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Florists' Review - May 2022

Florists' Review Media Group has served the global floral in study for over 124 years.

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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 61 aka the "Purchasers." Of those who did not pass the initial screen, 300 were invited to complete a survey regarding non-purchasing behaviors and attitudes. In this, Part 1 of 3, we examine the results of the 1,700 Purchasers. In Part 2, we will look at the 300 Non-purchasers to see if they can be converted into buyers. In Part 3, we will compare data from FMF's 2019 survey with the data from the organization's 2021 survey. HOUSEPLANT PURCHASE DATA e 1,700 Purchasers of houseplants said they possessed great optimism for the future even though their work and home lives had been impacted by COVID-19. When asked if houseplants make them happy, a combined 92.7% answered yes (36.1% strongly agreed, 35.6% agreed and 21.0% somewhat agreed). Only 2.0% of Purchasers answered that houseplants did not make them feel happier, and 5.4% took no stance. e report indicates that Purchasers believe that houseplants helped offset some of the negativity felt during COVID-19. e report also notes that Purchasers increased their purchases related to houseplant and hobby gardening in 2020, perhaps due to the fact that more people were cooped up at home during the pandemic and wanted to beautify the spaces in which they were spending most of their time. is need for beauty, the Purchasers added, was something they anticipated would increase and be reflected in their purchasing and behavior habits into 2021. PCE (personal consumption expenditure) numbers from the U.S. Bureau of Economic Analysis—a division of the U.S. Department of Commerce— for flowers, seeds and potted plants shows that sales during each month of 2021 surpassed the same months in 2020. e FMF report indicates that the largest spending increase that Purchasers planned was in the Flowering houseplants category, with 17% indicating they want more of them. Anticipated future demand for the other categories of houseplants is as follows: Broad-leaf Foliage plants – 14% Succulents – 13% Trailing/Climbing plants – 12% Indoor Palms – 12% Narrow-leaf Foliage plants – 11% Bromeliads – 11% Cacti – 9% Ferns – 9% Air Plants/Tillandsias – 1.5% e most purchased were Flowering houseplants, Succulents and Broad-leaf Foliage plants, although some Purchasers expressed pricing concerns with some or all of these categories. Four mean pricing levels were considered: Too Cheap, Bargain, Getting Expensive and Too Expensive. In the Too Expensive category were: Short Trailing and Climbing houseplants, with an average price paid of $70.81 Short Indoor Palms – $68.78 Short Flowering houseplants – $65.69 Tall Cacti – $61.88 Tall Succulents – $55.52 Tall Indoor Palms – $55.03 Tall Flowering houseplants – $53.40 Tall Air Plants – $52.49 Tall Trailing and Climbing houseplants – $52.04 Short Succulents – $50.73 Short Air Plants – $50.15 e houseplants that Purchasers considered to be Too Cheap were: Short Air Plants – $6.46 Short Cacti –$6.82 Tall Flowering houseplants – $6.83 Tall Trailing and Climbing houseplants – $7.53 Tall Succulents – $8.15 Tall Air Plants – $8.16 Short Succulents – $8.89 Short Flowering houseplants – $10.33 Tall Indoor Palms – $11.01 Short Indoor Palms – $11.05 Short Trailing and Climbing houseplants – $11.72 Tall Cacti – $12.11 As mentioned, there was an increase in spending for houseplants in 2021, over 2020, in all categories. Flowering houseplants (Tall and Short) were the most purchased plant category among the 10 categories included in the survey, but a larger number of Purchasers said they spent more money on plants in the Bromeliads and Indoor Palms (Short and Tall) categories. Here's something to consider: Yes, the actual plant is more important than the container, but some 37% of Purchasers said that the container is equally important as the type of plant, suggesting that houseplants should be respected with good-looking and practical containers that "fit" the homeowners' décor. SOCIAL MEDIA INFLUENCES e report shows that 17.9% of Purchasers frequently purchased from retailers, growers or houseplant organizations after viewing their social media, which is good news for those who keep their online presence current. Nearly 26% of Purchasers said they follow a vendor that sells or grows houseplants

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