How to capitalize on 2009 trends
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In an effort to save money, consumers are spending more time at home rather than taking off to a vacation in the tropics. Florists can take advantage of this by offering flowers to beautify the home or packages to bring the Caribbean to customers.
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As we enter 2009 just about every sector is feeling the pinch and consumers are hitting the fiscal brakes faster than a NASCAR driver about to lose control. The January issue of Canadian Florist is typically where we discuss the new themes, colours and trends for the upcoming year but this year is different. While life goes on and new trends will appear, we thought it would be appropriate to put them within the context of tight economic conditions.
It’s unsettling to see the word “meltdown” used so frequently in media articles discussing world finance. While Canada itself has a well-respected infrastructure, we’re not immune to the fiscal uneasiness that’s blanketing the world. As of mid-November, an official government report indicated that bankruptcies in Canada were climbing steeply even before the worst of the financial crisis hit, increasing by almost 19 per cent in September from the previous month and 28 per cent from a year ago. Permits for new housing fell 4.9 per cent during September, the second straight monthly decrease and sixth during the year. This economic situation has been brewing for a long time and while some sectors will suffer – others will thrive. Sales of groceries are up as people entertain more at home. Yarn and craft stores are reporting brisk business as are libraries as consumers seek their entertainment at home. When money is tight, life doesn’t grind to a halt it simply becomes…well, more simple. Here are some value-based lifestyle trends that the floral industry would do well to target.
 Staycations
Those cruises and trips to Disney will be shelved for a while in favour of staying home and taking day trips. “Staycation” is the buzzword used to describe overscheduled and financially
squeezed consumers who decide to stay put rather than rack up a few thousand dollars to take the family away. If they’re used to heading south in February or March to bask in the Caribbean sun, chances are they’ll be missing it this year. Why not bring a bit of Caribbean to them? Strelitzia and other tropical botanicals can make for a “touch of the South” without the price tag. Consider partnering with a local restaurant specializing in exotic food – perhaps even a pizzeria that offers a Hawaiian pizza. Bundle a tropical arrangement with a CD of salsa music and market it as the “instant escape.”
Cocooning
The term “cocooning” was coined in the ’90s by futurist Faith Popcorn. It’s a buzzword used to describe a penchant for consumers to stay home and make their nest as comfortable as possible rather than venturing out for their entertainment. When money is tight, it’s not just big vacations that come off of the table, it’s eating out and going to movies. In the U.S., the Conference Board’s May 2008 survey paints a bleak picture of consumers’ buying intentions for the next six months. It reports that only 2.1 per cent are planning to purchase a house, the lowest percentage in more than a quarter-century. However, the share of consumers planning to buy a TV over the 2008 summer hit an all-time high of 12.2 per cent. Those were May statistics, you can imagine what they look like now. The report goes on to point out that “during the Great
Depression, at 27 cents a ticket, everyone was going to the movies to escape the harsh economic realities. These days, the price of going to the movies is part of the harsh economic reality.” People aren’t going to cocoon alone, they’ll invite friends over too. Dinner parties will be more commonplace and beautiful floral arrangements will make it a special evening. Perhaps arrangements around entertainment themes would appeal to this sector? Include a deck of cards or some dice for poker night in the arrangement. Make sure to include some four-leaf clovers for luck. Arrangements around movie themes might be fun as well. As always, permanent botanicals will tap into those consumers decorating their nest so this may be the time to really focus on your home décor strategy.
Be the entertainment
If folks can’t afford the vacation or the movie out, they will likely jump at the chance to attend a workshop to learn how to create their own arrangements. Create fun workshops for groups to attend together. One sector that’s likely to scale back is the wedding industry and some savvy florists are teaching brides how to create their own wedding flowers. We chatted with John Klingel aaf, aifd, pfci, director of the South Florida Center for Floral Studies in West Palm Beach, Fla., and the author of The Frugal Florist. He’s been offering workshops for brides interested in creating their own flowers and also sells DVDs for budget brides. “Florists can better weather a tough economic climate when they find ways to make the shopping and consultation experience for the bride more valuable such as offering after hours consultations, know what the bride’s flowers and colours are and have samples of those to show. Create a simple sketch of the bride’s bouquet. Have a portfolio of your past work to show your bride. Even offer them a glass of wine if the consultation is at the end of the day. The flowers are everywhere, it is up to the professional florist to help the bride understand why she wants them to do her flowers on this special day,” says Klingel. He does confirm to us that interest in his Frugal Bride workshops has increased in light of recent economic turmoil.
When times are tough, people don’t stop spending money altogether, they just spend it differently. Those of us in industries targeting the “small indulgence” sector should be grateful because it’s much easier to finance a $30 floral arrangement than it is a big-ticket purchase such as a car or trip. Think small, economical, beautiful, and fun and you’ll weather the storm just fine. This is an unprecedented global situation and it will separate the strong businesses from the weak. Hang tough, get creative and you’ll see…before long everything will be coming up roses. CF
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