Value is what's on consumers' minds this holiday season, industry observers told SN, and floral is no exception. “Regardless of your mix of flowers, plants or gift products, one certainty is that consumers have never been more concerned with the value they will get from their purchases,” said Terry Johnson, president of Horticultural Marketing Resources, Mission Viejo, Calif. Johnson, however, cautioned against mistaking low price for value. “Value,” he said, “means identifying and ...

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