RESEARCHERS DEBUNK A COMMON BELIEF ABOUT A WEEKEND VALENTINE’S DAY

Are you worried about a Sunday Valentine’s Day? Floral market researcher Prince & Prince, Inc. (P&P) says you shouldn’t be.

Valentine’s Day falls on a Sunday this year. “Many in the U.S. floral industry believe that a weekend Valentine’s Day results in dampened floral sales,” P&P shares in the report, “The Influence of a ‘Weekend’ Valentine’s Day Holiday on Consumer Floral Purchasing.”

However, P&P’s survey data suggests the opposite — it found a slight increase in consumer floral purchasing when the holiday falls on a weekend.

P&P compared Valentine’s Day floral purchasing when the holiday fell on weekdays (1996, 2000, 2007 and 2013) and when it fell on a weekend (2010).

Of all floral-buying households that purchase for Valentine’s Day (around 49 percent in 2013), about 2 percent more households purchase for a weekend holiday, the researchers share. That translates into an estimated $130 million in additional floral spending.

The increase in weekend Valentine’s Day floral purchasing is largely driven at both ends of the household income ladder — among floral buyers 55 and older, and among single-male households, P&P found.

In another report, P&P predicts that U.S. consumers will spend $3.3 billion on floral products for this Valentine’s Day, up 3.1 percent from the firm’s projected $3.2 billion spending in 2015. The $3.3 billion figure includes all fresh floral products as well as any associated delivery/handling services.

Source: Prince & Prince, Inc. (P&P)

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