EDITORS’ NOTE Derrick Myers, CPA, CFP, PFCI, loves a good financial management challenge, however big or small. Send your questions to fmeditor@safnow.org.


Sell Through the Divide T


In today’s “K-shaped economy,” some consumers continue spending confidently while others grow increasingly price conscious. That divide is changing how florists should think about pricing, product mix and customer strategy.


DERRICK P. MYERS, CPA, CFP, PFCI


he economy may be moving forward on paper, but anyone running a floral busi- ness knows the reality feels very different at the checkout counter. Consumers are splitting into two very distinct groups, and that divide is creating both chal- lenges and opportunities for florists. Economists call it the “K-shaped economy.” One upper part of the K represents


consumers whose income, investments and overall financial position continue to improve. The lower part represents households struggling with inflation, debt, rising housing costs and stagnant wages. That divide is showing up clearly in spending data: The Federal Reserve Bank of


New York reported this spring that a disproportionate share of retail spending growth since 2023 has come from households earning more than $125,000 annually. The further this divide grows, the more differently these two groups behave when


they buy flowers. Yet consumers are still buying flowers — even amid economic pres- sure. An Ipsos survey commissioned by the Society of American Florists in May found that 40% of U.S. adults purchased fresh flowers or plants for Mother’s Day this year, the highest level recorded in the survey’s history. At the same time, 45% of consum- ers said finances and budget will influence whether they purchase flowers and plants in the coming months.


34 FLORAL MANAGEMENT | July/August 2026 | WWW.SAFNOW.ORG


Understand Your Customers For florists, understanding this dynamic and the K economy is critical because it changes how pricing, product selection and profitability should be managed moving forward. Flowers remain an emotionally resilient purchase category, but consumers are becoming far more intentional about where they trade up and where they pull back. The upper arm of the K may notice


higher prices, but they are far less likely to change buying behavior because of them. Convenience, beauty, quality, exclusivity and experience remain more important than price. The lower arm of the K is behaving very differently. These consumers are


SHUTTERSTOCK/NADEZHDA BURAVLEVA& K.BOM


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