SOURCE: California Flower Mall

California Flower Mall

April 26, 2011 10:20 ET

LA Flower District California Flower Mall Mother's Day DIY Flowers Save 70%; Studies Reveal Why Mother's Day Flowers Top Gift Lists

LOS ANGELES, CA--(Marketwire - Apr 26, 2011) - Do you remember the last time someone gave you flowers? What about the last time you gave flowers? Chances are, that memory is vivid. And there's a reason why: Flowers come wrapped in emotion. That's why Mother's Day flowers top gift lists on the second biggest retail holiday of the year. The Los Angeles Flower District California Flower Mall, the largest San Pedro Street discount and wholesale flower market, is open free to the public with late evening hours Mother's Day week and all night before Mother's Day May 8 and Dia del las Madres -- Mexican Mother's Day -- May 10 for DIY shoppers that want to express their love and gratitude with gorgeous farm fresh flowers for every mom in their life at deep discount prices up to 70% below retail. Good news for Southern Californians feeling the pain at the pump or recovering economically.

"Since the dawn of time, people have intuitively known the power flowers have on feelings," says Mark Chatoff, President of California Flower Mall and Chairman of the LA Fashion District where the 8 block LA Flower District community is located. "Only recently our intuition was confirmed by science. Researchers at Harvard, Rutgers and Texas A&M universities have conducted studies proving flowers make people happy and decrease anxiety," he adds. Chatoff is a member of the Society of American Florists, the trade group that assembled the scientific research revealing many reasons why Mother's Day flowers top gift lists.

According to SAF, research conducted by psychologist Jeannette Haviland-Jones, Ph.D., of Rutgers University proves the presence of flowers triggers happy emotions, heightens feelings of life satisfaction and affects social behavior in a positive manner far beyond what is normally believed. "Common sense tells us that flowers make us happy," says Dr. Haviland-Jones. "Now, science shows that not only do flowers make us happier than we know, they have strong positive effects on our emotional well being." Her research also shows flowers make intimate connections, even inspiring increased social activity among seniors in addition to easing depression.

Nancy Etcoff, Ph.D., of Massachusetts General Hospital and Harvard Medical School also conducted a behavioral research study about flowers. Her research reveals people feel more compassionate toward others, have less worry and anxiety, and feel less depressed when flowers are present in the home. "As a psychologist, I'm particularly intrigued to find that people who live with flowers report fewer episodes of anxiety and depressed feelings," Dr. Etcoff says.

Flowers can cure moms with the morning blahs. According to Dr. Etcoff's research, keeping a bunch of flowers next to your alarm clock or by your coffeemaker can be a perfect pick me up. "The morning blahs, it turns out, is a real phenomenon, with positive moods -- happiness, friendliness and warmth, for example -- manifesting much later in the day," Dr. Etcoff says. "Interestingly, when we placed a small bouquet of flowers into their morning routines, people perked up."

While research shows flowers are good for you, the best part of flowers is they're fun! They come in so many beautiful colors, shapes and styles. "Like fashion, you can use flowers to express love and appreciation for Moms in ways that complement their favorite colors, taste and style," says Los Angeles Flower District California Flower Mall Manager Hilda Jimenez. "In Mexico, families honor their mothers on Dia de las Madres -- Mexican Mother's Day -- which is always on May 10. Gifts of red roses, a mariachi band serenade and a wonderful meal prepared for Mom by the family are traditional and many Mexican-American families continue that tradition," Jimenez adds.

Beyond the message, giving flowers says something about you, too. Research shows people who give flowers are perceived as thoughtful and sophisticated. Who doesn't want their Mom to feel the deep gratitude and thoughtfulness of their gift?

That's why Mother's Day flower gifts are on so many shopping lists on the second biggest gift giving day of the year after the winter holidays, according to the National Retail Federation.

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