Giftware can be a powerful revenue driver for florists — or a costly drain on cash flow. The difference lies in how carefully it’s measured and managed. 

Many shop owners view giftware as a branding enhancement or customer-service perk, but financial expert Derrick Myers, PFCI, argues that it should first be treated as a business decision.  

“If your current average order value is $75 and giftware consistently moves that to $95 or $110, you’ve created growth without adding a single new customer,” writes Myers in the May/June issue of Floral Management.  

In the article, Myers explains why florists should look beyond sales totals and focus on key performance indicators such as average order value, inventory turnover, sales mix and gross profit margins. He also warns against a common mistake: purchasing products based on personal preference rather than customer demand. A shelf full of attractive but slow-moving merchandise may look appealing, but it can quietly tie up valuable cash and erode profitability over time.  

“Profitability isn’t something that happens by chance,” Myers writes. “It’s something you design.”  

Read “Is Your Giftware Earning Its Keep?” in the May/June issue of Floral Management to learn how to evaluate giftware performance, improve inventory decisions, increase average order value and build a more profitable retail strategy.  

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