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Cut flowers are no longer a niche product designated solely for florists or formal occasions. Nowadays, you’re just as likely to spot a bouquet near the produce section, at the checkout of a pharmacy, or even nestled next to snacks at a gas station.

As fresh blooms become a more common sight in diverse retail environments, their significance in daily life is shifting — and so are the individuals who purchase them.

To comprehend this phenomenon, a group of researchers at the University of Georgia’s College of Agricultural and Environmental Sciences integrated horticulture with agricultural economics to investigate not simply what flowers individuals buy, but also the reasons, frequency, and what these patterns indicate about larger consumer behavior.

Who purchases flowers and for what reasons?

The nationally representative analysis involving over 8,500 consumers revealed that there is no definitive “typical” flower purchaser.

Employing cluster analysis, a statistical approach frequently utilized in marketing, the researchers identified 13 unique categories of flower buyers.

These categories include (among others):

• The Valentine’s Day group, primarily comprised of men who favor roses.
• The anniversary-only gifters.
• The home-use-only consumers who purchase flowers for their own enjoyment.
• The all-occasion cluster, which consists of buyers who procure flowers for various events and spend the most.

Through open-ended feedback evaluated with word clouds, the researchers found that consumers connected flowers with notions ranging from “beauty” and “scent” to “waste” and “costly.”

Nevertheless, the advantages were evident: Individuals who acquired flowers in the preceding year were more likely to express enhanced feelings at home and at work. They reported an uplifted mood, lower stress levels, and improved overall morale. The perception of psychological benefits was particularly robust for those who had made recent purchases.

“There’s a perceived advantage to buying flowers — whether this is factual or not. People feel they gain something worthwhile from the experience,” stated Ben Campbell, co-author of the research and a professor in the Department of Agricultural and Applied Economics at CAES.

Flower cultivation area more than doubled between 2017 and 2022

While the emotional allure of flowers is compelling, the supply chain supporting them is extensive — and intricate. Imports, especially roses from Colombia, still dominate the U.S. market. However, the domestic sector is expanding.

The onset of the COVID-19 pandemic marked a significant turning point. Events like weddings and funerals dwindled, forcing the floral industry into a scramble. Flower farms destroyed entire harvests.

But an unexpected development occurred. With everyone confined to their homes, people started purchasing flowers to uplift their surroundings. Grocery outlets and even convenience shops began increasing their inventory. Cut flowers transformed into a form of self-care.

“It became almost therapeutic,” remarked Julie Campbell, the lead author of the study and an assistant professor in the Department of Horticulture. “This habit has persisted.”

This transition also catalyzed new development. Open-field flower cultivation area in the U.S. more than doubled between 2017 and 2022, partly due to local farms producing varieties that don’t transport well, such as zinnias and dahlias.

These farms aren’t attempting to compete with mass-produced roses from Colombia. Rather, they’re establishing their niche in the expanding market for local, seasonal types.

Whether it’s roses from Ecuador or wildflowers from a Georgia farm, one fact is unmistakable: Americans continue to buy flowers — not merely to give but to savor.

The post Purchasing flowers may enhance well-being, alleviate stress appeared first on UGA Today.

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