Columbus, Ohio – Prince & Prince, Inc. (P&P), a leader in market research focused on the floral and green plant industries, has released a projection for the retail value of U.S. consumer floral purchasing for Valentine’s Day 2019 (Valentine’s Day is Thursday, February 14th). The P&P floral aggregate spending projection for Valentine’s Day 2019 is over $3.5 billion dollars at retail ($3.55 billion), including all fresh floral products (fresh cut flowers, including arrangements, bouquets, bunches, single stems, and corsages, and indoor potted flowering and foliage plants & planters) and any associated delivery/ handling service fees. However, as has been tradition, the majority of this retail floral value for Valentine’s Day is roses. This projected U.S. market value for Valentine’s Day 2019 is about $169 million dollars greater than P&P’s 2018 market value projection (Prince & Prince, 2018a).
According to P&P market survey estimates, Valentine’s Day is the second largest “floral holiday” for the U.S. floral industry, in terms of consumer dollar spending, second to Mother’s Day (P&P’s 2018 Mother’s Day floral projection was $4.4 billion; Prince & Prince, 2018b). P&P project that for 2019, just over 45 million households in the U.S. (45.2 million) will purchase fresh cut flowers (largely roses) and/or potted plants to express emotions for a loved one, significant other, or special person in or out of the household. P&P also project that each purchasing household, on average, will spend about $78 on Valentine’s Day floral, including all household members making a floral purchase, with all associated delivery/ service fees included.
• This consumer research utilizes the latest U.S. household projections for 2015 to 2020 from estimates determined by the Joint Center for Housing Studies at Harvard University (McCue, 2014). The research was sponsored by Smithers-Oasis North America (SONA). P&P sincerely thank SONA for their financial support in making this consumer research possible, providing benefit for the entire floral industry.
Prince & Prince has been tracking U.S. consumer floral purchasing behavior for Valentine’s Day (and for 20+ other holidays, events, and occasions) over the past two decades with their periodic surveys of floral-buying households that are randomly selected throughout the U.S. (over 6,000 surveys completed since the initial survey in
1996, as well as surveys in 2000, 2007, 2010, and 2013; Prince & Prince, 2014). Thus, P&P is able to identify salient consumer floral-purchasing trends over time for the floral industry. P&P’s latest update of the U.S. Consumer Floral Tracking Survey, covering the full 2018 floral purchasing season is currently in progress (see below).
The 2019 P&P U.S. Consumer Floral Tracking Survey – Research Update
Prince & Prince still has a couple research co-sponsorships available for the 2019 research update. Contact P&P for details on survey content, including the various floral purchasing metrics, and the comprehensive consumer evaluation of floral businesses (channels, including Internet) where floral purchases are made. Research co-sponsors receive the floral market presentation first thru an on-site, one-day seminar with Q&A, and the complete 800+ slide market research presentation on a flash drive. The presentation tracks all of the consumer floral purchasing metrics and floral channel evaluations from 2010, to 2013, and to 2018, with breakdowns across 10 consumer demographics (research tracks consumer floral purchasing metrics by demographic segment over time). Sponsors also receive exclusivity of the floral market information for a one-year period, following the completion of the research. Interested parties should contact P&P for research sponsorship opportunities.
Literature Cited
- McCue, D. (2014). Baseline Household Projections for the Next Decade and Beyond. Joint Center for Housing Studies, Harvard University.
- Prince, T.L. and Prince, T.A. (2018a). Prince & Prince Forecast 44 Million U.S. Households to Make Floral Purchases for Valentine’s Day 2018. Columbus, OH: Prince & Prince, Inc. (P&P Market Report).
- Prince, T.L. and Prince, T.A. (2018b). The Biggest Consumer Floral Spenders Are Definitely In The Market For Mother’s Day! Columbus, OH: Prince & Prince, Inc. (P&P Market Report).
- Prince, T.L. and Prince, T.A. (2014). The Prince & Prince U.S. Consumer Floral Tracking
- Survey, 2014 Edition. Columbus, OH: Prince & Prince, Inc (On-Site Seminar and Seminar on Flash).
About the Authors
Drs. Tom and Tim Prince, formerly of The Ohio State University, are brothers and co-founders of Prince & Prince, Inc. (P&P), a leading marketing research specialist in the floral and green plant industries. P&P has completed more than 75 major marketing research projects and countless reports for the floral industry in the U.S., and has also conducted floral market projects in Canada, the United Kingdom, Holland, Germany, and Spain. P&P has research experience in both experimental research design & analysis and in survey research design & analysis, and often combine both research domains in the conduct of P&P floral research for their clients. P&P conceptualize, design, and implement research projects for floral and green-plant suppliers, hardgood suppliers, floral importers, wholesale florists, retail florists, floral mass-marketers, floral-industry associations, and companies serving the allied floral trade. Recent projects include an assessment of product attribute valuation for potted orchids in supermarkets, and a U.S. market assessment of consumer and commercial demand trends for tropical cut flowers, with emphasis on cymbidium orchids and Bird-of Paradise. For more information, visit the P&P web site at www.FloralMarketResearch.com, or e-mail Tom at FloralMktResearch@att.net
