Flower & business design insights, inspiration, and advise for the modern day florist (or wannabe florist).
Each year as we gear up for Mother's Day we pray for great weather, make our optimistic sales projections, and pre-made bows for upgrades. Prior to the holiday season, it is easy for us to have the mentality of if we build it they will come. Depending on your local, this might be true. For the rest of us we have to leverage our resources and plan accordingly. Below are our top tips to keep your Mother's Day planning and prep as stress free as possible!
1. MAKE YOUR 2016 PROJECTIONS
Before you get to ordering those extra cases of roses, check your numbers. Review last years sales and purchases to get an accurate picture of where you were. Next, take your current trend and apply it to last years sales. If your shop is trending in the red DO NOT apply a negative trend. Order the same as you did last year. If you are trending anything over 5% you can decide if you will purchase at that rate or slightly under. You don't want to run out of product, but you need to upgrade to drive sales and margins....so buying a ton of additional product may not be the best route. Also,take into consideration any extreme weather you might have had.
Mother's Day Sales $180,500 x ( Your current sales trend +12% ) = $21,2160
2. BOOK YOUR PRODUCT WELL IN ADVANCE
Now that you know what you are forecasting to do in sales you can focus on booking the product that is going to get you to your goal sales this year! If you sold 200 pink dozen rose bouquets with wax flower and a bow, can you up your pink rose order? Did you run out of bouquets last year? What were your best sellers? Focus on booking product for them first.
3. SCHEDULE FOR ADDITIONAL HELP
You want to assembly line your bouquet and arrangement production. So pay for great help and book them far in advance. Make sure you book help a week prior to Mother's day, day of and day after. This way you can focus on doing your best work without getting burnt out.
4. LEVERAGE YOUR WINDOW DISPLAY
Everybody buys mom the BEST. Don't hold back and inspire your customers to pre-book your signature Mother's Day flower bouquet package!
5. CO-MARKET LIKE A BOSS
Leverage your connections and make their lives easier. Create single stem rose bouquet gifts to sell in bulk to restaurants, hotels, cafes, spas,and businesses. Anywhere that caters to your ideal customers. Include a high and low offering.
Single stem roses with ribbon, cellophane, and water tube $2.75/each minimum purchase 100 count
WOW Mother's Day arrangement for front desk, foyer, bar, etc. $150
6. CREATE A THEME FOR MOTHER'S DAY 2016 TO GET YOUR CUSTOMERS INSPIRED TO BUY
Want to get your team inspired about this years madness? Collaborate with them to create a theme for the holiday. Maybe something Parisian or art deco. Let the chosen theme be the inspiration behind your window display, signage, gift baskets and upgrades.
7. MASS MERCHANDISE YOUR ENTIRE SHOP
If your like 90% of floral shops you have a boutique-e feel. For the holidays that just won't work. So your obviously not going to knock out a wall to get more floor space in your store so you will have to be clever. Keep like stock next to like stock. Keep the 6" potted tulips with the peace lily plants and nothing else in this display.
Keep your rose cooler 100% roses only. Have 1 mass Mother's Day display. This display is the only display you can cross merchandise with. You need to still keep your products grouped nicely together. Try keeping things organized in a monochromatic way and by price point would help your customers as well.
8. UPGRADE. UPGRADE. UPGRADE.
The week before and day of Mother's day your shops directive should be 75% upgrade the shop. This means everyone knows as soon as a case of 4 azaleas pops in....3 out of 4 of them gets a bow or vessel. No exceptions. This is what your customers are looking for and this is what will give you those gorgeous margins.
Now that your shop is busting at the seams with bouquets, everyone wants to design something pretty. That's nice, we love that and we can appreciate the passion. However, we need to focus on those margins. You know your customers and what they can't get enough of. Focus on creating "recipes" exclusive to your floral shop. You should have 1-6 signature arrangements that are your "shrink buster" deigns. They have great margins and your customers love them. These can also be new innovative designs that you want to use to re-brand your floral shop.
You should know what flowers, fillers, and greenery goes into each arrangement. Everyone should know the stem count, cost, and retail. This way your team, including freelancers, can easily produce non-generic arrangements to replenish your shop.
As a bonus you can download our most popular floral styling planner to use in your shop. Once you download the worksheets, you can plan which arrangements will work best for your shop. Keep them on a clipboard or next to your floral shop's pricing guide.
You can keep this super simple like creating a collection of all rose arrangements with NO FILLER, assorted greenery and curly willow branches. One dozen arrangement in a posy bowl $50, One dozen in a tall vase wrapped in aspidistra leaves $75, and Two dozen roses in a large cylinder vase $150. These three arrangements would always be in your cooler. You would know that if you sell "x" amount of these you would profit "y".
I hope this post helps you get organized with your Mother's Day To Do list!!
I just want to let you know that I'm finally making the move to getting own studio space. I've spent a year sharing a space with another creative, but the space has become to small for the both of us. I'm really excited to see my vision coming to life. Thank You again for all of your coaching help and website development!
M. Dawn Floral Design Wedding & Event Floral