Trends to watch for in 2026

Each year, the American Floral Endowment  hosts a Grow Pro webinar to predict and explore consumer and economic trends for the new year. This year, the session was hosted by Dr. Charlie Hall from Texas A&M and Dr. Melinda Knuth from North Carolina State University. One great focal point for the new year is prioritizing and promoting your sustainability practices. Hall mentioned that many owners and managers perceive sustainability as “a cost that they must incur,” but in reality, it can lead to many “efficiency gains” that benefit the business. Knuth mentioned how “consumers are becoming more savvy in the sustainability areas” and are paying more attention to what companies define as sustainable. Many consumers are wary of greenwashing – when a company is less than honest to make themselves seem more environmentally friendly than they are. Be sure to specify what makes your product/policy/company sustainable to earn and keep your customers’ trust. Knuth expects the rise of m-commerce (mobile) to continue throughout 2026, with more customers researching and ordering on their cell phones. In order to keep your business growing during these times, it’s important that your websites, marketing materials and order forms are “mobile-y accessible.” When marketing your business or product, incorporating some emotional storytelling is “very beneficial to get the message across” to the audience, explained Knuth. A story that evokes laughter, tears or even a smile is much more memorable for the viewer. Conversational marketing is rapidly increasing in popularity, as customers appreciate being able to contact the company instantly with questions and concerns. This quick interaction through a chat box or messaging platform can make the customer feel appreciated and heard – and more likely to purchase. It’s not uncommon for companies to use AI for their chat boxes to answer commonly asked questions, but any time you use AI, it’s best to be transparent. Knuth explained that a lot of consumers are “very wary” of this new technology and want to be told up front when AI is being used. Hiding the use of AI “can lead to distrust, and distrust reduces loyalty, and loyalty equals purchase intent.” Over the past decade, people have become really interested in buying experiences, including products that provide a sensory experience. Explain what sensory experiences customers will gain with your product, such as scent, taste, touch, sound and sight. Positive sensory aspects increase the likelihood of purchasing not once, but multiple times. Businesses should focus on multi-benefit/multi-dimensional products they have to offer, as customers are usually willing to pay more for them. These products provide more than one purpose, such as a pretty plant that also smells good or produces fruit. Hall added, “People have demonstrated a willingness to pay more for a product with health and well-being benefits.” Hall analyzed the data for end-consumers purchasing flowers, seeds and potted plants throughout the year. Last year, this purchasing rate was increasing at a decreasing rate, while this year the rate is “flat, but just barely increasing.” The current tariffs in place are leading toward a “margin compression” and there will be “inflationary pressures on flowers and plants.” According to economists, there is a 25% to 45% likelihood of a recession occurring in 2026, which is “not high, but it’s higher than it was three months ago,” explained Hall. Overall, Hall highly recommends businesses prioritize maintaining their “value, relevancy and authenticity” to preserve their customers’ loyalty and trust. by Kelsi Devolve