Predictions about Customer Buying Patterns

Slow Flowers Member Survey 2021, Part Seven

The floral department at Bainbridge Town & Country Market (c) Grace Hensley

Do you anticipate changes in customers’ buying patterns in 2021?

Yes: 73.68%
No: 26.32%


Let’s learn more:

Many of you wanted to elaborate on your “yes” or “no” responses to the simple question that asked whether 2021 will bring new consumer behavior. WE are all consumers, too, so it’s understandable that personal emotions and professional hunches are intertwined. As you read further, you’ll note that we have categorized the comments!

Pine Creek Nursery Wedding, Monroe. Claire & Cody. Seattle Wedding Photography, Snohomish Wedding Photography

Smaller weddings

People who downsize will be more willing to splurge on florals for weddings, but overall revenue will go down due to cancellations or downsizing

I think there will be a lot more weddings – on top of the everyday/special occaision arrangements that are being ordered. I also think people want to bring more flowers into their home and are getting into floral design as a hobby

I believe big weddings are a thing of the past and we will continue to get endless inquiries for elopements! I don’t foresee demand for everyday flowers to drop anytime soon.    

I’m expecting more local, intimate weddings

Think we will see a more simplified event, whether it be a farm-to-table, wedding or private party. We will see a trend towards more relaxed designs and less is more approach.

I’m anticipating a continuation of smaller weddings with a mix of larger events due to the high unemployment we are experiencing. That said, many of our new inqiries for 2021 are coming in with healthy flower budgets so that is encouraging

I believe our larger wholesale accounts will pick up again as wedding are being scheduled for 2021

We hope to see more demand (we are still new enough that our following is growing) and we expect to see some pent up demand from postponed weddings

Micro weddings, no galas, overall scaling back

Lower budgets for everything

I think if we are able to celebrate safely next year, it will be a HUGE year for wedding and event florists with a lot of pent up demand    

Weddings will resume

I doubt that weddings and events will be back up to pre-covid levels in 2021

There is still so much uncertainty. I anticipate 2021 weddings to be smaller than before Covid and our need to be flexible as an industry

I think weddings may be smaller

I see a decline in large events coming and people going back to smaller more intimate events

I feel wedding will be the same size or smaller. I think the pandemic really made people rethink the huge wedding “shows” they have become

Fewer weddings and events

Amazing and inspiring botanical choices from local and domestic farms, provided by Seattle Wholesale Growers Market.

General consumer behaviors

Reduction in overall spend, more price sensitivity    

We saw a large increase in florist purchases. Our wholesale markets are mainly internet-based and (we) saw an increase in companies reaching out to source from our farm

I think the locally grown flowers have had a much bigger impact this year since wholesalers were not able to get their products in and florist were calling me desperate for product, especially during Mother’s day

Everyone is still figuring it out

People want more flowers!

Increased purchasing

More local and more of it!

I believe local will become more desired.

I think that people are going to be even more aware of the importance of locally grown flowers and foliage, as well as the importance of supporting local businesses.

Cautious spending

More local product

Everything is ever-changing

Less everyday flower purchases as things “normalize”

Things are not going to be back to normal in 2021. People talk as if they will be, but I don’t think so

More retail customers buying local    

I think locally grown flowers got a lot of interests this year and I think it will continue next year

I imagine economic impacts may settle in further and am prepared for a slight decrease in farmer’s market sales and potentially more wedding postponements. honestly the election result will possibly change things

More online transactions

More local

More events once things open up

I expect them to become more budget conscious

Possibly, I guess, if 2021 is as emotionally dismal as 2020. Flowers brings smiles and happiness in times when we need it most

People are buying local and I think it will continue    

I believe customers will seek out more locally grown products

Trending towards houseplants, I predict will continue

Consumers may start treating themselves with fresh flowers, and supporting locally owned and sourced businesses

I’m afraid of buyer fatigue re: flowers

More natural, sustainable

I think people will be more oriented towards decorating their living spaces. Also, gifting flowers to loved ones

The hope is that more people will also purchase local    

People have been buying local so I expect this will continue into 2021. Covid is here for the year I’m sure

Work-from-home becomes normalized and interest in gardening/flowers/natural world grows

More thoughtful spending due to economic fragility

Potentially buying less and wanting more local products

I anticipate that things will get better and customers will purchase more in 2021

Increased interest in purchasing local product

More local!

I think flowers will become more important to keep in your home while we are inside

More cautious buying, recovery from a most awful 2020. More concern for small businesses in their community

More local flowers! A desire for more beauty and positivity

If covid continues to disrupt our lives, I expect that doorstep delivery and demand for flowers will increase

Getting ready for design (c) Debra Prinzing photograph

My floral business

Continuing poor economy here will mean reduced purchases for my business    

I had high demand during Covid and gained new customers in the process

Our business grew a lot this year – I doubt it will happen like this next year

On-line ordering a must

On the retail side, people are buying more plants and bouquets

Anticipating things opening up more or adapting better if there are closures

I think more people will want the option to purchase online

Florists want local product

Not sure how the economy will be doing

I think the pandemic will be with us for a while

It will depend on if closures have to take place again, what competitions goes out of business, what has to be rescheduled, what jobs are lost effecting disposable in come

A vista of Iowa farmland

Farm connections

I see subscription growth in the future as more people continue to stay home

More customers want to visit the farm and take in person workshops

They like on-farm


What is the takeaway for YOU?

  1. Flowers and plants matter — connect your customers with the idea of “Floral Wellness” and the mental, physical, psychic and aesthetic benefits of your flowers.
  2. Make it easy for customers to buy from you! Online options are a must.
  3. Be adaptable — have offerings and options at all price points.
  4. Create experiences. Consumers need an escape from their pressures and stresses. Bring them to the farm or bring the farm to them.
  5. Communicate your story. You cited the term “local” more than any other theme for 2021. Tell that story of you, your flowers, your sources and your beliefs! Connect yourself with our Slow Flowers Message and branding.

Read past Slow Flowers Member Survey Recaps by Topic:

Week One: Slow Flowers Member Demographics
Week Two: Growing and Sourcing Flowers
Week Three: Hardgoods and Mechanics
Week Four: Causes Climate and Challenges
Week Five: Favorite Flowers, Color Palette Preferences and Design Aesthetics
Week Six: Member Predictions: Emerging Shifts and Themes in my Floral Enterprise in 2021


Coming Up . . .

On January 15th, join our final recap covering the 2021 Slow Flowers Member Survey, with a Q&A conversation with Debra Prinzing and the Slow Flowers Team, as well discuss member questions and comments to share with you.

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Debra Prinzing

Debra Prinzing is a Seattle-based writer, speaker and leading advocate for American-grown flowers. Through her many Slow Flowers-branded projects, she has convened a national conversation that encourages consumers and professionals alike to make conscious choices about their floral purchases. Debra is the producer of SlowFlowers.com, the weekly "Slow Flowers Podcast" and the American Flowers Week (June 28-July 4) campaign. Debra is a Florists' Review Contributing Editor for which she produces the "Slow Flowers Journal" section. She is author of 10 books, including Slow Flowers and The 50 Mile Bouquet.

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Slow Flowers Journal is brought to you by SlowFlowers.com. Slow Flowers is an award-winning online directory created to help consumers find florists, studio designers, wedding and event planners, supermarket flower departments and flower farmers that supply American grown flowers. Founded in 2014, the site has grown to 700 members across the U.S.

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For more information, please contact Debra Prinzing
at 206-769-8211 or 844-SLOWFLO (844-756-9356); debra(at)slowflowers.com.