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GENERATION NEXT | What do people spend on average?

Flowers and plants are still popular gifts for all kinds of occasions. But who actually spends the most money on cut flowers, and where do they buy them? Once again, we’ve listed some interesting facts and figures for you.

FleuraMetz has extracted some interesting information from the data collected by the VGB (Dutch Association of Wholesalers in Flower Nursery Products). What is striking is that millenials are most likely to buy a bouquet from the florist, followed by Generation X.

When it comes to indoor plants, the garden centre is the most popular place to go, following by the florist.

Previously in this blog, we looked at how much millenials spend on flowers and plants. This time, we’re going to look more closely at the average spending of customers. One unexpected detail: it varies per country!

Expenditure on cut flowers is virtually the same in Germany, Great Britain and the Netherlands, but in France much more is spent of these products. Interestingly, men spend on average nearly 3 euros more per purchase than women. 

FR: €16.20 [Men: €17.20 > Women: €15.40]
DE: €9.50 [Men: €11.30 > Women: €8.10]
NL: €9.40 [Men: €11.20 > Women: €8.40]
UK: €9.20 [Men: €11.60 > Women: €7.80]

On average across these four countries: €11.08

Expenditure varies slightly more here. The French consumer is a big fan of florists (and garden centres), and once again women spend on average less than men in every country.

FR: € 25.50 [Men: € 27.60 > Women: € 23.60]
DE: € 16.80 [Men: € 18.20 > Women: € 15.50]
NL: € 15.40 [Men: € 17.20 > Women: € 14.10]
UK: € 13.70 [Men: € 16.50 > Women: € 11.20]

On average across these four countries: €17.85

This information can help you respond to consumers’ buying behaviour. If you’d like to find out how, click here.

Source:  VGB segmentation tool. N = 11.53K

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