December floral sales were mixed, according to an SAF survey, but florists are optimistic about sales for Valentine’s Day.
December floral sales were mixed for retailers who responded to a Society of American Florist’s survey, but most are feeling optimistic about Valentine’s Day.
The survey, sent to SAF retail members Jan. 2, found that compared to 2022, December sales were down for nearly 40%, up for nearly 39% and flat for 18%. Of those with increases, most (30%) reported that sales were up 1% to 5 %. Of those with decreases, most (22%) reported sales were down 6% to 10%.
“Customers repeatedly mentioned the cost of the holidays and their frustration with inflation,” Michelle Jones of Flowers By Michelle in Las Vegas noted in the survey. Others mentioned that they believe predictions of a recession, layoffs and decreased work hours, cuts to corporate gift budgets, and that Christmas fell on a Sunday all contributed to declines in sales.
“Sales dropped after Friday due to people checking out,” Jen Barnard, AAF, of Tillie’s Flowers in Wichita, Kansas said, adding that she noticed a decrease in email open rates the Friday and Saturday before Christmas.
Sales of poinsettias were mostly flat (38%) or down ( 39%). Just 16% reported that poinsettia sales increased from 2022, among them, McNamara Florist with several locations in the Indianapolis area.
“We quickly sold out of poinsettias this year which was great, and we had great weather throughout the month for delivery,” noted Erin Bruno, AAF, director of marketing at McNamara, which she said invested heavily in advertising on television.
Lessons Learned
Many florists shared tactics and lessons learned that they’ll carry forward to Valentine’s Day and beyond.
Ben Heroman, of Billy Heroman’s Flowerland in Baton Rouge, Louisiana, reported that the shop saw an increase in sales — especially from online orders, décor services and event work, and attributed the success to being intentional with sales efforts.
“There is lots of business to be had at the holidays but you have to have a strategy to go get it,” Heroman says. “This year we were successful increasing our corporate decorating business. There is a lot of opportunity for us to focus next year on corporate gifts and holiday party florals as we have historically just let that business come to us.”
Another way to cater to customers and remain competitive? Push early delivery to free up the shop for last-minute orders.
“Having capacity for last minute orders is huge, because many competitors are either not taking orders or not guaranteeing delivery prior to the holiday,” says Chris Drummond, AAF, PFCI, of Penny’s by Plaza Flowers in Philadelphia.
Valentine’s Day Hopes
Florists are pleased that Valentine’s Day lands on a Wednesday this year, which they say historically bodes well for floral sales — and doesn’t compete as much with the Feb. 11 Super Bowl.
Most respondents expect to come out of Valentine’s Day with increased or flat sales. About 42% predict sales will increase from 2023, 29% forecast flat sales, and 12% are bracing for a decrease.
A Wednesday Valentine’s Day also means there’s more time to sell, notes Jacqueline Philp, of Swan Street Florist in Salamanca, New York.
“ double weekends for Valentine’s Day, since the day falls in the middle of the week,” she says. “So we are planning to promote for the two weekends and Valentine’s Day.”
Many retailers also commented that they are offering fewer SKUs for efficiency and taking advantage of money savings by pre-booking product. About 52% of retailers are pre-booking product at the same percentage as 2023, while 25% have lowered their pre-book order volume, the survey found. Nearly 10% are pre-booking more product than last year.
Most of all, having a profitable Valentine’s Day comes down to being prepared, notes Cameron Pappas, AAF, of Norton’s Florist in Birmingham, Alabama.
“Planning is everything,” he says. “The orders will come late, and we have to have the product to fill them. Slim down your offering — they’ll buy something — most just need anything.”
Amanda Jedlinsky is the managing editor of SAF News Now.
