Judging from springtime holiday sales and early indicators for the fall and winter season, consumers are eager to show friends and families the love this holiday season. Knowing the latest floral design styles and trends can help you stand apart from the competition — and getting the inside track on how other florists are prepping for the holiday — and where they think the sales opportunities will be — can help you shine.
These are some of the insights industry members can expect from SAF’s Countdown to Christmas event, which kicks off at 3 p.m. ET on Oct. 23.
The event, sponsored by FTD, was created to give retail florists the tools, insight and inspiration they need to make the most of this holiday season, said SAF’s CEO Kate Penn. It includes a cross-segment panel discussion of some of the holiday’s trends and challenges, along with time for smaller roundtable discussions in breakout rooms, key takeaway sharing, and a Holly Jolly Happy Hour + Design Demo by Deborah De La Flor, AIFD, PFCI, live from her design room in Cooper City, Florida.
Deborah De La Flor, AIFD, PFCI
“We know the COVID environment has created conditions where customers are flocking to flowers and plants as a convenient, beneficial, safe and beautiful gift,” said Penn. “Our goal with Countdown to Christmas is to make sure that every single attendee feels better prepared to make the most of the volume with tips on everything from supply chain management and workforce logistics to marketing and digital strategies.”
“SAF also will be sharing some of the latest results from our member surveys on florists’ expectations for the holiday season,” Penn added, “which is especially valuable benchmarking information to share during such an unprecedented time.”
During the happy hour portion (4:30-5 ET), De La Flor will provide a festive preview of the latest color trends for the holiday season via three unique designs, and attendees will also have the chance to reconnect informally with industry colleagues. (Psst… There’s even a suggested cocktail and mocktail you can have at the ready during the session.)
“This is the ideal time for industry members from all segments to come together and share, so that everyone comes out on the other side of Christmas in a stronger position for the New Year,” said Penn, noting that the schedule was created for max flexibility. “We encourage industry members to join us for the entire event or come as your schedule allows.”
SAF’s Countdown to Christmas is free to SAF members. Find out more, preview the schedule and register today.
Mary Westbrook is the editor in chief of Floral Management magazine.
