Survey Says: Home Décor Dominates
Holiday Floral Purchases
Almost one out of three (30 percent) American adults purchased fresh flowers or plants as gifts this holiday season, according to results of a nationwide online poll conducted for SAF by Synovate eNation. That compares to 24 percent in 1998.
Additional results:
• At least half of gift-givers bought fresh flowers for home decoration (54 percent), red poinsettias (53 percent) and fresh flowers as gifts (50 percent). View a graph showing these statistics.
• About a quarter of buyers purchased flowering houseplants other than poinsettias (25 percent), non-red poinsettias (24 percent) and green houseplants (24 percent).
• The average amount spent on gifts of flowers or plants during the holiday was $65.70.
• Supermarkets and groceries topped the outlet venues during the holidays (55 percent), followed by retail florists (26 percent), garden centers (20 percent), and mass merchandisers (19 percent). When the results of the miscellaneous outlets were tabulated, one name stood out from the crowd: L.L.Bean (which sells wreaths and other holiday greens, and was rated No. 1 for customer service by an NRF/American Express customer satisfaction survey) was mentioned by name by more than 1 percent of recipients. View a graph showing these statistics.
• One in 10 (11 percent) gift-givers made their purchases online.
• Almost equally popular as gift recipients were people who bought for themselves (34 percent), parents (32 percent) and spouses (29 percent).
Source: eNation national online survey for SAF conducted by Synovate, Jan. 4-8, 2008. Based on 1,000 adults aged 18 years and older in the contiguous USA. The sample is balanced to representative of the general population based on region, gender, age and household income. The 1998 data is from a TeleNation national telephone survey of a likewise representative of the U.S. population conducted for SAF by Market Facts, Inc., Dec. 28-30, 1998.
--Ira Silvergleit
isilvergleit@safnow.org
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