Staff at Lake Forest Flowers are working diligently to maximize its share of anticipated Mother’s Day sales.
“We started calling our customers last week to remind them of Mother’s Day and confirm their orders in advance,” says Eileen L. Weber, AAF, vice president of the Lake Forest, Illinois shop. “It’s a great opportunity for us to take charge of the sale, suggest add-ons like chocolate or a floral arrangement upgrade. We also offer subscription services to continue the gift for three, six or 12 months of flowers.”
Despite declining consumer confidence, U.S. shoppers are expected to spend $34.1 billion on Mother’s Day gifts and experiences, up from $33.5 billion last year but short of a record high of $35.7 billion in 2023, according to a recent survey by the National Retail Federation (NRF).
Of the projected spending, $3.2 billion is expected to be spent on flowers — the top gift of choice for 74% of consumers, followed by greeting cards (73%) and special outings such as dinner or brunch (61%). Consumers, on on average, will spend $259.04 this Mother’s Day, up $5 from last year.
Florists should utilize time-tested strategies to ensure their businesses are positioned to stand out and claim a sizable stake in the competitive Mother’s Day market. Here are a few ideas to make sure your products and services not only land the sale, but keep your customers coming back.
Confirm a user-friendly online experience
NRF’s survey indicates 36% of consumers plan to shop online for Mother’s Day. In anticipation of an increase in online orders for the holiday, Kelsey Thompson, AIFD, owner of Bloom Floral and Home Studio in Algona, Iowa, dedicated some time to troubleshooting and tweaking her website to ensure customers have a seamless shopping experience. Check these tips to see if your website is ready.
Ensure her flowers last as long as possible
To ensure your arrangements are in peak condition when they leave the shop, invest time in spring cleaning, thoughtful preparation, and staff training on care and handling techniques.
Promote the convenience of add-ons
Add-ons can generate a nice bump in revenue and offer customers a one-stop shopping experience, so it’s important to make sure you have extras and that your website features them at checkout. Ensure sure your staff is trained and motivated to promote additional items and upgrades.
Stock pre-made arrangements
It helps to have grab-and-go coolers well stocked. “Having the designs made up, on the sales floor, and in the cooler makes a fast transaction, which makes the customers happy,” says Lou Lynne Moss of The Flower Shoppe in Pratt, Kansas. Streamlining your offerings and providing grab-and-go options can lead to increased customer satisfaction and decreased staff stress levels.
Give your staff a customer service refresh
A 2024 Salesforce study indicates 80% of customers consider the experience a company provides to be as important as its products or services. HubSpot Research further indicates 93% of consumers who have a positive shopping experience will become repeat customers. Give your sales staff a refresh to ensure you’re meeting customer expectations. Let them listen in on real sales calls with helpful critiques and tips from sales and service guru Tim Huckabee of the Profitable Florist on SAF’s Floral Education Hub.
Make sure customers know what they are ordering
As expenses increase, Sarah LoBue, AIFD, co-owner of Main Street Florist in Carlinville, Illinois, has regular conversations with customers so they understand what they’ll get for their money. This helps her suggest arrangements that align with their expectations, thereby increasing satisfaction and building trust. For more advice on strengthening customer loyalty in a challenging environment, read “Inflated Expectations” in the March/April issue of Floral Management.
Laurie Herrera is a contributing writer for the Society of American Florists.
