In promotional materials for its Men’s Shopping Night, Beach Plum Flower Shop is promising male customers that the store will make Valentine’s Day “very easy,” thanks to a Feb. 10 event that also features beer and lingerie. “One-stop shopping,” an event posting on a local civic website reads. “Think about what you want the card to say, and let us schedule the delivery.” Suds, Buds and Sexy Duds to Bring in Fellas for VDay Shopping Night.
Dreaming of a way to get a bunch of (happy, ready-to-spend) guys in your shop a few days before Valentine’s Day? In Newburyport, Massachusetts, Beach Plum Flower Shop had found a way to do just that, thanks to a Men’s Shopping Night that will feature beer, lingerie and lots of flowers.
The Feb. 10 evening event marks the first time the shop has specifically targeted men with an in-store event for the holiday, said Lisa Greene, AAF, AIFD, PFCI, the creative director and manager. The shop has, however, run a series of successful classes for a number of years, and Greene said those events made it clear that “people enjoy spending social time in the shop.”
To make the shopping night even more appealing to its target demographic, Beach Plum is partnering with Bennett and Company, a lingerie designer, and Newburyport Brewing Company, a local craft beer brewery. That partnership was actually the brainchild of a customer — a fashion designer — who pointed out that she was happy to be participating in the same “shop local” Christmas event as Beach Plum. That encouragement made Greene and team consider the possibility of teaming up with other local businesses beyond Christmas.
Beach Plum is promoting the event via social media, email and with printed promo materials, and their partners in the effort are doing the same. Customers who RSVP in advance — and therefore make planning easier for Greene and team— are eligible for a $100 gift card to Beach Plum.
Looking for more inspiration on Valentine’s Day events and partnerships with other local businesses? Read about a Daddy-Daughter Valentine’s Day extravaganza in Phoenix and a flower shop in Jackson, Mississippi, that has partnered with a major national brand for in-store events. Plus, get advice on how to run top-notch in-store events by increasing the entertainment value and adding fun refreshments from a florist in Princeton, New Jersey, who needed to compete more effectively against paint and wine nights that had become popular in town.
