The cooler at Bill Doran Company, Chicago, is packed with flowers for spring, including celosia and peonies.
Prepare for a successful Mother’s Day and wedding season with some tips from the Bill Doran Company.
Get ready for a great Mother’s Day. On the heels of lockdowns, consumers are primed to rely on flowers to stay in touch with loved ones, and retail florists are uniquely positioned to deliver, said Bill LaFever, PFCI, chairman of the Society of American Florists’ Executive Committee and president of Bill Doran Company in Rockford, Illinois.
Mother’s Day Outlook
Hardgood issues continue to be a top concern, due to ripple effects of COVID-induced shutdowns. “I see a shortage of containers for Mother’s Day,” LaFever said. “In a typical year, we can get anything we need, but this year isn’t that. My advice to retail florists? Work with your local supplier to get your pre-orders in — definitely order glass and flowers in advance. Don’t overpromise on anything.”
Weather is also wreaking havoc with flower supplies. “There will be hiccups,” LaFever said. “For instance, a smaller Ecuadorian rose grower we work with has already told us that he knows he’s missed Mother’s Day due to weather. He is offering us less than half of the roses we normally purchase from him. And it is not due to price, he said, ‘Even give me another $1 per stem, and I still can’t deliver any extra roses.’”
The take-home message for retailers? Don’t overpromise specifics. Get your flowers and second choice varieties lined up—and even then, be prepared for substitutions.
Each location of Bill Doran Company retains its own flavor and flair. This supply display is at the Omaha Branch.
Sell Weddings Successfully
Use that same philosophy as you head into wedding season this year. Some event florists are anticipating a tsunami of bridal clients. Will increased demand lead to flower shortages? LaFever doesn’t think so. “There’ll be plenty of wonderful fresh flowers — unless social media goes bonkers over one particular flower,” he said.
Again, the trick is to focus on not overpromising. “Sell a color palette and textures, instead of a specific flower variety,” he suggested. “If you promise a ‘Moonstone’ or ‘Mother of Pearl’ rose on every table, that could be difficult. Focusing on colors and textures gives you the opportunity to work with what’s available and still deliver what your client wants.”
Capitalize on Local Sales
The renaissance of buying local continues, especially after lockdowns have hurt many small business owners. Customers want to help their community businesses thrive. “Retail florists have a huge advantage right now with consumers focused on buying local. There’s a tremendous opportunity with same day delivery and the kind of customization florists provide,” LaFever said.
“What’s so awesome about our industry is that a retail florist can customize an arrangement with colors and textures—and still get it delivered on the same day. If a retailer stays active in the local community and pushes on those issues, I see them having tremendous success.”
Julie Martens Forney is a contributing writer to Floral Management.