Retail Market Research Example

2020 Market Research Report
Florists
October 2020
Retail Report:
Report Contents
3 Overview 13 Income vs. Revenue Growth Matrix
• Retail Subsectors vs. Industry
4 Industry Snapshot - Revenue & Growth
14 Sales per Capita by State
5 Industry Snapshot - Costs & Profitability • Sales per Capita and State Rankings
15 Sales as a % of Consumer Expenditures
• Sales as a % of Income and State Rankings
7 Industry Growth Details 16 Sales per Location by State
• Industry Revenues • Sales per Location and State Rankings
• Number of Companies & Locations
• 2011-2019 Historical Figures 17 Pricing & Inflation
• Annual Inflation - Indexed to 2010
• 2011-2019 Historical Figures
8 Growth Benchmarks • 2020 & 5-Year Forecast
• Revenue per Company & Location • Monthly Inflation Figures for the Past 3-Years
• Locations per Company
• 2011-2019 Historical Figures 18 Consolidation Analysis
• Forecasts for 2020 and the Next 5-Years • Number of Retailers by Business Size
• Number of Locations by Business Size
9 Ecommerce Sales • Locations per Retailer by Business Size
• Total Ecommerce & % of Traditional Retail • 2014 versus 2019
• Forecasts for 2020 and the Next 5-Years 19 Employment by Business Size
• Number of Employees by Business Size
10 Ecommerce Category Sales • Employees per Retailer by Business Size
• 2014 vs. 2019 Sales with Growth Rates • Employees per Location by Business Size
• 2014 versus 2019
11 Breakdown of Product Lines
• Percentage of Revenue from Product Lines 20 Retail Subsector Consolidation Analysis
• Number of Retailers
12 Macro Retail Subsector Growth • Number of Locations
• Sales and 5-Year CAGR • 3-Year CAGR
© Kentley Insights 2020
REVENUE & GROWTH BENCHMARKS
453110
Section One
• Forecasts for 2020 and the Next 5-Years
Kentley Insights

Florists - 2020 www.kentleyinsights.com 2
Report Contents (Continued)
21 Retail Subsector Consolidation Analysis 28 - Continued
• Locations per Retailer • Employees per Retailer
• Employees per Retailer • 2011-2019 Historical Figures
• 3-Year CAGR • 2020 & 5-Year Forecast
29 Employee Productivity by State
• Revenue per Employee and State Rankings
23 Profitability & Financial Ratio Analysis 30 Industry Payroll
• Percent of Companies that are Profitable • Payroll per Employee, Retailer & Location
• Average Net Income as a Percent of Revenue • 2011-2019 Historical Figures
• Financial Ratios - 10 ratios, such as Total Asset • 2020 and 5-Year Forecast
Turnover, Assets to Liabilities, Return on
Net Worth, Solvency Ratio 31 Payroll by Business Size
• Payroll per Retailer, Location & Employee
24 Operating Expenses • 2014 versus 2019
• Industry Operating Expenses
• Industry Revenue vs. Operating Expense Growth 32 Payroll per Employee by State
• Operating Expense as a Percent of Revenue • Payroll per Employee and State Rankings
• Forecasts for 2020 and the Next 5-Years 33 Workforce Composition
• Management & Finance
25 Operating Expenses by Retailer & Location • Sales, Service & Marketing
• Operating Expenses per Retailer • Operations, IT, & Other
• Operating Expenses per Location • Percent of Industry's Employees• Revenue vs.
Expenses
• 2011-2019 Historical Figures 34 Job Categorization Pay Ranges
•2020 & 5-Year Forecast • Management & Finance
• Sales, Service & Marketing
26 Operating Expense Detail • Operations
• Employee Expenses • Pay Bands
• Property Expenses
• Equipment Expenses 35 Detailed Workforce Composition
• IT Expenses • Percent of Total Employees by Job
• Inventory Handling & Supplies Expenses • Top 20 Job Categories
• Miscellaneous Expenses
36 Pay Ranges of Top 20 Positions
27 Inventory Turns & Gross Margin • Pay Bands
• Inventory Turns • Median, Top & Bottom 10% & 25%
• Gross Margin
• 2011-2019 Historical Figures 37 Total Employment by State
• 2020 & 5-Year Forecast • # of Employees and State Rankings
28 Productivity & Industry Employment 38 Population to Every Employee by State
• Revenue per Employee • # of Residents to Industry Employee
• Total Industry Employees • State Rankings
COST, FINANCIAL, & WORKFORCE BENCHMARKS
Section Two

Report Methodology
Industry Definition
Florists
0
Florists include locations primarily engaged in selling cut ﬂowers, ﬂoral arrangements, and potted plants
purchased from others. These retailers typically prepare the arrangements they sell.
Our goal at Kentley Insights' is simple...provide leaders with the right insights to help them unlock value
in their company. Everything we've done in creating this report is focused on this goal. This Kentley
Insights' report on the Florists industry will provide you with all of the key insights and benchmarks you
need to create a broad and in-depth diagnostic and understanding of any company in the industry.
To unlock the most value from this report, companies typically create a comprehensive fact base of
metrics on their own business to compare to the benchmarks in this report. The gap analysis will
highlight potential opportunities, spur the right questions, and drive deeper inquiry. The conversations
created by our reports are often the starting point to a broader strategic debate for companies to
crystalize their strategies to win.
The core data is generated from comprehensive data sets created by companies in the industry either
through automated data collection or surveys on their business. Our analysts create the forecasts based
on industry dynamics and the macroeconomic environment.

Industry Snapshot - Revenue & Growth
Overall Industry Size
Overall Industry Growth
Overall Industry Growth Forecast
Revenue per Retailer
Product Line Concentration
Pricing & Inflation
Sales per Capita
Sales per Location
Below is the revenue and growth snapshot for the Florists industry, covering industry size, growth, forecasts,
revenue per company, product line concentration, pricing, sales per capita, and sales per Location, and benchmark
how many of these metrics compare to the industries within the service sector.
For the Florists industry, Delaware has the highest sales per capita at $38. This is 128% higher than the average
$17 per capita across the U.S.
From 2018 to 2019, price inflation for the industry was -2.2%. While over the past 5 years, inflation has averaged
2% per year.
In the Florists industry, the top 3 product lines make up 75% of revenue versus 62% across retail sectors.
In 2019, the average revenue per retailer for the industry was approximately $.4 million, which declined at a -0.6%
annual rate over the past 3 years.
Given the macroeconomic climate and industry dynamics, the forecasted industry revenue growth rate for the
next 5 years is -18.4% per year for the Florists industry.
Over the past 3 years, industry revenues have been growing at an annual rate of 0.3% per year. This growth rate is
outpacing the average for retail industries and ranks it in the top 40% of all retail industries.
The overall 2019 revenues of Florists was $5.1 Billion. The industry is a relatively small industry, ranking in the
bottom 20% of retail industries in terms of size.
For the industry, Hawaii has the highest sales per location at $.5 million, which is 31% higher than the U.S. average
of $.4 million in sales per location.

Industry Snapshot - Costs, Capital & Profit
Operating Expenses
Operating Expense Breakdown
Inventory Turns and Gross Margin
Employee Productivity
Payroll per Employee
Payroll by State
Job Categorization
Profitability
58.5% of Companies in the Florists industry are profitable, with an average net income of 6.9% of revenues, which
ranks the industry in the top 40% of retailers.
Below is an industry snapshot on operating expenses, employee productivity, payroll, job categorization,
profitability, and relevant benchmarks.
In 2019, the operating expenses as a percent of revenue for the Florists industry was 37.8%, and over the past 3
years total operating expenses for the industry grew at 0.3% per year.
The breakdown of operating expenses for the industry is as follows: 48.9% for employee expenses, 19.7% for
property expenses, 5.1% for equipment expenses, 2% for IT expenses, 4.5% for inventory handling and supplies
expenses, while 8.3% was spent on miscellaneous expenses.
In 2019, inventory turns for the industry were 3.5, which represented a growth of 0.9% over 2018. While in 2019,
gross margin was 51.3%, versus 51.6% in 2018.
For the Florists industry in 2019 the sales per employee grew 0.9% over 2018 to $85,288, which ranks the
industry in the bottom 20% of retail industries.
In 2019, payroll per employee equaled $19,476 for the industry, which ranks it in the bottom 20% of retail
industries. Payroll per employee has grew at an annual rate of 1.1% over the past 3 years.
New York is the highest paying state in the Florists industry, with a payroll per employee of $23,409, which is
24.8% higher than the U.S. average.
The jobs breakdown in the Florists industry is as follows: 9.2% of the jobs are in management and finance, 71.1%
of the jobs are in sales, service and marketing, while 19.2% of the jobs are in operations.

Section One
Revenue & Growth Benchmarks

Industry Growth Details
Industry Revenue ($ Millions)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Millions) 5,591 5,580 5,848 5,578 5,290 5,092 4,780 5,005 5,140 4,194 4,498
Annual Growth -0.2% 4.8% -4.6% -5.2% -3.7% -6.1% 4.7% 2.7% -18.4% -2.6%
8 9 10 11 12 13 14 15 16 17 18
Compound Annual Growth Rate 0.3% 3-Year -1.6% 5-Year 20
Number of Retailers
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Retailers 14,687 13,792 13,619 13,234 12,893 12,675 12,155 12,112 11,991 11,367 10,663
Annual Growth -6.1% -1.3% -2.8% -2.6% -1.7% -4.1% -0.4% -1.0% -5.2% -2.3%
55 56 57 58 59 60 61 62 63 64 65
Compound Annual Growth Rate -1.8% 3-Year -2.0% 5-Year
Number of Locations (i.e., separate facilities and locations)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Locations 15,307 14,344 14,161 13,765 13,419 13,188 12,655 12,595 12,495 11,639 11,036
Annual Growth -6.3% -1.3% -2.8% -2.5% -1.7% -4.0% -0.5% -0.8% -6.8% -2.5%
102 103 104 105 106 107 108 109 110 111 112
Compound Annual Growth Rate -2.5% 3-Year -1.9% 5-Year
To get a macro level view of the industry, below are the historical details and forecasts of industry growth, including the total
revenues of Florists and the number of retailers and locations in the industry.
-
2,000
4,000
6,000
8,000
-
5,000
10,000
15,000
20,000
-
5,000
10,000
15,000
20,000

Growth Benchmarks
Revenue per Retailer ($ Thousands)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) 381 405 429 421 410 402 393 413 429 369 422
Annual Growth 6.3% 6.1% -1.8% -2.7% -2.1% -2.1% 5.1% 3.7% -13.9% -0.3%
290
Compound Annual Growth Rate -0.6% 3-Year 0.3% 5-Year
Revenue Per Location ($ Thousands)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) 365 389 413 405 394 386 378 397 411 360 408
Annual Growth 6.5% 6.2% -1.9% -2.7% -2.1% -2.2% 5.2% 3.5% -12.4% -0.2%
Compound Annual Growth Rate -0.6% 3-Year 0.3% 5-Year
Locations per Retailer
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Est. per Retailer 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0 1.0
Annual Growth -0.2% 0.0% 0.0% 0.1% 0.0% 0.1% -0.1% 0.2% -1.7% -0.1%
Compound Annual Growth Rate 0.0% 3-Year 0.0% 5-Year
Below are the normalized growth benchmarks for the Florists industry, including revenue per company, revenue per
location, and locations per company. These metrics are typically better to use to benchmark a company's performance, since
they normalize for company and location growth.
320
340
360
380
400
420
440
300
350
400
450
1.0
1.0
1.0
1.0
1.1

Ecommerce Sales
Ecommerce Sales of Traditional Florists
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Millions) 138 171 206 223 235 236 232 253 271 318 459
Annual Growth 23.7% 21.0% 7.8% 5.7% 0.5% -2.0% 9.2% 7.3% 17.2% 11.1%
290 291 292 293 294 295 296 297 298 299 300
Ecommerce as a % of Traditional Florists Sales
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) 2.5% 3.1% 3.5% 4.0% 4.4% 4.6% 4.8% 5.1% 5.3% 7.6% 10.2%
Total Ecommerce Sales as a % of Total Retail (Includes all Retail Sectors)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Est. per Retailer 4.9% 5.4% 5.9% 6.5% 7.3% 8.2% 9.1% 10.1% 11.1% 14.3% 18.9%
313 314 315 316 317 318 319 320 321 322 323
Below represents ecommerce sales for traditional Florists, along with ecommerce as a percentage of overall sales. The third
graph is the total ecommerce sales as a percentage of the total U.S. retail sales, including all retail sectors.
320
340
360
380
400
420
440
0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Ecommerce Category Sales of Retailers with No Physical Stores
$ Billions
2014 2019
90% 47.1 89.3
0 0
155% 25.6 65.2
0 0
110% 29.5 61.8
0 0
112% 22.6 47.8
0 0
148% 15.3 37.8
0 0
94% 16.0 31.1
0 0
150% 10.1 25.2
0 0
135% 9.6 22.7
0 0
122% 10.0 22.3
0 0
88% 11.3 21.3
0 0
124% 9.4 21.0
0 0
137% 8.7 20.7
0 0
153% 6.7 17.0
0 0
20% 11.2 13.5
0 0
65% 7.9 13.0
0 0
58% 8.0 12.6
0 0
74% 5.5 9.6
0 0
Sporting goods
Hardware, lawn, garden equipment & supplies
Office equipment and supplies
Audio and video recordings & downloads
Shipping, advertising, & merchant services
Food, snacks, beverages, & liquor
Furniture & home furnishings
Clothing, footwear, and accessories
5-Year
Growth
Software & video games
Toys, hobby goods, and games
Computers, phones, and peripherals
Motor vehicles, auto parts & accessories
Drugs, health aids, and beauty aids
Electronics & appliances
Collectibles & souvenirs
Books (includes audio books and e-books)
There are ~50,000 ecommerce retailers that do not have physical stores. These include ecommerce pure plays, such as
Amazon, Ebay, and Blue Nile. Catalog and direct sales retailers that use a combination of catalogs, direct response, and
online channels to sell merchandise. It also includes manufacturers that don't have physical retail, but do sell directly to
consumers online. Below are the category sales for these retailers with no physical stores.
Jewelry
47.1
25.6
29.5
22.6
15.3
16.0
10.1
9.6
10.0
11.3
9.4
8.7
6.7
11.2
7.9
8.0
5.5
89.3
65.2
61.8
47.8
37.8
31.1
25.2
22.7
22.3
21.3
21.0
20.7
17.0
13.5
13.0
12.6
9.6
0.0 20.0 40.0 60.0 80.0 100.0
2014
2019

Breakdown of Top Product Lines
Breakdown of Sales by Top Product Lines (%)
Florists
57.6%
560 550
11.8%
561 551
6.0%
562 552
5.8%
563 553
3.7%
564 554
3.0%
565 555
2.9%
566 556
2.4%
567 557
1.7%
568 558
1.4%
569 559
Below represents Florists industry sales as a percentage of the top product lines, which is used to highlight potential growth
opportunities, strengths, and weaknesses.
Cut flowers -- arranged
Outdoor nursery stock
Souvenirs & novelty items
Decorative accessories & home furnishings
Artificial/silk flowers, plants, & trees
Wire services & commissions
All other nonmerchandise receipts
Indoor potted plants -- blooming
Indoor potted plants -- nonblooming
Cut flowers -- unarranged
0% 10% 20% 30% 40% 50% 60% 70%

Macro Retail Category Growth
Sales of Subsector ($ Billions)
2014
4.1%
1,021$ 1,250$ 441
10.5%
471$ 776$ 454
3.0%
669$ 777$ 445
1.4%
667$ 715$ 452
-1.1%
539$ 509$ 4471
3.6%
318$ 380$ 444
3.5%
299$ 356$ 4461
1.5%
250$ 269$ 448
3.0%
116$ 134$ 453
3.2%
100$ 117$ 442
3.2%
100$ 117$ 4431
-1.6%
84$ 77$ 451
Grocery, Food & Beverage Stores
Auto Dealers & Parts Stores
5-Yr
CAGR
Sporting Goods, Hobby & Book Stores
Electronics & Appliance Stores
Understanding how your industry compares to the retail subsectors, can often put things into perspective or spur ideas and
analogs. Below is the size and growth of all of the major retail subsectors.
Furniture & Home Furnishings Stores
Office, Novelty, & Specialty Retailers
Clothing & Accessories Stores
Health, Beauty & Personal Care Stores
Building, Hardware & Garden Retailers
Gas Stations
Non-Store Ecommerce Retailers
Dept., Warehouse, Supercenter Stores
$1,250
$776
$777
$715
$509
$380
$356
$269
$134
$117
$117
$77
$- $200 $400 $600 $800 $1,000 $1,200 $1,400

Income vs. Revenue Growth Matrix
category 3 year growthprofit
441 Vehicles & Parts 3% 3%
442 Furniture 2% 9%
4431 Electronics & Appliances2% 5%
444 Building & Gardening3% 10%
445 Food and Beverage 4% 5%
4461 Health & Beauty 3% 6%
4471 Gasoline Stations 7% 4%
448 Clothing & Accessories1% 8%
451 Sporting Goods, Hobby, Book and Music-4% 6%
452 General Merchandise2% 7%
454 Online & Catalog 11% 6%
722 Restaurants#N/A #N/A
5E+05 Florists 0% 7%
Similar to the famous BCG Matrix, though substituting net income margin for relative market share and taking it to the
industry level, the Income vs. Revenue Growth Matrix is an insightful tool to create context for an industry and companies.
Where is your industry on the matrix? And, more importantly, where does your company fall on the matrix?
Industries which can generate high net income margin and high revenue growth are known as the Star industries, which
often attract higher levels of competition chasing the growth. While, those that generate low net income margin and low
revenue growth are known as the Dogs. Often, Dog industries are very mature, and growth comes from consolidation and
driving costs out of the business. Industries with high net income margin and low revenue growth are Cash Cows, which
typically are more mature and have less overall investment, but have nice industry dynamics to protect the margins of the
industry. While Question Mark industries are those that have high revenue growth, but low net income margin. Companies
in Question Mark industries, which can drive competitive differentiation and a higher net income margin, can often realize
significant profit growth.
Furniture
Electronics &
Appliances
Building &
Gardening
Food and
Beverage
Gasoline
Stations
Health & Beauty
Clothing &
Accessories
Sporting Goods,
Hobby, Book and
Music
General
MerchandiseFlorists
0%
2%
4%
6%
8%
10%
12%
-6% -4% -2% 0% 2% 4% 6% 8%
NetIncomeMargin
3-Year Revenue Growth
Cash Cows Stars
Question MarksDogs

Florists - 2020 © Kentley Insights 2016 14
Sales per Capita by State
16.6410254 Rank 0.89517 07 population
23 Alabama 23 20$ 93,269$ 4,627,851 ###### ######
14 Alaska 14 22$ 15,165$ 683,478
50 Arizona 50 12$ 78,234$ 6,338,755
19 Arkansas 19 21$ 59,698$ 2,834,797
42 California 42 16$ 585,884$ 36,553,215
36 Colorado 36 18$ 86,072$ 4,861,515
13 Connecticut 13 24$ 82,707$ 3,502,309
1 Delaware 1 38$ 22,335$ 588,292
37 Florida 37 18$ 320,376$ 18,251,243
41 Georgia 41 16$ 155,838$ 9,544,750
2 Hawaii 2 32$ 40,508$ 1,283,388
38 Idaho 38 17$ 25,710$ 1,499,402
24 Illinois 24 20$ 254,498$ 12,852,548
26 Indiana 26 20$ 124,461$ 6,345,289
35 Iowa 35 18$ 53,263$ 2,988,046
40 Kansas 40 16$ 45,451$ 2,775,997
20 Kentucky 20 21$ 88,876$ 4,241,474
33 Louisiana 33 18$ 77,692$ 4,293,204
17 Maine 17 22$ 28,782$ 1,317,207
18 Maryland 18 21$ 118,736$ 5,618,344
9 Massachusetts 9 25$ 162,756$ 6,449,755
30 Michigan 30 19$ 188,593$ 10,071,822
5 Minnesota 5 27$ 138,939$ 5,197,621
27 Mississippi 27 19$ 55,224$ 2,918,785
25 Missouri 25 20$ 115,826$ 5,878,415
10 Montana 10 25$ 23,941$ 957,861
34 Nebraska 34 18$ 32,040$ 1,774,571
49 Nevada 49 13$ 33,026$ 2,565,382
12New Hampshire 12 24$ 31,169$ 1,315,828
8 New Jersey 8 25$ 221,152$ 8,685,920
48 New Mexico 48 13$ 26,109$ 1,969,915
6 New York 6 26$ 511,146$ 19,297,729
39North Carolina 39 16$ 148,687$ 9,061,032
7 North Dakota 7 26$ 16,935$ 639,715
31 Ohio 31 19$ 213,982$ 11,466,917
28 Oklahoma 28 19$ 68,286$ 3,617,316
43 Oregon 43 16$ 58,542$ 3,747,455
15 Pennsylvania 15 22$ 275,820$ 12,432,792
21 Rhode Island 21 21$ 21,892$ 1,057,832
45 South Carolina 45 15$ 67,284$ 4,407,709
11 South Dakota 11 25$ 19,607$ 796,214
29 Tennessee 29 19$ 115,406$ 6,156,719
44 Texas 44 15$ 369,164$ 23,904,380
47 Utah 47 14$ 38,326$ 2,645,330
3 Vermont 3 30$ 18,516$ 621,254
16 Virginia 16 22$ 170,504$ 7,712,091
46 Washington 46 15$ 95,791$ 6,468,424
22 West Virginia 22 20$ 36,849$ 1,812,035
32 Wisconsin 32 18$ 102,408$ 5,601,640
4 Wyoming 4 29$ 15,119$ 522,830
Below is industry sales per capita by state, which is useful to understand the total market potential by state. The metric is
enhanced when compared to the sales per Location in each state. When it states "no data", there wasn't a sufficient sample
size of data for the state.
$- $10 $20 $30 $40

Florists - 2020 15
Sales as a Percent of Consumer Expenditures
Rank 0.89517 07 population
Alabama 8 0.06% 93,269$ 165,716 35,625
Alaska 35 0.04% 15,165$ 37,053 46,778
Arizona 48 0.03% 78,234$ 257,505 35,979
Arkansas 5 0.06% 59,698$ 102,755 34,723
California 47 0.03% 585,884$ 1,858,421 44,980
Colorado 43 0.03% 86,072$ 251,595 45,135
Connecticut 29 0.04% 82,707$ 189,141 58,908
Delaware 10 0.05% 22,335$ 42,655 41,940
Florida 41 0.04% 320,376$ 876,422 40,344
Georgia 36 0.04% 155,838$ 383,834 36,869
Hawaii 4 0.06% 40,508$ 69,262 44,024
Idaho 38 0.04% 25,710$ 64,514 33,749
Illinois 27 0.04% 254,498$ 574,429 44,815
Indiana 15 0.05% 124,461$ 252,150 36,902
Iowa 30 0.04% 53,263$ 122,914 42,126
Kansas 34 0.04% 45,451$ 110,339 41,835
Kentucky 6 0.06% 88,876$ 157,066 35,041
Louisiana 22 0.05% 77,692$ 168,245 39,413
Maine 17 0.05% 28,782$ 60,894 39,481
Maryland 32 0.04% 118,736$ 282,921 51,971
Massachusetts 31 0.04% 162,756$ 380,277 54,687
Michigan 21 0.05% 188,593$ 407,475 37,497
Minnesota 11 0.05% 138,939$ 266,161 46,227
Mississippi 2 0.06% 55,224$ 92,831 33,073
Missouri 18 0.05% 115,826$ 245,425 39,049
Montana 9 0.05% 23,941$ 45,359 37,370
Nebraska 39 0.04% 32,040$ 80,432 43,143
Nevada 50 0.03% 33,026$ 125,801 37,361
New Hampshire 28 0.04% 31,169$ 70,699 47,058
New Jersey 19 0.05% 221,152$ 469,735 53,628
New Mexico 42 0.03% 26,109$ 75,977 35,079
New York 14 0.05% 511,146$ 1,029,888 52,095
North Carolina 37 0.04% 148,687$ 370,883 37,049
North Dakota 23 0.05% 16,935$ 36,863 51,893
Ohio 25 0.04% 213,982$ 477,536 39,289
Oklahoma 13 0.05% 68,286$ 136,037 39,006
Oregon 45 0.03% 58,542$ 179,015 38,786
Pennsylvania 16 0.05% 275,820$ 573,815 43,616
Rhode Island 24 0.05% 21,892$ 47,731 44,990
South Carolina 40 0.04% 67,284$ 176,365 34,266
South Dakota 12 0.05% 19,607$ 38,950 43,659
Tennessee 20 0.05% 115,406$ 246,025 37,678
Texas 44 0.03% 369,164$ 1,120,665 41,471
Utah 46 0.03% 38,326$ 119,240 34,601
Vermont 3 0.06% 18,516$ 31,284 42,994
Virginia 26 0.04% 170,504$ 384,479 47,082
Washington 49 0.03% 95,791$ 350,959 45,413
West Virginia 7 0.06% 36,849$ 65,138 34,477
Wisconsin 33 0.04% 102,408$ 246,818 40,537
Wyoming 1 0.06% 15,119$ 24,707 48,670
Sales as a percent of consumer expenditures helps highlight the consumption differences by state. When it states "no data",
there wasn't a sufficient sample size of data for the state.
0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07%

Sales per Location by State
Rank $ 000s 0.91938 0.81629
31 Alabama 31 311 93,269$ 300$
5 Alaska 5 442 15,165$ 34$
9 Arizona 9 403 78,234$ 194$
39 Arkansas 39 285 59,698$ 210$
8 California 8 409 585,884$ 1,432$
12 Colorado 12 392 86,072$ 220$
10 Connecticut 10 397 82,707$ 208$
3 Delaware 3 464 22,335$ 48$
16 Florida 16 373 320,376$ 858$
28 Georgia 28 317 155,838$ 492$
1 Hawaii 1 522 40,508$ 78$
44 Idaho 44 272 25,710$ 95$
19 Illinois 19 347 254,498$ 734$
34 Indiana 34 301 124,461$ 413$
50 Iowa 50 232 53,263$ 229$
49 Kansas 49 252 45,451$ 180$
27 Kentucky 27 319 88,876$ 278$
22 Louisiana 22 339 77,692$ 229$
40 Maine 40 282 28,782$ 102$
4 Maryland 4 450 118,736$ 264$
11Massachusetts 11 396 162,756$ 411$
21 Michigan 21 339 188,593$ 557$
6 Minnesota 6 434 138,939$ 320$
43 Mississippi 43 275 55,224$ 201$
35 Missouri 35 301 115,826$ 385$
30 Montana 30 312 23,941$ 77$
48 Nebraska 48 253 32,040$ 127$
14 Nevada 14 378 33,026$ 87$
20New Hampshire 20 344 31,169$ 91$
7 New Jersey 7 417 221,152$ 531$
32 New Mexico 32 308 26,109$ 85$
2 New York 2 468 511,146$ 1,093$
36North Carolina 36 299 148,687$ 497$
46 North Dakota 46 263 16,935$ 64$
25 Ohio 25 325 213,982$ 659$
42 Oklahoma 42 275 68,286$ 248$
38 Oregon 38 298 58,542$ 197$
17 Pennsylvania 17 371 275,820$ 743$
24 Rhode Island 24 331 21,892$ 66$
41 South Carolina 41 277 67,284$ 243$
45 South Dakota 45 264 19,607$ 74$
29 Tennessee 29 312 115,406$ 370$
18 Texas 18 363 369,164$ 1,018$
15 Utah 15 376 38,326$ 102$
33 Vermont 33 307 18,516$ 60$
13 Virginia 13 379 170,504$ 450$
23 Washington 23 337 95,791$ 284$
47 West Virginia 47 258 36,849$ 143$
26 Wisconsin 26 323 102,408$ 317$
37 Wyoming 37 299 15,119$ 51$
Sales per location highlights the competitive intensity of a state. Those states with really high sales per location,
will most likely face increasing competition. While those with low sales per location will often be consolidated to
drive cost and capital efficiencies. How does your company compare? When it states "no data", there wasn't a
sufficient sample size of data for the state.
- 100 200 300 400 500 600

Pricing & Inflation
Florists Industry Inflation
(Indexed at 1 in 2010)
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Inflation 1.01 1.03 1.02 1.03 1.07 1.10 1.12 1.13 1.10 1.08 1.18
Annual Growth 2.3% -0.7% 0.7% 3.8% 2.6% 1.8% 1.0% -2.2% -1.7% 1.3%
336 337 338 339 340 341 342 343 344 345 346
Florists Industry Inflation
(Indexed at 1 in 2010)
2016 2017 2018 2019
Jan.
1.057 1.078 1.087 1.086 356 368 380 392 1
Feb.
1.028 1.049 1.038 1.074 357 369 381 393 2
Mar.
1.056 1.062 1.043 1.061 358 370 382 394 3
Apr.
1.078 1.098 1.071 1.099 359 371 383 395 4
May
1.073 1.060 1.051 1.068 360 372 384 396 5
Jun.
1.046 1.041 1.043 1.057 361 373 385 397 6
Jul.
1.064 1.065 1.060 1.068 362 374 386 398 7
Aug.
1.019 1.035 1.024 1.060 363 375 387 399 8
Sep.
1.039 1.020 1.026 1.070 364 376 388 400 9
Oct. 1.098 1.085 1.053 1.111 365 377 389 401 10
Nov.
1.040 1.053 1.020 1.058 366 378 390 402 11
Dec.
1.038 1.038 1.032 1.061 367 379 391 403 12
Understanding the pricing and inflation dynamics of an industry is critical to help inform the pricing decisions of a company.
Below is the historical and forecasted inflation of the industry, and the seasonality of inflation over the past 4 years.
0.90
1.00
1.10
1.20
1.000 1.020 1.040 1.060 1.080 1.100 1.120
2016
2017
2018
2019

Consolidation Analysis
Florists
0.90107 0.94603
Business Size 2014 2019 5 Yr. Growth #DIV/0!
0-4 9,140 7,961 -13% 406 413 #DIV/0!
5-9 2,837 2,777 -2% 407 414 #DIV/0!
10-19 952 912 -4% 408 415 #DIV/0!
20-99 282 311 10% 409 416 #DIV/0!
100-499 17 25 44% 410 417 #DIV/0!
500+ 5 6 5% 411 418 #DIV/0!
13234 11990.9 #DIV/0!
0.89926 0.94745
Number of Locations
Business Size 2014 2019 5 Yr. Growth #####
0-4 9,143 7,985 -13% 427 434 #DIV/0!
5-9 2,899 2,833 -2% 428 435 #DIV/0!
10-19 1,062 1,008 -5% 429 436 #DIV/0!
20-99 474 493 4% 430 437 #DIV/0!
100-499 138 127 -8% 431 438 #DIV/0!
500+ 49 49 0% 432 439 #DIV/0!
13765 12495 #DIV/0!
Locations per Retailer
Business Size 2014 2019 5 Yr. Growth #REF!
0-4 1.0 1.0 0% 230 204 1.3%
5-9 1.0 1.0 0% 231 205 1.3%
10-19 1.1 1.1 -1% 232 206 1.5%
20-99 1.7 1.6 -6% 233 208 2.2%
100-499 8.0 5.2 -36% 234 209 10.5%
500+ 9.1 8.7 -5% 235 211 12.0%
22.0025 18.5529 28.8%
Number of Retailers
While industry level benchmarks are useful, digging into the growth and consolidation dynamics by the size of
retailers (e.g., 0-4 employees = small retailer, 500+ employees = large retailer) can provide deep context and
insight into the competitive dynamics. Below you have the number of retailers, locations and locations per retailer
by size of retailer and growth over the past 5 years. How many employees does your company have? Is your size of
retailer growing or shrinking?
-13%
-2%
-4%
10%
44%
5%
-20% -10% 0% 10% 20% 30% 40% 50%
Firm - 5 Year Growth (%)
-13%
-2%
-5%
4%
-8%
0%
-15% -10% -5% 0% 5%
Establishments - 5 Year Growth (%)
0%
0%
-1%
-6%
-36%
-5%
-40% -30% -20% -10% 0% 10%
Establishments per Firm - 5 Year Growth (%)
NumberofEmployeesNumberofEmployeesNumberofEmployees

Employment by Business Size
Florists
0.92 1.01
Number of Employees
Business Size 2014 2019 5 Yr. Growth 0.95555
0-4 18,540 16,329 -12% 448 455 #DIV/0!
5-9 18,644 19,178 3% 449 456 #DIV/0!
10-19 12,525 12,335 -2% 450 457 #DIV/0!
20-99 8,475 9,778 15% 451 458 #DIV/0!
100-499 1,703 2,195 29% 452 459 #DIV/0!
500+ 1,283 455 -65% 453 460 #DIV/0!
61170 #DIV/0!
Employees per Retailer
0-4 2.0 2.1 1% 236 196 #DIV/0!
5-9 6.6 6.9 5% 237 197 #DIV/0!
10-19 13.2 13.5 3% 238 198 #DIV/0!
20-99 30.0 31.4 5% 239 200 #DIV/0!
100-499 99.5 89.2 -10% 240 201 #DIV/0!
500+ 237.4 80.2 -66% 241 203 #DIV/0!
#DIV/0!
Employees per Location
0-4 2.0 2.0 1% 230 204 2.7%
5-9 6.4 6.8 5% 231 205 8.4%
10-19 11.8 12.2 4% 232 206 15.4%
20-99 17.9 19.8 11% 233 208 23.4%
100-499 12.4 17.3 40% 234 209 16.2%
500+ 25.9 9.2 -64% 235 211 33.9%
76.4571 67.4207 100.0%
Employment dynamics by size of Company highlights a deeper level of insight into what size companies are growing and
shrinking. Below are metrics on employees , employees per company, and employees per Location segmented by business
size with growth figures.
-12%
3%
-2%
15%
29%
-65%
-80% -60% -40% -20% 0% 20% 40%
Employment - 5-Year Growth (%)
1%
5%
3%
5%
-10%
-66%
-70% -60% -50% -40% -30% -20% -10% 0% 10%
Employees per Firm - 5 Year Growth (%)
1%
5%
4%
11%
40%
-64%
-80% -60% -40% -20% 0% 20% 40% 60%
Employees per Location- 5-Year Growth (%)

Subsector Consolidation Analysis (1/2)
3 Yr. Growth in the # of Retailers
Subsector
Vehicles & Parts 0.4% 441
Furniture 0.0% 442
Electronics & Appliances -4.9% 4431
Building & Gardening 0.1% 444
Food and Beverage -0.5% 445
Health & Beauty -0.3% 4461
Gasoline Stations 2.0% 4471
Clothing & Accessories 0.0% 448
Sporting Goods, Hobby, Book & Music -2.7% 451
General Merchandise -2.2% 452
Online & Catalog 5.0% 454
#REF! 722
#REF! 453110
3 Yr. Growth in # of Locations
Subsector
Furniture 0.6% 442
Building & Gardening 0.0% 444
Food and Beverage -0.4% 445
Health & Beauty -0.2% 4461
General Merchandise -1.5% 452
722
-1.8% 453110
Florists
Below are growth figures for number of companies and locations for all of the major services subsectors with the
Homeowners Associations industry metric at the bottom of the chart.
Florists
0.4%
0.0%
-4.9%
0.1%
-0.5%
-0.3%
2.0%
0.0%
-2.7%
-2.2%
5.0%
0.0%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0%
3 -Year CAGR (%) - Number of Retailers
0.7%
0.6%
-5.1%
0.0%
-0.4%
-0.2%
3.3%
0.3%
-3.0%
-1.5%
7.7%
-1.8%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0%
3-Year CAGR (%) - Number of Locations

Subsector Consolidation Analysis (2/2)
3 Yr. Growth Locations per Retailer
Subsector
Furniture 0.6% 442
Building & Gardening -0.1% 444
Food and Beverage 0.2% 445
Health & Beauty 0.0% 4461
General Merchandise 0.7% 452
#REF! 722
#REF! 453110
3 Yr. Growth Employees per Retailer Growth
Subsector
Furniture 1.7% 442
Electronics & Appliances 3.4% 4431
Building & Gardening -0.5% 444
Food and Beverage 1.8% 445
Health & Beauty 0.6% 4461
Gasoline Stations -0.9% 4471
General Merchandise 1.2% 452
#REF! 722
2.2% 453110
Comparing your industry's retailer and employees per retailer growth versus the other retail subsectors can
provide broader strategic context.
Florists
Florists
0.3%
0.6%
-0.3%
-0.1%
0.2%
0.0%
1.3%
0.3%
-0.3%
0.7%
2.5%
0.0%
-0.5% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
3 -Year CAGR (%) - Locations per Retailer
1.1%
1.7%
3.4%
-0.5%
1.8%
0.6%
-0.9%
1.7%
-0.6%
1.2%
2.0%
2.2%
-2.0% -1.0% 0.0% 1.0% 2.0% 3.0% 4.0%
3 Year CAGR (%) - Employees per Firm Growth

Costs, Financials, and
Workforce Benchmarks
Section Two

Profitability & Financial Ratio Analysis
Percent of Companies that are Profitable
Total 12148 ProfitableUnprofitable
Profitable 62838 59% 41%
Unprofitable58650
Average Net Income as a Percent of Revenues
-5.0%
6.9%
Financial Ratios
Total RevenuesTotal Assets######
Total Asset Turnover 2.10
493 Total AssetsNet Worth ######
Fixed Asset Turnover 4.20
494 Total Liabilities######
Fixed Assets to Total Assets Ratio 0.50
495 Total Sales ######
Total Assets to Total Liabilities Ratio 1.46
496 Fixed Assets######
Return on Sales 0.07
497 Net Income######
Return on Total Assets 0.09
498 After Tax Income######
Return on Net Worth 0.26
499
Total Liabilities to Net Worth Ratio 1.97
500
Fixed Assets to Net Worth Ratio 1.44
501
Solvency Ratio 0.17
502
Below are benchmarks for the percent of companies that are profitable, average net income as a percent of
revenues, and financial ratios including total asset turnover, fixed asset turnover, fixed assets to total assets ratio,
total assets to total liabilities ratio, return on sales, return on total assets, return on net worth, total liabilities to
net worth ratio, fixed assets to net worth ratio, and solvency ratio.
Profitable
Companies
Unprofitable
Companies
Proﬁtable
59%
Not Proﬁtable
41%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
-5.0%
6.9%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0%
0.0 1.0 2.0 3.0 4.0 5.0

Operating Expenses
Industry Operating Expenses
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Millions) $1,895 $1,937 $2,098 $2,043 $1,961 $1,931 $1,843 $1,909 $1,946 $1,692 $1,671
Annual Growth 2.2% 8.3% -2.6% -4.0% -1.5% -4.6% 3.6% 1.9% -13.0% -3.0%
243 244 245 246 247 248 249 250 251 252 253
Compound Annual Growth Rate 0.3% 3-Year -1.0% 5-Year
Industry Revenue vs. Operating Expense Growth
revenue -0.2% 4.8% -4.6% -5.2% -3.7% -6.1% 4.7% 2.7% -18.4% 0.0%
costs 2.2% 8.3% -2.6% -4.0% -1.5% -4.6% 3.6% 1.9% -13.0% -3.0%
2012 2013 2014 2015 2016 2017 2018 2019 2020
Operating Expense as a Percent of Revenues
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
OPEX / Rev. 33.9% 34.7% 35.9% 36.6% 37.1% 37.9% 38.5% 38.1% 37.8% 40.3% 37.1%
Below is total industry operating expense, industry revenue vs. industry opex growth, and opex as a percentage of revenue
for the Florists industry. The data sets include historicals and forecasts.
$-
$500
$1,000
$1,500
$2,000
$2,500
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
Revenue
Growth
Expense
Growth
30.0%
32.0%
34.0%
36.0%
38.0%
40.0%
42.0%

Operating Expenses per Retailer & Location
Industry Operating Expenses per Retailer
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) $129 $140 $154 $154 $152 $152 $152 $158 $162 $149 $157
Annual Growth 8.9% 9.7% 0.2% -1.5% 0.2% -0.5% 4.0% 2.9% -1.1% -0.7%
21 22 23 24 25 26 27 28 29 30
Industry Operating Expenses per Location
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) $124 $135 $148 $148 $146 $146 $146 $152 $156 $145 $151
Annual Growth 9.1% 9.7% 0.2% -1.6% 0.2% -0.5% 4.1% 2.7% -0.8% -0.6%
21 22 23 24 25 26 27 28 29 30
Revenue Growth per Location vs. Operating Expense Growth per Location
revenue 6.5% 6.2% -1.9% -2.7% -2.1% -2.2% 5.2% 3.5% -12.4% -2.6%
costs 9.1% 9.7% 0.2% -1.6% 0.2% -0.5% 4.1% 2.7% -0.8% 0.0%
2012 2013 2014 2015 2016 2017 2018 2019
Given the dynamics of company and location growth and consolidation in the industry, it is important to normalize operating
expense growth by company and location, which are below. This serves as a better benchmark for operating expense
comparisons.
$-
$50
$100
$150
$200
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Revenue
Growth
Expense
Growth
$-
$50
$100
$150
$200

Operating Expense Detail
Florists
Operating Expense Breakdown (Total = 100%)
48.9% 0
40.1% 571 40.1%
2.4% 573 2.4%
0.3% 574 0.3%
0.1% 575 0.1%
4.7% 576 4.7%
0.8% 577 0.8%
0.5% 583 0.5%
19.7%
15.4% 588 15.4%
1.3% 586 1.3%
2.4% 589 2.4%
0.6% 591 0.6%
5.1%
0.4% 578 0.4%
0.4% 587 0.4%
0.7% 585 0.7%
3.6% 595 3.6%
2.0%
0.4% 582 0.4%
1.4% 584 1.4%
0.2% 581 0.2%
4.5%
2.1% 580 2.1%
1.5% 592 1.5%
0.3% 590 0.3%
0.6% 579 0.6%
8.3%
4.6% 593 4.6%
2.0% 594 2.0%
1.7% 596 1.7%
11.4% 597 11.4%
Packaging materials and containers
Depreciation and amortization charges
Defined benefit pension plans
Defined contribution plans
Expensed equipment
Equipment Expenses
IT Expenses
Purchased electricity
Water, sewer, refuse, utility payments
Repairs, maint. to machinery and equip.
Lease and rent for machinery and equip.
Other materials, parts, and supplies
Inventory Handling & Supplies
Expensed purchases of software
Communication services
Data processing & computer services
Annual Payroll
Employee Expenses
Other fringe benefits
Contract labor costs, incl. temporary help
Purchased fuels (except motor fuels)
Commission expense
Transport, shipping, warehousing
Other Operating Expenses
Taxes and license fees
Professional and technical services
The detail below of the components that make up the industry's operating expense is really useful to benchmark
your company's expenses against. Doing a simple gap analysis may show you where your company has
opportunity to cut costs and strategically spend some more money to optimize it's cost structure.
Health insurance
Lease and rent for stores & buildings
Repairs and maintenance to buildings
Advertising and promotional services
Property Expenses
Miscellaneous Expenses
0% 10% 20% 30% 40% 50%

Inventory Turns & Gross Margin
Inventory Turns
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Inventory Turns 3.82 3.76 3.66 3.61 3.52 3.55 3.47 3.51 3.52 2.96 3.63
Annual Growth -1.7% -2.7% -1.4% -2.5% 1.1% -2.3% 0.9% 0.4% -16.0% 0.6%
527
528 529 530 531 532 533 534 535 536 537
Compound Annual Growth Rate -0.3% 3-Year -0.5% 5-Year 20
Gross Margin
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Gross Margin (%) 45.9% 47.1% 48.2% 49.1% 50.6% 50.6% 51.6% 51.3% 50.8% 48.4% 52.3%
Annual Growth 2.6% 2.3% 1.9% 3.1% 0.0% 2.0% -0.6% -1.0% -4.7% 0.6%
505 506 507 508 509 510 511 512 513 514 515
Retailers tie up a significant amount of capital in inventory, and the ability to successfully manage this inventory is one of the
major drivers of value growth. And, the ability to manage the costs of this inventory, while properly pricing the inventory
drives the gross margin of a retailer.
-
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
42.0%
44.0%
46.0%
48.0%
50.0%
52.0%
54.0%

Employee Productivity & Industry Employment
Productivity - Revenue (output) per Employee
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Rev. per Emp. ($) 84,501 89,427 93,986 91,184 88,052 85,411 82,261 84,502 85,288 79,548 77,175
Annual Growth 5.8% 5.1% -3.0% -3.4% -3.0% -3.7% 2.7% 0.9% -6.7% -2.0%
102
103 104 105 106 107 108 109 110 111
Compound Annual Growth Rate 0.0% 3-Year -1.3% 5-Year 20
Total Industry Employees
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
# of Employees 66,165 62,397 62,222 61,170 60,076 59,614 58,107 59,228 60,269 52,729 58,286
Annual Growth -5.7% -0.3% -1.7% -1.8% -0.8% -2.5% 1.9% 1.8% -12.5% -0.7%
149 150 151 152 153 154 155 156 157 158 159
Compound Annual Growth Rate 0.4% 3-Year -0.3% 5-Year
Employees per Retailer
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
Emp. Per Retailer 5 5 5 5 5 5 5 5 5 5 5
Annual Growth 0.4% 1.0% 1.2% 0.8% 0.9% 1.6% 2.3% 2.8% -7.7% 1.7%
158
159 160 161 162 163 164 165 166 167
One of the simplest yet most powerful benchmarks is productivity or revenue per employee, which is a nice input to helping
you figure out if your company may have too many people or too few for it's size. While employment growth of the industry
can often highlight interesting supply and demand dynamics for talent.
-
50,000
100,000
-
20,000
40,000
60,000
80,000
-
2
4
6

Productivity by State - Revenue (output) per Employee
Rank $ 0.9659 07 population
Alabama 22 61,193 1,524$ 4,627,851 35,625
Alaska 13 65,419 232$ 683,478 46,778
Arizona 23 60,175 1,300$ 6,338,755 35,979
Arkansas 34 55,631 1,073$ 2,834,797 34,723
California 5 74,783 7,834$ 36,553,215 44,980
Colorado 24 59,407 1,449$ 4,861,515 45,135
Connecticut 10 66,583 1,242$ 3,502,309 58,908
Delaware 30 57,094 391$ 588,292 41,940
Florida 7 69,173 4,632$ 18,251,243 40,344
Georgia 9 68,364 2,280$ 9,544,750 36,869
Hawaii 2 82,070 494$ 1,283,388 44,024
Idaho 49 46,533 552$ 1,499,402 33,749
Illinois 28 57,921 4,394$ 12,852,548 44,815
Indiana 41 50,890 2,446$ 6,345,289 36,902
Iowa 46 47,211 1,128$ 2,988,046 42,126
Kansas 48 46,590 976$ 2,775,997 41,835
Kentucky 15 63,196 1,406$ 4,241,474 35,041
Louisiana 17 62,742 1,238$ 4,293,204 39,413
Maine 37 54,277 530$ 1,317,207 39,481
Maryland 33 55,825 2,127$ 5,618,344 51,971
Massachusetts 4 78,300 2,079$ 6,449,755 54,687
Michigan 38 53,966 3,495$ 10,071,822 37,497
Minnesota 16 63,117 2,201$ 5,197,621 46,227
Mississippi 21 61,280 901$ 2,918,785 33,073
Missouri 29 57,184 2,025$ 5,878,415 39,049
Montana 47 47,211 507$ 957,861 37,370
Nebraska 50 44,645 718$ 1,774,571 43,143
Nevada 18 62,394 529$ 2,565,382 37,361
New Hampshire 12 65,990 472$ 1,315,828 47,058
New Jersey 3 78,599 2,814$ 8,685,920 53,628
New Mexico 14 63,751 410$ 1,969,915 35,079
New York 1 91,334 5,596$ 19,297,729 52,095
North Carolina 19 62,071 2,395$ 9,061,032 37,049
North Dakota 44 48,167 352$ 639,715 51,893
Ohio 39 53,797 3,978$ 11,466,917 39,289
Oklahoma 31 56,967 1,199$ 3,617,316 39,006
Oregon 35 54,899 1,066$ 3,747,455 38,786
Pennsylvania 27 58,975 4,677$ 12,432,792 43,616
Rhode Island 11 66,079 331$ 1,057,832 44,990
South Carolina 25 59,385 1,133$ 4,407,709 34,266
South Dakota 45 47,988 409$ 796,214 43,659
Tennessee 20 61,779 1,868$ 6,156,719 37,678
Texas 8 68,445 5,394$ 23,904,380 41,471
Utah 40 52,765 726$ 2,645,330 34,601
Vermont 6 69,963 265$ 621,254 42,994
Virginia 26 59,038 2,888$ 7,712,091 47,082
Washington 32 56,348 1,700$ 6,468,424 45,413
West Virginia 43 48,230 764$ 1,812,035 34,477
Wisconsin 42 49,085 2,086$ 5,601,640 40,537
Wyoming 36 54,731 276$ 522,830 48,670
Below is productivity (total revenue divided by total number of employees) by state. When it states "no data", there wasn't a
sufficient sample size of data for the state.
- 20,000 40,000 60,000 80,000 100,000

Industry Payroll
1065795 1031897 1046071 1066699 1108989 1124785 1070380 111080
3.798
117380
3.952
103750
1.837
104000
1.4032011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($) 16,108 16,538 16,812 17,438 18,460 18,868 18,421 18,755 19,476 19,676 17,843
Annual Growth 2.7% 1.7% 3.7% 5.9% 2.2% -2.4% 1.8% 3.8% 1.0% -1.7%
196 197 198 199 200 201 202 203 204 205 206
Payroll per Retailer
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) 73 75 77 81 86 89 88 92 98 91 98
Annual Growth 3.1% 2.7% 4.9% 6.7% 3.2% -0.8% 4.1% 6.7% -6.8% -0.1%
112 113 114 115 116 117 118 119 120 121
Payroll per Location
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 fcst 5yr fcst
($ Thousands) 70 72 74 77 83 85 85 88 94 89 94
Annual Growth 3.3% 2.7% 4.9% 6.6% 3.2% -0.8% 4.3% 6.5% 0.2% 0.1%
158 159 160 161 162 163 164 165 166 167
One of the consistently difficult strategic questions for every company is "are we paying our people the right amount?" In
the next sections, we'll tackle this question from many different angles. The first benchmarks below cover payroll per
employee, retailer and location. In particular, payroll per employee is a strong metric to benchmark against, both in terms of
the dollar figure but also the historical and forecasted growth.
-
10,000
20,000
30,000
-
50
100
150
-
50
100

Payroll by Business Size
Florists
1.00085 1.10041 #REF!
Payroll per Retailer ($000s)
Business Size 2014 2019 5 Yr. Growth #VALUE!
0-4 33 40 21% 3E+05 469 3E+05 476 #DIV/0!
5-9 107 129 21% 3E+05 470 3E+05 477 #DIV/0!
10-19 236 293 24% 2E+05 471 2E+05 478 #DIV/0!
20-99 664 775 17% 2E+05 472 2E+05 479 #DIV/0!
100-499 1,804 1,794 -1% 30855 473 40102 480 #DIV/0!
500+ 3,477 1,781 -49% 18781 474 9188 481 #DIV/0!
6319.91 4811.66 #DIV/0!
Business Size 2014 2019 5 Yr. Growth #####
0-4 33 40 20% 236 196 #DIV/0!
5-9 104 126 21% 237 197 #DIV/0!
10-19 211 265 25% 238 198 #DIV/0!
20-99 395 490 24% 239 200 #DIV/0!
100-499 224 348 55% 240 201 #DIV/0!
500+ 380 205 -46% 241 203 #DIV/0!
#DIV/0!
Business Size 2014 2019 Growth #REF!
0-4 16,325 19,489 19% 230 204 #######
5-9 16,228 18,621 15% 231 205 #######
10-19 17,932 21,636 21% 232 206 #######
20-99 22,089 24,672 12% 233 208 #######
100-499 18,134 20,105 11% 234 209 #######
500+ 14,648 22,224 52% 235 211 #######
105356 126748 #######
Payroll per Location ($000s)
Payroll per Employee ($)
Payroll by business size metrics can create insights into how different size companies are fairing and how they pay for talent.
Typically, the payroll per employee by business size (last chart) tells an interesting story about how different size retailers
compensate their talent.
21%
21%
24%
17%
-1%
-49%
-60% -40% -20% 0% 20% 40%
Payroll per Firm - 5 Year Growth (%)
20%
21%
25%
24%
55%
-46%
-60% -40% -20% 0% 20% 40% 60%
Payroll per Establishment - 5 Year Growth (%)
19,489
18,621
21,636
24,672
20,105
22,224
- 5,000 10,000 15,000 20,000 25,000 30,000

Payroll per Employee by State
Rank 1.17768 1.17768 07 population
32 Alabama 32 15,531$ 15,531$ 4,627,851 35,625
15 Alaska 15 17,974$ 17,974$ 683,478 46,778
23 Arizona 23 17,019$ 17,019$ 6,338,755 35,979
29 Arkansas 29 16,389$ 16,389$ 2,834,797 34,723
9 California 9 19,017$ 19,017$ 36,553,215 44,980
33 Colorado 33 15,316$ 15,316$ 4,861,515 45,135
4 Connecticut 4 19,607$ 19,607$ 3,502,309 58,908
11 Delaware 11 18,776$ 18,776$ 588,292 41,940
13 Florida 13 18,588$ 18,588$ 18,251,243 40,344
12 Georgia 12 18,718$ 18,718$ 9,544,750 36,869
10 Hawaii 10 18,953$ 18,953$ 1,283,388 44,024
48 Idaho 48 12,271$ 12,271$ 1,499,402 33,749
25 Illinois 25 16,688$ 16,688$ 12,852,548 44,815
36 Indiana 36 15,142$ 15,142$ 6,345,289 36,902
50 Iowa 50 11,914$ 11,914$ 2,988,046 42,126
46 Kansas 46 12,438$ 12,438$ 2,775,997 41,835
22 Kentucky 22 17,075$ 17,075$ 4,241,474 35,041
20 Louisiana 20 17,309$ 17,309$ 4,293,204 39,413
35 Maine 35 15,230$ 15,230$ 1,317,207 39,481
5 Maryland 5 19,476$ 19,476$ 5,618,344 51,971
2 Massachusetts 2 20,921$ 20,921$ 6,449,755 54,687
26 Michigan 26 16,522$ 16,522$ 10,071,822 37,497
34 Minnesota 34 15,295$ 15,295$ 5,197,621 46,227
37 Mississippi 37 15,084$ 15,084$ 2,918,785 33,073
19 Missouri 19 17,310$ 17,310$ 5,878,415 39,049
39 Montana 39 14,944$ 14,944$ 957,861 37,370
49 Nebraska 49 12,228$ 12,228$ 1,774,571 43,143
7 Nevada 7 19,088$ 19,088$ 2,565,382 37,361
8New Hampshire 8 19,035$ 19,035$ 1,315,828 47,058
3 New Jersey 3 19,723$ 19,723$ 8,685,920 53,628
28 New Mexico 28 16,415$ 16,415$ 1,969,915 35,079
1 New York 1 23,409$ 23,409$ 19,297,729 52,095
21North Carolina 21 17,267$ 17,267$ 9,061,032 37,049
47 North Dakota 47 12,411$ 12,411$ 639,715 51,893
31 Ohio 31 15,772$ 15,772$ 11,466,917 39,289
40 Oklahoma 40 14,875$ 14,875$ 3,617,316 39,006
42 Oregon 42 14,291$ 14,291$ 3,747,455 38,786
18 Pennsylvania 18 17,386$ 17,386$ 12,432,792 43,616
17 Rhode Island 17 17,569$ 17,569$ 1,057,832 44,990
27 South Carolina 27 16,487$ 16,487$ 4,407,709 34,266
45 South Dakota 45 13,013$ 13,013$ 796,214 43,659
24 Tennessee 24 16,851$ 16,851$ 6,156,719 37,678
14 Texas 14 18,400$ 18,400$ 23,904,380 41,471
43 Utah 43 13,999$ 13,999$ 2,645,330 34,601
16 Vermont 16 17,704$ 17,704$ 621,254 42,994
6 Virginia 6 19,192$ 19,192$ 7,712,091 47,082
30 Washington 30 15,787$ 15,787$ 6,468,424 45,413
44 West Virginia 44 13,763$ 13,763$ 1,812,035 34,477
41 Wisconsin 41 14,708$ 14,708$ 5,601,640 40,537
38 Wyoming 38 15,050$ 15,050$ 522,830 48,670
The competition for talent is local, with the supply and demand dynamics of each state driving compensation. When it states
"no data", there wasn't a sufficient sample size of data for the state.
$- $5,000 $10,000 $15,000 $20,000 $25,000

Job Categorization Benchmarks
Job Categories as a % of Total Employees
Management & Finance 9.2%
Management 2.3% 2.3% 164
Office and Admin. Support 6.5% 6.5% 166
Business & Financial Operations 0.4% 0.4% 165
Education & Training 0.0% 0.0% 176
Information Technology 0.0% 0.0% 170
Sales, Service & Marketing 71.1%
Sales and Related 24.5% 24.5% 168
Food Preparation and Serving 1.1% 1.1%
175 186
Marketing 45.5% 45.5%
169
Specialists 0.0% 0.0%
175
171 178
Operations 19.2%
Installation, Maint., and Repair 0.1% 0.1% 180 $183
Transp. and Material Moving 18.1% 18.1% 179
Production 0.0% 0.0% 181
Facilities Maintenance 1.0% 182
Protective Service 0.0% 0.0% 184
Ensuring your company has the right people in the right roles, is just as important as having the right number of people and
the proper compensation. Pay particular attention to management ratios, and the three higher-level categories of 1.
management & finance, 2. sales, service & marketing, and 3. operations.
0% 10% 20% 30% 40% 50%

Job Categorization Pay Ranges
Florists
Industry Pay Ranges
Bottom Bottom Top Top
Management & Finance 10% 25% Mean 75% 90%
Management $12.99 $17.56 $34.24 $39.08 $71.31 187
Office and Administrative Support $9.09 $10.62 $15.36 $18.21 $24.00 189
Business and Financial Operations $11.51 $13.92 $22.53 $29.19 $37.07 188
Education & Training no data no data no data no data no data 199
Information Technology no data no data no data no data no data 193
Sales, Service & Marketing 31
Sales and Related $8.89 $9.89 $13.45 $14.38 $19.35 191
Food Preparation and Serving $9.39 $10.18 $11.99 $13.36 $15.60 198
Marketing $9.18 $10.75 $13.76 $15.91 $19.27 192
Specialists no data no data no data no data no data
194
Operations 31
Installation, Maint., and Repair $9.37 $10.53 $14.94 $18.10 $23.80 203
Transp. and Material Moving $8.72 $9.69 $12.30 $13.81 $17.50 202
Production $9.62 $10.37 $13.16 $15.19 $17.87 204
Facilities Maintenance $9.63 $11.17 $14.87 $17.65 $23.04 208
Protective Service no data no data no data no data no data 207
For those roles and people who are critical to the success of your business, it is important to understand how their
compensation compares to the pay ranges of the industry. Below are the pay ranges of the high-level job categories. The
bottom 10% represents the average that the 10% lowest paid receive in hourly pay, while the top 90% represents the
average that the 10% highest paid receive in hourly pay. In those instances where the sample size was not statistically
significant, the figures are left blank.

Top Detailed Jobs Analysis
Top Detailed Jobs - Percent of Total Employment
1 45.5% 24
44
2 20.0% 25
45
3 16.5% 26
46
4 2.4% 27
47
5 2.3% 28
48
6 2.0% 29
49
7 1.7% 30
50
8 1.6% 31
51
9 1.5% 32
52
10 1.0% 33
53
11 0.8% 34
54
12 0.5% 35
55
13 0.5% 36
56
14 0.4% 37
57
15 0.3% 38
58
16 0.3% 39
59
17 0.2% 40
60
18 0.2% 41
61
19 0.2% 42
62
20 0.2% 43
63
Secretaries and Administrative Assistants
Grounds Maintenance Workers
Designers
Miscellaneous Agricultural Workers
Laborers and Material Movers, Hand
Cashiers
Bookkeeping, Accounting, and Auditing Clerks
Meeting, Convention, and Event Planners
Order Clerks
Shipping, Receiving, and Traffic Clerks
Receptionists and Information Clerks
Stock Clerks and Order Fillers
Counter and Rental Clerks and Parts Salespersons
Customer Service Representatives
Building Cleaning Workers
The below metrics go into the details of the industry's top jobs ranked by percent of total employment.
General and Operations Managers
First-Line Supervisors of Sales Workers
Office Clerks, General
Driver/Sales Workers and Truck Drivers
Retail Salespersons
0% 10% 20% 30% 40% 50%

Top Detailed Jobs Analysis
Top Detailed Jobs - Pay Bands Bottom Bottom Top Top
10% 25% Mean 75% 90% 49
1 $9.18 $10.75 $13.76 $15.91 $19.27 24
2 $8.92 $9.87 $12.51 $13.57 $17.03 25
3 $8.69 $9.72 $12.26 $13.79 $17.36 26
4 $8.96 $10.41 $14.64 $17.90 $22.44 27
5 $12.95 $15.61 $22.32 $25.62 $33.24 28
6 $12.74 $17.29 $32.41 $37.64 $58.67 29
7 $9.22 $11.05 $16.18 $18.58 $25.94 30
8 $8.07 $8.74 $10.26 $11.63 $13.63 31
9 $8.85 $9.48 $11.95 $13.01 $17.23 32
10 $8.67 $9.68 $11.94 $13.06 $15.84 33
11 $9.98 $12.05 $17.51 $19.67 $29.38 34
12 no data no data no data no data no data 35
13 $8.94 $10.50 $13.44 $16.53 $20.02 36
14 $8.75 $10.18 $13.44 $15.92 $18.95 37
15 $8.30 $9.69 $11.87 $13.33 $15.49 38
16 $9.35 $10.40 $12.75 $13.80 $15.50 39
17 $8.38 $9.17 $11.17 $12.62 $14.69 40
18 $9.72 $11.85 $15.84 $18.66 $23.96 41
19 $8.75 $9.85 $13.76 $15.79 $19.36 42
20 $10.24 $12.58 $19.02 $25.89 $32.89 43
Below are the details of the wage bands for the industry's top jobs. The bottom 10% represents the average that the 10%
lowest paid receive in hourly pay, while the top 90% represents the average that the 10% highest paid receive in hourly pay.
In those instances where the sample size was not statistically significant, the figures are left blank.
Retail Salespersons
Designers
Secretaries and Administrative Assistants
Miscellaneous Agricultural Workers
Laborers and Material Movers, Hand
Cashiers
Bookkeeping, Accounting, and Auditing Clerks
General and Operations Managers
First-Line Supervisors of Sales Workers
Office Clerks, General
Driver/Sales Workers and Truck Drivers
Meeting, Convention, and Event Planners
Order Clerks
Shipping, Receiving, and Traffic Clerks
Receptionists and Information Clerks
Stock Clerks and Order Fillers
Counter and Rental Clerks and Parts Salespersons
Customer Service Representatives
Building Cleaning Workers
Grounds Maintenance Workers

Total Employees by State
0.9659
Rank Employees 0.89516
Alabama 21 1,524 1,524$ 4,627,851
Alaska 50 232 232$ 683,478
Arizona 24 1,300 1,300$ 6,338,755
Arkansas 30 1,073 1,073$ 2,834,797
California 1 7,834 7,834$ 36,553,215
Colorado 22 1,449 1,449$ 4,861,515
Connecticut 25 1,242 1,242$ 3,502,309
Delaware 45 391 391$ 588,292
Florida 5 4,632 4,632$ 18,251,243
Georgia 13 2,280 2,280$ 9,544,750
Hawaii 41 494 494$ 1,283,388
Idaho 37 552 552$ 1,499,402
Illinois 6 4,394 4,394$ 12,852,548
Indiana 11 2,446 2,446$ 6,345,289
Iowa 29 1,128 1,128$ 2,988,046
Kansas 32 976 976$ 2,775,997
Kentucky 23 1,406 1,406$ 4,241,474
Louisiana 26 1,238 1,238$ 4,293,204
Maine 38 530 530$ 1,317,207
Maryland 15 2,127 2,127$ 5,618,344
Massachusetts 17 2,079 2,079$ 6,449,755
Michigan 8 3,495 3,495$ 10,071,822
Minnesota 14 2,201 2,201$ 5,197,621
Mississippi 33 901 901$ 2,918,785
Missouri 18 2,025 2,025$ 5,878,415
Montana 40 507 507$ 957,861
Nebraska 36 718 718$ 1,774,571
Nevada 39 529 529$ 2,565,382
New Hampshire 42 472 472$ 1,315,828
New Jersey 10 2,814 2,814$ 8,685,920
New Mexico 43 410 410$ 1,969,915
New York 2 5,596 5,596$ 19,297,729
North Carolina 12 2,395 2,395$ 9,061,032
North Dakota 46 352 352$ 639,715
Ohio 7 3,978 3,978$ 11,466,917
Oklahoma 27 1,199 1,199$ 3,617,316
Oregon 31 1,066 1,066$ 3,747,455
Pennsylvania 4 4,677 4,677$ 12,432,792
Rhode Island 47 331 331$ 1,057,832
South Carolina 28 1,133 1,133$ 4,407,709
South Dakota 44 409 409$ 796,214
Tennessee 19 1,868 1,868$ 6,156,719
Texas 3 5,394 5,394$ 23,904,380
Utah 35 726 726$ 2,645,330
Vermont 49 265 265$ 621,254
Virginia 9 2,888 2,888$ 7,712,091
Washington 20 1,700 1,700$ 6,468,424
West Virginia 34 764 764$ 1,812,035
Wisconsin 16 2,086 2,086$ 5,601,640
Wyoming 48 276 276$ 522,830
It is always good to know how large the industry talent pool is in a state. When it states "no data", there wasn't a sufficient
sample size of data for the state.
- 2,000 4,000 6,000 8,000 10,000

State Population to Every Industry Employee
Pop. Per
Rank Employee 0
Alabama 21 3,036 1,524$ 4,627,851
Alaska 24 2,948 232$ 683,478
Arizona 1 4,876 1,300$ 6,338,755
Arkansas 37 2,642 1,073$ 2,834,797
California 4 4,666 7,834$ 36,553,215
Colorado 15 3,355 1,449$ 4,861,515
Connecticut 30 2,820 1,242$ 3,502,309
Delaware 50 1,504 391$ 588,292
Florida 7 3,941 4,632$ 18,251,243
Georgia 6 4,187 2,280$ 9,544,750
Hawaii 39 2,600 494$ 1,283,388
Idaho 32 2,714 552$ 1,499,402
Illinois 25 2,925 4,394$ 12,852,548
Indiana 40 2,595 2,446$ 6,345,289
Iowa 36 2,649 1,128$ 2,988,046
Kansas 29 2,846 976$ 2,775,997
Kentucky 23 3,016 1,406$ 4,241,474
Louisiana 13 3,467 1,238$ 4,293,204
Maine 41 2,484 530$ 1,317,207
Maryland 38 2,642 2,127$ 5,618,344
Massachusetts 19 3,103 2,079$ 6,449,755
Michigan 28 2,882 3,495$ 10,071,822
Minnesota 44 2,361 2,201$ 5,197,621
Mississippi 17 3,239 901$ 2,918,785
Missouri 26 2,902 2,025$ 5,878,415
Montana 48 1,889 507$ 957,861
Nebraska 42 2,473 718$ 1,774,571
Nevada 2 4,847 529$ 2,565,382
New Hampshire 31 2,786 472$ 1,315,828
New Jersey 20 3,087 2,814$ 8,685,920
New Mexico 3 4,810 410$ 1,969,915
New York 14 3,448 5,596$ 19,297,729
North Carolina 10 3,783 2,395$ 9,061,032
North Dakota 49 1,819 352$ 639,715
Ohio 27 2,883 3,978$ 11,466,917
Oklahoma 22 3,018 1,199$ 3,617,316
Oregon 12 3,514 1,066$ 3,747,455
Pennsylvania 35 2,658 4,677$ 12,432,792
Rhode Island 18 3,193 331$ 1,057,832
South Carolina 8 3,890 1,133$ 4,407,709
South Dakota 46 1,949 409$ 796,214
Tennessee 16 3,296 1,868$ 6,156,719
Texas 5 4,432 5,394$ 23,904,380
Utah 11 3,642 726$ 2,645,330
Vermont 45 2,347 265$ 621,254
Virginia 34 2,670 2,888$ 7,712,091
Washington 9 3,805 1,700$ 6,468,424
West Virginia 43 2,372 764$ 1,812,035
Wisconsin 33 2,685 2,086$ 5,601,640
Wyoming 47 1,893 276$ 522,830
Below is one of more entertaining metrics which is simply how many people in a state there are per each industry employee.
When it states "no data", there wasn't a sufficient sample size of data for the state.
- 1,000 2,000 3,000 4,000 5,000 6,000

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