Florists — many of whom saw sluggish fall holiday sales — are strategizing to give December holiday sales a boost.
In a survey by the Society of American Florists sent to retail members last month, 45 percent of respondents saw Thanksgiving sales decrease from last year. Sales remained the same for nearly 30%, and increased for 23%.
In response, florists are keeping a close eye on labor costs, marketing heavily, and investing in other sources of revenue, such as workshops and small gift items. But even so, the lingering threat of a recession and the uncertainty surrounding global conflicts have dampened florists’ sales outlook for the December holidays.
“Everything is up in the air due to the current economy status, and the potential of ,” says Josh Fredo of Friendly Flowers Florist in Milton, Delaware. “We’re seeing slowing sales trends, and people that have higher income are actually spending less.”
Among respondents, 28% expect December sales to be up, 28% expect sales to be down, and 38% said they expect sales to be flat.
Reasons for Hope
Others, including the National Retail Federation (NRF), Ipsos and SAF’s Chief Economist Charlie Hall, Ph.D., were more optimistic.
The NRF predicts holiday spending to be up as much as 4% over last year.“It is not surprising to see holiday sales growth returning to pre-pandemic levels,” NRF President and CEO Matthew Shay said in a press release. “Overall household finances remain in good shape and will continue to support the consumer’s ability to spend.”
An Ipsos survey found that holiday budgets are on the rise after being relatively stagnant for the last three years. Approximately one-third of consumers plan to spend more this year than last, the survey found.
And Hall, the Ellison Chair of Floriculture at Texas A&M University, expects that retailers who are marketing the value of custom-made arrangements and services will do well this holiday season.
“It will be a mixed bag for floral firms that are not articulating a strong value proposition,” he says.
He also expects that inflation will have consumers looking for deals.
“Expectations are very high for retail sales, but price effects from earlier will likely lead to more bargain shopping behavior,” he says. “I’m not sure how much excess savings still exists, but credit card purchasing is up.”
Fall Holiday Sales
Halloween and Day of the Dead sales were down or flat for many, with just 9% reporting an increase in sales from last year. Sales were the same for 34%, and 20% reported a decrease.
Thanksgiving sales were slightly better, but many indicated that their Black Friday and Small Business Saturday sales were disappointing.
“We always promote Small Business Saturday and this year it was dead,” says Carma White of Four Seasons Flowers & Plants in San Diego. “Worst day of the year. Very disappointing.”
Vicki Bierman of Victoria’s Garden in Rapid City, South Dakota, pulled out all the stops to lure in customers. The store offered wine tastings, locally baked cookies, locally sourced cookies and cider and took extra steps to make the store feel “magical and peaceful inside and out,” including having her staff wear matching holiday aprons and inviting two local high school orchestra students to perform a duet.
December Holiday Strategies
Fearing a slow December, florists are armed with strategies to control costs and give sales a boost.
Jenelle Brinneman of Bellani Floral and Events in Valley Center, California, is promoting workshops and pop-up wreath bars — and it’s working.
“Wreath sales are up and workshop attendees are up,” she says.
Sparks Florist in Sparks, Nevada, is also being proactive.
“We have been pushing an order early program since September to our business-to-business clients,” says Tony Fiannaca, who co-owns the family business.
Mark Jones, Saville Flowers & Gifts, in Evanston, Illinois, is honing in on the shop’s ability to offer something different and look beautiful.
“We’re updating our website to offer more unique & funky holiday floral arrangements, plus keeping an abundance of poinsettias at the shop for a visually striking and inviting display.”
Bangor Floral in Bangor, Maine, is appealing to shoppers looking to spend less.
“We are keeping our eye on the traditional best sellers and supporting that market, but layering in a deeper selection of hostess gifts $50 and under,” says owner Joseph Langlois.
Amanda Jedlinsky is the managing editor of SAF News Now.