Retailing Florist Crops Through Mass Merchandising Outlets in Four Western Metropolitan Areas

Edmund Estes, Stephen Raleigh and Jules V. Powell

No 344543, Miscellaneous Publications from United States Department of Agriculture, Economic Research Service

Abstract: Mass markets became important outlets for florist crops in the seventies. Surveys were made in 11 metropolitan areas to assess the growth of mass markets and the impacts on various segments of the traditional florist industry. This report presents results obtained in Oklahoma City, Phoenix, Portland, and Sacramento. Mass merchandisers expected sales of florist crops to continue to increase. Florist crops attracted more customers to a store and provided a good return on the investment. Traditional florists generally considered mass market sales to be complimentary their sales of cut flowers and foliage plants. But they believed that mass market sales directly competed with sales of flowering potted plants.

Keywords: Crop Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 60
Date: 1977-05
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uersmp:344543

DOI: 10.22004/ag.econ.344543

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