For retail florists, the pressure of supply shortages adds one more challenge to spring’s busy floral holidays. Administrative Professionals’ Week takes its turn in the spotlight this week, with Mother’s Day right around the corner.

According to a recent Society of American Florists survey about spring holidays, retail florists’ top concerns are sourcing product, product availability and product shortages. Here’s how retailers are coping:

Anticipate Shortages, Order Accordingly

With tight and unpredictable flower supplies, florists have become experts at adapting to changing supply conditions. To ensure they have what they need for Mother’s Day, some florists are ordering with supply shortages in mind. “We are currently ordering as if we do not expect any standing orders to arrive,” says one SAF member. “We expect to be able to use the overage, but we’re definitely looking to cover our projected sales.”

Another survey respondent agrees, noting that they’re “pre-booking more product than ever before, including buying some pre-made bouquets and drop-in greenery bouquets.” With social distancing limiting the number of staff that can be working at the same time, using pre-made products makes sense.

In SAF’s “The State of Fresh Product Supply” webinar (download it here), panelists also recommended getting product in early. “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, and fast turnaround in the supply chain means product is 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 SAF President Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in Philadelphia. Be scrupulous about keeping coolers, buckets, tools and work surfaces 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 Flexible

“We’re seeing shorter stems overall,” said webinar panelist Oscar Fernandez of grower and distributor Equiflor – Rio Roses. “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.

Find Ways to Control the Sale

The secret to navigating current supply chain issues hinges on controlling any part of the process you can. “Start a conversation with your flower purchasers using social media to put the word out locally,” suggests one florist. “Remind your customers that flowers are a beautiful gift to be enjoyed.”

Several survey respondents are aiming to simplify sales by streamlining options. One SAF member shares that “keeping the right flowers in stock for all the vast selections on websites while dealing with product shortages isn’t feasible. Working through second choices can take a lot of time in terms of back and forth communications with customers. You really need to control the sale from the start and steer the consumer into the best and mutually satisfying transactions.”

The team at Plaza Flowers is trained to sell what’s in the cooler. “Buy early, then train your salespeople to sell what you bought,” said Drummond.

Designer’s Choice Reigns

Due to continued product supply disruptions, most florists have already shifted to the “new” way of selling flowers. “We strongly encourage designer’s choice arrangements or at least a color palette,” says Robbin Yelverton, AAF, AIFD, PFCI, MCF and co-owner of Blumz by JR Designs in the Detroit metro area. “That allows us some flexibility as we deal with the challenges of product availability.”

The beauty of a designer’s choice arrangement is that it lets you use the flowers you’re able to get your hands on. Long stem roses not available? Create a modern dozen of roses with shorter stems in a cube or bunch. Be creative with flowers in ways that reflect your store’s brand and your clientele.

“Promote your designer’s choice arrangements on your website,” says Drummond. “Use great graphics and take a new photo that you can promote to customers. Use your website to guide what customers are purchasing.”

As you develop new arrangements, don’t forget to incorporate price increases that are hitting across the board. You may have to go with fewer roses in an arrangement or a smaller overall arrangement to meet the price points for your market. Remember that the service you’re selling goes far beyond beautiful blooms.

Use What You Have

Promoting designer’s choice to customers also gives you a chance to move product that’s been sitting. “We are definitely going through our stock and trying to use what is on hand as we brighten someone’s day through the beauty of fresh flowers and plants,” Yelverton says. “The situation has definitely been helping with clearing out some inventory.”

Another florist survey respondent is banking on designer’s choice for Mother’s Day. “Our hopes are to sell designer’s choice arrangements in order to clean up our container inventory. We have done a great job in the last year using up the containers that are ones and twos, but we’re hoping to wrap that up with Mother’s Day.”

Stay Positive

Despite the dynamic nature of supply chains, florists should remain upbeat with customers. “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.

There’s plenty of reason to remain upbeat, as many retailers are expecting increased sales for Mother’s Day compared to 2020, according to respondents to a survey by the Society of American Florists. “We have noticed an uptick in people buying flowers for ‘just because.’ The trend is toward beautiful, fresh flowers in uplifting, bright spring colors,” Yelverton adds. “Mother’s Day will definitely be an interesting holiday.”

A survey respondent agrees, sharing “flowers and plants in general are finally looked at as needed and wanted. And more so from a REAL florist, so I see that as a huge opportunity. We are getting customers who never used a real florist before. If we treat them right, show them fresh product in innovative designs, they will continue to come back.”

Julie Martens Forney is a contributing writer to Floral Management.