Objective of the study is to determine the attitude of the representatives of the “M” generation to the tradition of giving flowers in the digital age.
Research method: survey.
Geotargeting: Moscow, places with high traffic flow.
Target group: men and women from 18 to 25 years old.
Sampling and scope: 1356 people.
Conclusion: Despite the rapid development of technologies and the digitalization of society, young people are positive about buying flowers as a gift to their soulmates for special events or just as compliment. Both classic bouquets of roses and mixed flower arrangements are popular. The recommended price segment is from 1000 rubles to 1500 rubles. The trend for dried flowers is rapidly gaining popularity.