Mother’s Day is the third most productive and profitable day for florists — so we know you’re well into your preparations! But to get you even more excited for what’s to come, we’ve gathered some forecasts for this year’s holiday.
The National Retail Federation predicts that Mother’s Day spending will be historic, with 84% of shoppers planning to celebrate. And what do they want to spend their money on? Flowers, of course! Here are a few key statistics from the National Retail Federation’s 2022 survey:
Overall Spending Reaches Record Highs
Per the 2022 NRF survey, overall spending was expected to hit a record $31.7 billion. That’s up $3.6 billion from a previous record in 2021. Individual spending was also at a record, at $246 per person, up from $220 per person the year before. Forecasters expect these trends to continue since Mother’s Day spending has gone up every year since 2012 — even during the pandemic!
Floral Spending Continues to be Strong
In the same NRF survey, 72% said they planned to purchase flowers for Mother’s Day — that’s up from 68% the prior year. How much does this add up to? $2.9 billion on flowers alone, just for Mother’s Day.
Flowers are One of the Most Popular Purchases
Flowers are second only to greeting cards when it comes to Mother’s Day purchases. Also, the third most popular Mother’s Day purchase will be outings: 57% of those surveyed by the NRF said they planned to take Mom out for her special day. That’s up from 49% the prior year.
Purchases of Both Jewelry and Flowers are Higher
While flower spending will be up, jewelry spending will also be up. Per the survey, 41% planned to spend money on jewelry, up from 34% the prior year. This gives you an excellent opportunity to bundle flowers and jewelry to offer more value and convenience to your customers!
Mother’s Day Accounts for 26% of All Holiday Purchases at Flower Shops
Flower sales for Mother’s Day are the third highest of the year, behind Valentine’s Day and Christmas/Hanukkah. Valentine’s Day makes up 30% of total sales, and Christmas/Hanukkah makes up 26% of sales, but the dollar value is slightly higher than for Mother’s Day.
How to Take Advantage of These Historic Sales Predictions
Judging from these statistics, people want to celebrate their moms more than ever this year. It’s time to pull out all the stops to promote your beautiful Mother’s Day arrangements. Here are a few ideas on how to use this information to increase your sales and profits:
1. Start promoting NOW. Get your Mother’s Day offers out early and share your beautiful arrangements on social media and emails. Don’t forget that people are looking for unique, special flowers more and more these days, so make sure to offer seasonal or exotic flowers in your arrangements.
2. Create flower and jewelry bundles. You can do this on your own by choosing a few jewelry items as an add-on to your flowers. You can also partner with a local jeweler to design a more upscale offering. Either way, you’ll make it easier for customers to do one-stop shopping for their Mother’s Day gifts.
3. Since more people will be taking their moms out for Mother’s Day, work with a local restaurant to create “dinner and flowers” packages. Doing this can increase your sales and future customer base since you’ll get an email address from everyone who purchases a package.
These are just some ideas of how you can take advantage of this year’s Mother’s Day spending trends. We’re excited to see how you implement them to increase your sales and profits this season.
