Special Note: This mini-report is based on new market research findings from the 2014 Prince & Prince (P&P) On-Site Seminar, “The U.S. Consumer Floral Tracking Survey, 2014 Edition”. The consumer floral purchasing metric for the “Proms & Dances” category is just one of over 100 purchasing metrics surveyed by P&P, and explored, analyzed, and discussed in the updated P&P on-site seminar, now available to members of the floral industry. For the 2014, 2010, and 2007 P&P consumer floral tracking surveys, the market research was sponsored by Smithers-Oasis, North America (SONA). P&P sincerely thank SONA for their continued support in making this consumer floral research possible, providing benefit for the entire floral industry.
This report shows the overall U.S. household incidence of floral purchasing for Proms & Dances in 2013, as well as consumer purchasing trends from 2010, 2007, and 2000[1]. Figure 1 shows that for 2013, about 16% of U.S. floral-buying households made at least one floral purchase for “Proms & Dances”, the highest percentage since P&P began tracking this consumer floral-usage category back in year 2000. P&P estimates that in 2013, about 12.7 million U.S. households made floral purchases for Proms & Dances, the highest in over a decade, and likely the highest number of households ever. P&P estimates that about 10.4 million households purchased floral for Proms & Dances in 2010, and a somewhat higher number in 2007 (11.8 million households), and about 11 million households way back in year 2000[2]. In fact, for 2013, consumer floral purchasing for Proms & Dances made a statistically significant rebound from the post-recession period of 2010, when it registered only 14%, down from the 15% registered in the prior two P&P surveys (year 2007 and 2000).
The consumer purchasing rebound for Proms & Dances in 2013 was largely pervasive throughout the U.S., registering purchasing gains in four out of five major U.S. regions. While these regional gains exemplify the broad rebound in consumer floral purchasing for Proms & Dances, the floral industry is quite far from “topping out” on this floral occasion, as the
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