Will the sales-dampening effect of a Sunday holiday be countered by a surge in demand from homebound customers on Valentine’s Day? That’s the million-dollar question with which so many florists are wrestling right now. It’s a challenge with implications on just about every aspect of holiday planning — including delivery, according to Paul Goodman, PFCI, MBA.
The veteran financial pro — and longtime contributor to Floral Management magazine —recently laid out the key principles florists need to consider when creating their delivery strategies for this year’s holiday.
First step? Mine your own data.
“Data is your friend,” Goodman said, adding that he recommends all florists review sales information for 2020 and 2019, along with historical data (the last time the holiday fell on a Sunday) to get a benchmark for what the holiday could bring. Then, consider your “COVID effect” — i.e. the degree to which your shop has seen an increase in sales during the pandemic— and factor that into your planning. (Find out more about the COVID effect on holiday planning by watching Goodman’s “3 Secrets to Profitability on Valentine’s Day” presentation from Jan. 12, 2021.)
Another factor to consider with holiday delivery planning: In a non-pandemic year, most retail florists see a 50/50 split between delivered and walk-in sales. “But it’s COVID and people are not getting out as much,” Goodman said. “So you’ll have to account for that” and the potential for more deliveries than standard years.
Goodman also shared advice on how to find drivers. This year’s planning could be complicated by a surge in restaurants’ need for delivery drivers but there are other tried-and-true places to look—people that, too often, florists overlook, Goodman advised.
“There are a lot of people out there who would never ever think about delivering flowers, but their church is going on a mission trip or their kid’s band is raising money, so they might be interested,” he said. “Offer to pay them, say, $5 per delivery for their fundraising cause. Many people will come out for that.”
Watch the entire presentation, which also dives into best practices in hiring drivers and common (costly) mistakes people make in setting their delivery fees.
Curious what other retailers are planning for on Valentine’s Day? SAF surveyed members ahead of the holiday. Read more.
Mary Westbrook is the editor in chief of Floral Management magazine.
