Cut Flower Purchasing and Market Segments within the US Flower Industry

Cut flower sales in the United States have experienced significant growth in recent years because of increased consumer demand for both gifting and personal enjoyment. This study examined consumer behavior within the cut flower market and focused on purchasing occasions, flower preferences, and market segmentation. Using data from a nationally representative online survey of 8502 consumers in the United States, we identified key words that come to mind when people think of cut flowers, where people are purchasing for different occasions, gift pairings by occasion, where people get information about cut flowers for different occasions, and the different type of cut flowers purchased by occasion. We further examined the impact of cut flowers on morale (workplace and home), health, and stress levels. Finally, we identified 13 distinct market segments associated with gift-giving. The results indicated that roses are the most popular flower across most segments, although preferences for other flowers, such as tulips and lilies, vary by occasion. Furthermore, key findings indicated that most people gravitate to specific gift-giving occasions and do not give cut flowers across multiple occasions. For instance, 100% of segment 1 gives flowers for an anniversary, while segment 2 predominantly gives flowers for birthdays. Segments 12 and 13 were the multiple-occasion givers and spent the most on cut flower gift-giving. Consumers consistently reported positive effects of cut flowers on mood, morale, and stress reduction. These findings provide valuable insights for producers, retailers, and marketers who seek to gain a better understanding of consumer preferences, enhance marketing strategies, and expand the cut flower industry.