That Flower Feeling Launches Test Market Project in Texas, Invites Participation

LEANDER, TEXAS (Nov. 21, 2024) — The Texas State Florists' Association is pleased to share That Flower Feeling is launching a test market project in Texas. Retailers, wholesalers and mass-market businesses in Abilene, San Angelo, Midland-Odessa, Temple and Longview are invited to participate in this market research project from January to April 2025. Findings will help inform future promotions encouraging consumers to purchase flowers.

Midland and Odessa will serve as the test market, with a control group that includes Longview, Abilene, San Angelo, Wichita Falls and Temple. That Flower Feeling seeks passionate retail and wholesale florists to join this exciting journey. By participating, floral business owners will share their percentage changes in sales over the research period. No sensitive sales data is required! Feedback on market conditions and customer experiences will benefit participants' businesses directly and support the entire U.S. floral community.

There is no cost to participate in this project, which will help shape strategies to elevate floral sales nationwide, creating a ripple effect that promotes the joy of flowers for everyone.  That Flower Feeling is funding the entire project. By joining this test market project, participants will contribute to a national floral movement that spreads joy and positivity through flowers. 

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That Flower Feeling (TFF)  is a nationwide digital marketing campaign dedicated to a profound yet straightforward mission: to increase floral consumption across the United States. This innovative campaign has made significant waves on social media and digital platforms, impacting millions. The current campaign targets individuals aged 25-45, known as "aesthetic explorers," with an income of $60,000 or more. This demographic has been selected based on research highlighting their prioritization of self-care and mental health practices. With an impressive reach of 200 million impressions across platforms like Reddit, Instagram, TikTok and iHeart Media, TFF’s efforts have influenced over 6.5 million consumers to purchase flowers and prioritize floral self-care. 

Established in 1914, the Texas State Florists’ Association (TSFA) is the premier organization representing floral industry professionals throughout the state and beyond. Through conferences, meetings, the Texas School of Floral Design, publications, and certification programs for high school students, teachers and designers, TSFA achieves its mission of cultivating member success and a strong floral community. Membership benefits include access to exclusive resources, publications and educational materials, as well as significant discounts on registrations for conferences and other events. With a commitment to floral professionals that spans more than a century, TSFA eagerly seeks innovative ways to advance the floral industry. Learn more at tsfa.org.