What Makes Someone Buy Flowers?

According to a recent survey, there are three basic choices that drive consumers to buy flowers. Good news for those of us who are always looking for new ways to reinvent the wheel, this survey gives us reason to go back to the basics for a bit.

To summarize the survey, 677 participants were surveyed. They were classified as either “users” or “nonusers” of flowers and then further classified into “heavy users” or “light users.”

What the survey found was that the overall priorities of the entire group of flower buyers ranked in this order from most to least:

• Showing care to others
• To evoke an emotional response
• Curiosity fulfillment

However, “heavy users” of flowers ranked their priorities slightly different than the average. They ranked “curiosity fulfillment” and “emotional response” high on their reasons for purchasing flowers. This implies that “heavy users” are more apt to buying more novelty and variety when purchasing flowers.

People who buy flowers and use flowers all of the time are in-tune with flowers. They see them all of the time. Therefore, they are more likely to buy unique flower arrangements that pique their interest or incite a particular emotional response. Conversely, people who aren’t often surrounded by flowers buy flowers as a unique way to show caring and affection for others. Light users also want the flowers to invoke a certain emotional response, particularly in the recipient. These are also the people who adjust their conception of the value of flowers based on sight, touch, and smell.

So what can local florists learn from this news? Take this to the bank:  you have two distinct groups to target. With many generations passing through the flower shop, you are likely to encounter both groups several times per day. Target BOTH. Based in part on this distinction of consumers, here are marketing tips for florists.

How To Woo The World Of Flower Buyers

Heavy Users: These are the consumers that are more likely to be intrigued by advertising. Special deals and unique features will attract the attention of heavy flower buyers because their desire is to be surrounded by beautiful flowers. Making that easy for them will take a florist far.

For heavy flower buyers — Offer varying price points and unique flower arrangements. Specifically target this group in advertising. Creativity and availability are of particular importance as well.

Light or Nonusers: Since the need for curiosity fulfillment is decreased in this segment, these users are not as likely to be influenced by advertising. These consumers tend to value need/emotional fulfillment. They are more likely to send flowers based on the desire to show affection for someone or as a “traditional” gift rather than for corporate accounts, dinner parties, et al.

For light users — Do not reinvent the wheel. Creativity will woo many of these consumers to your door, but addressing them in the same manner as heavy flower buyers could scare them away. Instead, offer a variety of price points. Flower arrangements that invoke a particular emotional response, such as love and sentimental happiness, are what these consumers desire.

Regarding the 80/20 rule, this group constitutes the 20% of consumers that need you less frequently but do need you. Don’t try to reinvent the wheel and drive these consumers into becoming heavy users. These are also very loyal buyers because they do not buy the product frequently. Therefore, they find a source that they like and stick with it. Be consistent with your offerings to this group and their loyalty will not waiver.

What Makes Someone Buy Flowers is brought to you by Local Pennsylvania Florists.