Many buying Valentine's flowers at the supermarket

NORTHAMPTON, Mass. (WWLP) - It's a market some researchers say has a lot of potential: many people across the country will be buying their Valentine’s Day flowers at the supermarket.

Researchers say that the majority of people who buy flowers at supermarkets are impulse buyers, and they get the impulse frequently.

The Produce Marketing Association (PMA) says that there is a perception that florists offer fresher arrangements than what you would find at the supermarket, but an increased effort to improve the handling of flowers has led to a growing number of people buying flowers along with their produce.

A PMA survey found more than one third of consumers buy arrangements at the supermarket. One shopper told 22News that the price is what keeps her coming back.   

“Just a better bargain, I think. You can go look at them and pick them up yourself. They usually run from like $10 to $15, and they are healthy, nice flowers,” Jill Martin of South Hadley said.

Flower arrangements at supermarkets can cost up to 50% less than those sold at floral shops.