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A new study reveals that consumers of every generation have grown to appreciate flowers more and more over the past few years. The study was conducted by American Floral Endowment in partnership with the Society of American Florists (SAF).

Study Findings

The study looked at purchasing / gift-giving behaviour among three generations: Generation Y (ages 22-29), Generation X (ages 40-51) and Baby Boomers (ages 52-70). The study explored how these three different consumer groups viewed flowers for gift giving.

The study found that nearly 3/4 of all three generations said they have a high appreciation of flowers. They strongly agreed the color of flowers adds to the impact of a gift and the sight and smell can improve their mood. They also noted that fragrance is important to them.

All three consumer groups noted that flowers make them feel special and 60 percent noted that flowers have a special meaning unlike any gift.

The study also found that two in five consumers purchased flowers in the past year for home decoration and 22 percent purchased as a present for themselves. Also, 82​ percent of consumers make gift purchases at local florists, including nearly 2/3 who shop in person.

Some other interesting stats from the study showed that:

• Generation Y is significantly more likely to prefer going online to buy flowers; 34 percent said they do so, compared to 25 percent of Generation X and 24 percent of Baby Boomers.

• Generation Y is also more likely to buy flowers on impulse.

• Social media is a major floral information source for both Generation Y and Generation X. Baby Boomers did not note social media is a source of floral information.