Appreciation of Flowers Up: AFE Report

Jennifer Polanz

The vast majority of Americans have a high appreciation of flowers (73%), a number that’s significantly increased from the last study completed in 2009, according to the 2016 Generations of Flowers Study conducted by the American Floral Endowment (AFE).

AFE, along with the Society of American Florists (SAF), surveyed more than 3,000 adults in three generations: Generation Y (18 to 30 years old—also known as Millennials), Generation X (31 to 44 years old) and Baby Boomers (45 to 60 years old).

The study shows new interest in flowers from the younger two generations, who both had slightly higher appreciations for flowers than the Boomers (76% for Gen Y and 73% for Gen X compared to 72% for the Boomers). Gifting continues to be the most common reason for buying flowers, but the study found more people among Generation Y buying for themselves as well. There has been a notable rise, too, in Gen Y buying flowers at farmer’s markets.

Another interesting point is that the cost barrier seems to be breaking down as the economy improves. About 34% said flowers were too expensive or a luxury, hence the reason they don’t buy them more often. This is significantly lower than the 46% who identified cost as a barrier in 2009. The trend spans all three generations, as well.

The big winner from these trends, according to the study, is houseplants. Nearly half of those surveyed said they plan to purchase houseplants in the next six months, with Gen Y and Gen X driving the trend.

Read the full report at endowment.org/GenerationsStudy/. GP