Almost no one wants a funeral devoid of flowers, and sympathy flowers provide florists an opportunity to serve families at significant times in their lives — and reliable revenue. But the nature of sympathy sales has changed, with funeral homes taking the lead (and a commission) selling flowers to mourning families. The Society of American Florists’ Floral Education Hub has a collection of resources to help gain back sympathy sales by improving relationships with funeral directors, successfully negotiating commissions, and battling the “in lieu of flowers” phrasing.

The resources include:

• Win Back Sympathy Sales. This article from Floral Management gives guidance on finding new ways to keep sympathy sales coming and how to remain a funeral home’s florist of choice, including advice from a funeral home director, and alternatives to suggest to funeral homes in place of “in lieu of.”
• Working with Funeral Homes. Find tips for creating lasting relationships with local funeral homes and combatting the use of “in lieu of.”
• Florists Get Social for Gen Z Sympathy Sales. This article explores how a few florists have found success tactfully marketing sympathy work to younger generations via social media.

Visit SAF’s Floral Education Hub for more tips to increase your sympathy sales.

Stephanie Brady is the project manager for the Society of American Florists.

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