The pandemic boosted the floral gross sales in 2020 , but will consumer continue purchase flowers and plants in 2021 when follow out of the pandemic ? This is one of the main question the industry is asking itself , and the short result is yes . PMA transmit several types of inquiry that corroborate it , and during the practical session last week , some key finding of the researches have been highlighted .
flowered salesThe floral sale visualise a dip too soon in the pandemic as retail merchant focused on keeping intellectual nourishment and beverages in stock , but very before long after , flowered set out outpace produce increment , and floral sale have remained extremely sublime ever since . And the floral industry is still experiencing very healthy increment , not only when we compare it to last twelvemonth ( +9.8 ) , even when we compare it to 2019 ( +12.7 % ) , datum presented by IRI reveals . And when equate March 2020 with March 2021 , they report an increase of 8 % in dollar sales and over 4 % growth in unit sales .
But what was it about the pandemic that was able to bring the perfect violent storm for a floral roar ? “ The first pandemic make a lockdown and this , in act , made consumer implicated about their base , third the lockdown and pandemic caused the consumer to be much more aware about their mental health and fourth we saw consumers turning to other products like floral ware to facilitate bring joy and happiness into their life history . All of this created this gain in floral purchases ” , Becky Roberts , moderator of the session , explain .
Will consumer go forward to grease one’s palms floral as they had through 2020 ? This is one of the independent question and to answer this doubt , PMA conducted research in March 2021 . And one affair the research really proved is that blossom do make people felicitous . “ 72 % of the respondent said they purchase flowers , and they purchased them for themselves . And of the 72 % , 70 % of the self - purchases was because they make them happy . ”
The research also show that most flowers are sell in - store and that efflorescence are still impulse purchases . 75 % of the respondents who buy flowers for themselves did it at a forcible position ( 44 % of them at the supermarket ) , and the remaining 25 % purchased blossom either online or both . And 41 % of the ones buy flowers said it was an impulse leverage , they did it because they saw something that caught their heart . These figures show that selling becomes very of import for the industry to bear attention to .
When attend at the prospect , when asking consumer how often they expect to grease one’s palms flowers for themselves in 2021 , it is 1 to 2 times . Also interesting to mention is the expectations of the consumers regarding flowers . The respondents said that they wait flower to last up to one calendar week and that is very positive as flowers typically last for two week , which stand for that the industry is already surpassing their expectations .
Potted plant salesNow , for the potted plant ’s side , the PMA research has the follow stats : 89 % of the respondents bought a plant life for themselves in 2020 with 34 % of them that they bribe it more than twice for themselves . Also for this category , most went to a physical position to do it ( 82 % ) , the majority , however , went to family improvement stores . 62 % of the self - purchase were the dwelling house and same as for the shortened flowers , mental wellness and felicity are one of the main intellect . Also , 44 % of the purchase took blank space was because a plant view their optic .
When look at the consumer who purchase potted plant life more than twice , 37 % are look to buy potted plant again in 2021 . And also for 2021 , growth is expected as of the 83 % who purchased potted works in 2020 , 87 % is expecting to purchase potted plants in 2021 . In 2021 , they expect to buy potted plant for themselves 1 to 2 times .
How to carry on thrivingIn breakout sessions , several questions were discuss regarding how to keep the industriousness thriving . According to the panelists , several point are significant to take into account when moving forwards , like communicating the benefits of the product , education , and more marketing and advertising - not only for the vacation . This will not only stimulate impulse purchases , but it will also serve the consumer to enjoy their production longer and therefore stimulate repurchases .
Optimism for the futureOverall , most of the answerer are ( 83 % ) are affirmative as they expect cut-rate sale to grow in the next 12 - 18 months .
More topics discussedDuring the session , more topics were discussed like the grandness of quislingism , innovation , and storage warehouse automation as well as the freight issues on the route , air travel , and sea .
To gain memory access to the full PMA reports , contact Becky Roberts at[email protect ]
For more info : PMAwww.pma.com
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