Kaitlin Radebaugh, AAF, of Radebaugh Florist & Greenhouses in Towson, Maryland, has found success in partnering with other local businesses to drive foot traffic.
Looking for creative ideas to step up sales during the summer slowdown? A few florists who have turned slumps into successes shared their top tips for boosting in-store traffic.
Organize Original Occasions
“It’s all about creating reasons for your customers to shop,” says Kelsey Thompson, AIFD, CFD, of Bloom Floral & Home Studio in Algona, Iowa. She recently put on a “Plant-A-Palooza” plant swap and plant sale, featuring a repotting station so customers could upgrade their current plants by purchasing pots and containers. “I try to think seasonally about what’s topical or trendy and then coordinate it with local events that are happening,” says Thompson. Create your own holiday or spin off of special days such as “National Ice Cream Day,” Thompson suggests. For local events, think school reunions, nonprofit fundraisers, and any other happenings in the community.
Kaitlin Radebaugh, AAF, of Radebaugh Florist & Greenhouses in Towson, Maryland also regularly hosts events. “We try to do a mix of different events to make sure we’re catering to as many people as we possibly can,” she says. Her recent summer solstice event included hot yoga in the greenhouse space. Other hosting opportunities include birthday parties, book club meetings and signings, and more.
A key aspect of a successful event is offering interactive activities, such as demonstrations, workshops, kids crafts, or games. When planning these activities, Thompson says she tries to think of ways to make every event accessible to skilled gardeners and new planters — and all skill levels in between.
For an additional boost, coordinate in-store events with online events or social channels. Share an online coupon code, host a Facebook album plant sale, or post a QR code in the shop that links to the shop’s website for plant care tips or to a YouTube channel for how-to videos. This way, people who can’t attend the event still feel connected and have a reason to stop in, and people who do attend the event connect on social media, keeping you top of mind for months to come. “We try to make sure people leave with something that will keep them coming back,” says Thompson. That could be as simple as a care tag with a coupon to redeem at a later date.
Both Radebaugh and Thompson suggest using unpaid channels for event promotion, such as social media and email lists. “Reach out to local groups, letting them know that an event is happening, and ask if they could share it,” says Thompson. Suggestions include contacting the local chamber of commerce, garden clubs, or agricultural extension offices at state universities.
Collaborate and Cross-Promote
Partnering with other local businesses drives new customers to your shop. “We place small arrangements at the breakfast and lunch eateries in town, which drives traffic,” says Nancy White of The Flower Bar in Larchmont, New York.
You could also partner with businesses in your vicinity to host a progressive sale, in which customers get rewards for shopping at multiple businesses, and each business offers special promotions, giveaways, and demonstrations to entice shoppers. Simply ask customers to share receipts from other nearby stores, or design a map-style punch card that includes the locations of the participating businesses.
Radebaugh hosts flea markets in her shop’s parking on summer Saturdays and invites other shops to participate. For in-store events, Radebaugh provides the space and a cut flower bar, and then partners with local vendors to offer a bath soak bar, Botox, manicures, facials, massages, and permanent jewelry. “We’re finding collaborations to be super beneficial,” she says. “We’re not tied to doing any one thing. We try anything that supports the community and ties into our customer base.” Radebaugh sets up booths and hangs wedding drapes to divide sections, add privacy, and cultivate a vibe. Refreshments are often provided by food trucks or vendors and are additional opportunities to incorporate themes. “Don’t feel like you have to do everything on your own,” says Radebaugh.
Serve up Specials, Sales, and Subscriptions
Summer is the season for sales. Themes help add interest — think “Christmas in July” or the “Lazy, Hazy, Crazy Days of Summer.” Thompson suggests bundling items for one discounted price, with a range of deeply discounted and lower discounted selections. Offering weekly deals is another way to encourage regular in-store sales. “We have a standing promotion with half-off all cut flowers in-store only on Thursdays,” says White.
Thompson suggests gamifying the shopping experience with paper punch cards, loyalty points, and other interactive elements. During the summer, she often offers double the rewards points to loyalty program members. She recommends keeping it simple with small rewards to incentivize participation. “Tap the market you already have,” she says. “It’s more expensive to pull new people in, so strengthen the relationships you already have with customers and get them to come in more instead of trying to find new customers.”
Subscriptions are yet another opportunity for repeat sales. Thompson recommends a “Flower of the Month Club,” featuring different varieties for single stem sales or bouquets. Other subscriptions could be gift boxes or plants.
Looking for other ways to rev up summer sales? Think about hosting workshops. Check out tips from Derek Woodruff, AAF, AIFD, CF, PFCI, of Floral Underground in Traverse City, Michigan, on how to successfully capitalize on the experience economy.
Have summer sales tips to share? Join your peers for SAF’s Idea Exchange on July 12 to discuss new and proven methods to attract customers and how to use downtime to seek new revenue streams. Register here.
Laura Drummond is a contributing writer for the Society of American Florists.
