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Educating A New Generation About Fresh-Cut Flowers

Educating A New Generation About Fresh-Cut Flowers on hosa.com

Young consumers don’t think of flowers – and that’s a problem

Millennials can’t get a break. Mention many of the rapid changes and negatives in today’s world, and anyone younger than a Boomer or a Gen Xer gets the discredit. From a lack of traditional professional skills to cell phone obsession to the demise of golf, Millennials take the rap.

Not only is that unfair, it’s also not always fair. If Millennials and the younger generations are guilty of anything, it’s simply of having values, experiences, attitudes, and behaviors that are different than older generations – and that’s very apparent when it comes to the floral industry.

Millennial attitudes toward flowers

According to research from the American Floral Endowment, Millennials (which will be used to describe all younger generations in this piece) have a very different view of flowers as compared to Baby Boomers and Generation X. In fact, they’re less likely to buy floral products than other generations and more likely to spend less. Some of the findings:

•  There is a perception among younger consumers that flowers have a short lifespan, and are not worth the investment.

•  Millennial consumers believe floral products do not survive while in their care as a result of home environments (air conditioning and pets) and lack of knowledge on flower care.

•  Millennials, often burdened with tuition debt, avoid floral purchases due to the perception that flowers are expensive.

•  Millennials see flowers as traditional rather than fashionable, and so turn to them as a “safe” gift.

As a result of these findings, flowers and floral products have slipped further down the list of Millennials’ preferred gift choices.

Marketing toward Millennial attitudes

As consumers, Millennials have changed the marketplace. Amazon and Uber are just two examples of how younger generations have impacted how all generations shop – or rather, how they swipe on their smartphones.

To that end, it’s important to overcome Millennial barriers to purchasing flowers to get them into the floral shop:

•  Millennials tend to value experience. To make their floral purchases more experiential, consider personalization and customization, a flower arranging date night class, delivery customization, and incorporating something personal into the design.

•  Since money is a barrier, try discount or loyalty/reward programs, coupons for future orders, and free gifts.

•  Establishing a social media presence is a must. Whether it’s a web page with a blog, or Facebook, Instagram, Pinterest, and Twitter accounts, it’s imperative to reach younger consumers in the world where they spend much of their time.

•  Millennials tend to be the most socially aware and environmentally conscious consumers. If your flowers come from Rainforest Alliance Certified Flower Supplier, as HOSA International is, publicize that.

•  Educate Millennials on the ease of plant care and the scientifically proven benefits of flowers and greenery at home and work.

The floral industry needs to stay relevant

For decades, the floral industry has met the needs and purchasing habits of the Baby Boomer generation, as well as Generation X. As these populations age, a new pool of consumers with very different behaviors is taking center stage. In order for the floral industry to stay relevant, it must adapt itself to the changing needs in a changing marketplace.

HOSA International has been around a long time. What has kept us front and center in the floral industry and ahead of floral trends is our ability to change with the times and to constantly meet the changing needs of our clients.

For more information about HOSA International, our flowers, our policies, and what we can do for you, or to place a wholesale order, call us at 305.470.9991 or complete our online form.

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Flower Distributor

Flower Distributor