Sizing the market for wedding floral décor

What is shaping floral

Flowers are bought for occasions, gifting and decoration, through florists, gifting platforms and street vendors. Freshness and delivery reliability are everything.

• Gifting occasions drive demand peaks
• Online gifting platforms are growing
• Growers need better access to markets

An events and floral décor company, working in Delhi NCR, Jaipur & Dubai. Client identity is withheld to protect confidentiality.

Organisation

An events and floral décor company

Sector

Floral

Team engaged

Market Research

Services

Research consultancy, Quantitative research, Financial modelling

The company had built a strong reputation for floral décor at large weddings in North India and wanted to expand to Jaipur and Dubai. It did not know how couples set décor budgets, who made the final decisions, or whether demand was shifting from lavish events to smaller, more personal ceremonies.

• Deliver on the brief: sizing the market for wedding floral décor.
• Understand the views, needs and behaviour of planners.
• Understand the views, needs and behaviour of couples.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 7 weeks.

The work focused on 30 planners and 800 couples.

• planners30
• couples800

Audiences we typically reach in floral

Gift buyersFloristsFlower growersEvent plannersCorporate gifting buyers

Coverage: Delhi NCR, Jaipur & Dubai. Markets: India and United Arab Emirates.

• India
• United Arab Emirates

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Planner interviews
3. 3Couple survey
4. 4Market model
5. 5Insight

We interviewed wedding planners and venue managers about how décor was commissioned, typical budgets and changing trends, then surveyed recently married and engaged couples about their décor priorities, spending and the role of parents and planners. In Dubai, the sample included Indian and other expatriate families planning weddings locally. The findings fed a market model estimating demand by event size and city.

Research consultancyQuantitative researchFinancial modelling

planners

30

couples

800

• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

• Interviews and discussions were led by experienced moderators using a guide agreed with the client.
• Secondary sources and client data were compiled and cross-checked before modelling.

• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping
• Market model built from secondary data and primary evidence

• Destination weddings and smaller premium ceremonies were growing fastest, and planners strongly influenced which décor companies were shortlisted.

Planners were the gatekeepers; winning them mattered more than advertising to couples.

• Build on the core insight: planners were the gatekeepers; winning them mattered more than advertising to couples.
• Focus effort where the evidence was strongest: destination weddings and smaller premium ceremonies were growing fastest, and planners strongly influenced which décor companies were shortlisted.
• Re-measure after the changes to confirm the effect.

• The company created packages for intimate weddings, built planner partnerships in both cities and launched in Dubai through two established planners.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: how reliable is delivery?