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Mother’s Day Wrap-up
This Year’s Trends |
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Written by Anja Sonnenberg.
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Mother’s Day is always considered one of the high points for florists. In fact, it’s been the topic of conversation in the floral industry, since it’s conception in 1908. The flowers of choice were originally red carnations if one’s mother was living, and white carnations if one’s mother was not. Florists in Canada have come a long way since then. The ever-popular gerbera daisy has now replaced carnations, and the holiday isn’t just reserved for mothers anymore.
Florists Across Canada Reflect on This Year’s Trends
 Mother’s Day is always considered one of the high points for florists. In fact, it’s been the topic of conversation in the floral industry, since it’s conception in 1908. The flowers of choice were originally red carnations if one’s mother was living, and white carnations if one’s mother was not. Florists in Canada have come a long way since then. The ever-popular gerbera daisy has now replaced carnations, and the holiday isn’t just reserved for mothers anymore.
Out on the East Coast in Halifax, N.S., Neville MacKay of My Mother’s Bloomers and Neville florale-vessesls noticed people buying flowers for ladies that were not their own mothers, but someone else’s.
“This is a super thing to see,” MacKay says. “The holiday is becoming more inclusive to all.”
Colleen O’Farrell, owner of Foxgloves Flowers in Victoria, B.C., noticed that her clientele are becoming very discerning.
“They know what they want and they aren’t afraid to ask for it,” she says. “In my opinion, it comes back to a distinct lack of customer service in most retail oriented venues these days. People are getting tired of being treated like a number, so they’re getting more demanding and their standards are rising. Offer them great customer service and you can stand out from the rest quite distinctly.” O’Farrell lives by this advice, and she noticed a lot of repeat customers this year.
Theresa Balak, owner of Peasblossoms Ltd., in Kelowna, B.C., says that weather is always a key factor for Mother’s Day sales.
“If the weather is poor, then people are not confident in being able to plant outside.” Balak contributes their increase in Mother’s Day sales by 14 and a half per cent this year to the poor spring weather.
 The amount of money spent by consumers this year for Mother’s Day arrangements varied across the country.
“Last year the average was about $50,” says O’Farrell in B.C. “I guess mom is more important this year, as the average order jumped from $65 to $75.” Balak, who is also in B.C., says the average amount spent was $50. In Toronto, Nicole North, owner of Petals, Stems & Leaves Inc. noticed the average to be around $75, while Mackay in Halifax, says customers spent $60 on flowers for Mother’s Day.
“The (price) of course, was dependant on whether or not things were designed in a vase, dish, or wrapped,” MacKay says. “People spent a good amount on nice containers for flowers too.”
Shavers Flowers in Ancaster, Ont. sold out of their inventory of potted orchids and calla lilies in brightly coloured pots. Spring was also a popular trend, which influenced customers’ purchasing choices. Tulips and gerbera daisies maintained the number one spot in the popularity contest for Mother’s Day again this year, but there were other popular choices. Foxgloves Flowers did a high concentration of European hand-tied bouquets.
“I felt the average client was a bit more daring this year with brighter and bolder colour choices and combinations,” says O’Farrell. “We sold a lot of tropicals, orchids, birds of paradise, and protea, as well as interesting garden bouquets that included hydrangea, viburnum, peonies, tulips, and lots of other garden bits and pieces.” MacKay also found garden mixes to be extremely popular. My Mother’s Bloomers also offered a lot of exotic flowers such as orchids and protea, which were a hit.
“We did a considerable amount of design work along with hand-tied bouquets,” says MacKay, but he notes that designs for centerpieces were neck and neck with other styles of designs.
Weather, selection from suppliers, trends, average spending price, competition – all of these will continue to be factors on how successful Mother’s Day will be for your shop. Mother’s and flowers seem to go hand in hand. Who wouldn’t want to bring a smile to their mother’s face by presenting them with a beautiful bouquet? In fact, we should encourage everyone to give flowers to their mother’s more often, and not just on Mother’s Day. They are worth it, after all!
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