A Look Back at Mother’s Day Flower Sales … And the News Is Good!
June 1, 2020 
Floral industry and consumer surveys conducted by the Society of American Florists (SAF) show overwhelmingly positive Mother’s Day sales results, despite the global coronavirus pandemic.
More than 90% of floral industry members responding to the SAF survey reported they were open for business Mother’s Day week. Seventy percent of floral industry members responding to the survey saw an increase in Mother’s Day sales — with many saying they could have sold even more flowers if they’d been able to source additional product or bring in more staff.
About 42% of respondents said their average transaction was between $51 and $70; 36% said it was $71 to $100; 15% said it was $101 to $150; and 8% said it was $21 to $50. The average transaction last year was almost $76, compared to $68 in 2018.
“We are very pleased with the results from the Mother’s Day holiday and how the industry has been buoyed by an uptick in sales for those businesses that were operating in some capacity,” says SAF CEO Kate Penn.
Polling firm Ipsos also conducted a consumer survey this month on behalf of the SAF and found only a slight decrease in the number of American adults buying Mother’s Day flowers and plants this year as well as in their median and average spending per gift.
“We’re really encouraged to see that spending increased, despite the many potential obstacles that could have driven floral spending on gifts downward,” Penn says. “Anecdotally, we’ve been hearing that average order values were up, and the SAF member survey confirms this, but it’s good to see it also confirmed in this consumer research.”
This year’s consumer poll found about three in 10 American adults bought fresh flowers or plants as gifts for Mother’s Day. Nearly 60% of the floral gifts purchased were fresh bouquets and fresh arrangements.
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