The review was originally conducted in 2009 by SAF to evaluate perceptions and purchasing/gift-giving behavior regarding flowers and plants among three key generations: Generation Y, Generation X and Baby Boomers.

The goal was to explore how the different groups perceive, buy and use flowers and floral outlets; the research assessed patterns, motivations and barriers to purchasing and the practical and emotional values placed on flowers.

The 2016 Generations of Flowers Study consisted of 1,557 participants evenly distributed throughout the three generations:

• Generation Y (Ages 22-39): 522 individuals;
• Generation X (Ages 40-51): 510 individuals;
• Baby Boomers (Ages 52-70): 525 individuals.

The specific research objectives of the study included:

• Measure appreciation and knowledge of flowers;
• Determine flower purchase behavior for self and gift-giving;
• Understand purchase behavior and drivers by channel;
• Evaluate gift-giving occasions and the emotional component of giving/receiving flowers;
• Understand the relative importance of buying local in the overall purchase decision;
• Measure similarities and differences between generational segments;
• Evaluate trends when compared to the 2009 research.

The 2016 Generations of Flowers Study final report will be released on 1 May.

Funding for the project was provided by the Floral Marketing Research Fund (FMRF).

Source: AFE