Flower & business design insights, inspiration, and advise for the modern day florist (or wannabe florist).
It's that time of year again. Getting your taxes in order, prepping for Valentine's day, and dealing with slow or non-existent sales of January. Each year florists have a ritual of reviewing what their top selling Valentine's Day products were. The dozen red roses in a vase, the bow, the bear, the 1lb of chocolates.
This year Valentine's Day is on a Wednesday which is going to mean you have a high chance of reaching or exceeding your sales goals for a couple of different reasons. The first being that when Valentine's Day lands on the middle of the week, people are more likely to invest in something nice because the weekend is a few days away soooooo there's no getting out of bringing your love home something extra special.
Secondly, couples are more likely to plan a nice at home dinner date. What better way to set the mood, than a gorgeous arrangement.
This year you can stand out from the competition by creating your unique Valentine's Day collection. Below are some contributing factors to consider when creating your own collection of arrangements and bouquets.
CONSIDER YOUR IDEAL CUSTOMER
If your shop is near the L/Metro, take in consideration that your customer needs arrangements that are easily transportable. So merchandise your arrangements and bouquets inside the carrying containers. Try nice cellophane bags with handles or hat boxes.
If you don't have a flower shop and want a piece of the V-Day action, try connecting with a local coffee shop that does a high volume of sales. You can offer them a % of your sales or simply the convenience factor for their customers. Try to book out the week prior and the day of V-day. As far as the customer's are concerned, keep your offerings down to boxed candles, flower bouquet shopper bags, and unique cards. Offer vased arrangements as your high-end offering starting at $100+. You'll be limited on space so you'll need to select your inventory wisely.
CREATE YOUR SIGNATURE OFFERING
Your gross margins are going to be the focus here. So you'll want to have a signature offering that is easily assembly lined with great margins. This automatically eliminates red roses. I know. I know. They are sky high at cost, margins are the same as always, so you can think outside the vase with this. You can use red flowers like tulips, peonies, mini gerbs, etc. Your signature offering must include fresh and hard-good items. This will help you move through inventory and avoid shrinkage (because of your labor charge). For example, some signature offerings can be:
CREATE A SIGNATURE UP-SELL COLLECTION
A signature up-sell collection is what everyone in your shop knows to offer every single person at time of checkout. Instead of doing a bear, a random box of candy, and a balloon on the other side of the shop, create a package up-sell offering. This way you move through 2-3 products on one up-sell.
So in closing the number one thing you need to start with is planning your flower arrangement recipes for the day. The arrangements that will make you x amount of dollars and bring you x amount of profits per sale.
This way you can delegate the creation of the arrangements. You can let your team know when you need to make more. They won't add extra bunches of this or that, because you've already created the price tags/lables, you've made the design recipe ahead of time.
Below you can get the free flower planner sent to your inbox. Print it out, get a calculator, and plan for the most profitable V-day week. If you're struggling with where to start, one of our favorite books from one of our instructors is the Flower Chef. Check it out for loads of inspiration.
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