The Easter holiday is one of several floral occasions in the U.S. tied to a religious event. For the Easter holiday, many Christians celebrate the resurrection of Christ, and children largely express their amazement with the Easter bunny. Many times, this celebratory event involves consumer purchases of fresh cut flowers and flowering potted plants, such as the Easter lily, for home decoration and gift-giving. While this “floral holiday” has traditionally been only moderately strong in terms of overall floral sales (compared to the earlier Valentine’s Day, and the later Mother’s Day holidays), the 2008 recession and resulting sluggish economy in the U.S. challenges floral retailers and companies throughout the supply chain to focus more on holiday sales to meet overall annual sales targets.
In this reporting, Prince & Prince (P&P) shows an historical profile of consumer household floral purchasing for the Easter holiday, findings excerpted from the updated P&P seminar, “The U.S. Consumer Floral Tracking Survey”, as well as “archived findings” from P&P’s initial floral tracking survey conducted in 1996 (see About the P&P Survey in Appendix).
The Easter holiday purchasing metric is just one of over 100 floral-purchasing metrics collected in the P&P consumer tracking research, and detailed in the P&P seminar (see Table 1). A portion of the consumer floral data, collected at three time-intervals over the past decade (before the recent U.S. recession, year 2000 and 2007, and after, 2010) reveals how the 2008 recession has impacted floral purchasing for various holidays, occasions, and events, including the Easter holiday. In addition, demographic data from the P&P survey identifies emerging trends that drive floral purchasing for Easter. An understanding of these consumer trends will likely assist the floral industry in making this upcoming Easter holiday the best ever.
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Tom & Tim Prince
Prince & Prince, Inc.
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