ATHENS — As fresh flowers become a more familiar feature in a variety of retail spaces, their role in everyday life is evolving — and so are the people who buy them.
A team of researchers at the University of Georgia’s College of Agricultural and Environmental Sciences combined horticulture and agricultural economics to explore not just what flowers people buy, but why, how often and what those habits say about broader consumer behavior.
The nationally representative study of more 8,500 consumers found people who purchased flowers in the past year were more likely to report feeling better at home and at work. They experienced improved mood, reduced stress and even better overall morale. The perception of the psychological benefits was especially strong for those who made recent purchases.
“There’s a perceived benefit of buying flowers — whether it’s real or not. People feel they’re getting something valuable from the experience,” said Ben Campbell, co-author of the study and a professor in the Department of Agricultural and Applied Economics at CAES.
The onset of the COVID-19 pandemic was a turning point. With everyone stuck at home, people began buying flowers to brighten their spaces. Grocery stores and even convenience stores started stocking up. Cut flowers became a kind of self-care.
That shift also sparked new growth. Open-field flower acreage in the U.S. more than doubled between 2017 and 2022, thanks in part to local farms growing flowers that don’t ship well, like zinnias and dahlias.
“It became almost like therapy,” said Julie Campbell, lead author of the study and an assistant professor in the Department of Horticulture. “The habit stuck around.”
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