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

Author

Listed:
  • Estes, Edmund
  • Raleigh, Stephen
  • Powell, Jules V.

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.

Suggested Citation

  • Estes, Edmund & Raleigh, Stephen & Powell, Jules V., 1977. "Retailing Florist Crops Through Mass Merchandising Outlets in Four Western Metropolitan Areas," Miscellaneous Publications 344543, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uersmp:344543
    DOI: 10.22004/ag.econ.344543
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    Keywords

    Crop Production/Industries; Marketing;

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