Consumers still think of flowers first when they think of Mom, but fewer of them bought flowers this year than last and those that did buy spent less. According to SAF's nationwide consumer poll, conducted by Synovate’s eNation, 32 percent of adult Americans purchased flowers or plants as gifts, compared to 37 percent in 2008 and 2007.

Fresh flowers remained the most popular gift (63 percent), although purchasing declined from 70 percent a year ago. Purchasing of other fresh floral products fell less dramatically, with outdoor bedding and garden plants at 35 percent compared to 31 percent in 2008; green houseplants at 12 percent compared to 11 percent and flowering houseplants at 22 percent compared 27 percent.

The average amount consumers spent this Mother’s Day fell more than 10 percent to $39 from $45.60 in 2008. There was a noticeable drop in spending in one of the higher spending categories, namely the $51-$75 range (from 17 percent last year to 10 percent in 2009).

Demographically, those most likely to buy floral gifts included males (37 percent), those under 55 years of age (36 percent), households with annual incomes over $50,000 (38 percent) and households with children (44 percent). Retirees were the least likely to buy floral gifts. 

Supermarkets or grocery stores (35 percent) remained the most popular place to buy flowers, followed by garden centers (24 percent) and then retail florists (19 percent). Men were more likely than women to buy their floral gifts from retail florists (26 percent to 10 percent).