Flower shops: build the 340 days between holidays.
Valentine's and Mother's Day are order-taking. The rest of the year is where a florist gets built.
· 5 min read
Holiday demand shows up whether you market or not. It also shows up with thin margins, delivery chaos and a wave of customers you will never see again.
The revenue that holds is sympathy, corporate standing orders, weddings and subscriptions. Every one of those is a relationship business, which means a real CRM and a reminder schedule beat another week of posting arrangements.
So capture occasion dates at the register. Birthday, anniversary, the date somebody's mother passed. A note a week before the date is the highest-converting message a florist can send, and it is the one your competitor down the street is not sending.
The short version
- Capture occasion dates at every single sale.
- Chase standing orders over one-time buyers.
- A reminder outperforms a promotion.
Sources and further reading
- Floral industry consumer and holiday research, Society of American Florists
- Ornamental crop and floriculture market reports, USDA Agricultural Marketing Service
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