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Gender of Non-Purchasers • 53.8% – Female • 46.2% – Male Marital/Relationship Status of Non-Purchasers • 49.3% – Married • 21.9% – Single • 13.9% – Divorced/Separated • 9.0% – Unmarried but in a relationship • 5.9% – Widowed Non-Purchaser Families and Children e report diff erentiates between children (1-12 years of age) and teenagers (13-19 years of age). • 70.5% – no children • 77.1% – no teenagers • 19.4% – one child • 15.3% – one teenager e numbers are signifi cantly lower for more than one of each youth. Location Demographics of Non-Purchasers • 44.8% – Suburb • 26.4% – Metropolitan city or area • 24.3% – the South • 20.1% – the West • 19.4% – the Midwest • 16.2% – the Mid-Atlantic • 15.8% – the Southwest • 14.6% – Rural area • 14.2% – Small town • 4.2% – the Northeast ere were no respondents from the Northwest. Converting Non-Purchasers into Purchasers e report concludes that there is potential to reach all Non-Purchasing consumers; however, these potential consumers will have to be assured/ convinced that houseplants are valuable products both for themselves and as gifts for others. Take note that some of those surveyed indicated that purchasing houseplants in the future is not out of the question. So, how do you capture Non-Purchasers' attention and encourage them to buy houseplants? For walk-in shoppers—realizing that most consumers entering a fl ower shop are most likely to be looking for fl owers—prominently display signage that announces the positive attributes of houseplants, including: • how houseplants are scientifi cally proved to positively aff ect consumers' well-being and psyche • how they clean the air • how they can aff ordably and naturally beautify living and working environments Also, be sure to create and display easy- and quick-to-read care signage for each type of plant in your store, prominently display the price of each plant, and showcase easy upgrades such as decorative containers. ere is no one solution that will work for every fl orist or on every consumer, so you need to employ multiple strategies—and employ them consistently. It's a bit of trial and error ; however, the information presented on these pages can help guide you in developing your strategies for converting houseplant Non-Purchasers into Purchasers. Part 3 of our report on FMF's "Consumer Houseplant Purchasing Report 2021" will appear in our August issue, and Part 1 is in our May issue and on our website at FloristsReview.com Download a copy of the full report at FloralMarketingFund.org. Location Demographics of Non-Purchasers • 44.8% – Suburb • 26.4% – Metropolitan city or area • 24.3% – the South • 20.1% – the West • 19.4% – the Midwest • 16.2% – the Mid-Atlantic • 15.8% – the Southwest • 14.6% – Rural area • 14.2% – Small town • 4.2% – the Northeast ere were no respondents from the Northwest. Converting Non-Purchasers into Purchasers e report concludes that there is potential to reach all Non-Purchasing consumers; however, these potential consumers will have to be assured/ convinced that houseplants are valuable products both for themselves and as gifts for others. Take note that some of those surveyed indicated that purchasing houseplants in the future is not out of the question. So, how do you capture Non-Purchasers' attention and encourage them to buy houseplants? For walk-in shoppers—realizing that most consumers entering a fl ower shop are most likely to be looking for fl owers—prominently display signage that announces the positive attributes of houseplants, including: • how houseplants are scientifi cally proved to positively aff ect consumers' well-being and psyche • how they clean the air • how they can aff ordably and naturally beautify living and working environments Also, be sure to create and display easy- and quick-to-read care signage for each type of plant in your store, prominently display the price of each plant, and showcase easy upgrades such as decorative containers. ere is no one solution that will work for every fl orist or on every consumer, so you need to employ multiple strategies—and employ them consistently. It's a bit of trial and error ; however, the information presented on these pages can help guide you in developing your strategies for converting houseplant Non-Purchasers into Purchasers. Part 3 of our report on Houseplant Purchasing Report 2021 will appear in our August issue, and Part 1 is in our May issue and on our website at Download a copy of the full report at FloralMarketingFund.org Business 60 June | 2022

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