The countdown to your biggest holiday of the year is on, and we know you are B-U-S-Y. But don’t forget to check in with your sales and design teams this weekend: Costly and all-to-common mistakes they make now could keep you from a profitable holiday next week.
That’s advice from TeamFloral’s Vonda LaFever, AIFD, PFCI, and Lori Wilson, who moderated an SAF WebBlast in January on holiday planning. That concise, info-packed session is posted online and free to SAF members.
Here are three mistakes the LaFever and Wilson say your team might be making, and how to avoid them:
Presuming younger customers won’t spend $$$. According to TeamFloral’s research, the average man spends $143 on all Valentine’s Day gifts (not just flowers), but younger men (think 25-year-old men) spend an average of $202.76. The takeaway is two-fold: 1) Don’t be afraid to present younger buyers with premium-priced arrangements — the worst thing they’ll say is no. 2) Remember to present your business as a one-stop shop, ready to serve customers (and capture more of that Valentine’s Day budget) by offering add-ons such as gift cards, balloons, chocolates and plush. “Present it as a package,” LaFever said. “Everyone loves a special, or a deal. Let them know they can get everything they need for their loved one from your shop.”
Waiting for orders to come in before you prep designs. This is a major mistake that retail florists make too often, LaFever said. “The key [to an organized holiday] is to get designs ready before Feb. 14,” she said. “Don’t wait for orders to come in and try to handle them one at a time.”
Offering too many options online. Having too many options can actually hurt sales, LaFever said — and doing so at a busy time can definitely make you less efficient and profitable. “Reduce the number of products you’re showing on your website based on what you actually want to sell,” she said. Remember to keep your staff updated on your goals and what’s available on your site so that you are all operating as a coordinated team.
Mary Westbrook is editor in chief of Floral Management.