The floral industry sees success during the traditional floral holidays by having enough volume, stocking the right varieties and maintaining consistent quality.
Here are four of the top ideas to increase holiday purchases as identified by floral experts at
PMA Fresh Connections: Floral Miami.
Accessibility – Ensuring great product placement during the holidays, as well as floral product placement online, is critical. Merchandising is always important in the retail environment, but it is even more important during the holidays for floral due to the industry’s dependence on holidays for much of its sales. Beautiful floral displays that utilize cross promotion of other gift and holiday merchandise such as greeting cards, balloons and edible arrangements are a must. Cross promoting floral products with other holiday staples is just as important.
Advertisements & Messaging - Floral products are a convenient and affordable holiday gift that lets someone know they are special. They have a positive, healthy and joyous connotation that makes them the perfect gift or accent to a home. This joy of giving and receiving should be leveraged during the holidays. Holidays also present an opportunity to use cause marketing for a charity or environmental effort and to create themes around marketing.
Technology – Increased and more sophisticated usage of technology can be used to increase holiday sales of floral products. Social media can be leveraged to show products, the emotions of a recipient of floral product, and to highlight stories behind the products. AI and loyalty data can be used to create personalized message notifications and discounts. Flower apps can be created that provide consumers with tips, reminders, and care and handling information.
Recognize all holidays – Whether it is a minor holiday, a regional holiday or a movement such as Women’s Day, take advantage of these occasions to sell more flowers.
Holidays during recession years don’t need to be a disappointment. Add additional price points and change the messaging a bit to talk about how economical flowers are. Flowers are a great way to boost spirits during hard financial times.