Americans and Gift Giving
Americans still consider flowers to be the best gift to express emotion, according to an SAF nationwide gift-giving survey. The 2000 SAF study, called Americans and Gift Giving, is an update to SAF's groundbreaking 1990 survey to uncover Americans' attitudes and behaviors towards gift giving.
According to the study, nearly 60% of Americans, or more than 110 million people, say they have given flowers or houseplants as gifts at least once in the past year. Americans believe that giving flowers as a gift is the best way to express love and regret.
- Flowers are still considered to be the best gift to express love, as reported by 37% of respondents.
- Americans (49%) give flowers more than any other gift to apologize.
- 23% say flowers are the gift most likely to make them smile, second only to jewelry.
- 26% say flowers are the gift they would most like to receive from an admirer.
- 30% of Americans would rather receive flowers for “no special occasion” than any one holiday or occasion, and Americans (37%) continue to give flowers more than any other gift for no special occasion.
Promoting the Great News to Consumers
SAF publicized the Americans and Gift Giving survey's findings to consumers through a nationwide media campaign featuring noted gift expert and spokeswoman Robyn Spizman. The campaign included the distribution of a press kit to print media and a nationwide satellite television tour promoting flowers as the perennial perfect gift. SAF generated TV stories on flowers during morning news shows in the following markets:
- Columbus, OH: WCMH-TV (NBC)
- Denver, CO: KWGN-TV (WB)
- El Paso, TX: KVIA-TV (ABC)
- Fargo, ND: WDAY-TV (ABC)
- Ft. Myers, FL: WINK-TV (CBS)
- Greensboro, NC: WXLV-TV (ABC)
- Houston, TX: KRIV-TV (FOX)
- Indianapolis, IN: WTHR-TV (NBC)
- Little Rock, AR: KTHV-TV (CBS)
- Louisville, KY: WDRB-TV (FOX)
- Nashville, TN: WTVF-TV (CBS)
- Phoenix, AZ: KPHO-TV (CBS)
- Raleigh, NC: WNCN-TV (NBC)
- Tucson, AZ: KOLD-TV (CBS)
- Waco, TX: KCEN-TV (NBC)
- Wilkes Barre, PA: WBRE-TV (NBC)