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Flower Marketing: Discounts or BOGO — What Do Buyers Prefer?

November

15,

2024

Brian Barcenilla

5 min read

Knowing what makes customers choose one flower marketing over another can be a game-changer. At Moss Amigos, we set out to uncover which types of offers: Discounts, buy-one-get-one, or seasonal sales, actually inspire people to buy.

Why? Because understanding these preferences helps create promotions that not only attract attention but lead to real purchases.

Our latest Instagram poll results reveal what flower buyers value most, especially young buyers. If you're in the floral business, these insights will guide you in crafting promotions that resonate and keep customers coming back.

Let’s look at the results to see which offers bloom in popularity!

Why Promotions Matter in Flower Marketing

Promotions do more than increase sales. They help flower shops connect with customers and prompt them to make more frequent, larger purchases.

In fact, 69% of consumers are more likely to buy when they see a discount or special offer, according to RetailMeNot. For flower shops, this means well-placed promotions can turn occasional shoppers into loyal buyers, especially during peak floral seasons.

How Promotions Influence Young Buyers

Young buyers, especially in their 20s and 30s, are highly responsive to promotions. A First Insight study shows that 80% of Gen Z shoppers say discounts influence their shopping choices.

For these buyers, offers like discounts and BOGO deals add value, making them more likely to buy flowers. Seasonal sales also align with key times when younger customers are looking to make a purchase, like for special occasions or holidays.

For flower shops, these insights can help shape promotions that draw in younger customers and create lasting connections.

Now, let’s learn which promotions captured the most interest and why these insights matter.

Poll Insights: What Promotions Flower Buyers Prefer

When it comes to flower marketing, we wanted to know: What kind of promotions actually attract buyers? Here’s what our poll uncovered:

Choices:

Discounts: 45%
Buy one get one: 33%
Seasonal sales: 16%
None: 6%

Now, let’s go deeper and learn what each choice reveals about buyer preferences.

The Popularity of Discounts

Discounts lead with 45% of buyers preferring them. For flower shops, discounts make floral purchases more accessible and can attract customers who might be undecided, encouraging them to choose larger bouquets or extra items.

Discounts also resonate well with younger customers. This makes discounts a valuable tool for flower shops aiming to build loyalty among budget-conscious buyers and drive repeat visits.

Buy One Get One

BOGO deals appealed to 33% of respondents, valued for the sense of extra value they provide. A Claremont Graduate University study highlights the endowment effect, where customers view a “free” addition as higher in value. For flower buyers, this makes BOGO deals especially engaging and ideal for increasing overall purchase amounts.

These promotions also promote gift-giving, as buyers often give the extra bouquet to others. RetailWire found that BOGO deals especially attract younger buyers and budget-conscious shoppers, making BOGO an effective way for flower shops to maximize sales during peak times like holidays.

Seasonal Sales

Only 16% of respondents preferred seasonal sales, reflecting their narrower appeal. Seasonal promotions typically align with events like Valentine’s Day, where National Retail Federation data shows consumers focus more on categories like gifts and cards. While less versatile, seasonal sales can still attract customers seeking holiday-specific flower arrangements.

During high-demand seasons, flower shops can leverage seasonal sales by promoting flowers tied to particular events, such as roses for Valentine’s Day. While these promotions appeal to fewer buyers, they add urgency around occasion-based shopping, helping capture timely sales.

Some Buyers Are Promotion-Resistant

Six percent of respondents indicated promotions don’t influence their flower purchases. This suggests that promotion-resistant buyers focus more on the craftsmanship or design of their flower arrangements.

For these customers, flower shops can emphasize premium, exclusive arrangements to cater to those willing to pay full price. Offering high-quality and unique designs allows shops to attract a niche that values the experience of buying flowers more than the discounts.