Study reveals Gen Z buying trends for flowers
New research examines how Gen Z buys flowers and plants. Explore key consumer insights and review trends shaping floral retail strategies.
A new consumer study from the Floral Marketing Fund examines how Generation Z purchases flowers and plants and what influences their buying decisions.
The report, conducted by researchers at Colorado State University, surveyed 2,011 U.S. consumers ages 18 to 28. The findings highlight purchasing habits, product preferences and attitudes toward floral products among younger consumers.
Social media platforms such as Instagram and TikTok play a significant role in how Gen Z discovers flowers and plant trends. However, the study found that in-person retail remains important. Participants reported valuing the ability to see, smell and evaluate floral products in stores and interact with staff.
Price sensitivity is also a factor for Gen Z shoppers. Respondents said they compare prices and look for promotions, but purchasing decisions are also influenced by freshness, color, fragrance, design style and sustainability practices.
Environmental considerations, including recyclable packaging and transparent production practices, also affected purchasing decisions. Packaging design, labeling and customization were identified as factors that can increase product appeal.
The research also explored the emotional impact of flowers. Participants reported positive associations between giving or receiving flowers and social connection, along with links to emotional well-being.
“Generation Z is already shaping the floral marketplace, and our industry can’t afford to guess what motivates them,” the Floral Marketing Fund said in the report.
The study was co-sponsored by CalFlowers and FTD.
Photos courtesy of Floral Marketing Fund.