Debunk gender bias myths for floral gift-giving to increase sales.
Floral gifts can be for a special occasion, part of proper etiquette, or a sign of appreciation. Gifts are tied to meaning, not dollar value, making the versatility and diversity in price points within the floral category perfect when consumers want to give a gift.
Consumer Benefits for Promoting Floral Gift Giving
There is an emotional lift for consumers when searching for a gift that comes from the unselfish concern for the well-being of others. When consumers purchase gifts without expecting anything in return, they also improve their psychological health. This is an important message when promoting flowers as the perfect gift.
When it comes to increasing the sales of flowers by promoting gift-giving, the industry needs to focus on the proper value proposition. Flowers are a beautiful gift that provide joy to the recipient at a very attractive price point for the purchaser. Flowers inspire joy in the recipient before they even “open” the gift.
Floral Cross-Promotion Techniques
Cross promotions and bundling with food and beverages used for entertaining and/or with gift cards are important techniques. Gift giving occasions such as graduations, birthdays and holidays should be highlighted with the appropriate cross-promoted add-ons conveniently available to the hurried shopper. Also, allowing customers to build their own bouquets allows for the personalization of the gift. This may require upgraded packaging materials and a larger array of colors.
Debunk Gender Bias in Gifting Flowers
Floral gifts have traditionally been geared toward women, but we must overcome that gender bias with our advertising and merchandising to show men as recipients of flowers. This may include commercials during sporting events or seasonal sports themed in-store displays. Regardless of gender, a happier lifestyle with flowers and plants should be featured.
It is hard to encourage spending during economic downturns, but floral gifts are available at wide array of price points even when there is less expendable income. It is important not to devalue the product while promoting lower price points. Life events that should be celebrated will continue in a down economy. And, as the economy changes, so must our forecasting numbers to ensure that our inventories are appropriate.
These are just some of the ideas industry experts at PMA Fresh Connections: Miami explored to increase gift giving sales of floral products.