In addition to planning, prepping and marketing, there’s something else that can make a florist’s Mother’s Day go smoothly: understanding how the wholesaler works, and how to work with them.
Building a better relationship with wholesalers not only strengthens the connection, but it also improves business for florists by getting them hard-to-find product, especially during busy seasons such as Mother’s Day.
During the Society of American Florists’ February virtual Idea Exchange, a panel of wholesalers discussed the key points every florist must understand.
Lead time is crucial
Wholesalers recommend florists order flowers weeks or even months in advance, particularly for holidays and weddings. This gives the wholesaler time to secure orders with farms, so the florist gets the specific flowers they need.
“It’s not just us saying, ‘Hey, we want your order early, so you don’t give it to someone else,’” said John Burk, of DVFlora in Sewell, New Jersey. “We need to communicate with the farm so that they can secure the quantities to fill that order.”
Especially if it is a high demand item and the florist needs a large quantity.
“Maybe one farm can’t supply that entire order, so we have to use several different farms to try to secure those quantities,” he said.
Standing orders benefit everyone
Pre-determined standing orders benefit the farms, the wholesaler, and the florist. Knowing well in advance what’s needed helps the farm plan production, streamlines transportation, and provides peace of mind — and cost-savings — for the wholesaler and florist.
“It just gives more leverage as a buyer to negotiate pricing with a farm,” says Lisa Nason, of Kennicott Brothers in Chicago. “If we can secure the product with the farm, then we can get the better prices and it’s kind of a win-win for everybody.”
And when a florist has a standing order, it takes priority over other types of orders at the farm level.
“When it comes time to fill the orders during heavy demand periods, those standing orders are going to be the first ones that are filled, and any open market sales are going to be cut from the order,” said Burk. “And to that point, it’s always the freshest, too, because it fits within the logistics. It’s not held, it’s not put in inventory. It just comes in and goes to your store or studio.”
Pre-booking saves money
Wholesalers offer pre-booking programs for major holidays like Mother’s Day because it allows them to lock in rates with farms and cargo companies and guarantees prices and availability for florists.
It also helps growers anticipate needs so they can coordinate production and staffing.
“It is much easier as a grower to know as early as possible for any pre-books so that we know what to add into our cuttings schedules,” said Victoria Register Hunt of FernTrust in Seville, Florida.
Open communication is key
Even with advanced planning, changes occur, and that’s ok — as long as florists maintain open communication with their wholesalers to discuss adjustments or substitutions. That goes for anything that’s gone wrong with an order, too.
“Don’t hold back. Just be honest about it because we’re in this business for the long term,” says Peter Sessler of Mayesh Wholesale Florist in Los Angeles. “We’re in this business for you … to be successful so that we can be successful.”
Last-minute orders are not ideal
Wholesalers try their best to fulfill last-minute orders, but florists might need to be flexible with flower varieties or colors.
“If you’re going to submit an order late, I think you have to have some understanding or expectation that there’s a possibility that that item is not going to be there,” Burke said.
The wholesaler will do everything they can to secure the product, whether that’s looking for the product at another branch or other farms, but last-minute orders can be challenging.
“Sometimes there just has to be that flexibility if it’s last minute,” Nason said. “We can’t make it appear if it isn’t available.”
For more tips on working with wholesalers, watch the February Idea Exchange and read “Making the Connection” in the January/February issue of Floral Management.
Amanda Jedlinsky is the managing editor of SAF News Now.
