Vonda LaFever, AIFD, PFCI, of Team Floral, is one of the 58 expert speakers and panelists presenting at SAF Palm Springs 2018.
Floral industry members who attend SAF Palm Springs 2018, SAF’s 134th Annual Convention Sept. 12-15 in Rancho Mirage, California, will bask in the warmth of the desert sun — but their thoughts will also be on jingle bells, mistletoe and holly. It’s true: Christmas is just around the corner … and so is the holiday rush. To get retailers prepared for a stress-free holiday, Vonda LaFever, AIFD, PFCI, of Team Floral, is sharing tips on how to plan, prep and profit during “Rock the Holiday — Your Holiday Playbook!”
“Shops think about holidays year around,” LeFever said, which is why advanced planning is key during summer and fall. “Holiday merchandise starts to arrive in store in the summer, which keeps both fall and Christmas at the top of your mind with your customers. Slower months also allow ample time to go through your inventory to refresh your memory of what you had from the previous year that you will be supplementing with exciting new product for this season.”
And, of course, florists who have a smooth December holiday season are in a better position for the mega rush that comes soon after the new year. “After Christmas, the cycle begins again with Valentines Day right into Mother’s Day,” LeFever said.
LeFever’s session will deal with planning before major holidays, including tips on how to put leftover merchandise to use from one year to the next and how to utilize resources on hand, without buying new supplies.
“After the holiday, you hope you’ve done your homework and order the right amount of product,” she said. “However, that’s not always the case. If you find yourself with extra giftware or holiday specific containers, you have to decide if you want to discount or pack them up for next year. If you have an excess of perishable (fresh), you hope for sympathy work, or can donate the flowers to a good cause (sometimes a nursing home or hospital).”
Summer and fall area also good times to plan for that small temporary army of helpers you’ll hire for the crazy periods at your business. Training and setting expectations are key, LaFever said, but so are keeping and hopefully inspiring staff to return next year.
“When you hire freelance designers to work for the holiday, you need to be sure you know their abilities and set expectations on productivity,” LeFever added. “If you have not worked with the designer before, contract for them to work a few days the months prior to see if they are a good fit for your stop and meet your expectations. If it’s a good working relationship, lock them in for specific dates.”
LaFever is one of the 58 expert speakers and panelists presenting at SAF Palm Springs 2018. Learn about the 51 educational sessions and events, and register now atsafnow.tempurl.host/annual-convention. The early-bird registration deadline is Aug. 17 and saves you $205.
