A new nationwide study from the Floral Marketing Fund shines a spotlight on Gen Z consumers and how they discover, shop for, and connect with flowers. This generation is just beginning to enter their peak buying years – particularly weddings – so the way they interact with flowers will shape the floral marketplace for decades to come.
Researchers surveyed more than 2,000 Gen Z consumers across the U.S. and uncovered some useful clues for florists thinking about marketing, merchandising, and their overall customer experience. Here are few key takeaways:
Gen Z is highly digital, but they’re not digital-only. Platforms like Instagram and TikTok play a major role in discovering floral trends and getting inspiration, yet many strongly prefer to buy flowers in person where they can see, smell, and interact with the product. Maybe brick and mortar will make a comeback?
While price is a factor for Gen Z shoppers, the study found that purchasing decisions are heavily influenced by freshness, color, fragrance, and overall design style. In other words, the fundamentals of good floristry still win. Eye-catching arrangements and vibrant product displays remain powerful tools for attracting younger customers.
Environmental awareness also plays a role. Gen Z respondents indicated that sustainability practices and recyclable packaging definitely influence their purchasing decisions. For florists working with regional or seasonal flowers, this is an opportunity. Customers are increasingly interested in knowing where flowers come from and how they’re grown, and many are willing to factor that into their buying choices.
And it’s not just retail. This is a great opportunity for event florists who source from regional farms to tell that story on your website, socials and even in your proposal descriptions (i.e., “Bridal bouquet will include ephemeral spring blooms such as fragrant mock orange and lilac sourced from local small flower farms within X miles of your venue.”) That type of transparency and connectedness resonates strongly with Gen Z clients who want their wedding spend to reflect their values.
The big takeaway from the study? Flowers align very naturally with many of Gen Z’s core values — creativity, emotional wellbeing, sustainability, and visual expression. With the right approach, flowers are an easy sell to this generation, which is very good news for the future of our industry!