Consumers still think of flowers first when they think of Mom, but
fewer of them bought flowers this year than last and those that did buy spent less. According to
SAF's nationwide consumer poll, conducted by
Synovate’s eNation, 32
percent of adult Americans purchased flowers or plants as gifts,
compared to 37 percent in 2008 and 2007.

Fresh
flowers remained the most popular gift (63 percent), although
purchasing declined from 70 percent a year ago. Purchasing of other
fresh floral products fell less dramatically, with outdoor bedding and
garden plants at 35 percent compared to 31 percent in 2008; green
houseplants at 12 percent compared to 11 percent and flowering
houseplants at 22 percent compared 27 percent.


The average amount consumers spent this Mother’s Day fell more than
10 percent to $39 from $45.60 in 2008. There was a noticeable drop in
spending in one of the higher spending categories, namely the $51-$75
range (from 17 percent last year to 10 percent in 2009).


Demographically, those most likely to buy floral gifts included
males (37 percent), those under 55 years of age (36 percent),
households with annual incomes over $50,000 (38 percent) and households
with children (44 percent). Retirees were the least likely to buy
floral gifts. 


Supermarkets or grocery stores (35 percent) remained the most
popular place to buy flowers, followed by garden centers (24 percent)
and then retail florists (19 percent). Men were more likely than women
to buy their floral gifts from retail florists (26 percent to 10
percent).  


SAF will start surveying retail florists about their Mother’s Day
sales results next week. Please share your results for this major
floral holiday to ensure teh findings reflect a wide sampling of
florists from across the country.

eNATION SURVEY Method: Each
week eNation completes four national online surveys of a minimum of
1,000 U.S. adults 18 years of age or older who represent the general
population based upon region, gender, age, and household income.