Native plant sales have increased steadily during the past decade because of consumer concern with invasive plant sales, water conservation, and land management issues. However, native plants are still under-used mostly because of a small market and the lack of education on the use and care of native plants. For example, native plant sales in Florida accounted for only 11% of the total horticultural market in 2005. Within the Florida native plant industry, a small, but competitive market focuses on native wildflowers, but a paucity of information related to opportunities within this segment exists. We sent surveys to 137 members of the Florida native plant industry to learn about their interests, concerns, and trends in the native wildflower market. Survey respondents identified low demand, seed supply, and availability of desired species, plus insufficient customer and industry education as major factors limiting Florida native wildflower (FNW) sales. An overwhelming majority predicted that sales for locally produced FNWs would increase over the next 5 years. Respondents also stated that seed germination, seed storage, and seed production research are vital for the advancement of the industry. This survey provides an excellent opportunity to analyze the current native wildflower market and identify areas to help increase awareness of FNWs.