City Line Florist reminds customers about all of the gifting opportunities the back-to-school season offers on its blog each August.
Here’s a number that used to rattle in Susan Palazzo’s head: $68 billion.
That’s the amount of money the National Retail Federation estimated families spent last year on back-to-school supplies, clothes and décor. (That’s about $97.74 on average for family.)
“As the second-biggest spending event of the year, ‘back to school’ is everybody’s business,” said Kathy Grannis Allen of the National Retail Federation. “In fact, more retailers are getting in on the action than ever before, giving students and their families a huge array of options.”
We know what you’re thinking: “Everybody’s business”? C’mon. After all, florists who aren’t next door to a college or tony prep school aren’t necessarily in a position to compete with online retailers and national retailers for sales of notebooks, pencils or dorm room glitz.
That’s what Palazzo, a partner at City Line Florist in Trumbull, Connecticut, thought, too, until she came up with a multi-faceted way to attract some of that back-to-school spending.
“We are constantly reading in the magazines and from our florist friends in the industry that they are hand-in-hand with the major universities and do a big business with the fraternities and sororities, but unfortunately, where we are located in Connecticut and we don’t have that type of business or school activity,” she said. “So, we really had to think outside the box and wanted to capture and use our resources and local schools in our area.”
So far, that outside-the-box thinking is paying off. “Back-to-school sales are slowly growing and we are hoping to increase a little each year with the correct marketing,” she said.
Some of her tips for florists who want to follow suit:
Reconsider your target audience. Palazzo suggests targeting your pitch to the family and friends of local teachers. “A lot of the husbands and family are sending flowers to their wives or loved ones who are teachers on the first day of school, wishing them a great school year,” she said. “It’s a fun surprise that makes you feel special and makes it a nice environment for the students to see in the classroom.” The shop markets classic arrangements but also designs in a Burton & Burton pencil container and keepsake mug. Another popular option? An “easy-to-care-for plant for the classroom.”
Show your pride. Stock your shelves (or design room) with materials that invoke your local schools’ spirit. “We do work with lots of the local high schools in our surrounding towns so we have special ribbons made up with their school names imprinted on them, which is a nice touch,” she said. “When people are looking for wrapped bouquets we use this ribbon and people really love it.” City Line, which has a boutique area attached to its store, also carries “local memorabilia, such as Trumbull hoodies, T-shirts, blankets,” she said. “ been a great seller to give your student going away to college.”
Spread the word. Palazzo also works hard to get the message out to her community that the shop is prepped for back to school. “We send out early in the school year an email for the parents of the college students,” she said. The message? “We can surprise your college student with flowers, fruit basket, or a trendy succulent terrarium for their desk at their dorm.” Another avenue for communication? The shop’s blog.
And, of course, social media is an excellent resource, Palazzo said.
“It’s all about marketing and suggesting the idea to your customers,” she said. “Post a photo on your Facebook and Instagram with the correct hash tags” and watch the orders roll in.
