The increased purchasing power of the millennial generation makes them a key player in the floral industry's future.
By understanding millennials' preferences and shopping behavior, floral stakeholders can be better informed about where millennial consumers prefer to purchase floral products and how to attract them to local florists.
A study from AFE and the Floral Marketing Research Fund (FMRF), called "Marketing Tactics to Increase Millennial Floral Purchases," investigated millennial consumers' preferred retail outlets, their barriers to purchase from local florists and how to overcome these barriers.
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