Shoppers Still Buy Flowers On Impulse Despite Cost Pressures, New Research Finds

Fresh cut flowers continue to attract shoppers in stores despite pressure on household budgets, with new consumer research indicating that buying decisions are driven more by emotion and convenience than by price alone.

Research from product intelligence firm Vypr found that most UK consumers still prefer to buy cut flowers in-store rather than online. 

Around 72% of respondents said they only purchase cut flowers for themselves in person, while 62% buy in-store when purchasing flowers as gifts.

The study suggests consumers still value the ability to browse physical floral displays over buying flowers online. 

Indeed, respondents cited wider choice (23%) and the preference for giving gifts in person (23%), and better value (13%) among their leading reasons for avoiding online purchases. 

While perceived value played a role in decision making, overall shoppers surveyed were more interested in fuller bouquets than in discounted pricing.

According to the findings, 21% of shoppers said larger bunches offering better perceived value would encourage them to spend more, compared with just 5% who said lower prices were the key motivator. 

Longer-lasting flowers were another significant purchasing factor, highlighted by 30% of respondents, while attractive floral displays influenced 12%.

The research demonstrates that impulse purchasing remains a major driver within the floral category. 

“A huge 76 per cent of shoppers buy cut flowers on impulse and their reasons are emotional as the majority say they simply make them feel happy,” noted Ben Davies, founder of Vypr.

More than three quarters of shoppers surveyed said they buy flowers spontaneously, often linked to emotional motivations such as boosting mood or treating others.

Opportunities To Drive Incremental Sales

Convenience retailers in particular could benefit from improving floral merchandising and maintaining visible, and easily accessible displays to maximise impulse sales opportunities, Davies said.

“Consumers shopping especially for others, but also themselves, will not choose a bunch that has been squeezed so tightly into the bucket so that it’s damaged or ones with dead heads clearly visible,” he pointed out.

“Store workers could be tasked to freshen up the displays daily and ensure close watch is kept on freshness and sell by dates to discount as soon as possible,” he added. 

Although seasonal occasions such as Valentine’s Day, Mother’s Day, and Christmas remain significant floral trading periods, the research also highlighted consistent year-round demand. 

Consumers are looking for cut flowers to buy for birthdays (34%), treat occasions (22%), and anniversaries (13%).

The findings highlight how convenience retailers may benefit from stocking distinctive bouquets that differ from supermarket ranges, helping stores appeal to shoppers seeking quick, emotional and impulse-led purchases.

“Convenience stores can’t always compete on price, but they are essential for shoppers looking for top up shops and offering a good selection of cut flowers could be a great way to i

ncrease basket spend,” Davies suggested. 

“If owners look for flowers that are different to the supermarket offerings and find unusual or distinctive floral bouquets this could appeal to consumers’ senses and impulse driven motives.”

Source: Convenience Store