May 13, 2016
SAF Study Looks at Generational Purchasing Trends

Results from the 2016 Generations of Flowers Study, a study resulting from a partnership between the Society of American Florists (SAF) and the American Floral Endowment (AFE), are now available.

The 2016 Generations of Flowers Study is an update to SAF's research in 2009. Photo: AFE
The 2016 Generations of Flowers Study is an update to SAF’s research in 2009. Photo: AFE

An update to SAF’s 2009 generational research, the 2016 Generations of Flowers Study was conducted by Russell Research and evaluates consumer perceptions, motivations and barriers to purchasing flowers among three generations: Generation Y, Generation X, and Baby Boomers. Funded by the Floral Marketing Research Fund, the study also evaluates trends compared to the original 2009 research.

Specific research objectives of the study included:

  • Measure appreciation and knowledge of flowers
  • Determine flower purchase behavior for self and gift giving
  • Understand purchase behavior and drivers by channel
  • Evaluate gift-giving occasions and the emotional component of giving and receiving flowers
  • Understand the relative importance of buying local in the overall purchase decision
  • Measure similarities and differences between generational segments.

“This study provides key insights for the floral industry on how consumers perceive flowers and plants, and practical advice on how to communicate effectively to specific target audiences,” said Jennifer Sparks, SAF’s vice president of marketing, who oversaw the development and implementation of both 2009 and 2016 studies.

Floral industry members can access the study on any of the following websites:,, and

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