For many consumers, May is the start of the flower season. Florists are accustomed to filling orders for traditional and exotic flowers as consumers seek to impress for Mother’s Days and graduations. Brides are also looking or some creative and unique to decorate the wedding and reception venue for their special day. This year, local florists are also discovering that consumers are eager to purchase bouquets made of local ingredients and this includes more than flowers according to a recent Wall Street Journal article.
More floral shoppers are warming up to the ‘field-to-vase’ trend. Florists are creating arrangements that include locally-grown flowers and herbs. The blooms in these bouquets often don’t travel well so they are the perfect items for local florists who want to promote the items that are in season. Consumers appear to be particularly interested in the scent of a bouquet. Herbs like fresh rosemary and oregano add a new dimension to the traditional bouquet. In addition to providing aroma, the cook-from-scratch crowd is happy to find edible plants tucked into a bouquet.
Florists are also using short containers, think tin buckets and canning jars, to hold these arrangements. This strategy enhances the connection to the local farm.
According to Ad-ology Research, about 36% of the U.S. adults will give flowers or live plants as a gift this year. About 2/3’s of these consumers also enjoy cooking and baking, which is slightly higher than average. The same percentage prefers to shop at local businesses. Florists may want to promote their new field-to-vase arrangements to these consumers through local magazines. About 41% of these consumers take action after seeing ads in magazines, a rate which is 31% higher than average.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.