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stats&facts

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          mother’s day sales

                     Surveys reveal increased spending during

                 the 2015 holiday, continuing a seven-year rise.

  Our annual Mother’s Day survey                                 sunday hours                                                     determining factors
  asked floral departments across
  the country to tell us about their                             The overwhelming majority of                                     Floral departments were asked to list
  sales for the 2015 holiday.                                    floral departments surveyed (80.6                                factors that influenced sales, either
                                                                 percent) were staffed on Mother’s                                positively or negatively.
comparing sales                                                  Day Sunday in 2015. Of those, 40
                                                                 percent were open and staffed                                    POSITIVE IMPACT:
Many floral departments reported                                 for more than eight hours on the                                 Good weather
higher Mother’s Day sales in terms                               holiday. Further, 43.2 percent                                   Good vendor support, with plenty of 	
of dollars than those of 2014.                                   offered delivery on the day.
                                                                                                                                   inventory for customers
                                                                 Source: Super Floral’s 2015 Mother’s Day survey                  Quality outdoor product from

Higher: 78.4%                                                    $2.4 BILLION                                                      wholesalers
                                                                                                                                  Prom dates fell on the same weekend
                  About the same: 13.5%                          The amount of money consumers
                  Lower: 8.1%                                    planned to spend on flowers for                                  NEGATIVE IMPACT:
                                                                 Mother’s Day 2015. This amount has                               Bad weather
on average                                                       reportedly increased every year since                            Improving economy
                                                                 the 2008 recession.                                              Increased competition from nonfloral 	
We asked florists for the dollar
amount of their average sale                                     Source: National Retail Federation’s “2015 Mother’s Day Survey”   companies, including from online outlets
during the 2015 holiday.                                                                                                          Decreased advertising
                                                                 SELLING SUCCESS
                                                                                                                                  Source: Super Floral’s 2015 Mother’s Day survey
                                                                 Most floral departments reported
                                                                 increases in the number of items                                 CUSTOMER PURCHASES
                                                                 sold on Mother’s Day 2015 compared
                                                                 to 2014.                                                         The sum of the percentage totals is
                                                                                                                                  greater than 100 percent because the
                                                                                                                                  respondents could select more than
                                                                                                                                  one answer.

n Less than $30: 29.7%                                            n Higher: 65.8%                                                 n Greeting Cards 80.0%
n Between $30 and $39: 24.3%                                      n About the same: 23.7%                                         n Flowers 67.2%
n Between $40 and $49: 21.6%                                      n Lower: 10.5%                                                  n Special outing (dinner, etc.) 54.2%
n $50 or more: 24.3%                                                                                                              n Gift cards 44.2%
                                                                 Source: Super Floral’s 2015 Mother’s Day survey                  n Clothing 35.8%
67.2%                                                                                                                             n Jewelry 34.2%
                                                                 $19.49                                                           n Other 24.9%
The percentage of consumers who                                                                                                   n Personal service (spa, etc.) 21.0%
planned to buy flowers on Mother’s                               What the average adult intended                                  n Books or CDs 20.0%
Day in 2015.                                                     to spend in 2015 on flowers during                               n Housewares or gardening tools 18.8%
                                                                 Mother’s Day, an increase of 1.2                                 n Consumer electronics 14.2%
Source: National Retail Federation’s “2015 Mother’s Day Survey”  percent from 2014’s $19.26.
                                                                                                                                  Source: National Retail Federation’s “2015 Mother’s Day Survey”  sf
                                                                 Source: National Retail Federation’s “2015 Mother’s Day Survey”

42 www.superfloral.com / march 2016
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