Most florists surveyed expect holiday sales to be up compared to last year but said they could handle more business if they had more staff and access to more supplies.
Most florists are expecting holiday revenues to be up compared to last year but they worry that staffing and supply issues will limit sales, according to a survey by the Society of American Florists.
More than 61 percent of survey respondents expect sales to be up compared to the 2020 holiday, when more than 80 percent of florists reported an uptick in sales. About 26 percent anticipate sales to be about the same, while 6 percent are bracing for a decrease in sales. A small percentage of respondents indicated that they don’t know what to expect. The survey was emailed to members on Nov. 29.
Staffing, Supplies Cause Worry
The shortage of supplies and staffing is a cause for concern. Many suggested in the survey’s comment section that they could do more volume if they had ample supplies and more staff.
Church’s Flowers of Miamisburg, Ohio, is scaling back its product offerings and the number of orders it will fill because of staffing and supply issues, says owner Jody Duffy.
The shop has had two new hires fail to show up on the first day of work, and pricey job postings have yielded few results, Duffy says. On the supply side, she has traveled three hours to Indianapolis with a trailer in tow to load up on supplies for her shop and others in the area.
“It’s just a crazy time, and I definitely hate to see what Valentine’s is going to be like,” she says.
Less Marketing
The staffing and supply challenges have prompted some florists to pull back on marketing.
“I did not promote the holidays because of supply chain problems,” says Joyce Cherry of Joyce’s Flowers in North Vernon, Indiana. She ordered her giftware — gnomes, snowmen and Santas — in January and the shipments haven’t arrived. She estimates giftware sales account for up to half of her holiday sales.
“This year I feel like the price increases and the supply shortages have just kind of knocked us for a loop at the end of the year when we should be making money,” she says. “We are just going to make do.”
Planning Ahead
Some florists shared their plans to alleviate labor and supply challenges.
Anna Deriquito of York Flowers — with locations in Washington D.C. and Annapolis, Maryland — wrote in the survey’s comments that her shops would try to ease the holiday rush by pre-making half of the orders and switching to designer’s choice in the two days before Christmas. At Eugene’s Flower Home in Eugene, Oregon, the boxes of flowers that Patricia Brooks preordered are scheduled to come throughout the month, rather than all at once, Brooks wrote.
Appealing to Last-Minute Shoppers
Many respondents have their hopes pegged on last-minute shoppers frustrated with a lack of inventory at big box stores and expressed optimism because they were seeing more in-person shopping.
WildFlower Stem + Sundry in Arnold, Maryland, is stocked with Maryland- and Mid-Atlantic-made gift items to appeal to shoppers looking to avoid shipping delays and limited supply at traditional retailers.
“We are definitely seeing a lot of activity in the store,” says owner Christine Guenther. “People are coming in and they are excited to buy gifts and get artisan and local items.”
Fall Holiday Sales Stay Stable
The survey also asked how Thanksgiving sales compared to last year.
About 38 percent of florists reported an increase in sales for Thanksgiving compared with 2020, while 31 percent responded that sales were about the same. Sales decreased for almost 28 percent of respondents.
About 38 percent of florists reported an increase in sales at Thanksgiving. Florists used social media and their community relationships to spread the word about promotions for Black Friday, Small Business Saturday, and Cyber Monday.
Florists that promoted events such as Black Friday (13 percent), Small Business Saturday (34 percent) and Cyber Monday (6 percent), said they relied on social media, neighborhood fliers, and partnerships with their chamber of commerce and other small businesses to encourage customers to shop local. They offered discounts and deals that would entice customers back to their stores next year, such as the promotion to “spend $50 and get $10 to spend in January,” which Blooms by Jen’s in Sylvania, Ohio pushed during the fall holiday.
Not receiving SAF surveys? Email SAF’s communications and event coordinator Stephanie Brady to ensure surveys reach the correct person on your team. SAF has streamlined its surveys to ensure they are quick and easy to complete, with preview questions available before respondents begin. Every survey respondent is entered for a chance to win one of four $50 Visa gift cards.
Amanda Jedlinsky is managing editor of SAF Now.