On the heels of a busy Christmas season, many retail florists are planning for a high-volume Valentine’s Day, according to results from a new Society of American Florists survey of retailer members. More than 80 percent of respondents reported an increase in December 2020 holiday sales, compared to those in 2019, and 50 percent say they are expecting Valentine’s Day 2021 sales to exceed those of 2020, even though this year’s holiday falls on a Sunday and last year’s event was on a Friday.

The survey, emailed on January 21, represents responses from a small sample of engaged, active SAF members (64 retailers, for a response rate of just over 3 percent), but it supports anecdotal stories, expert advice and previous SAF surveys that point to the potential for increased interest and sales for retail florists, at a time when most Americans remain separated from loved ones with limited gift and getaway options for the holiday.

“Usually, I would expect a 20 percent decrease for a Valentine’s day on a Sunday, but not this year with the history of other holidays and the increased demand for delivered product,” explained one florist in the Midwest. “I expect sales to be up for the holiday.”

Not everyone is convinced.  About 20 percent of respondents say they are expecting Valentine’s Day sales to be flat this year and nearly 20 percent are planning for a decrease. (The remaining respondents aren’t sure what to expect.)

“We feel that the long weekend and a Sunday holiday will keep sales flat,” wrote a retailer in the Southeast, who does not plan to be open on Sunday. “Typically, we would see a slight decrease in sales for a Sunday holiday. But sales have been riding so much higher through the summer, fall, and Christmas, we are thinking that the increase will level the decrease.”

The major challenges with which retailers are wrestling right now: managing volume during a pandemic, both in terms of getting in enough product and managing foot traffic, and finding enough staff.

“Our biggest challenge will be crowd control,” wrote a retailer in the Northeast. “Our sales area is usually packed with customers most of Valentine’s week, but as we are limited to how many people can be in our store at a time, most people will need to wait outside. For customers who have ordered and just need to pick up, they will need to wait in line outside or have us take their purchases out to them. For customers who want something custom made as they wait, they will have to place their order then go outside to wait or return later.”

When SAF last surveyed its retailer members on Valentine’s Day projections, in December 2020, about 48 percent of retailers said they expected sales to be down, compared to returns from 2020’s Friday holiday. Meanwhile, about the same number said they thought sales could be higher than results from 2016, when Valentine’s Day last occurred on a Sunday.

Christmas Returns

 SAF’s most recent survey also asked respondents to weigh in on December 2020 holiday results. Among those highlights:

Strong sales, especially online. Overall 81 percent of respondents said they experienced a sales increase in December; 13 percent saw sales decline; the remaining respondents were unsure. (About 60 percent of SAF members reported a holiday sales increase for the 2019 holiday.) Among those who saw a sales increase, a third say the uptick was significant — by 21 percent or more.

Not surprisingly during the pandemic, about 92 percent of respondents said their website sales increased; last year about 68 percent of respondents saw online sales rise. In this year’s survey, about 80 percent tracked an increase in phone sales. Meanwhile:

• 25 percent said their wire-in sales were up.
• 23 percent said walk-in orders sales increased.
• 21 percent said wire-out sales rose.
• 21 percent said giftware sales

Poinsettia trends.  Red remained the most popular poinsettia selection for many: 80 percent  of respondents said at least 21 percent of poinsettias sold were in that traditional color. Meanwhile, about 38 percent of respondents said poinsettia sales tracked closely with previous returns; roughly 33 percent said they increased and about 29 percent charted a decline. (These numbers are fairly consistent with previous years’ trends.)

Digital marketing stays on top. About 70 percent of respondents called social media their most effective marketing outlet. Other popular approaches included:

• Email promotions, 47 percent
• Online advertising, 39 percent
• Store signage, posters/displays, 23 percent
• Radio, 12 percent
• Direct mail, 11 percent
• Print advertising, 8 percent
• TV advertising, 5 percent
• PR/Media, 5 percent

Overall, about 63 percent of respondents said they promoted the December holidays this year at about the same level as last year.

Minority offer décor and events. Only 36 percent of respondents offered holiday décor services this year; last year 60 percent of respondents offered these services. Among those who did offer those services, about 39 percent saw a decrease in décor business, 34 percent said the business was steady and 26 percent saw an increase. Less than a quarter of respondents said they hosted a holiday-themed event; last year about a third reported hosting these events.

Not receiving SAF surveys? Email Sheila Santiago ssantiago@safnow.org to ensure SAF surveys reach the correct person on your team. SAF has streamlined its surveys to ensure they are easy to complete, with preview questions available before respondents begin. Plus, every survey respondent is entered for a chance to win a $100 gift card.

Mary Westbrook is the editor in chief of Floral Management.