In the March issue of Floral Management, Sharon Naylor, editor-in-chief of The Wedding Report Quarterly, weighed in on new wedding trends, and florists shared tips on how to put them into practice.
Want to wow your wedding customers with a look they just can’t find on Pinterest (and increase your average wedding transaction in the process)? Don’t show them a mason jar.
We know. We know. Plenty of brides still love the mason jar aesthetic, but according to the latest issue of The Wedding Report Quarterly, that rustic-artisanal look is evolving, and florists who are on the cutting edge of wedding trends stand a better chance of landing bigger budget jobs.
In the March issue of Floral Management, we reviewed the report for trend info and talked to some of our favorite floral industry pros on how to implement those ideas, to increase sales.
Some tips:
Embrace the mash-up. “The mismatched look is everywhere in weddings,” from bridesmaids’ dresses—and, increasingly groomsmen’s attire — to tablescapes, according to Sharon Naylor, editor-in-chief of The Wedding Report Quarterly. Sales opportunity: Show how well your team can artfully mix and match with a mock table set up in your consultation area (even a single place setting will do, if you’re tight on space). Naylor said brides are interested in centerpieces that aren’t “matchy-matchy,” so show design samples or photos with varying heights.
Know the looks. Brides are showing more skin and grooms are getting wooly. “We’re seeing more wedding portraits with the groom sporting a beard, or a scruffy, growing-in beard,” according to Naylor. Sales opportunity: Why not sell high-end shaving or grooming kits? Naylor wonders. Market them as the perfect pre-wedding gift for the wooly groom.
Read about other new trends and their sales potential — including how to leverage that popular just-picked flower look and how to gain the attention and best serve brides looking for a “total transformation” on their wedding day.
