Planning a Flower Campaign: Choosing the Ideal Flower Buying Audience Based on Consumer Research

As Michael LoBue indicates in his recent post Why do consumers buy flowers?,  CalFlowers commissioned a consumer marketing and research firm to perform a study to help us understand not only why consumers buy flowers, but also why they don’t buy more flowers.

The study shows that lapsed (infrequent) flower buyers first think of flowers as romantic, while active (more frequent) flower buyers first think of them as exciting.

These results suggest that the infrequent, or lapsed, flower buyer’s view that flowers are romantic limits their flower purchases to prescribed holidays, ie. Valentine’s Day, Mother’s Day, anniversaries, etc.

To read the rest of the story, please go to: CalFlowers