Need some marketing and merchandising inspiration now that candy hearts and “Be Mine” trinkets have passed their prime? Consider Pantone’s 2021 Colors of the Year, two shades that have many floral applications and convey optimism and strength — sentiments everyone can get behind, particularly in the middle of a bitterly cold winter.

Selected after months spent analyzing cultural stimuli, political events and socio-economic conditions, the pair of colors, the neutral Ultimate Gray (Pantone 17-5104) and lemony Illuminating (Pantone 13-0647), “expresses a message of positivity supported by fortitude,” said Pantone’s executive director, Leatrice Eiseman, perhaps the world’s most famous color expert, who has spoken at past Society of American Florists events and contributed to articles in Floral Management magazine. “Practical and rock solid but at the same time warming and optimistic, this is a color combination that gives us resilience and hope.”

Tapping into trends casts you as a sophisticated design professional dedicated to providing fresh and current style. Here are a few ways to use the colors du jour to connect with customers:

Give your shop a makeover. Even if COVID-19 precautions mean you aren’t welcoming in-person shoppers at the moment, freshening up your space can clear your head and get the creative juices flowing. Plus, it can add some interest for behind-the-scenes posts on social media. Customers eager to get a jump on spring cleaning and redecorating might like to follow your lead, so consider including details, such as where you sourced a particular item or how you made it yourself, in your captions or commentary.

Write a blog. New content helps your search engine optimization so returning and prospective customers can find your website more easily. You could approach Ultimate Gray and Illuminating from a number of different angles, including the psychology of color, how to use the palette in home decor or as wedding colors, or feature a roundup of your favorite gray and yellow flowers. (You can find some SAF members’ favorite yellow and gray products here. Stay tuned for the March/April issue of Floral Management for more comprehensive coverage.)

Host a design class. Celebrate a night of “resilience and hope” with a workshop, whether in person (if you have ample space) or online. When marketing the event, offer background on the colors (find great pull quotes from Pantone’s official release here) and a breakdown of what participants will do and any materials they will need. Last summer, Heather Waits, AAF, owner of Bloomtastic in Columbus, Ohio, and a frequent Floral Management contributor, led a webinar on how to build a steady revenue stream with virtual design classes. Find some of her top tips here and the full webinar here.

Katie Vincent is the senior contributing writer and editor for the Society of American Florists.