Wonderland Floral Art and Gift Loft in St. Petersburg, Florida, had great success last year with holiday workshops.
Dreaming of a profitable Christmas but feeling uncertain about pulling it off? In the September/October issue of Floral Management, contributing writer Laura Drummond spoke with several florists who increased their holiday sales last year despite inflation pressure.
Offer Gifts, Décor, and So Much More
One way to increase sales is to offer customers a variety of gifts and décor, in addition to flowers. This can help customers see your shop as a one-stop shop for all their holiday shopping needs.
“Every day our customers comment that they can find something for everyone in our shop,” says Cassie Osterloth of Wonderland Floral Art and Gift Loft in St. Petersburg, Florida. She decorates individual Christmas trees with different themes so it’s easy for customers to find decorations that fit their aesthetic.
Meanwhile, Holly M. Weber of Expressions Floral in Victoria, Texas, saw success with items that partner well with florals. “Elevated chocolate truffles, always, always candles, fun cocktail napkins, special order cloth napkins, table linens, napkin rings” and vessels that have uses beyond holding flowers sell well for Weber, she says. “We are creative and bold in the spirit of selling.”
The trick is carrying gifts at different price points, florists say. Consider offering bundles of items or custom gift boxes — these items are particularly great options for customers looking to purchase corporate gifts.
Host Holiday-Themed Workshops
Another way to increase sales and attract new customers is to host holiday-themed workshops. This is a great way to engage with the community and show off your creativity and expertise.
“If it is possible to hold workshops, do it. The holidays are a great time to start as people love experience retail and are always looking for activities around the holidays,” says Osterloth. “If you don’t have the space, then hosting a demonstration or an open house are great ways to get people in.”
When it comes to hosting workshops, it helps to have timely themes. Heather Towne, AAF, AIFD, CFD, of Flowers by Jennie-Lynne in Fairless Hills, Pennsylvania, has seen class attendance skyrocket when she offers workshops on wreath decorating and Thanksgiving and Christmas centerpieces. Osterloth echoes the importance of holiday-themed workshops. “We host a workshop to create fresh garland. We also host eight workshops to create tabletop lighted and decorated boxwood trees, a ‘12 nights of holiday’ floral centerpiece workshop, and a workshop for children to make a whimsical tree from sapphire greenery,” she says.
For more details, including tips on hosting workshops and advertising home decorating services, read “Hear Those Doorbells Jingling, Ring Ting Tingling, Too” in the September/October issue of Floral Management.
Amanda Jedlinsky is the managing editor of SAF NOW.
