SOURCE: Yellow Pages Association

Yellow Pages Association

February 01, 2010 08:18 ET

Local Florists Bloom for Valentine's Day; Yellow Pages Sees February "Florists" Spike

BERKELEY HEIGHTS, NJ--(Marketwire - February 1, 2010) - Americans nationwide will turn to the Yellow Pages "Florists" heading this month almost twice as much as average. One in every three users does not have a specific floral shop in mind when referencing the Yellow Pages, but when they do, 85 percent follow up with a purchase (1). Over the course of the year there are more than 103 million references to the "Florists" heading (1).

Nearly half of all references are for flower arrangements or bouquets (46 percent) with the remaining references for flower delivery services (20 percent) and other items like garden plants and memorial flowers (19 percent) (1). The average Cupid spends $74 at the point of purchase (1), and according to the Society of American Florists (SAF), the most common flowers purchased this month are roses.

To extend the life of your bouquet, SAF has provided a few rose care tips for the holiday:

-- If your roses arrived in plastic water tubes, remove them before
   arranging.
-- Remove any leaves that will be under water, taking care not to damage
   the green bark.
-- Re-cut stems by removing 1-2 inches with a sharp knife. 
-- Immediately after cutting, place roses in a clean, deep vase of water
   containing a flower food provided by your local florist.
-- Check the flower food solution daily and make sure to keep it full,
   clean, and fresh. Replace the solution if it becomes cloudy.
-- Keep your roses in a cool place, out of direct sun and drafts.

"Rest assured that whatever flowers you choose will be sure to brighten the recipient's day," said Jennifer Sparks, vice president of marketing for SAF. "Flowers are versatile. They come in all shapes, sizes and budgets. Your local florist can help you put together a special arrangement that your loved one will treasure. No matter what you decide, flowers are scientifically proven to create happiness and ease worry and anxiety -- I can't think of a better time for people to have flowers in their lives."

An Element of Surprise

While research indicates that more than four out of every five (83 percent) references to this heading are for home or personal reasons, nearly one third are made from the office (31 percent) (1). This represents a significantly higher "at work" percentage when compared to other popular Yellow Pages headings.

Those most likely to reference the "Florists" heading are 35- to 49-year-old married females with a college degree and a household income between $40,000 and $100,000 (1).

Return on Advertising Investment

"Local florists know that Yellow Pages advertising will reach their customers, as well as achieve a superior return on investment. Headings users are great customers, spending 9 percent more than the average floral customer at the point of purchase," said Larry Small, director of research for the YPA. These purchases, based on local Yellow Pages display ads, result in more than 300 sales per year and over $30,000 in sales revenue per advertiser. In addition, the average return on investment received from local display ads is $3 in revenue for every $1 spent. (2)

For more information on Yellow Pages headings, visit: http://www.ypassociation.org.

(1) Knowledge Networks/SRI, June 2009

(2) Intermedia Shopping Study, 2009

About The Yellow Pages Association

The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org) is the largest trade organization of a print and digital media industry valued at more than $31 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs), and associate members (a group of industry stakeholders that include Yellow Pages advertisers, vendors, and suppliers).

About the Society of American Florists

The Society of American Florists (SAF) (www.aboutflowers.com) is the national trade association for the floral industry, representing 12,000 growers, importers, wholesalers and retailers of flowers and plants.

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