We hear a lot these days about interests and needs of Millennials, but how are their buying habits different from traditional consumers when it comes to buying flowers?
According to hortibiz.com, the Millennial generation (aged 25-35) needs to feel a connection to an item they give to someone else. They want to know that it’s functional, personal, says something about them as the giver, and lasts a long time.
These findings are similar to a 2009 SAF study which also found that this consumer segment is more likely to:
As such, flowers and plants may not be a top of mind purchase for this group for Valentine's or Mother's Day, which may pose a challenge in the future for florists who will need to find a way to make that connection to this segment of consumers.