Holiday Facts: Mother's Day 2001
Holiday Ranking: (Based on consumer purchases of fresh flowers and plants at all outlets)
| # of transactions | Dollar volume | |
| Christmas/Chanukah |
29%
|
31%
|
| Mother's Day |
26
|
29
|
| Easter/Passover |
19
|
13
|
| Valentine's Day |
15
|
18
|
| Thanksgiving |
5
|
4
|
What types of floral products are consumers
buying for Mother's Day?
| 41% | Cut flowers |
| 41% | Outdoor bedding and garden plants |
| 18% | Flowering and green houseplants |
Of cut flowers purchased for Mother's Day, 47% are mixed flowers, 23% roses, 7% carnations and 20% other single flower types.
Of bedding/garden plants purchased for Mother's Day, 18% are impatiens, 15% geraniums, 9% petunias and 58% other (additional breakdown not available).
Of flowering houseplants purchased for Mother's Day, 5% are chrysanthemums, 4% African violets, 8% lilies, 6% azaleas and 77% other (additional breakdown not available).
Who's buying?
Mother's Day floral purchases by gender: 66% by women, 34% by men.
For whom are they buying?
| 12% | For self |
| 88% | As a gift: For mother (54%), spouse/significant other (14%), daughter (4%), grandmother (4%), friend (3%), sister (2%), other relative/other (7%). |
Source: American Floral Endowment Consumer Tracking Study,
September 1999 - August 2000
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