At Petals and Pages in Custer, South Dakota, owner Carrie Moore, AAF, PFCI, hosted a Halloween-themed broom-making class using dried florals,...
Halloween Goes Luxe as Florists Tap into Growing Consumer Demand
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Test Market Shows Big Return On National Flower Campaign
The floral industry’s only national marketing campaign has delivered the proof many have been waiting for. A 24-week market test in Texas showed...
Florida Florist Finds Profit in Plush
A cast-iron bathtub transformed into a sailboat anchors one of Wonderland Floral’s whimsical JellyCat displays — merchandising that helped boost...
Navigate Economic Headwinds to End the Year Strong
Listen to this story As florists head into the fourth quarter — traditionally one of the busiest periods of the year — the picture is both...
Turn Reminders into Revenue
If you’re only waiting for the phone to ring, you’re missing out on sales. “Outbound marketing calls are one of the smartest, lowest-cost ways...
That Flower Feeling Foundation Launches ‘Just Add Flowers’ Campaign
That Flower Feeling is launching its second campaign, "Just Add Flowers," to highlight the joy of giving and receiving flowers. Listen to this...
The Pivot Point: Building a Business on Risk and Resilience
Rodi Groot, AAF, often walks the farms that supply his new company, Groot in Flowers. He launched the business in 2024 after the closure of his...
Is Your Team Selling…or Settling?
Imagine this: A customer calls your flower shop to order an arrangement that will cheer up his sister after a job loss, and he’s offered a $35...
Give Customers Confidence to Spend More
J.P. Varvarigos, owner of Wellington Florist in Wellington, Florida offers a seven-day guarantee on all arrangements to increase customer...
Summer Refresh: Build a Culture That Rewards Effort and Impact
Penny’s by Plaza Flowers in Philadelphia incentivizes designers by paying them on a per-piece basis. Retaining talented staff is vital to building a...
Florists Get Prepped and Inspired Ahead of Mother’s Day
Loann Burke, AAF, AIFD, CFD, PFCI, an event specialist at Furst Florist and Greenhouses provided insight on how to create trending wedding styles...
Drive Sales With Spring Promotions
(Left) WildFlower Stem + Sundry in Glen Burnie, Maryland, provides May Day baskets for local businesses. (Center and right) Bloom Floral and Home...
Thanksgiving Sales Flat, December Holds Mixed Prospects
Political and economic unease, flat Thanksgiving sales and stiff competition with non-floral retailers are fueling florists’ cautious expectations...
Holiday Prep: Keep Your Online Reputation Sparkling
A customer of Flowers By Michelle called the shop upset that the guard petals on a few roses hadn’t been removed. The Las Vegas shop immediately...
Inventory-Driven Designs To Cut Waste
Family Flowers designers check inventory daily to make sure product offerings — from sympathy or everyday designs — cut waste and add value. Photo...