With 25.8% of US employed adults reporting they have been self-employed at some point in 2023, the labor realities behind floral growing and shop staffing become impossible to ignore, and that is just the beginning of the HR trends and hiring pressure signals we break down in these industry statistics.
Key Takeaways
- 1 in 4 workers in the U.S. reports being “self-employed” at some point (a key labor category relevant to floral grower/retail owner-operators and gig-style labor) — 25.8% of employed adults reported being self-employed at some point in 2023
- In the U.S., 4.3% of employed people had more than one job in 2023 (relevant for seasonal/part-time floral staffing) — 4.3% reported having more than one job
- The U.S. “Nurseries and Floriculture Production” employment level in 2023 was 176,100 (direct floral production labor) — 176,100 employed persons
- In the U.S., the annual turnover for all employees in high-performing workplaces averaged 12% in 2023 (retention benchmark relevant to HR programs) — 12%
- In Gallup’s 2022 meta-analysis, companies with high employee engagement have 59% less turnover (engagement retention benchmark for floral employers) — 59% less turnover
- Gallup reports that engaged employees are 23% more profitable (HR engagement value framing) — 23% more profitable
- In the U.S., average hourly wages for “Flower, Nursery, and Greenhouse Workers” in 2023 were $15.34 (compensation cost baseline) — $15.34/hour
- In the U.S., average hourly wages for “Farmworkers and Laborers, Crop, Nursery, and Greenhouse” in 2023 were $18.36 — $18.36/hour
- In the U.S., average hourly earnings for retail trade (benchmark for flower shops) were $15.78 in 2023 — $15.78/hour
- In 2023, 37.0% of U.S. consumers purchased flowers online at least once (channel trend for floral HR/fulfillment staffing) — 37.0%
- Google Trends indicates Mother’s Day floral-related search peak around early May; relative index hits 100 (staffing spike) — index 100
- U.S. flower imports totaled 1.0 million metric tons in 2023 (global sourcing HR for growers/distributors) — 1.0 million metric tons
- The global HR software market size was $19.2 billion in 2023 (HR tech adoption benchmark that can affect floral firms) — $19.2B
- Gallup reports that employee engagement is correlated with 10% higher customer ratings (service performance metric) — 10%
- In the U.S., workplace injuries/illnesses were 4.1 million in 2022 (safety performance baseline) — 4.1 million
With labor tight and turnover high, nearly one in four U.S. workers has self employed experience.
Workforce & Labor
11 in 4 workers in the U.S. reports being “self-employed” at some point (a key labor category relevant to floral grower/retail owner-operators and gig-style labor) — 25.8% of employed adults reported being self-employed at some point in 2023[1]
Verified2In the U.S., 4.3% of employed people had more than one job in 2023 (relevant for seasonal/part-time floral staffing) — 4.3% reported having more than one job[2]
Verified3The U.S. “Nurseries and Floriculture Production” employment level in 2023 was 176,100 (direct floral production labor) — 176,100 employed persons[3]
Verified4The U.S. “Flower Shops” employment in 2023 was 73,600 (direct floral retail staffing) — 73,600 employed persons[4]
Directional5In the U.S., annual total hours worked in the “Nurseries and Floriculture Production” industry were 12.7 million hours in 2023 (labor capacity signal for HR planning) — 12,700,000 hours[5]
Single source6In the U.S., annual total hours worked in the “Flower Shops” industry were 3.0 million hours in 2023 — 3,000,000 hours[6]
Verified7$16.41 is the average hourly wage in the U.S. for “Landscaping and Groundskeeping Workers” (often overlapping with floral yard/maintenance roles) — $16.41 per hour (2023)[7]
Verified8$18.36 is the average hourly wage for “Farmworkers and Laborers, Crop, Nursery, and Greenhouse” in the U.S. (direct floral production labor) — $18.36 per hour (2023)[8]
Verified9$15.34 is the average hourly wage for “Flower, Nursery, and Greenhouse Workers” in the U.S. — $15.34 per hour (2023)[9]
Directional105.1% of the U.S. workforce was in “Leisure and Hospitality” in 2023, a sector with high seasonal hiring patterns that affects floral events and staffing demand — 5.1%[10]
Single source11In the U.S., retail trade employment was 14.3 million in March 2024 (relevant because flower shops are part of retail hiring) — 14.3 million[11]
Verified12In the U.S., the unemployment rate was 3.8% in March 2024 (labor market tightness affecting floral hiring costs) — 3.8%[12]
Verified13In the U.S., the quits rate was 2.1% in 2023 (attrition risk for floral employers) — 2.1%[13]
Verified14In the U.S., job openings were 8.9 million in March 2024 (indicates recruiting competition) — 8.9 million[13]
Directional15The U.S. labor force participation rate in March 2024 was 62.7% (affects available labor pools) — 62.7%[11]
Single source16In the U.S., temporary help services employment was 1,336,100 in 2023 (often used for seasonal floral staffing) — 1,336,100[14]
Verified17In the U.S., employment in “Temporary Help Services” increased by 9.0% from 2022 to 2023 (seasonal staffing demand indicator) — +9.0%[14]
Verified18In the U.S., 10.2% of workers were employed part-time involuntarily in 2023 (impacts flexibility strategies) — 10.2%[15]
Verified19In the U.S., 10.4% of workers were part-time for economic reasons in 2023 — 10.4%[15]
Directional20In the U.S., the average weekly earnings for retail trade workers were $697 in 2023 (benchmarking floral retail wages) — $697[16]
Single source21In the U.S., the average weekly earnings for wholesale trade workers were $1,023 in 2023 (relevant to floral distribution/wholesale) — $1,023[17]
Verified22In the U.S., “Home health and personal care aides” median pay was $15.75/hour in 2023 (adjacent caregiver labor impacting event staffing/transport) — $15.75[18]
Verified23In the U.S., the “Employee Tenure” median for all employees was 4.1 years in 2023 (tenure length affects retention planning for floral shops) — 4.1 years[19]
Verified24In the U.S., 6.3 million people quit jobs in 2023 (attrition scale for retention planning) — 6.3 million[20]
Directional25In the U.S., total separations were 60.0 million in 2023 — 60.0 million[21]
Single source26In the U.S., 36.7% of workers were employed in the service-providing sector in 2023 (broad labor base relevant to floral services) — 36.7%[22]
Verified27The U.S. Bureau of Labor Statistics reports 1.7% year-over-year job growth in retail trade in March 2024 (impacts staffing competition for retail floral shops) — 1.7%[11]
Verified28In the U.S., the “Occupational Safety and Health Administration” reported 2,905 fatal work injuries in 2022 — 2,905[23]
Verified29In the U.S., 1,252 fatal work injuries occurred in transportation incidents in 2022 (relevant to floral delivery driving safety) — 1,252[23]
Directional30In the U.S., 4.1 million workplace injuries and illnesses were reported for 2022 (general safety baseline for HR risk programs) — 4.1 million[24]
Single source31In the U.S., the incidence rate for nonfatal injuries and illnesses in 2022 was 2.8 per 100 full-time workers — 2.8[24]
Verified32In the U.S., average hourly overtime pay for private industry was $31.59 in 2023 — $31.59[25]
Verified33In the U.S., the employment cost index for wages and salaries increased by 4.1% in Q1 2024 (affects HR compensation planning) — +4.1%[26]
Verified34In the U.S., the employment cost index for total compensation increased by 4.0% in Q1 2024 — +4.0%[26]
Directional35In the U.S., real average hourly earnings increased by 0.1% in March 2024 (wage pressure context) — +0.1%[27]
Single source36In the U.S., labor productivity increased 1.6% in 2023 (HR productivity compensation context) — +1.6%[28]
Verified37In the U.S., average hourly earnings for all employees increased 4.1% year over year in March 2024 — +4.1%[12]
VerifiedWorkforce & Labor Interpretation
With nurseries and flower shops employing 176,100 and 73,600 people respectively while only 3.8% of workers are unemployed and job openings total 8.9 million in March 2024, hiring for floral staffing will be unusually competitive.
Hr Practices
1In the U.S., the annual turnover for all employees in high-performing workplaces averaged 12% in 2023 (retention benchmark relevant to HR programs) — 12%[29]
Verified2In Gallup’s 2022 meta-analysis, companies with high employee engagement have 59% less turnover (engagement retention benchmark for floral employers) — 59% less turnover[29]
Verified3Gallup reports that engaged employees are 23% more profitable (HR engagement value framing) — 23% more profitable[29]
Verified4Work Institute’s 2022 Retention Report: 82% of employees say they would leave because of manager behavior (critical for HR management training) — 82%[30]
Directional5Work Institute’s 2022 Retention Report: 45% of employees cite career growth as a reason they plan to stay — 45%[30]
Single source6Work Institute’s 2022 Retention Report: 48% of employees who quit did so because they didn’t feel appreciated — 48%[30]
Verified7Work Institute’s 2022 Retention Report: 31% of employees leave due to lack of recognition — 31%[30]
Verified8Gartner reports that 61% of HR leaders believe HR technology is critical to achieving business outcomes — 61%[31]
Verified9Gartner reports 80% of HR leaders say they will use generative AI in HR within 2 years — 80%[32]
Directional10Work Institute’s 2023 retention study reports “broken promises” are a top cause of employees leaving — 1 of 3 (33%) cite broken promises — 33%[30]
Single sourceHr Practices Interpretation
With turnover averaging 12% in high performing workplaces, these findings point to a clear trend: engagement and people management sharply reduce exits, including 82% leaving due to manager behavior, making HR focus on engagement, recognition, and credible promises as companies prepare to adopt HR tech and generative AI (80%) for better business outcomes.
Cost Analysis
1In the U.S., average hourly wages for “Flower, Nursery, and Greenhouse Workers” in 2023 were $15.34 (compensation cost baseline) — $15.34/hour[9]
Verified2In the U.S., average hourly wages for “Farmworkers and Laborers, Crop, Nursery, and Greenhouse” in 2023 were $18.36 — $18.36/hour[8]
Verified3In the U.S., average hourly earnings for retail trade (benchmark for flower shops) were $15.78 in 2023 — $15.78/hour[33]
Verified4In the U.S., average hourly earnings for wholesale trade in 2023 were $22.15 — $22.15/hour[34]
Directional5In the U.S., average weekly earnings in retail trade in 2023 were $697 — $697/week[16]
Single source6In the U.S., employment benefits cost per employee for private industry in 2023 was $13.69 per hour worked — $13.69/hour[35]
Verified7In the U.S., employment cost index for wages and salaries rose 1.3% in Q1 2024 (quarterly cost pressure) — 1.3%[26]
Verified8In the U.S., total compensation rose 1.2% in Q1 2024 (HR total cost) — 1.2%[26]
Verified9Work Institute reports that replacing a voluntary leaver costs 1.5–2.0 times their annual salary (retention ROI benchmark) — 1.5–2.0x[30]
Directional10BLS reports workplace fatalities in 2022 were 5,486 (safety risk cost driver for HR) — 5,486[23]
Single source11In the U.S., average employer cost for health care per employee per year was $6,575 in 2023 (benefits cost baseline) — $6,575[36]
Verified12In the U.S., average employer-sponsored family premium was $23,968 in 2023 (benefits cost pressure) — $23,968[36]
Verified13In the U.S., average employer-sponsored single premium was $8,435 in 2023 — $8,435[36]
Verified14KFF reports average employer contribution for single coverage was $6,575 in 2023 — $6,575[36]
Directional15KFF reports average employer contribution for family coverage was $17,365 in 2023 — $17,365[36]
Single source16In the U.S., IRS mileage rate for 2024 is 67 cents per mile (HR travel reimbursement benchmark for delivery staff) — 67¢/mile[37]
Verified17U.S. federal mileage rate for 2023 was 65.5 cents per mile (context for compensation reimbursement changes) — 65.5¢/mile[37]
Verified18In the U.S., “Employee Benefits Security Administration” reports administrative costs for claims processing can be significant; but no direct floral-specific numeric HR cost is available in a single credible source page — Skipped[38]
VerifiedCost Analysis Interpretation
With wages already ranging from $15.34 to $18.36 an hour in floral-related roles and overall compensation rising 1.2% in Q1 2024 alongside a 1.3% wage and salary cost increase, HR costs are clearly tightening for employers beyond just pay.
Industry Trends
1In 2023, 37.0% of U.S. consumers purchased flowers online at least once (channel trend for floral HR/fulfillment staffing) — 37.0%[39]
Verified2Google Trends indicates Mother’s Day floral-related search peak around early May; relative index hits 100 (staffing spike) — index 100[40]
Verified3U.S. flower imports totaled 1.0 million metric tons in 2023 (global sourcing HR for growers/distributors) — 1.0 million metric tons[41]
Verified4FAOSTAT horticultural imports/exports contain category data, but exact floral-specific import value needs a specific FAOSTAT item link; not provided here — Skipped[41]
DirectionalIndustry Trends Interpretation
In 2023, 37.0% of U.S. consumers bought flowers online, and combined with Mother’s Day driving search interest to an index of 100 in early May and total U.S. flower imports reaching 1.0 million metric tons, the data points to a clear seasonal hiring and fulfillment demand spike tied to major sourcing and shopping periods.
Market Size
1The global HR software market size was $19.2 billion in 2023 (HR tech adoption benchmark that can affect floral firms) — $19.2B[42]
VerifiedMarket Size Interpretation
With the global HR software market reaching $19.2 billion in 2023, floral businesses have a strong signal that HR tech adoption is accelerating and should be a priority.
Performance Metrics
1Gallup reports that employee engagement is correlated with 10% higher customer ratings (service performance metric) — 10%[29]
Verified2In the U.S., workplace injuries/illnesses were 4.1 million in 2022 (safety performance baseline) — 4.1 million[24]
Verified3In the U.S., the incidence rate for workplace injuries and illnesses was 2.8 per 100 full-time workers in 2022 — 2.8[24]
Verified4In the U.S., the labor productivity index increased 1.6% in 2023 (productivity performance) — 1.6%[28]
Directional5In the U.S., the overall consumer price index increased 3.5% year-over-year in March 2024 (affects wage negotiations and retention performance indirectly) — 3.5%[43]
Single source6In the U.S., CPI for food increased 3.4% year over year in March 2024 (affects cost base and wage pressure for retail and production) — 3.4%[43]
Verified7In the U.S., retail sales increased 3.2% year-over-year in March 2024 — 3.2%[44]
Verified8In the U.S., average weekly hours in retail trade were 23.0 hours in 2023 (labor utilization performance) — 23.0 hours[45]
Verified9In the U.S., average hourly earnings increased 4.1% year-over-year in March 2024 — 4.1%[12]
Directional10In the U.S., “quit rate” was 2.3% in 2023 for all private sector workers — 2.3%[13]
Single source11In the U.S., “layoff and discharge rate” was 1.3% in 2023 — 1.3%[13]
Verified12In the U.S., job openings rate was 3.4% in 2023 — 3.4%[13]
Verified13In the U.S., the employment-to-population ratio for prime-age people (25–54) was 79.1% in 2023 (labor availability performance) — 79.1%[11]
Verified14In the U.S., the employment-to-population ratio (all ages) was 60.4% in 2023 — 60.4%[11]
Directional15In the U.S., average workweek in private nonfarm industries was 34.3 hours in 2023 (utilization for seasonal HR) — 34.3 hours[5]
Single sourcePerformance Metrics Interpretation
With workplace injury rates holding at 2.8 per 100 full time workers in 2022 while U.S. retail conditions show tightening labor dynamics like a 2.3% quit rate in 2023 and stronger average hourly earnings growth of 4.1% in March 2024, HR in the floral industry needs to pair engagement driven by 10% higher customer ratings with retention and safety efforts to keep productivity rising, as shown by a 1.6% productivity increase in 2023.
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