Holly Haveman, co-owner of Kennedy’s Flowers & Gifts in Grand Rapids, Michigan, shared her strategies for creating impressive displays in the latest issue of Floral Management.
The winter holidays are almost here, and it’s never too early to think about how you will you display your merchandise to inspire shoppers. In the latest issue of Floral Management, contributing writer Jennifer Sperry talked with one florist who shared her holiday display strategies.
Holly Haveman, co-owner of Kennedy’s Flowers & Gifts in Grand Rapids, Michigan, said her team starts planning holiday displays at the beginning of the year. When they attend trade shows, team members take notes and photos of their purchases so they can categorize merchandise, writes Sperry. Then, they create and fine-tune mock displays that tell specific stories.
“For example, merchandise in a light blue, white or frosted palette might fall into the ‘Blue Ice’ story while items with a mauve or purple hue go in the ‘Sugar Plum’ story,” said Haveman. Her team often pre-stages some displays in the shop’s basement. This strategy ensures that every item has a place and is displayed in an appealing way.
Haveman’s team starts with the theme and then build displays that allow customers to visualize how the products will look in their homes. She recommends starting with large, eye-catching items, and then layering in other products, including small, easy-to-grab items. She said careful planning allows her team to create cohesive displays that delight shoppers.
For more of Haveman’s tips on displaying merchandise, read “Stage Merchandise to Tell ‘Stories’” in the September/October issue of Floral Management.
Laurie Herrera is a contributing writer for the Society of American Florists.
