Page 11 - Super Floral > July 2015 Issue
P. 11

stats&facts

                                                                                                       click here

         2014 christmas sales

          Florists report a significant increase in spending among

                        consumers during the holiday season.

Our annual Christmas survey asks       on average                                   POINSETTIA SALES
floral departments across the
country to tell us about their 2014    We asked florists for the dollar             We asked florists what percentage of
December sales.                        amount of their average sale                 their sales were the popular holiday
                                       during the 2014 holiday season.              blooms.
comparing sales

Most floral departments reported
their Christmas 2014 sales (in dol-
lars) were higher or about the same
compared to 2013.

Increase  Same                                                                              Less than 10%: 27.1%
 59.0%    23.0%                                                                             10% to 19%: 32.4%
                                                                                            20% to 29%: 21.6%
          Decrease                             Less than $30: 37.9%                         30% to 39%: 10.8%
            18.0%                              Between $30 and $39: 21.6%                   40% to 49%: 2.7%
                                               Between $40 and $49: 16.2%                   50% or more: 5.4%
selling success                                Between $50 and $75: 13.5%
                                               More than $75: 10.8%                 timing reductions
Many floral departments reported an
increase in the number of transac-     83.8%                                        Of the floral departments that
tions between December 2013 and                                                     discounted their holiday merchan-
December 2014.                         The percentage of respondents who            dise, nearly three out of five (60.9
                                       reported their average sale (in dollars) in  percent) did so before Christmas.
                                       December 2014 was higher or about the
                                       same for the same period in 2013.

Increase                               Higher: 40.6%
 48.7%                                 About the same: 43.2%
                                       Lower: 16.2%
          Decrease  Same
            27.0%   24.3%

PRIMARY BUYERS                         holiday discounts

General consumers are by far the pri-  By a large margin, a majority of
mary customers buying poinsettias.     florists discounted their Christmas
                                       merchandise at some point during or
                                       after the holiday season.                    Before Thanksgiving: 8.7%

                                                                                    The week after Thanksgiving: 13.0%

      General consumers: 56.8%                                                      Two weeks after Thanksgiving: 4.4%
      Churches: 21.6%
      Commercial clients: 16.2%         Yes                                         The week before Christmas: 13.0%
      Incoming wire orders: 5.4%       65.7%
                                                No                                  2-3 days before Christmas: 21.8%      sf
42 www.superfloral.com / july 2015            34.3%
                                                                                    After Christmas: 39.1%
   6   7   8   9   10   11