Looking ahead to Mother’s Day, the biggest worry for many florists is, “How can I be sure I will be able to get the fresh flowers and plants I need, at a price that I can work with?”

Answers to that question emerged yesterday during the SAF webinar, “The State of Fresh Product Supply” — along with a larger perspective on the current state of the tight supply chain that has persisted since the beginning of the pandemic.

Panelists agreed that a mix of factors contributes to the short supply of cut flowers — some related to the pandemic, some not. Cold weather in both California and South America has slowed production this spring. Transportation challenges, including limited air freight capacity, have also constricted some of the flow of cut flowers from production to distribution centers, noted panelist John Richards of DVFlora, Sewell, New Jersey, a wholesale distributor serving the northeastern U.S.

But flowers are also in short supply for a much more positive reason: rising demand. “We’ve produced as much or a little more than in 2019,” said Oscar Fernandez of grower and distributor Equiflor – Rio Roses. “But we have seen a tsunami of orders, with customers requiring much more than ever before.” The spike in demand is worldwide and pervades every market for cut flowers, including the mass market.

The flowers that are available may not be exactly what the customer wants, and they may cost more. “We’ve seen a rise in prices from 15 to 30 percent — more so with flowers from south of the border,” said panelist SAF President Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in Philadelphia. Costs have gone “through the roof,” agreed Jordan Prosser of Botanica International Décor & Design Studio in Tampa, Florida, especially on product from Holland and South America.

In light of those increases, Teleflora has announced that it is increasing consumer prices for Mother’s Day. FTD is currently evaluating price increases prior to the holiday, according to a company representative. A 1-800Flowers spokesperson said the company expects to adjust retail prices accordingly to address the current floral and hard goods supply challenges facing retail florists in the BloomNet network.

How long will the supply squeeze last? It will likely ease somewhat in the summer months, panelists agreed — but not to the point of returning to the status quo ante. Warming weather should help with production, easing of pandemic travel restrictions with transportation. But the hope is that customer demand, which has risen so dramatically over the past year — even in the face of a devastated market for weddings and special events — will remain high.

Top Supply Strategies

What can retailers do to make the most of a challenging supply situation?

Preordering is key. “The more you lock things in, the better your chances of getting that product,” said panelist Lane DeVries, AAF, of The Sun Valley Group, a California flower grower. With robust demand from consumers, you can be confident about selling what you buy.

For Mother’s Day, don’t be afraid to get flowers in early for added assurance that you will have the inventory you need, said Drummond. With fast turnover in the supply chain, product is coming in fresher than ever. It remains important, however, to observe best practices in terms of care and handling.

“For retailers not keeping their coolers right at 34 degrees Fahrenheit: you’re doing yourself a disservice,” said Drummond. Be scrupulous about keeping coolers, buckets, tools and work surfaces clean (meaning, disinfected). With the right quality control measures, you can receive some products for Mother’s Day as many as 10 or 14 days ahead (depending on the product and the source) and still count on freshness.

Be adaptable. “We’re seeing shorter stems overall,” observed Fernandez. “If you’re used to buying only 60-centimeter roses, but 50s or even 40s are available, take them.” If you can give your supplier flexibility with color, that can help you with availability, added Drummond.

Learn to manage customer expectations. “Buy early, then train your salespeople to sell what you bought,” said Drummond. Promote “designer’s choice” arrangements. If substitutions have to be made on a standard arrangement, alert the customer in advance — but don’t use the word “substitution,” he added. “Call it an upgrade!”

“Keep conversations as positive as possible,” Drummond advised. “Don’t say, ‘We’re sold out of that,’ or, ‘There’s a flower shortage.’ Tell the customer, ‘We’re seeing unprecedented demand during the pandemic, as people throughout the world use flowers to express their emotions.” Supply sales staff with helpful scripts; let the recorded message that plays on your phone line prepare the customer for creative variability. Drummond offered suggestions for auto-attendant messages and sales scripts; these are posted on the SAF website here.

The pandemic’s big jump in demand for cut flowers may be causing some headaches — but it presents the opportunity to make a lasting change in American consumers’ flower-buying habits, panelists agreed. “Let’s take this moment to turn the paradigm around,” said DeVries.

The webinar offered many more detailed suggestions on ordering flowers and satisfying customers. Check it out here.

Bruce Wright is a contributing writer to Floral Management.