Retail Market Research Report

2022 Market Research Report
Florists
October 2022
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
• 2013-2021 Historical Figures 17 Pricing & Inflation
• Annual Inflation - Indexed to 2010
• 2013-2021 Historical Figures
8 Growth Benchmarks • Forecasts for 2022 and the Next 5 Years
• Revenue per Company & Location • Monthly Inflation Figures for the Past 3-Years
• Locations per Company
• 2013-2021 Historical Figures 18 Consolidation Analysis
• Forecasts for 2022 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 • 2016 versus 2021
• Forecasts for 2022 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
• 2016 vs. 2021 Sales with Growth Rates • Employees per Location by Business Size
• 2016 versus 2021
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 2022
REVENUE & GROWTH BENCHMARKS
453110
Section One
• Forecasts for 2022 and the Next 5 Years
Florists
Kentley Insights

Florists - 2022 www.kentleyinsights.com 2
21 Retail Subsector Consolidation Analysis 28 - Continued
• Locations per Retailer • Employees per Retailer
• Employees per Retailer • 2013-2021 Historical Figures
• 3-Year CAGR
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 • 2013-2021 Historical Figures
• Financial Ratios - 10 ratios, such as Total Asset
Turnover, Assets to Liabilities, Return on
Net Worth, Solvency Ratio 31 Payroll by Business Size
• Payroll per Retailer, Location & Employee
24 Operating Expenses • 2016 versus 2021
• 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 2022 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
• 2013-2021 Historical Figures 34 Job Categorization Pay Ranges
• 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
• 2013-2021 Historical Figures 37 Total Employment by State
• # 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
Report Contents (Continued)
Section Two

Report Methodology
Industry Definition
Florists
0
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
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.

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 $40. This is 156% higher than the
average $16 per capita across the U.S.
From 2020 to 2021, price inflation for the industry was 5.8%. While over the past 5 years, inflation has
averaged 1.1% per year.
In the Florists industry, the top 3 product lines make up 75% of revenue versus 62% across retail sectors.
In 2021, the average revenue per retailer for the industry was approximately $.5 million, which grew at a 8.3%
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 2.9% per year for the Florists industry.
Over the past 3 years, industry revenues have been growing at an annual rate of 4% per year. This growth
rate is close to the average for retail industries and ranks it in the top 60% of all retail industries.
The overall 2021 revenues of Florists was $5.6 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 $.6 million, which is 41% higher than the U.S.
average of $.5 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
The jobs breakdown in the Florists industry is as follows: 8.7% of the jobs are in management and finance,
70.9% of the jobs are in sales, service and marketing, while 20.4% of the jobs are in operations.
53.9% of Companies in the Florists industry are profitable, with an average net income of 7.6% 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 2021, the operating expenses as a percent of revenue for the Florists industry was 38.8%, and over the
past 3 years total operating expenses for the industry grew at 4.6% per year.
The breakdown of operating expenses for the industry is as follows: 49.2% for employee expenses, 18.5% for
property expenses, 5.1% for equipment expenses, 1.8% for IT expenses, 5.2% for inventory handling and
supplies expenses, while 8.5% was spent on miscellaneous expenses.
In 2021, inventory turns for the industry were 3.8, which represented a growth of 24.4% over 2020. While in
2021, gross margin was 49.8%, versus 46.7% in 2020.
For the Florists industry in 2021 the sales per employee declined -16.1% over 2020 to $104,167, which ranks
the industry in the bottom 20% of retail industries.
In 2021, payroll per employee equaled $20,063 for the industry, which ranks it in the bottom 20% of retail
industries. Payroll per employee has grew at an annual rate of 2.1% over the past 3 years.
New York is the highest paying state in the Florists industry, with a payroll per employee of $22,868, which is
16.3% higher than the U.S. average.

Section One
Revenue & Growth Benchmarks

Industry Growth Details
Industry Revenue ($ Millions)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Millions) 5,848 5,578 5,290 5,092 4,780 5,005 5,140 4,667 5,634 6,338 7,106
Annual Growth -4.6% -5.2% -3.7% -6.1% 4.7% 2.7% -9.2% 20.7% 12.5% 2.9%
10 11 12 13 14 15 16 17 18 19 20
Compound Annual Growth Rate 4.0% 3-Year 2.0% 5-Year 20
Number of Retailers
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Retailers 13,619 13,234 12,893 12,675 12,155 12,112 11,991 11,074 10,723 10,733 10,436
Annual Growth -2.8% -2.6% -1.7% -4.1% -0.4% -1.0% -7.6% -3.2% 0.1% -0.7%
57 58 59 60 61 62 63 64 65 66 67
Compound Annual Growth Rate -4.0% 3-Year -3.3% 5-Year
Number of Locations (i.e., separate facilities and locations)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Locations 14,161 13,765 13,419 13,188 12,655 12,603 12,486 11,230 10,768 10,779 10,375
Annual Growth -2.8% -2.5% -1.7% -4.0% -0.4% -0.9% -10.1% -4.1% 0.1% -0.9%
104 105 106 107 108 109 110 111 112 113 114
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
-
5,000
10,000
15,000

Growth Benchmarks
Revenue per Retailer ($ Thousands)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) 429 421 410 402 393 413 429 421 525 591 681
Annual Growth -1.8% -2.7% -2.1% -2.1% 5.1% 3.7% -1.7% 24.7% 12.4% 3.6%
292
Compound Annual Growth Rate 8.3% 3-Year 5.5% 5-Year
Revenue Per Location ($ Thousands)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) 413 405 394 386 378 397 412 416 523 588 685
Annual Growth -1.9% -2.7% -2.1% -2.2% 5.1% 3.7% 1.0% 25.9% 12.4% 3.9%
Locations per Retailer
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 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 0.0% 0.1% 0.0% 0.1% -0.1% 0.1% -2.6% -1.0% 0.0% -0.3%
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.
-
200
400
600
800
-
200
400
600
800
1.0
1.0
1.0
1.0
1.0
1.1

Ecommerce Sales
Ecommerce Sales of Traditional Florists
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Millions) 206 223 235 236 232 253 271 344 522 664 936
Annual Growth 7.8% 5.7% 0.5% -2.0% 9.2% 7.3% 26.8% 51.8% 27.1% 9.0%
292 293 294 295 296 297 298 299 300 301 302
Ecommerce as a % of Traditional Florists Sales
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) 3.5% 4.0% 4.4% 4.6% 4.8% 5.1% 5.3% 7.4% 9.3% 10.5% 13.2%
Total Ecommerce Sales as a % of Total Retail (Includes all Retail Sectors)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Est. per Retailer 5.9% 6.5% 7.3% 8.2% 9.1% 10.1% 11.1% 14.4% 16.5% 18.6% 25.3%
315 316 317 318 319 320 321 322 323 324 325
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.
-
200
400
600
800
1,000
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%

Ecommerce Category Sales of Retailers with No Physical Stores
$ Billions
2015 2021
150% 54.7 136.8
169
287% 32.7 126.5
156 0
180% 35.3 98.9
122 0
235% 27.1 90.8
112 0
238% 19.3 65.3
81 0
157% 18.7 48.2
59 0
258% 12.8 45.7
56 0
277% 12.0 45.1
56 0
198% 12.2 36.5
45 0
95% 13.1 25.6
32 0
202% 11.5 34.6
43 0
222% 10.9 35.0
43 0
245% 8.6 29.5
36 0
51% 11.7 17.6
22 0
115% 8.8 18.8
23 0
104% 8.8 18.0
22 0
128% 6.3 14.3
18 0
Collectibles & souvenirs
Clothing, footwear, and accessories
5-Year
Growth
Electronics & appliances
Sporting goods
Hardware, lawn, garden equip. & supplies
Software & video games
Toys, hobby goods, and games
Computers, phones, and peripherals
Motor vehicles, auto parts & accessories
Books (includes audio books and e-books)
Drugs, health aids, and beauty aids
Office equipment and supplies
Audio and video recordings & downloads
Shipping, advertising, & merchant services
Food, snacks, beverages, & liquor
Furniture & home furnishings
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
54.7
32.7
35.3
27.1
19.3
18.7
12.8
12.0
12.2
13.1
11.5
10.9
8.6
11.7
8.8
8.8
6.3
136.8
126.5
98.9
90.8
65.3
48.2
45.7
45.1
36.5
25.6
34.6
35.0
29.5
17.6
18.8
18.0
14.3
0.0 50.0 100.0 150.0
2015
2021

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% 20% 40% 60% 80%

Macro Retail Category Growth
Sales of Subsector ($ Billions)
2014
6.3%
1,142
$ 1,549
$ 441
13.8%
562
$ 1,072
$ 454
5.0%
699
$ 892
$ 445
4.1%
675
$ 825
$ 452
5.3%
419
$ 541
$ 4471
7.1%
349
$ 493
$ 444
4.0%
327
$ 398
$ 4461
3.1%
260
$ 303
$ 448
7.1%
122
$ 172
$ 453
5.0%
111
$ 142
$ 442
2.2%
111
$ 123
$ 4431
4.1%
87
$ 106
$ 451
Auto Dealers & Parts Stores
5-Yr
CAGR
Sporting Goods, Hobby & Book Stores
Electronics & Appliance Stores
Grocery, Food & Beverage Stores
Gas Stations
Dept., Warehouse, Supercenter 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
Non-Store Ecommerce Retailers
Health, Beauty & Personal Care Stores
Building, Hardware & Garden Retailers
$1,549
$1,072
$892
$825
$541
$493
$398
$303
$172
$142
$123
$106
$- $500 $1,000 $1,500 $2,000

Income vs. Revenue Growth Matrix
category 3 year growth
profit
441 Vehicles & Parts 9% 3%
442 Furniture 7% 10%
4431 Electronics & Appliances
2% 5%
444 Building & Gardening
9% 10%
445 Food and Beverage 6% 5%
4461 Health & Beauty 5% 7%
4471 Gasoline Stations 2% 4%
448 Clothing & Accessories
4% 8%
451 Sporting Goods, Hobby, Book and Music
10% 6%
452 General Merchandise
7% 8%
454 Online & Catalog 16% 7%
722 Restaurants
#N/A #N/A
5E+05 Florists 4% 8%
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
Merchandise
Florists
0%
2%
4%
6%
8%
10%
12%
0% 2% 4% 6% 8% 10% 12%
Net
Income
Margin
3-Year Revenue Growth
Cash Cows Stars
Question Marks
Dogs

Sales per Capita by State
15.51872543 Rank 0.7981 07 population
23 Alabama 23 21
$ 97,735
$ 4,627,851 ##### #####
14 Alaska 14 23
$ 15,891
$ 683,478
50 Arizona 50 13
$ 81,980
$ 6,338,755
19 Arkansas 19 22
$ 62,556
$ 2,834,797
42 California 42 17
$ 613,936
$ 36,553,215
36 Colorado 36 19
$ 90,193
$ 4,861,515
13 Connecticut 13 25
$ 86,667
$ 3,502,309
1 Delaware 1 40
$ 23,404
$ 588,292
37 Florida 37 18
$ 335,715
$ 18,251,243
41 Georgia 41 17
$ 163,299
$ 9,544,750
2 Hawaii 2 33
$ 42,447
$ 1,283,388
38 Idaho 38 18
$ 26,941
$ 1,499,402
24 Illinois 24 21
$ 266,683
$ 12,852,548
26 Indiana 26 21
$ 130,420
$ 6,345,289
35 Iowa 35 19
$ 55,813
$ 2,988,046
40 Kansas 40 17
$ 47,628
$ 2,775,997
20 Kentucky 20 22
$ 93,131
$ 4,241,474
33 Louisiana 33 19
$ 81,412
$ 4,293,204
17 Maine 17 23
$ 30,160
$ 1,317,207
18 Maryland 18 22
$ 124,421
$ 5,618,344
9 Massachusetts 9 26
$ 170,549
$ 6,449,755
30 Michigan 30 20
$ 197,622
$ 10,071,822
5 Minnesota 5 28
$ 145,591
$ 5,197,621
27 Mississippi 27 20
$ 57,869
$ 2,918,785
25 Missouri 25 21
$ 121,372
$ 5,878,415
10 Montana 10 26
$ 25,087
$ 957,861
34 Nebraska 34 19
$ 33,575
$ 1,774,571
49 Nevada 49 13
$ 34,607
$ 2,565,382
12New Hampshire 12 25
$ 32,661
$ 1,315,828
8 New Jersey 8 27
$ 231,740
$ 8,685,920
48 New Mexico 48 14
$ 27,359
$ 1,969,915
6 New York 6 28
$ 535,620
$ 19,297,729
39 North Carolina 39 17
$ 155,806
$ 9,061,032
7 North Dakota 7 28
$ 17,746
$ 639,715
31 Ohio 31 20
$ 224,228
$ 11,466,917
28 Oklahoma 28 20
$ 71,556
$ 3,617,316
43 Oregon 43 16
$ 61,345
$ 3,747,455
15 Pennsylvania 15 23
$ 289,026
$ 12,432,792
21 Rhode Island 21 22
$ 22,940
$ 1,057,832
45 South Carolina 45 16
$ 70,505
$ 4,407,709
11 South Dakota 11 26
$ 20,545
$ 796,214
29 Tennessee 29 20
$ 120,932
$ 6,156,719
44 Texas 44 16
$ 386,839
$ 23,904,380
47 Utah 47 15
$ 40,161
$ 2,645,330
3 Vermont 3 31
$ 19,403
$ 621,254
16 Virginia 16 23
$ 178,667
$ 7,712,091
46 Washington 46 16
$ 100,378
$ 6,468,424
22 West Virginia 22 21
$ 38,613
$ 1,812,035
32 Wisconsin 32 19
$ 107,311
$ 5,601,640
4 Wyoming 4 30
$ 15,843
$ 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 $50

Sales as a Percent of Consumer Expenditures
Rank 0.7981 07 population
Alabama 8 0.06% 97,735
$ 165,716 35,625
Alaska 35 0.04% 15,891
$ 37,053 46,778
Arizona 48 0.03% 81,980
$ 257,505 35,979
Arkansas 5 0.06% 62,556
$ 102,755 34,723
California 47 0.03% 613,936
$ 1,858,421 44,980
Colorado 43 0.04% 90,193
$ 251,595 45,135
Connecticut 29 0.05% 86,667
$ 189,141 58,908
Delaware 10 0.05% 23,404
$ 42,655 41,940
Florida 41 0.04% 335,715
$ 876,422 40,344
Georgia 36 0.04% 163,299
$ 383,834 36,869
Hawaii 4 0.06% 42,447
$ 69,262 44,024
Idaho 38 0.04% 26,941
$ 64,514 33,749
Illinois 27 0.05% 266,683
$ 574,429 44,815
Indiana 15 0.05% 130,420
$ 252,150 36,902
Iowa 30 0.05% 55,813
$ 122,914 42,126
Kansas 34 0.04% 47,628
$ 110,339 41,835
Kentucky 6 0.06% 93,131
$ 157,066 35,041
Louisiana 22 0.05% 81,412
$ 168,245 39,413
Maine 17 0.05% 30,160
$ 60,894 39,481
Maryland 32 0.04% 124,421
$ 282,921 51,971
Massachusetts 31 0.04% 170,549
$ 380,277 54,687
Michigan 21 0.05% 197,622
$ 407,475 37,497
Minnesota 11 0.05% 145,591
$ 266,161 46,227
Mississippi 2 0.06% 57,869
$ 92,831 33,073
Missouri 18 0.05% 121,372
$ 245,425 39,049
Montana 9 0.06% 25,087
$ 45,359 37,370
Nebraska 39 0.04% 33,575
$ 80,432 43,143
Nevada 50 0.03% 34,607
$ 125,801 37,361
New Hampshire 28 0.05% 32,661
$ 70,699 47,058
New Jersey 19 0.05% 231,740
$ 469,735 53,628
New Mexico 42 0.04% 27,359
$ 75,977 35,079
New York 14 0.05% 535,620
$ 1,029,888 52,095
North Carolina 37 0.04% 155,806
$ 370,883 37,049
North Dakota 23 0.05% 17,746
$ 36,863 51,893
Ohio 25 0.05% 224,228
$ 477,536 39,289
Oklahoma 13 0.05% 71,556
$ 136,037 39,006
Oregon 45 0.03% 61,345
$ 179,015 38,786
Pennsylvania 16 0.05% 289,026
$ 573,815 43,616
Rhode Island 24 0.05% 22,940
$ 47,731 44,990
South Carolina 40 0.04% 70,505
$ 176,365 34,266
South Dakota 12 0.05% 20,545
$ 38,950 43,659
Tennessee 20 0.05% 120,932
$ 246,025 37,678
Texas 44 0.03% 386,839
$ 1,120,665 41,471
Utah 46 0.03% 40,161
$ 119,240 34,601
Vermont 3 0.06% 19,403
$ 31,284 42,994
Virginia 26 0.05% 178,667
$ 384,479 47,082
Washington 49 0.03% 100,378
$ 350,959 45,413
West Virginia 7 0.06% 38,613
$ 65,138 34,477
Wisconsin 33 0.04% 107,311
$ 246,818 40,537
Wyoming 1 0.06% 15,843
$ 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 0.9634 0.7604
31 Alabama 31 350 97,735
$ 279
$
5 Alaska 5 498 15,891
$ 32
$
9 Arizona 9 453 81,980
$ 181
$
39 Arkansas 39 320 62,556
$ 195
$
8 California 8 460 613,936
$ 1,334
$
12 Colorado 12 441 90,193
$ 205
$
10 Connecticut 10 447 86,667
$ 194
$
3 Delaware 3 522 23,404
$ 45
$
16 Florida 16 420 335,715
$ 799
$
28 Georgia 28 356 163,299
$ 459
$
1 Hawaii 1 588 42,447
$ 72
$
44 Idaho 44 305 26,941
$ 88
$
19 Illinois 19 390 266,683
$ 684
$
34 Indiana 34 339 130,420
$ 385
$
50 Iowa 50 261 55,813
$ 214
$
49 Kansas 49 283 47,628
$ 168
$
27 Kentucky 27 359 93,131
$ 259
$
22 Louisiana 22 381 81,412
$ 214
$
40 Maine 40 317 30,160
$ 95
$
4 Maryland 4 507 124,421
$ 246
$
11 Massachusetts 11 446 170,549
$ 382
$
21 Michigan 21 381 197,622
$ 519
$
6 Minnesota 6 488 145,591
$ 298
$
43 Mississippi 43 309 57,869
$ 187
$
35 Missouri 35 338 121,372
$ 359
$
30 Montana 30 351 25,087
$ 71
$
48 Nebraska 48 285 33,575
$ 118
$
14 Nevada 14 425 34,607
$ 81
$
20New Hampshire 20 387 32,661
$ 84
$
7 New Jersey 7 469 231,740
$ 494
$
32 New Mexico 32 346 27,359
$ 79
$
2 New York 2 526 535,620
$ 1,018
$
36 North Carolina 36 336 155,806
$ 463
$
46 North Dakota 46 295 17,746
$ 60
$
25 Ohio 25 365 224,228
$ 614
$
42 Oklahoma 42 310 71,556
$ 231
$
38 Oregon 38 335 61,345
$ 183
$
17 Pennsylvania 17 418 289,026
$ 692
$
24 Rhode Island 24 372 22,940
$ 62
$
41 South Carolina 41 311 70,505
$ 227
$
45 South Dakota 45 297 20,545
$ 69
$
29 Tennessee 29 351 120,932
$ 344
$
18 Texas 18 408 386,839
$ 948
$
15 Utah 15 423 40,161
$ 95
$
33 Vermont 33 345 19,403
$ 56
$
13 Virginia 13 426 178,667
$ 419
$
23 Washington 23 379 100,378
$ 265
$
47 West Virginia 47 290 38,613
$ 133
$
26 Wisconsin 26 364 107,311
$ 295
$
37 Wyoming 37 336 15,843
$ 47
$
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.
- 100 200 300 400 500 600 700

Pricing & Inflation
Florists Industry Inflation
(Indexed at 1 in 2010)
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Inflation 1.06 1.06 1.05 1.05 1.06 1.05 1.07 1.05 1.11 1.20 1.30
Annual Growth 0.0% -1.5% 0.7% 0.4% -1.1% 2.4% -1.8% 5.8% 7.9% 2.0%
338 339 340 341 342 343 344 345 346 347 348
Florists Industry Inflation
(Indexed at 1 in 2010)
2018 2019 2020 2021
Jan.
1.087 1.086 1.095 1.070 356 368 380 392 1
Feb.
1.038 1.074 1.081 1.057 357 369 381 393 2
Mar.
1.043 1.061 1.057 1.084 358 370 382 394 3
Apr.
1.071 1.099 1.085 1.154 359 371 383 395 4
May
1.051 1.068 1.072 1.115 360 372 384 396 5
Jun.
1.043 1.057 1.052 1.081 361 373 385 397 6
Jul.
1.060 1.068 1.043 1.109 362 374 386 398 7
Aug.
1.024 1.060 1.025 1.113 363 375 387 399 8
Sep.
1.026 1.070 1.022 1.126 364 376 388 400 9
Oct. 1.053 1.111 1.038 1.136 365 377 389 401 10
Nov.
1.020 1.058 1.028 1.149 366 378 390 402 11
Dec.
1.032 1.049 1.021 1.152 367 379 391 403 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.
-
0.50
1.00
1.50
1.000 1.050 1.100 1.150 1.200
2018
2019
2020
2021

Consolidation Analysis
Florists
0.9307 0.8853
Business Size 2016 2021 5 Yr. Growth #DIV/0!
0-4 9,441 7,450 -21% 406 413 #DIV/0!
5-9 2,930 2,598 -11% 407 414 #DIV/0!
10-19 984 853 -13% 408 415 #DIV/0!
20-99 291 291 0% 409 416 #DIV/0!
100-499 18 23 30% 410 417 #DIV/0!
500+ 6 5 -5% 411 418 #DIV/0!
13669 11221.5 #DIV/0!
412
0.93129 0.85446
Number of Locations
Business Size 2016 2021 5 Yr. Growth #####
0-4 9,468 7,201 -24% 427 434 #DIV/0!
5-9 3,002 2,555 -15% 428 435 #DIV/0!
10-19 1,100 909 -17% 429 436 #DIV/0!
20-99 491 444 -9% 430 437 #DIV/0!
100-499 142 114 -20% 431 438 #DIV/0!
500+ 51 44 -13% 432 439 #DIV/0!
14255.3 11268.6 #DIV/0!
Locations per Retailer
Business Size 2016 2021 5 Yr. Growth #REF!
0-4 1.0 1.0 -4% 230 204 1.3%
5-9 1.0 1.0 -4% 231 205 1.3%
10-19 1.1 1.1 -5% 232 206 1.5%
20-99 1.7 1.5 -9% 233 208 2.2%
100-499 8.1 5.0 -38% 234 209 10.5%
500+ 9.2 8.4 -9% 235 211 12.0%
22.061 17.879 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?
-21%
-11%
-13%
0%
30%
-5%
-30% -20% -10% 0% 10% 20% 30% 40%
Firm - 5 Year Growth (%)
-24%
-15%
-17%
-9%
-20%
-13%
-30% -25% -20% -15% -10% -5% 0%
Establishments - 5 Year Growth (%)
-4%
-4%
-5%
-9%
-38%
-9%
-50% -40% -30% -20% -10% 0%
Establishments per Firm - 5 Year Growth (%)
Number
of
Retailers
Number
of
Locations
Locations
per
Retailer

Employment by Business Size
Florists
0.96 0.92
Number of Employees
Business Size 2016 2021 5 Yr. Growth 0.9143
0-4 19,213 14,838 -23% 448 455 #DIV/0!
5-9 19,321 17,427 -10% 449 456 #DIV/0!
10-19 12,980 11,209 -14% 450 457 #DIV/0!
20-99 8,783 8,886 1% 451 458 #DIV/0!
100-499 1,765 1,994 13% 452 459 #DIV/0!
500+ 1,330 413 -69% 453 460 #DIV/0!
63391.7 #DIV/0!
Employees per Retailer
0-4 2.0 2.0 -2% 236 196 #DIV/0!
5-9 6.6 6.7 2% 237 197 #DIV/0!
10-19 13.2 13.1 0% 238 198 #DIV/0!
20-99 30.1 30.5 1% 239 200 #DIV/0!
100-499 99.8 86.6 -13% 240 201 #DIV/0!
500+ 238.1 77.8 -67% 241 203 #DIV/0!
#DIV/0!
Employees per Location
0-4 2.0 2.1 2% 230 204 2.7%
5-9 6.4 6.8 6% 231 205 8.4%
10-19 11.8 12.3 4% 232 206 15.4%
20-99 17.9 20.0 12% 233 208 23.4%
100-499 12.4 17.4 41% 234 209 16.2%
500+ 26.0 9.3 -64% 235 211 33.9%
76.509 67.933
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.
-23%
-10%
-14%
1%
13%
-69%
-80% -60% -40% -20% 0% 20%
Employment - 5-Year Growth (%)
-2%
2%
0%
1%
-13%
-67%
-80% -60% -40% -20% 0% 20%
Employees per Firm - 5 Year Growth (%)
2%
6%
4%
12%
41%
-64%
-80% -60% -40% -20% 0% 20% 40% 60%
Employees per Location- 5-Year Growth (%)
Number
of
Employees
Number
of
Employees
Number
of
Employees

Subsector Consolidation Analysis (1/2)
3 Yr. Growth in the # of Retailers
Subsector
Vehicles & Parts -0.8% 441
Furniture -1.3% 442
Electronics & Appliances -3.9% 4431
Building & Gardening 1.0% 444
Food and Beverage 0.9% 445
Health & Beauty 0.4% 4461
Gasoline Stations -1.3% 4471
Clothing & Accessories -3.4% 448
Sporting Goods, Hobby, Book & Music -0.7% 451
General Merchandise -0.5% 452
Online & Catalog 6.9% 454
#REF! 722
#REF! 453110
3 Yr. Growth in # of Locations
Subsector
Furniture -1.6% 442
Health & Beauty -0.1% 4461
General Merchandise -0.5% 452
722
-5.1% 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
-0.8%
-1.3%
-3.9%
1.0%
0.9%
0.4%
-1.3%
-3.4%
-0.7%
-0.5%
6.9%
0.0%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0%
3 -Year CAGR (%) - Number of Retailers
-1.1%
-1.6%
-4.8%
1.0%
1.1%
-0.1%
-1.7%
-4.6%
-1.3%
-0.5%
7.1%
-5.1%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0%
3-Year CAGR (%) - Number of Locations

Subsector Consolidation Analysis (2/2)
3 Yr. Growth Locations per Retailer
Subsector
Furniture -0.4% 442
Health & Beauty -0.4% 4461
General Merchandise 0.0% 452
#REF! 722
#REF! 453110
3 Yr. Growth Employees per Retailer
Subsector
Vehicles & Parts 2.5% 441
Furniture 0.8% 442
Electronics & Appliances 3.2% 4431
Health & Beauty 1.3% 4461
Gasoline Stations 0.8% 4471
Clothing & Accessories 1.2% 448
Sporting Goods, Hobby, Book & Music 1.6% 451
General Merchandise 1.5% 452
#REF! 722
1.2% 453110
Florists
Florists
Comparing your industry's retailer and employees per retailer growth versus the other retail subsectors can
provide broader strategic context.
-0.3%
-0.4%
-1.0%
0.0%
0.2%
-0.4%
-0.4%
-1.2%
-0.5%
0.0%
0.2%
0.0%
-1.5% -1.0% -0.5% 0.0% 0.5%
3 -Year CAGR (%) - Locations per Retailer
2.5%
0.8%
3.2%
2.2%
2.5%
1.3%
0.8%
1.2%
1.6%
1.5%
1.5%
1.2%
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5%
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
8
ProfitableUnprofitable
Profitable 62838 54% 46%
Unprofitable
58650
Average Net Income as a Percent of Revenues
-4.5%
7.6%
Financial Ratios
Total Asset Turnover 2.10
493
Fixed Asset Turnover 4.20
494
Fixed Assets to Total Assets Ratio 0.50
495
Total Assets to Total Liabilities Ratio 1.46
496
Return on Sales 0.07
497
Return on Total Assets 0.09
498
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
54%
Not Profitable
46%
0% 20% 40% 60% 80% 100%
-4.5%
7.6%
-6.0% -4.0% -2.0% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0%
0.0 1.0 2.0 3.0 4.0 5.0

Operating Expenses
Industry Operating Expenses
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Millions) $2,098 $2,043 $1,961 $1,931 $1,843 $1,909 $1,946 $1,907 $2,186 $2,472 $2,633
Annual Growth -2.6% -4.0% -1.5% -4.6% 3.6% 1.9% -2.0% 14.7% 13.1% 1.6%
245 246 247 248 249 250 251 252 253 254 255
Industry Revenue vs. Operating Expense Growth
revenue -4.6% -5.2% -3.7% -6.1% 4.7% 2.7% -9.2% 20.7% 12.5% 0.0%
costs -2.6% -4.0% -1.5% -4.6% 3.6% 1.9% -2.0% 14.7% 13.1% 1.6%
2014 2015 2016 2017 2018 2019 2020 2021 2022
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
OPEX / Rev. 35.9% 36.6% 37.1% 37.9% 38.5% 38.1% 37.8% 40.8% 38.8% 39.0% 37.0%
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.
Operating Expense as a Percent of Revenues
$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Revenue
Growth
Expense
Growth
32.0%
34.0%
36.0%
38.0%
40.0%
42.0%

Operating Expenses per Retailer & Location
Industry Operating Expenses per Retailer
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) $154 $154 $152 $152 $152 $158 $162 $172 $204 $230 $252
Annual Growth 0.2% -1.5% 0.2% -0.5% 4.0% 2.9% 6.1% 18.4% 6.0% 2.3%
21 22 23 24 25 26 27 28 29 30
Industry Operating Expenses per Location
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) $148 $148 $146 $146 $146 $152 $156 $170 $203 $229 $254
Annual Growth 0.2% -1.6% 0.2% -0.5% 4.1% 2.9% 9.0% 19.6% 13.0% 2.6%
21 22 23 24 25 26 27 28 29 30
Revenue Growth per Location vs. Operating Expense Growth per Location
revenue -1.9% -2.7% -2.1% -2.2% 5.1% 3.7% 1.0% 25.9% 12.4% 2.9%
costs 0.2% -1.6% 0.2% -0.5% 4.1% 2.9% 9.0% 19.6% 13.0% 0.0%
2014 2015 2016 2017 2018 2019 2020 2021 2021 fcst
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.
$-
$100
$200
$300
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Revenue Growth
OPEX Growth
$-
$100
$200
$300

Operating Expense Detail
Florists
Operating Expense Breakdown (Total = 100%)
49.2% 0
39.8% 571 39.8%
2.3% 573 2.3%
0.4% 574 0.4%
0.0% 575 0.0%
4.8% 576 4.8%
0.9% 577 0.9%
1.0% 583 1.0%
18.5%
14.9% 588 14.9%
1.1% 586 1.1%
1.9% 589 1.9%
0.6% 591 0.6%
5.1%
0.4% 578 0.4%
0.4% 587 0.4%
0.6% 585 0.6%
3.8% 595 3.8%
1.8%
0.4% 582 0.4%
1.1% 584 1.1%
0.3% 581 0.3%
5.2%
2.0% 580 2.0%
2.3% 592 2.3%
0.2% 590 0.2%
0.6% 579 0.6%
8.5%
4.6% 593 4.6%
2.5% 594 2.5%
1.4% 596 1.4%
11.7% 597 11.7%
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.
Defined contribution plans
Annual Payroll
Employee Expenses
Defined benefit pension plans
Health insurance
Lease and rent for stores & buildings
Repairs and maintenance to buildings
Miscellaneous Expenses
Professional and technical services
Property Expenses
Other fringe benefits
Contract labor costs, incl. temporary help
Purchased fuels (except motor fuels)
Commission expense
Transport, shipping, warehousing
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
Packaging materials and containers
Depreciation and amortization charges
Other Operating Expenses
Taxes and license fees
Advertising and promotional services
0% 10% 20% 30% 40% 50%

Inventory Turns & Gross Margin
Inventory Turns
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Inventory Turns 3.66 3.61 3.52 3.55 3.47 3.51 3.52 3.03 3.77 3.59 3.77
Annual Growth -1.4% -2.5% 1.1% -2.3% 0.9% 0.4% -14.0% 24.4% -4.7% 0.0%
529
530 531 532 533 534 535 536 537 538 539
Gross Margin
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Gross Margin (%) 48.2% 49.1% 50.6% 50.6% 51.6% 51.3% 50.8% 46.7% 49.8% 50.8% 53.3%
Annual Growth 1.9% 3.1% 0.0% 2.0% -0.6% -1.0% -8.0% 6.7% 1.9% 1.4%
507 508 509 510 511 512 513 514 515 516 517
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
42.0%
44.0%
46.0%
48.0%
50.0%
52.0%
54.0%

Employee Productivity & Industry Employment
Productivity - Revenue (output) per Employee
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Rev. per Emp. ($) 93,986 91,184 88,052 85,411 82,261 85,012 85,849 124,228 104,167 112,816 122,457
Annual Growth -3.0% -3.4% -3.0% -3.7% 3.3% 1.0% 44.7% -16.1% 8.3% 2.1%
102 103 104 105 106 107 108 109 110 111
Total Industry Employees
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
# of Employees 62,222 61,170 60,076 59,614 58,107 58,873 59,876 37,571 54,086 56,182 58,029
Annual Growth -1.7% -1.8% -0.8% -2.5% 1.3% 1.7% -37.3% 44.0% 3.9% 0.8%
151 152 153 154 155 156 157 158 159 160 161
Employees per Retailer
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
Emp. Per Retailer 5 5 5 5 5 5 5 3 5 5 6
Annual Growth 1.2% 0.8% 0.9% 1.6% 1.7% 2.7% -32.1% 48.7% 3.8% 1.5%
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
150,000
-
20,000
40,000
60,000
80,000
-
2
4
6

Productivity by State - Revenue (output) per Employee
Rank $ 0.8842 07 population
Alabama 22 70,048 1,395
$ 4,627,851 35,625
Alaska 13 74,886 212
$ 683,478 46,778
Arizona 23 68,883 1,190
$ 6,338,755 35,979
Arkansas 34 63,681 982
$ 2,834,797 34,723
California 5 85,605 7,172
$ 36,553,215 44,980
Colorado 24 68,004 1,326
$ 4,861,515 45,135
Connecticut 10 76,219 1,137
$ 3,502,309 58,908
Delaware 30 65,356 358
$ 588,292 41,940
Florida 7 79,184 4,240
$ 18,251,243 40,344
Georgia 9 78,257 2,087
$ 9,544,750 36,869
Hawaii 2 93,947 452
$ 1,283,388 44,024
Idaho 49 53,268 506
$ 1,499,402 33,749
Illinois 28 66,303 4,022
$ 12,852,548 44,815
Indiana 41 58,255 2,239
$ 6,345,289 36,902
Iowa 46 54,043 1,033
$ 2,988,046 42,126
Kansas 48 53,332 893
$ 2,775,997 41,835
Kentucky 15 72,341 1,287
$ 4,241,474 35,041
Louisiana 17 71,821 1,134
$ 4,293,204 39,413
Maine 37 62,132 485
$ 1,317,207 39,481
Maryland 33 63,904 1,947
$ 5,618,344 51,971
Massachusetts 4 89,631 1,903
$ 6,449,755 54,687
Michigan 38 61,776 3,199
$ 10,071,822 37,497
Minnesota 16 72,251 2,015
$ 5,197,621 46,227
Mississippi 21 70,148 825
$ 2,918,785 33,073
Missouri 29 65,460 1,854
$ 5,878,415 39,049
Montana 47 54,043 464
$ 957,861 37,370
Nebraska 50 51,106 657
$ 1,774,571 43,143
Nevada 18 71,423 485
$ 2,565,382 37,361
New Hampshire 12 75,540 432
$ 1,315,828 47,058
New Jersey 3 89,973 2,576
$ 8,685,920 53,628
New Mexico 14 72,976 375
$ 1,969,915 35,079
New York 1 104,552 5,123
$ 19,297,729 52,095
North Carolina 19 71,053 2,193
$ 9,061,032 37,049
North Dakota 44 55,138 322
$ 639,715 51,893
Ohio 39 61,582 3,641
$ 11,466,917 39,289
Oklahoma 31 65,212 1,097
$ 3,617,316 39,006
Oregon 35 62,843 976
$ 3,747,455 38,786
Pennsylvania 27 67,509 4,281
$ 12,432,792 43,616
Rhode Island 11 75,642 303
$ 1,057,832 44,990
South Carolina 25 67,979 1,037
$ 4,407,709 34,266
South Dakota 45 54,932 374
$ 796,214 43,659
Tennessee 20 70,719 1,710
$ 6,156,719 37,678
Texas 8 78,350 4,937
$ 23,904,380 41,471
Utah 40 60,401 665
$ 2,645,330 34,601
Vermont 6 80,088 242
$ 621,254 42,994
Virginia 26 67,581 2,644
$ 7,712,091 47,082
Washington 32 64,503 1,556
$ 6,468,424 45,413
West Virginia 43 55,209 699
$ 1,812,035 34,477
Wisconsin 42 56,188 1,910
$ 5,601,640 40,537
Wyoming 36 62,651 253
$ 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 80,000 100,000 120,000

Industry Payroll
104607
1
106669
9
110898
9
112478
5
107038
0
111080
3.798
117380
3.952
738886.
1117
108510
8.637
118683
7.572
156006
8.323
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($) 16,812 17,438 18,460 18,868 18,421 18,868 19,604 19,666 20,063 21,125 26,884
Annual Growth 3.7% 5.9% 2.2% -2.4% 2.4% 3.9% 0.3% 2.0% 5.3% 6.2%
198 199 200 201 202 203 204 205 206 207 208
Payroll per Retailer
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) 77 81 86 89 88 92 98 67 101 111 149
Annual Growth 4.9% 6.7% 3.2% -0.8% 4.1% 6.7% -31.8% 51.7% 9.3% 7.8%
112 113 114 115 116 117 118 119 120 121
Payroll per Location
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 fcst 2026 fcst
($ Thousands) 74 77 83 85 85 88 94 66 101 110 150
Annual Growth 4.9% 6.6% 3.2% -0.8% 4.2% 6.7% -30.0% 53.1% 10.8% 8.1%
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
200
-
50
100
150
200

Payroll by Business Size
Florists
1.0752 0.9647 #REF!
Payroll per Retailer ($000s)
Business Size 2016 2021 5 Yr. Growth ######
0-4 34 37 9% 3E+05 469 3E+05 476 #DIV/0!
5-9 111 120 9% 3E+05 470 3E+05 477 #DIV/0!
10-19 245 274 12% 2E+05 471 2E+05 478 #DIV/0!
20-99 690 726 5% 2E+05 472 2E+05 479 #DIV/0!
100-499 1,876 1,681 -10% 30855 473 40102 480 #DIV/0!
500+ 3,616 1,669 -54% 18781 474 9188 481 #DIV/0!
6573.6 4507.6 #DIV/0!
Business Size 2016 2021 5 Yr. Growth #####
0-4 34 39 13% 236 196 #DIV/0!
5-9 108 123 13% 237 197 #DIV/0!
10-19 219 257 17% 238 198 #DIV/0!
20-99 410 476 16% 239 200 #DIV/0!
100-499 233 338 45% 240 201 #DIV/0!
500+ 394 199 -49% 241 203 #DIV/0!
#DIV/0!
Business Size 2016 2021 Growth #REF!
0-4 16,924 18,803 11% 230 204 ######
5-9 16,823 17,966 7% 231 205 ######
10-19 18,589 20,874 12% 232 206 ######
20-99 22,899 23,803 4% 233 208 ######
100-499 18,799 19,397 3% 234 209 ######
500+ 15,186 21,441 41% 235 211 ######
109221 122283 ######
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.
9%
9%
12%
5%
-10%
-54%
-60% -40% -20% 0% 20%
Payroll per Firm - 5 Year Growth (%)
13%
13%
17%
16%
45%
-49%
-60% -40% -20% 0% 20% 40% 60%
Payroll per Establishment - 5 Year Growth (%)
18,803
17,966
20,874
23,803
19,397
21,441
- 5,000 10,000 15,000 20,000 25,000
Number
of
Employees
Number
of
Employees
Number
of
Employees

Payroll per Employee by State
Rank 1.15049 1.1505 07 population
32 Alabama 32 15,172
$ 15,172
$ 4,627,851 35,625
15 Alaska 15 17,559
$ 17,559
$ 683,478 46,778
23 Arizona 23 16,626
$ 16,626
$ 6,338,755 35,979
29 Arkansas 29 16,011
$ 16,011
$ 2,834,797 34,723
9 California 9 18,578
$ 18,578
$ 36,553,215 44,980
33 Colorado 33 14,963
$ 14,963
$ 4,861,515 45,135
4 Connecticut 4 19,155
$ 19,155
$ 3,502,309 58,908
11 Delaware 11 18,343
$ 18,343
$ 588,292 41,940
13 Florida 13 18,159
$ 18,159
$ 18,251,243 40,344
12 Georgia 12 18,286
$ 18,286
$ 9,544,750 36,869
10 Hawaii 10 18,516
$ 18,516
$ 1,283,388 44,024
48 Idaho 48 11,988
$ 11,988
$ 1,499,402 33,749
25 Illinois 25 16,303
$ 16,303
$ 12,852,548 44,815
36 Indiana 36 14,793
$ 14,793
$ 6,345,289 36,902
50 Iowa 50 11,639
$ 11,639
$ 2,988,046 42,126
46 Kansas 46 12,151
$ 12,151
$ 2,775,997 41,835
22 Kentucky 22 16,681
$ 16,681
$ 4,241,474 35,041
20 Louisiana 20 16,909
$ 16,909
$ 4,293,204 39,413
35 Maine 35 14,879
$ 14,879
$ 1,317,207 39,481
5 Maryland 5 19,027
$ 19,027
$ 5,618,344 51,971
2 Massachusetts 2 20,438
$ 20,438
$ 6,449,755 54,687
26 Michigan 26 16,141
$ 16,141
$ 10,071,822 37,497
34 Minnesota 34 14,942
$ 14,942
$ 5,197,621 46,227
37 Mississippi 37 14,736
$ 14,736
$ 2,918,785 33,073
19 Missouri 19 16,910
$ 16,910
$ 5,878,415 39,049
39 Montana 39 14,599
$ 14,599
$ 957,861 37,370
49 Nebraska 49 11,946
$ 11,946
$ 1,774,571 43,143
7 Nevada 7 18,647
$ 18,647
$ 2,565,382 37,361
8New Hampshire 8 18,596
$ 18,596
$ 1,315,828 47,058
3 New Jersey 3 19,268
$ 19,268
$ 8,685,920 53,628
28 New Mexico 28 16,036
$ 16,036
$ 1,969,915 35,079
1 New York 1 22,868
$ 22,868
$ 19,297,729 52,095
21 North Carolina 21 16,869
$ 16,869
$ 9,061,032 37,049
47 North Dakota 47 12,124
$ 12,124
$ 639,715 51,893
31 Ohio 31 15,408
$ 15,408
$ 11,466,917 39,289
40 Oklahoma 40 14,532
$ 14,532
$ 3,617,316 39,006
42 Oregon 42 13,961
$ 13,961
$ 3,747,455 38,786
18 Pennsylvania 18 16,985
$ 16,985
$ 12,432,792 43,616
17 Rhode Island 17 17,163
$ 17,163
$ 1,057,832 44,990
27 South Carolina 27 16,107
$ 16,107
$ 4,407,709 34,266
45 South Dakota 45 12,713
$ 12,713
$ 796,214 43,659
24 Tennessee 24 16,462
$ 16,462
$ 6,156,719 37,678
14 Texas 14 17,975
$ 17,975
$ 23,904,380 41,471
43 Utah 43 13,676
$ 13,676
$ 2,645,330 34,601
16 Vermont 16 17,295
$ 17,295
$ 621,254 42,994
6 Virginia 6 18,749
$ 18,749
$ 7,712,091 47,082
30 Washington 30 15,422
$ 15,422
$ 6,468,424 45,413
44 West Virginia 44 13,445
$ 13,445
$ 1,812,035 34,477
41 Wisconsin 41 14,369
$ 14,369
$ 5,601,640 40,537
38 Wyoming 38 14,703
$ 14,703
$ 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
8.7%
Management 2.6% 2.6% 164
Office and Admin. Support 5.6% 5.6% 166
Business & Financial Operations 0.6% 0.6% 165
Education & Training 0.0% 0.0% 176
Information Technology 0.0% 0.0% 170
Sales, Service & Marketing
70.9%
Sales and Related 22.7% 22.7% 168
Food Preparation and Serving 1.2% 1.2%
175 186
Marketing 46.8% 46.8%
169
Specialists 0.2% 0.2%
175
171 178
Operations
20.4%
Installation, Maint., and Repair 0.2% 0.2% 180 $183
Transp. and Material Moving 18.7% 18.7% 179
Production 0.0% 0.0% 181
Facilities Maintenance 1.5% 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
1.047
Industry Pay Ranges
Bottom Bottom Top Top
Management & Finance
10% 25% Mean 75% 90%
Management $14.11 $19.04 $37.08 $43.72 $67.84 187
Office and Administrative Support $9.81 $12.06 $16.63 $19.68 $25.62 189
Business and Financial Operations $13.88 $18.00 $24.96 $31.66 $38.47 188
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 $9.86 $11.34 $15.50 $16.40 $22.68 191
Food Preparation and Serving $10.43 $11.20 $12.73 $13.46 $15.60
198
Marketing $9.89 $11.71 $15.15 $17.64 $21.59
192
Specialists no data no data no data no data no data
194
Operations
31
Installation, Maint., and Repair $10.50 $12.05 $15.45 $18.29 $20.23 203
Transp. and Material Moving $9.78 $11.23 $14.27 $15.97 $20.36 202
Production no data no data no data no data no data 204
Facilities Maintenance $10.13 $12.75 $16.90 $19.76 $25.36 208
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 46.8% 24
44
2 17.2% 25
45
3 16.5% 26
46
4 2.4% 27
47
5 2.2% 28
48
6 2.1% 29
49
7 2.1% 30
50
8 2.0% 31
51
9 1.4% 32
52
10 1.0% 33
53
11 0.9% 34
54
12 0.6% 35
55
13 0.4% 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
Building Cleaning Workers
Miscellaneous Agricultural Workers
Customer Service Representatives
Designers
Grounds Maintenance Workers
Bookkeeping, Accounting, and Auditing Clerks
Laborers and Material Movers
Office Clerks, General
Buyers and Purchasing Agents
The below metrics go into the details of the industry's top jobs ranked by percent of total employment.
Order Clerks
Meeting, Convention, and Event Planners
Shipping, Receiving, and Inventory Clerks
Secretaries and Administrative Assistants
First-Line Supervisors of Office and Administrative
Support Workers
Maintenance and Repair Workers, General
Cashiers
First-Line Supervisors of Sales Workers
General and Operations Managers
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 $9.89 $11.71 $15.13 $17.62 $21.54 24
2 $9.80 $11.27 $14.47 $15.83 $19.60 25
3 $9.71 $11.06 $14.11 $15.81 $20.30 26
4 $13.91 $18.66 $35.44 $42.55 $61.76 27
5 $14.06 $17.08 $24.58 $27.69 $36.86 28
6 $9.35 $10.27 $12.55 $14.49 $16.09 29
7 $9.63 $11.34 $15.74 $18.70 $23.97 30
8 $10.88 $12.73 $15.22 $17.19 $20.49 31
9 $10.17 $12.91 $17.38 $20.73 $26.83 32
10 no data no data no data no data no data 33
11 $9.98 $11.22 $13.81 $15.32 $19.58 34
12 $9.26 $10.74 $13.84 $15.43 $20.31 35
13 $8.79 $9.76 $12.27 $13.23 $16.49 36
14 $10.00 $13.68 $17.29 $19.29 $23.80 37
15 $11.45 $13.42 $17.59 $20.86 $26.13 38
16 $15.57 $18.22 $24.66 $29.81 $39.66 39
17 $10.49 $12.02 $15.25 $18.17 $20.07 40
18 $13.81 $17.30 $23.04 $27.17 $34.40 41
19 $9.62 $11.26 $14.72 $17.20 $19.86 42
20 $13.81 $15.91 $24.52 $32.91 $38.15 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.
Buyers and Purchasing Agents
Order Clerks
Meeting, Convention, and Event Planners
Maintenance and Repair Workers, General
First-Line Supervisors of Office and Administrative
Support Workers
Shipping, Receiving, and Inventory Clerks
Secretaries and Administrative Assistants
Building Cleaning Workers
Customer Service Representatives
Retail Salespersons
Designers
Miscellaneous Agricultural Workers
Grounds Maintenance Workers
Bookkeeping, Accounting, and Auditing Clerks
Laborers and Material Movers
Office Clerks, General
Cashiers
First-Line Supervisors of Sales Workers
General and Operations Managers
Driver/Sales Workers and Truck Drivers

0.88419
Rank Employees 0.60382
Alabama 21 1,395 1,395
$ 4,627,851
Alaska 50 212 212
$ 683,478
Arizona 24 1,190 1,190
$ 6,338,755
Arkansas 30 982 982
$ 2,834,797
$ 36,553,215
Colorado 22 1,326 1,326
$ 4,861,515
$ 3,502,309
Delaware 45 358 358
$ 588,292
Florida 5 4,240 4,240
$ 18,251,243
Georgia 13 2,087 2,087
$ 9,544,750
Hawaii 41 452 452
$ 1,283,388
Idaho 37 506 506
$ 1,499,402
Illinois 6 4,022 4,022
$ 12,852,548
Indiana 11 2,239 2,239
$ 6,345,289
Iowa 29 1,033 1,033
$ 2,988,046
Kansas 32 893 893
$ 2,775,997
Kentucky 23 1,287 1,287
$ 4,241,474
Louisiana 26 1,134 1,134
$ 4,293,204
Maine 38 485 485
$ 1,317,207
Maryland 15 1,947 1,947
$ 5,618,344
$ 6,449,755
Michigan 8 3,199 3,199
$ 10,071,822
Minnesota 14 2,015 2,015
$ 5,197,621
Mississippi 33 825 825
$ 2,918,785
Missouri 18 1,854 1,854
$ 5,878,415
Montana 40 464 464
$ 957,861
Nebraska 36 657 657
$ 1,774,571
Nevada 39 485 485
$ 2,565,382
New Hampshire 42 432 432
$ 1,315,828
New Jersey 10 2,576 2,576
$ 8,685,920
New Mexico 43 375 375
$ 1,969,915
New York 2 5,123 5,123
$ 19,297,729
$ 9,061,032
North Dakota 46 322 322
$ 639,715
Ohio 7 3,641 3,641
$ 11,466,917
Oklahoma 27 1,097 1,097
$ 3,617,316
Oregon 31 976 976
$ 3,747,455
$ 12,432,792
Rhode Island 47 303 303
$ 1,057,832
$ 4,407,709
South Dakota 44 374 374
$ 796,214
Tennessee 19 1,710 1,710
$ 6,156,719
Texas 3 4,937 4,937
$ 23,904,380
Utah 35 665 665
$ 2,645,330
Vermont 49 242 242
$ 621,254
Virginia 9 2,644 2,644
$ 7,712,091
Washington 20 1,556 1,556
$ 6,468,424
West Virginia 34 699 699
$ 1,812,035
Wisconsin 16 1,910 1,910
$ 5,601,640
Wyoming 48 253 253
$ 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.
Total Employees by State
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

State Population to Every Industry Employee
Pop. Per
Rank Employee 0
Alabama 21 3,317 1,395
$ 4,627,851
Alaska 24 3,221 212
$ 683,478
Arizona 1 5,326 1,190
$ 6,338,755
Arkansas 37 2,886 982
$ 2,834,797
$ 36,553,215
Colorado 15 3,666 1,326
$ 4,861,515
$ 3,502,309
Delaware 50 1,643 358
$ 588,292
Florida 7 4,305 4,240
$ 18,251,243
Georgia 6 4,574 2,087
$ 9,544,750
Hawaii 39 2,840 452
$ 1,283,388
Idaho 32 2,965 506
$ 1,499,402
Illinois 25 3,195 4,022
$ 12,852,548
Indiana 40 2,834 2,239
$ 6,345,289
Iowa 36 2,893 1,033
$ 2,988,046
Kansas 29 3,108 893
$ 2,775,997
Kentucky 23 3,295 1,287
$ 4,241,474
Louisiana 13 3,787 1,134
$ 4,293,204
Maine 41 2,714 485
$ 1,317,207
Maryland 38 2,886 1,947
$ 5,618,344
$ 6,449,755
Michigan 28 3,148 3,199
$ 10,071,822
Minnesota 44 2,579 2,015
$ 5,197,621
Mississippi 17 3,538 825
$ 2,918,785
Missouri 26 3,170 1,854
$ 5,878,415
Montana 48 2,063 464
$ 957,861
Nebraska 42 2,701 657
$ 1,774,571
Nevada 2 5,294 485
$ 2,565,382
New Hampshire 31 3,043 432
$ 1,315,828
New Jersey 20 3,372 2,576
$ 8,685,920
New Mexico 3 5,255 375
$ 1,969,915
New York 14 3,767 5,123
$ 19,297,729
$ 9,061,032
North Dakota 49 1,988 322
$ 639,715
Ohio 27 3,149 3,641
$ 11,466,917
Oklahoma 22 3,297 1,097
$ 3,617,316
Oregon 12 3,839 976
$ 3,747,455
$ 12,432,792
Rhode Island 18 3,488 303
$ 1,057,832
$ 4,407,709
South Dakota 46 2,129 374
$ 796,214
Tennessee 16 3,600 1,710
$ 6,156,719
Texas 5 4,842 4,937
$ 23,904,380
Utah 11 3,978 665
$ 2,645,330
Vermont 45 2,564 242
$ 621,254
Virginia 34 2,917 2,644
$ 7,712,091
Washington 9 4,157 1,556
$ 6,468,424
West Virginia 43 2,591 699
$ 1,812,035
Wisconsin 33 2,933 1,910
$ 5,601,640
Wyoming 47 2,068 253
$ 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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