As florists head into the holiday season two things can be expected: Sales will be strong and staffing will be a challenge.
To help florists prepare, the Society of American Florists’ 1-Day Profit Blast in Baltimore will feature three educational sessions designed to help florists get ready for a successful holiday season.
Award-winning floral designer Kevin Ylvisaker, AIFD, CAFA, CFD, PFCI, will kick off the Nov. 9 event with a presentation focused on meeting higher demand, saving time with efficient and profitable designs, and capitalizing on consumers’ interest in sustainable products.
Ylvisaker says there are a few tips to keep in mind for success:
- Get design recipes ready now so you know exactly what to order for holiday.
- Order flowers and supplies as soon as possible due to shipping delays and high demand for products.
- After the holiday rush, make detailed notes about what worked, what didn’t work, and what could change next year. The list can include sales, staffing, hours and more.
Ylvisaker will also talk about how florists can drive customers to their brand by appealing to consumers’ interest in sustainability.
Sustainability was an important factor for four out of 10 shoppers last holiday season, according to a report by the IBM Institute for Business Value. The report found that one out of two consumers are willing to change their holiday purchasing habits to help reduce environmental impact.
In his demonstration, Ylvisaker will use a compostable floral media and encourage attendees to think environmentally when choosing designs.
“Buy products that do the least harm to the environment while fulfilling our customer’s needs maintaining a successful business,” Ylvisaker says.
Ylvisaker’s presentation will be followed by presentations from Melanie Spilbeler, of FreshPath Marketing, who will teach florists how to save time by streamlining promotional planning processes, automating email marketing, and using content calendars. Attendees will also hear from CPA Derrick Myers, PFCI, of Crockett & Myers Associates, on how and why incentive plans can help achieve business goals.
Want to learn more? Register for Profit Blast.
Anne Holub is a contributing writer for the Society of American Florists.
