Administrative Professional Week

About 73 percent of the retailer respondents to a Society of American Florists post-holiday survey on Administrative Professionals Week (APW) said sales were down this year. In write-in responses, however, some respondents also noted that, given current events, holiday sales were better than expected.

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2019 Administrative Professional Week

Thirty-seven percent of respondents said APW (April 22-26) sales decreased this year; 31 percent said they stayed the same. Among those who saw an increase, 18 percent said it was between 1 and 5 percent.

In 2018, 39 percent said APW sales decreased. About 25 percent said they increased.

“It was not as celebrated this year because it came right after Easter,” a florist in the Midwest wrote. “People did not have it on their radar or were on vacation.”

“This holiday gets a bit smaller for us every year, but the customers that we do get spend a nicely,” wrote a florist in the Northeast. “We didn’t do as much promoting as in previous years, so I made a note to myself to step it up next year.”

Those who experienced an uptick were most likely to credit increased shop advertising and promotion (17 percent); fewer flower shops in the area (14 percent); and higher price points (13 percent). Most florists, 60 percent, said their level of promotion was steady compared to last year — 36 percent said the number of transactions was down this year, compared to 2018.

A number of anecdotal responses indicated florists feel their customers are still confused by the phrase “administrative professionals,” and that some have a hard time identifying to whom they should be giving gifts.

“Many of the people I know who are bosses don’t have an administrative assistant, or, if they have more than one, they don’t want to send flowers,” explained a florist on the West Coast.

Another West Coaster wrote that “the majority of APW sales were for inexpensive and small items. Single succulents in an inexpensive container were the best sellers, even with plenty of higher-priced items with greater visual appeal.”

2017 Administrative Professional Week

Source: SAF Spring Holidays Survey, emailed May 18, 2017 to SAF retailers. 11.1 % response rate

2016 Administrative Professional Week Returns: Good News for Urban Shops.

Is Administrative Professionals Week an under-marketed observance filled with potential — or a has-been floral event that confuses its target market and frustrates florists?

Source: SAF Spring Holidays Survey, emailed May 11, 2016 to SAF retailers. 9 % response rate