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.”
A Lily’s Florist blog post by Sasha Thomson lists some benefits of adding fresh flowers to a home. The blog states that flowers can:
Boost quality of relationships: There are studies which prove that the presence of flowers makes one more empathetic and more sensitive to the needs of others. It can encourage small talks at home which leads to a harmonious environment.
Purify the air: Certain types of flowers can purify the air. Gerbera daisies and peace lilies are among those flowers which are known to enhance sleep since it removes toxins from the air.
Aid in fast recovery of sick loved ones: Studies show flowers having significant effects on the improvement of patients. A study in 2008 found that hospital rooms with flowers reported patients who were quick to recover albeit given fewer medicines.
Create instant relaxation: Fresh flower blossoms are one of the few things that can give a quick feeling of relaxation.
Promote productivity: Flowers can stimulate the senses making one more creative and productive with any task.
