being, including their physical, mental and financial health. This is mixed news for the floral industry. While flowers contribute to mental well-being, Americans are most likely to cut back on fresh flowers, bakery items and seafood when prices rise. Economic fluctuations and rising costs influence consumer spending habits, which can impact floral sales.

As consumers become more price-sensitive, they may seek lower-cost alternatives or opt for smaller, less expensive floral items. This presents an opportunity for the industry to create more budget-friendly options. Additionally, highlighting the value and emotional benefits of flowers, such as their role in improving mental well-being and enhancing home environments, can be beneficial.

Gen X and Baby Boomers are the most likely to give up flowers when prices increase. Understanding the financial constraints of these demographics is crucial for our industry. Developing affordable floral products and offering promotions can encourage continued purchases.

Promoting Floral Benefits

Since cut flowers are not on most Americans' shopping lists, there is an opportunity for the floral industry to continue promoting the benefits of having fresh flowers at home. This includes improving mood, enhancing home decor, and creating a welcoming atmosphere. Beautiful arrangements can inspire impulse buys and remind customers of the joy flowers bring. Attractive and eye-catching displays in high-traffic areas can help encourage these impulse purchases.

Conclusion

The 2025 floral consumer trends reveal both challenges and opportunities for our industry. While economic concerns may influence purchasing behavior, the emotional and aesthetic value of flowers remains strong. By understanding generational preferences and promoting the mental and physical benefits of flowers, the industry can navigate these trends successfully.

Retailers and brands should consider changing consumer needs and develop innovative strategies to maintain and grow their market share. With a focus on affordability, emotional resonance and effective marketing, the floral industry can continue to thrive and bring joy to consumers across the United States.

Elevate Your Floral Program:

Monthly Insights from Director Colleen Fagundus

Key Factors Consumers Consider
When Buying Flowers

1. Emotional and Psychological Engagement

2.Quality and Freshness

3. Convenience and Impulse Appeal

4. Value and Affordability

5. Sustainability and Local Sourcing

Conclusion

Flourishing Frontiers: The 2025 Floral Consumer in the EU

A Blossoming Opportunity in Europe

Supermarkets: The Floral Gateway

Flowers for the Self

Pricing Perceptions and Premium Potential

Final Thoughts

U.S. Consumer Psyche and the Floral Industry: Navigating Uncertainty

Financial Concerns and the Floral Industry

Price Sensitivity and Purchasing Behavior

Conclusion

A Look at the 2025 Floral Consumer
Trends and Insights for the Floral Industry

Generational Trends

Health and Financial Concerns

Promoting Floral Benefits

Conclusion

Related Resources

Elevate Your Floral Program:

Monthly Insights from Director Colleen Fagundus

Key Factors Consumers Consider When Buying Flowers

1. Emotional and Psychological Engagement

2.Quality and Freshness

3. Convenience and Impulse Appeal

4. Value and Affordability

5. Sustainability and Local Sourcing

Conclusion

Flourishing Frontiers: The 2025 Floral Consumer in the EU

A Blossoming Opportunity in Europe

Supermarkets: The Floral Gateway

Flowers for the Self

Pricing Perceptions and Premium Potential

Final Thoughts

U.S. Consumer Psyche and the Floral Industry: Navigating Uncertainty

Financial Concerns and the Floral Industry

Price Sensitivity and Purchasing Behavior

Conclusion

A Look at the 2025 Floral ConsumerTrends and Insights for the Floral Industry

Generational Trends

Health and Financial Concerns

Promoting Floral Benefits

Conclusion

Related Resources

Key Factors Consumers Consider
When Buying Flowers

A Look at the 2025 Floral Consumer
Trends and Insights for the Floral Industry