More Americans Enjoying More Flowers More Often

CalFlowers’ is preparing to launch a high-impact marketing campaign on behalf of the broader floral industry with the aspirational goal of “More Americans enjoying more flowers more often”.

There is agreement around the floral industry that the pandemic has dramatically changed the demand for fresh flowers. Many American consumers have altered their buying patterns to include more self-purchases, driven by a desire for the comfort and beauty of fresh flowers in their homes. The well-recognized positive mental health effects of fresh florals in the home have caused flowers to enter a new category in the minds of consumers.

In early October, CalFlowers Board members Jeanne Boes and Joost Bongaerts, along with Executive Director Steve Dionne, were on location in Warsaw, Poland and Amsterdam, Netherlands to oversee film and photography production, as well as brand design and website development, for the new campaign to promote flowers.

Steve Dionne shares – “Our marketing campaign – to be launched on Instagram, YouTube, Spotify, and Pinterest in January 2022 – is specifically designed to capitalize on this emerging trend. Our media distribution is planned to engage over 60 million consumers in our target audience, ‘aesthetic explorers’ comprised of women in the 25-39 age category who are focused on wellness and style.”

The board expects to have a professional, polished ad campaign incorporating humor, visual interest, and a relatable message promoting the enjoyment of fresh flowers.

About CalFlowers

The California Association of Flower Growers & Shippers (CalFlowers) is a voluntary California-based trade association comprised of 241 voting members in California and 648 associate members in 48 states other than California. CalFlowers collaborates with other floral industry associations to promote the floral industry in the U.S., striving to have more Americans enjoy more flowers more often, and providing access to discount shipping programs for floral products. To learn more about CalFlowers, visit www.cafgs.org