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PMA Research: Wedding Flowers Present Opportunity for Retailers

Thursday, 23 March 2017 | Posted in Floral by Renee Harrison

Supermarket floral departments are competing to offer unique, quality products at a reasonable price in the wedding sector. This means catering to couples who want all the traditional frills as well asWedding Flowers DIY wedding flower ideas. Pricing for unique floral designs – when the product is only a small part of the costs – is challenging and begins with understanding product costs, shopping different floral wholesalers, and ensuring you are appropriately pricing your design time. Opportunity awaits those who are willing to capitalize on weddings.

More than 2 billion people got married in 2014, according to the CDC. In the past five years, wedding costs increased by more than $5,500 with the average couple spending $32,641, according to The Knot. The average spent on wedding flowers in 2015 was $2,300. Wedding flowers typically comprise about 7 to 10 percent of the couple’s budget, and most couples spend between $500 and $1,000.

Weddings contribute 4 percent to overall supermarket floral sales (full service operations increases to 5 percent), according to a recent survey conducted by PMA and FMI. And, 44 percent of retailers are planning to emphasize wedding sales over the next year. Outlined below are market prices provided by ValuePenguin for wedding items and flowers to help retailers better gauge their pricing strategies. It is important to be upfront with customers on what flowers costs and what can be provided with their budget.

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Increasing Floral Sales Through Generational Selling

Thursday, 14 April 2016 | Posted in Floral by Renee Harrison

As we strive to increase our floral sales each year, we should take a few moments to reflect on the demographics of our customer base and make sure we are meeting their needs. Are we providing the right product mix for our customers to encourage them to buy more flowers? Are we appealing to Boomers with custom items and inexpensive options, enticing Gen X to make self-purchases, or providing smaller bundles at cheaper prices for Millennials. Consumer research performed and presented by Brian Numainville of Retail Feedback Group (RFG) in October 2015 at the Produce Marketing Association’s Fresh Summit examined the purchasing behavior of Millennials, Gen X and Boomers.

 The differences in the frequency of purchase of floral products and shopping behaviors by generation is intriguing. RFG’s research uncovered that approximately 65% of most generations make four or less floral purchases a year with the exception of boomers where 56% make four or less floral purchases a year. In general, Boomers buy flowers more frequently than any other generation making this an important generation for us to please with our floral mix. Baby Boomers were born between the 1946 and 1964, placing them in the age range between 51 and 70 years. There are many articles on selling to Baby Boomers but most agree that seeing the physical product and the human touch are important to this generation. Thus, merchandising and having employees available to aid in the purchasing decision are important factors.  

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Social Media and Floral Marketing

Wednesday, 3 February 2016 | Posted in Floral by Renee Harrison

Attracting your customers with visual content

We are at the center of a visual social media revolution. And what could be more visually attractive than the floral world presented with the right visuals? Social media is changing at lightning speed, and compelling visuals are playing an increasingly pivotal role in grabbing the attention of your desired audience and influencing their purchasing decisions. In a recent webinar, Vincent Ng, social media guru and founder and CEO of MCNG Marketing, offers strategies that will help you leverage live and recorded video streaming to grow your audience.

You will also learn how to create visuals for Facebook, Twitter, Instagram and Pinterest that attract and retain loyal customers. Find out through real-life case studies how people who are leveraging visual content in the floral industry are enjoying unprecedented success. Discover tips and tools to help you create visual content effectively and quickly, and gain a solid understanding of what type of visual content you need to create to take you from pictures to profits.

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Engaging Millennial Floral Consumers

Wednesday, 4 November 2015 | Posted in Floral by Renee Harrison

Growers require a product that is easy to grow, high yielding, sells well and has a good return. On the other hand, the retailer needs to envision the customer's taste and keep up-to-date with market trends and decide which products to offer, how to market them, where to place them on the shelf and how to increase overall consumption. The millennial consumer is price conscious but still cares about the opinions of others, and aims to impress guests. 

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Satisfying consumer demand through collaborative floral supply chain relationships

Thursday, 30 July 2015 | Posted in Floral by Renee Harrison

In the context of a changing floral industry, consumer preferences and expectations are also evolving. This overview for executive and mid-level floral retailers and their supply chain partners provides insights about how floral breeders, growers and retailers are forming new alliances to stay ahead of the curve and ensure customer satisfaction.
The floral industry’s consumer landscape has shifted dramatically over the past few years. Tech-savvy consumers expect affordability and convenience from all of their shopping experiences, and that mindset is impacting floral sales in unforeseen ways. To meet these new demands, floral breeders, growers and retailers are forming new alliances to stay ahead of the curve and ensure complete customer satisfaction.

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