Abstract
Intensifying competition from supermarkets and online retailers has reshaped consumer expectations for floral products, compelling brick-and-mortar florists to compete based on design sophistication rather than price alone. To guide data-driven responses, we administered an online survey that solicited the perceived value and willingness to pay (WTP) for five design styles and four flower forms at two price tiers among US consumers A data analysis revealed that geometric designs had the greatest perceived value, and respondents were willing to pay significant premiums for designs featuring parallel design elements and line flowers. Age, income, and gender segments diverged markedly in WTP, especially at the high price tier. These insights suggest florists can widen profit margins by emphasizing geometric forms, selectively incorporating high-value elements, and aligning product mixes with the demographic profile of their clientele. This evidence-based design approach provides a pathway for sustainable growth, enabling firms to enhance perceived value while optimizing material inputs, thereby ensuring economic resilience against low-cost competitors.