What's Stopping them Buying Flowers?

An extensive USA internet survey of some 1500 non-flower-buyers came up with some findings that have major ramifications to those aiming to convert the reluctant-to-buy. The executive study is below, and points to deals on price or emphasising value, confidence in the longevity of flowers and some assistance and advice on what suits what giving circumstances, to aid the 'possum in the headlights' effect of simply too many choices for the uninitiated!

While this study is representative of the USA market it may well extrapolate to the New Zealand and Australian Flower-Avoider just as easily.

To obtain the full research report go to http://www.floralmarketingresearchfund.org/

Respondents were U.S. residents aged 18 to 60, had a total annual household income of at least $15,000 and had NOT purchased cut flowers in past 12 months

According to the research findings, non-flower purchasers are not averse to buying flowers – however, they need help removing barriers to purchase, namely price, concerns about longevity of cut flowers, and lack of education regarding appropriateness and meaning of flowers. In fact, almost all of these non-flower purchasers have given flowers in the past, just not in the past 12 months, suggesting they just need the motivation to purchase flowers again. The three most effective ways to encourage flower purchase among those who have not purchased recently are:

price / value, longevity / vase life, and education.

Price / Value: These consumers are very price-sensitive in general, and have a perception that flowers are expensive. Entry-level discounts or bouquets are likely to work for this deal oriented group of consumers

Longevity / Vase life: Also of primary concern to these consumers is the vase life of cut flowers. Possibilities here are education and correct care, a 'guarantee' of performance and identifying what should be expected of vase life for the money spent.

Education:  Knowing which flowers to give on which occasions and to which people would help to overcome the overwhelming of the un-initiated by simply too many confusing choices. Advice on the right option for the right event or circumstance would be beneficial to this group according to the AFE research