Presenting

NON-PURCHASER STATS Health and Well-being of Non-Purchasers Unlike the houseplant Purchasers who participated in the study, the 300 Non- Purchasers expressed less optimism about the future and were less positive about their health and well-being. Most of the Non-Purchasers indicated that their mental health had improved only somewhat since the beginning of the pandemic. In the study, 80% to 89% of Non- Purchasers said they consider physical health, mental health and fi nancial health to be important, so emphasizing the health and wellness benefi ts of houseplants to them could appeal to these potential customers. e COVID Eff ect on Non-Purchasers When asked if their lack of purchasing houseplants was related to the COVID-19 pandemic, 52% of the Non-Purchasers responded that their purchasing behavior had not been aff ected by the pandemic; COVID was not the reason they don't purchase houseplants. Twenty-six percent of Non-Purchasers indicated that the pandemic did prevent them from purchasing a houseplant. An additional 23% said that both "COVID-19 and non-COVID" issues impacted their decisions to not purchase houseplants. THE TAKEAWAY: A failure to purchase houseplants by many of the Non-Purchasers may have been due to reluctance to leave their homes to shop; health concerns and/or mask-status preference; economic- or health-related closures of nearby houseplant retailers; and/or fi nancial reasons. Employment Changes of Non-Purchasers Consider that this survey indicated that while 62.5% of Non-Purchasers did not have a change in their employment status, 37.5% did: 17.4% were laid off ; 10.8% had their work hours reduced (and, thus, their income); and 9.4% were furloughed (temporary leave of absence). Online Interest/Engagement of Non-Purchasers While most of the Non-Purchasers did not engage with plant businesses online, 31.0% of the Non-Purchasers said they did follow houseplant retailers and/or houseplant organizations or associations on social media. THE TAKEAWAY: Some Non- Purchasers were (and possibly still are) interested enough in houseplants to at least follow houseplant sector-based companies. In fact, 26.5% of Non-Purchasers stated that they had previously purchased houseplants frequently from retailers, growers or houseplant organizations/associations after viewing them on social media. An additional 9.3% said that they, too, had previously purchased houseplants, but their purchases were infrequent. e Social Media Platforms at Non-Purchasers Frequent Most Are: • 71.5% – Facebook • 40.3% – Instagram • 31.6% – Twitter • 18.4% – Pinterest • 14.6% – SnapChat • 14.2% – LinkedIn • 14.2% – TikTok (Keep in mind that TikTok has increased tremendously in popularity over the past two years.) Ages of Non-Purchasers • 27.4% – ages 65-74 (baby boomers) • 20.5% – ages 33-44 (millennials and young Gen "X"ers) • 16.0% – ages 55-64 (older Gen "X"ers and younger baby boomers) • 11.8% – ages 25-34 (millennials) • 11.8% – ages 45-54 (Gen "X"ers) • 6.9% – ages 18-24 (Gen "Z"ers) • 5.6% – ages 75-84 (Greatest Generation) e largest generational groups of Non-Purchasers were baby boomers, at 43% (ages 58-76 in 2022) and millennials, at 33% (ages 26-41 in 2022). Income of Non-Purchasers e average annual income for Non- Purchasers was stated as $59,542. • 58% of Non-Purchasers reported incomes less than $59,542. • 21% reported incomes between $60,000-$99,999. • 21% reported incomes greater than $100,000. Education of Non-Purchasers Non-Purchasers reported the following about their highest education levels: • 24.7% had high school diplomas. • 20.8% had graduate degrees. • 19.4% had bachelor's degrees. • 18.8% had some college education but no degrees. • 8.0% had associate degrees. • 4.2% had some grad school education but no degrees. • 4.2% did not have high school diplomas or GEDs. Employment Changes of Non-Purchasers Consider that this survey indicated that while 62.5% of Non-Purchasers did not have a change in their employment status, 37.5% did: 17.4% were laid off ; 10.8% had their work hours reduced (and, thus, their income); and 9.4% were furloughed (temporary leave of absence). Online Interest/Engagement of Non-Purchasers While most of the Non-Purchasers did not engage with plant businesses online, 31.0% of the Non-Purchasers said they retailers and/or houseplant organizations or associations on social media. THE TAKEAWAY: Purchasers were (and possibly still are) interested enough in houseplants to at least follow houseplant sector-based companies. In fact, 26.5% of Non-Purchasers stated that they had previously purchased houseplants frequently from retailers, growers or houseplant organizations/associations after viewing them on social media. An additional 9.3% said that they, too, had previously purchased houseplants, but their purchases were infrequent. e Social Media Platforms at Non-Purchasers Frequent Most Are: • 71.5% – Facebook • 40.3% – Instagram • 31.6% – Twitter • 18.4% – Pinterest • 14.6% – SnapChat • 14.2% – LinkedIn • 14.2% – TikTok (Keep in mind that TikTok has increased tremendously in popularity over the past two years.) Ages of Non-Purchasers • 27.4% – ages 65-74 (baby boomers) • 20.5% – ages 33-44 (millennials and young Gen "X"ers) • 16.0% – ages 55-64 (older Gen "X"ers and younger baby boomers) • 11.8% – ages 25-34 (millennials) • 11.8% – ages 45-54 (Gen "X"ers) • 6.9% – ages 18-24 (Gen "Z"ers) • 5.6% – ages 75-84 (Greatest Generation) e largest generational groups of Non-Purchasers were baby boomers, at 43% (ages 58-76 in 2022) and millennials, at 33% (ages 26-41 in 2022). Income of Non-Purchasers e average annual income for Non- Purchasers was stated as $59,542. • 58% of Non-Purchasers reported incomes less than $59,542. • 21% reported incomes between $60,000-$99,999. • 21% reported incomes greater than $100,000. Education of Non-Purchasers Non-Purchasers reported the following about their highest education levels: • 24.7% had high school diplomas. • 20.8% had graduate degrees. • 19.4% had bachelor's degrees. • 18.8% had some college education but no degrees. • 8.0% had associate degrees. • 4.2% had some grad school education but no degrees. • 4.2% did not have high school diplomas or GEDs. Extra Features and Video Online FloristsReview.com R E A D O N L I N E 59

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