Valentine ’s Day is a popular day to give — and obtain — a bouquet of flowers . But a late consumer study from University of Georgia investigator finds that not all giving givers want the same things when it comes to botanical purchases .
Agricultural economist Benjamin Campbell , horticultural enquiry scientist Julie Campbell , and agricultural communication prof Jessica Holt look at purchasing , druthers and targeted message around cut flowers , publishing the result of the sketch with the Floral Marketing Fund in October . The College of Agricultural and Environmental Sciences researchers examined where people grease one’s palms flowers , where they planned to buy heyday in the time to come , the type of bloom they buy or meet , as well as what marketing efforts were most effective .
The goal of the bailiwick was to help connect the bloom diligence with consumers to give vendor a better approximation of what shoppers are looking for when buying bouquets .
“ Not only were we interested in understanding what drove hoi polloi to buy bloom , we also desire to acknowledge what role marketing message and strategies toy in this leverage , ” aver Benjamin Campbell , a professor in the Department of Agricultural and Applied Economics .
survey more than 8,000 consumers across the U.S. , the study find that not all consumers are make equal . For example , age is a big factor in the flower buying process .
Gen X and Millenial preferencesGen X and Millennials were more probable to say they would purchase a peak bouquet within the next year than Boomers .
Younger generations also tend to choose a less traditional , more unequaled cut efflorescence . These generations are also more potential to purchase additional non - flower items to go along with that fragrancy .
Boomers weigh inBoomers were less likely to have received a bouquet of flower in the last twelvemonth than their younger counterparts , although they did acknowledge that a fragrance is a wonderful mood booster .
boomer are also less likely to buy flowers for Valentine ’s Day and Mother ’s Day than untested generations . And if boomer are buying for Valentine ’s Day , a rose is their bloom of choice .
stead of purchaseBut where they purchase their prime from is one thing that all contemporaries can consort on . All three choose to buy peak from a floral workshop over any other retailer .
When stag for flowers , Boomers trust on past experiences to inform their next leverage , whereas Gen X and Millennials are more likely to turn to social medium or the web for assist in take their next bouquet . This is where marketing efforts are central .
For more info : University of Georgiawww.uga.edu
