Bramble Run Flower Farm in Amanda, Ohio, is selling dried flower ornaments, a great gift for party hosts or teachers.
The holiday shopping season officially kicked off last week, and consumers are ready to loosen their purse strings, according to market researchers.
The Ipsos Consumer Tracker, a bi-weekly survey of consumer attitudes on a variety of topics, including the economy, inflation, and related behaviors, found that holiday budgets are on the rise after being relatively stagnant for the last three years. Approximately one-third of consumers plan to spend more this year than last, the survey found. Among Millennials and Gen Z, 41% of respondents say they are buying gifts for more people this year and that they prize shopping experiences that are “seamless” and “stress-free,” which often translates to online ordering.
Are you prepared to capture some of this business? Here are a few ideas to help you cash in.
Market small, thoughtful gifts
There are countless situations this time of year that call for small gifts, such as attending to a cocktail party at a friend’s home or thanking teachers and other professionals for their service. Six in 10 consumers in the Ipsos survey indicated that they feel anxious about affording gifts this year, so consider creating a category on your website with items that are special, but not over-the-top (think: ornaments, gourmet chocolate, candles). Bramble Run Flower Farm in Amanda, Ohio, for instance, markets simmer pot sets decorated with a mini boxwood wreath as a consumable gift that delights the sense.
Set the scene for an everlasting gift
Ahead of her family photos last month, Amanda Viviano, vice president of Bartz Viviano Flowers & Gifts in Toledo, Ohio, reached out to one of her favorite photographers with a proposition: She would happily provide an ornate arch of flowers and greenery for holiday mini sessions in exchange for some photos. This idea not only provided customers with photo memories that they could gift to others, but it also corresponds with “engagement season.” Forty percent of proposals occur between Thanksgiving and New Year’s Eve, which makes the timing of this partnership key to catching the attention of prospective wedding clients.
The collaboration, which appeared in both businesses’ social media accounts, also gave Viviano an opportunity to flaunt her talent and show her community the impact flowers have in photo memories. “While the arch is pretty labor intensive and expensive, I always feel that quality photos by a professional are very impactful on social media,” she says.
Don’t have time to create something so elaborate? Try decorating a tree with floral elements and staging it in a spot that attracts locals to come take pictures with it. Consider offering a discount to anyone who tags you in their photos online, as a thank you for the word-of-mouth marketing and an incentive for some impulse buys.
Promote experience gifts
Floral design classes are fun, clutter-free gifts perfect for all kinds of demographics (among them: moms’ night outs, bachelorette parties, bridal showers, team building activities). You can sell gift cards for individuals to attend one of your future workshops or offer to schedule a private event for them and their friends. This gift fits nicely in a greeting card or a stocking and can generate foot traffic during slower sales periods. Cassie Osterloth, owner of Wonderland Floral Art and Gift Loft in St. Petersburg, Florida, has found workshops to be effective for building a loyal following, increasing appreciation for a professional’s skills, and selling giftware.
Katie Vincent is a senior contributing editor for the Society of American Florists.
