In a comprehensive survey conducted by Floranext, a leading floral software provider in the United States, the landscape of the 2024 Valentine’s season for florists reveals intriguing trends and sentiments within the industry. The survey, conducted between February 10 and February 21, showcased the preferences and experiences of florists, shedding light on the top-selling products, pricing dynamics, and emotional responses post-Valentine’s Day.
According to the survey results, more than half of the participating florists (50%) reported red roses as their best-selling product in 2024. Following closely behind were mixed flowers, capturing 43.36% of sales. On average, a dozen long stem roses commanded a price of $106 on Valentine’s Day, providing insights into the economic dynamics of the floral market during the romantic season.
Floranext shared these findings on February 23, drawing responses from a predominantly North American audience. Of the surveyed florists, 79.69% hailed from the United States, 14.84% from Canada, and 5.47% represented international florists.
Post-Valentine’s Day emotions among florists varied, with approximately 20% expressing happiness, 19.9% feeling relieved, 19.1% content, 16.4% proud, 14.1% tired, and 10.2% frustrated. These sentiments offer a glimpse into the nuanced experiences of floral industry professionals during a bustling period.
In terms of order channels, the survey highlighted that floral orders during the 2024 Valentine’s season were predominantly made via telephone, constituting 50.39% of total orders, followed by website orders at 32.42%. Interestingly, florists did not find it necessary to shut off web orders in the lead-up to Valentine’s Day, indicating the seamless handling of online transactions. The majority of orders arrived in early February (36.33%), with mid-January orders accounting for 28.13%, emphasizing the strategic timing of customer purchases.
The survey delved into the advertising strategies employed by florists, revealing that nearly 60% opted for Facebook as their primary advertising medium. Instagram secured the second position, with 32.8% of florists utilizing the platform for promotional activities. Additionally, around half of the surveyed florists employed email marketing to reach their customer base, showcasing the diverse approaches taken to engage with consumers during the peak Valentine’s season.
In summary, Floranext’s survey provides valuable insights into the dynamics of the 2024 Valentine’s season for florists, offering a comprehensive overview of product preferences, pricing trends, emotional responses, order channels, and advertising strategies within the floral industry.