In 2006, indoor and window displays continued to be the vehicles most frequently used by retail florists to promote Thanksgiving to their customers. Indoor displays were used by 65 percent of florists compared to 58 percent using window displays.

The top ten promotional vehicles are shown in the chart. Six of the ten were used by fewer florists than a year ago. Direct mail experienced the largest decline, used by 28 percent of florists in 2006 vs. 35 percent in 2005. Indoor displays and window displays, the two used by most florists, each declined 5 percentage points from the previous year.

The two vehicles that saw the largest increase in percent of florists using them were Web site promotions and public relations, each up 4 percentage points. E-mail promotions also increased but to a lesser degree. Only radio advertising remained unchanged — used by 15 percent of florists in 2006 and 2005.

Most Popular Promotional Vehicles for Thanksgiving

Source: SAF Thanksgiving online survey of retail florists. Based on 343 responses (response rate = 9.0 percent), 2006.

--Ira Silvergleit
isilvergleit@safnow.org

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