As consumers become more selective with their spending, florists are finding creative ways to leverage giftware to create memorable customer experiences while boosting sales. 

“We want to be a shopping destination where people linger and want to return,” says Petra Janssen of Wascana Flower Shoppe in Regina, Saskatchewan, in the May/June issue of Floral Management. Five times a year, Janssen and her team completely transform the store with fresh seasonal displays, open-house events and curated merchandise that keeps customers coming back. 

Other florists are taking equally inventive approaches. In Custer, South Dakota, Carrie Moore, AAF, PFCI, SDCF, combined her floral shop with a bookstore, rebranding her business as Petals and Pages. The concept has quickly become a community gathering place, hosting book clubs, themed events and classes that introduce new customers to the shop. “This is a pretty good chunk of revenue that didn’t exist a year ago,” Moore says. 

Meanwhile, Sue Goertler of Findery Floral & Gift in Yakima, Washington, has built a thriving consignment program featuring local artisans, allowing her to diversify inventory without significant upfront costs. 

Read “Give Giftware a Go” in the May/June issue of Floral Management to explore how florists are using giftware to increase revenue, strengthen community connections and create shopping experiences customers can’t resist. 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.