The threat of COVID-19 presents many obstacles for the floral industry — but, for those businesses that can provide some services, Mother’s Day 2020 also presents real opportunities, said Society of American Florists President Chris Drummond, AAF, PFCI, who this week encouraged florists to embrace “creative” solutions to unprecedented challenges.
“This is kind of like planning a really long road trip…and paving the road in front of you as you go,” Drummond said during “Maximize Profits & Minimize Stress on Mother’s Day,” the 11th episode in SAF’s COVID-19 webinar series.
Drummond, of Plaza by Penny’s Flowers in Philadelphia, anticipates stronger-than-usual sales this Mother’s Day — and, before it, Administrative Professionals Week — because of social distancing measures. “People are starved for human connection and sending flowers is the next best thing,” he said. “Plus ‘experience’ gifts, such as taking an employee or loved one out to a restaurant, are off the table for 2020. That, traditionally, is our biggest competition.”
Here are some of his suggestions to get ready:
Staff up. Many florists have been operating with a skeleton crew, but high volume requires manpower. “Bring back your old employees now, and start looking for new people now,” Drummond said. “People are definitely looking for work.”
Pick up the phone. In addition to using social media and email marketing, Drummond recommends personally calling former customers. Explain the situation — that COVID-19 is increasing demand because so many people are separated from their mothers, and you want to ensure theirs receives flowers this year. “It’s great customer service, and it helps you secure those orders in advance, making planning easier,” he said.
Create a collection. “You need to be as efficient as possible this year,” Drummond said. He recommends coming up with designs that are easy to mass produce, such as monobotanical arrangements and those that incorporate flowering plants. (Need inspiration for looks that are fast, fashionable and profitable? Browse the Business of Design column in the Floral Management archives.) “Your sales team must sell from your Mother’s Day collection,” he said. “Custom, odd-ball designs will kill you.” When posting designs on your website and writing a script for salespeople, arrange options from highest to lowest price. “Most customers will bite on one of the first three options,” he said.
Think outside the box. You need an influx of workers, but social distancing requires that they stay at least six feet apart. “You need space,” Drummond said. “It may take some creativity to find it.” Among his ideas:
- If you’re located in a shopping center, look for empty space and ask your landlord if you can rent it for a week or two
- Erect a tent in your parking lot
- Move fixtures out of your retail showroom and use it for production
- Move wedding props off campus for additional space
- Consider refrigerated containers/trailers
- Have flowers and vases delivered to designers’ homes so they can work remotely
Watch the full webinar now for additional information, including advertising advice, how to use the Paycheck Protection Program and what wire services are doing to alleviate stress for retailers.
Katie Hendrick Vincent is the senior contributing writer and editor for the Society of American Florists.
