The tracking survey entitled, ‘Profiling US Wholesale Florist Operational Practices’, largely updates and expands upon a 2009 operational survey of U.S. wholesale florists conducted by P&P for the benefit of WF&FSA (Wholesale Florist and Florist Supplier Association).  

This comprehensive survey collects over 200 metrics related to wholesale florist product mix, hardgoods/supplies mix, cut-flower mix, cut-flower sourcing, in-bound transportation and out-bound floral deliveries, cut-flower care and handling practices, modes of ordering floral, credit practices, marketing tactics and advertising allocations, customer mix, labor/ staffing, and business financial performance. 

The survey not only captures current operational metrics, and historical comparisons with 2009 survey findings, but for many metrics, the survey also obtains wholesalers’ future directional projections for the metrics (increase, decrease, or no change). Thus, past historical trends and future projections are clearly identified through the P&P market research, identifying where the US wholesale florist industry has been, and where it is now, and where it is likely headed. The market research also provides wholesale florists with numerous and valuable benchmark metrics for individual firm comparison.

Collection of wholesale florist survey data will likely continue into early 2016. Survey findings will likely be available from P&P much later next year.

Market research offerings currently available from Prince & Prince include the 2014 P&P US Consumer Floral Tracking Survey, a large comprehensive survey of American floral-buying households. This research reveals the type of consumer who buys floral products, what they buy, where they buy, when they buy, why they buy, and how much they spend on fresh cut-flowers and indoor potted plants, and shows the changes in household floral purchasing from 2007, to 2010, and thru the end of 2013.

Consumer floral metrics tracked before and after the US recession, revealing the recession’s impact on the US floral market, and the direction of the recovery in consumer floral purchasing.

Survey findings profiled for five key regions of the US, and by key consumer demographics (age, income, education, household composition, etc.), identifying the key consumer segments leading the floral-purchasing trends. 

For more information, visit: www.floralmarketresearch.com