Survey analysis of retail florists in the midwestern United States and floral mass marketers, nationally, identified 18 major services provided by floral suppliers for their retail customers and quantified the retailers' perceived importance of the services. Product quality maintenance, order/delivery reliability, product availability, response to problems, and personnel courtesy were rated by retailers as the five most important services provided by floral suppliers. Retail florists viewed the importance of the 18 services with primary and secondary concerns, whereas mass marketers largely viewed the services as equally important. Mass marketers perceived services related to product marketing, packaging, labeling, and communication/order information services with greater importance than retail florists. The service profiles provide floral suppliers with market information to develop more effective service programs targeted for specific customer segments.