For florists around the world, Valentine’s Day is one of the most important, and most hectic, sales days. It’s the biggest single-day sales event, tied with only Mother’s Day, as the busiest and potentially most profitable flower sales day of the year. Nationally, consumers spend more than $15 billion on flowers in the U.S.; there’s no question regarding the importance of this day for florists.

Though florists understand the impact Valentine’s Day has on their bottom lines, they often overlook the impact it can have on their business long-term. Valentine’s Day is an obligatory flower holiday; that means florists will see more people and fill more orders than just about any other day of the year. This is an opportunity to influence significant numbers of potential customers for the future – both in a florists’ store and through their designs. 

Recently, Smithers-Oasis released a study of consumer buying habits. Conducted by Prince & Prince, an independent research firm, the survey measured the flower buying trends of more than 1,200 households from 1996 through 2007. Several trends were noted that play into this concept of creating impressions on Valentine’s Day. For example, the study showed that people age 35 to 44 have increased the amount they are willing to spend on flowers from $86 in 1996 to $128 in 2008. “What that tells florists, is that they shouldn’t be afraid to carry higher priced arrangements on Valentine’s Day because there are people who are willing and eager to make the big spend that day,” said Jacque SirLouis, marketing manager for OASIS® Floral Products, which commissioned the study.

The study also indicated that flowers arranged in glass, ceramic containers and baskets are equally purchased by consumers. “This tells us that florists should be sure to have a wide variety of design selections in their shop for Valentine’s Day since consumers like various container options,” SirLouis said.   The study indicated that boxed flowers were the least desirable.

Of significant importance, florist shops and garden centers provided the highest satisfaction scores for consumers, with the most important factors being: value, quality and sales assistance.

Finally, the research commissioned by Smithers-Oasis, showed that the largest buying group, baby boomer men aged 45 to 54, spend an average of $144 on cut flowers each year, while generation Y men, under age 35, spend approximately $118. “Both segments have increased their spend, and while it’s important to please Boomers, it should be recognized that the new generation coming up is the potential customer of the future,” SirLouis said. 

As part of its ongoing research to provide value to florists, OASIS® Floral Products visits flower shops around the country regularly during key purchasing times, including Valentine’s Day.

“Most florists are focused on volume, moving product out the door as fast as they can on Valentine’s Day. While the rush is understandable, if you leave a potential customer short on this important day, you leave them short long-term. With all of the walk-in traffic and impulse buys, there is no better single-day of visibility for your shop than Valentine’s Day. You have to make a good impression,” SirLouis noted.

There are simple things that a florist can do quickly, without extra time, to set his or her designs apart from everyone else’s.  Most importantly, with small upgrades, the florist can charge more for the arrangements, so he or she is not only making a better impression, but also better profits.”

Valentine’s Day Tips for Florists

• Dress it Up. Add a wire collar to a plain glass vase to dress it up and make it special. Average time to achieve this: less than two minutes; additional value: $15

• Sell Two Instead of One. While roses rule on Valentine’s Day, Dad’s want something more appropriate for daughters. Son’s want something for Mom. And others just want to send the message, “You’re special.” With that in mind, pre-stock your cooler with a variety of arrangements – from $10 small arrangements for little girls to abundant bouquets appropriate from Mom.

• Expand your Palette. Generation Y likes to sidestep tradition in place of personalization. There are more than 120 rose varieties to choose from, but stocking up on a few of the popular choices, whites, yellows and pinks, can prove profitable. Individuality and creativity is key to younger shoppers.

• Pick up the Pieces. Foam provides the ideal palette for broken flower heads. This minimizes your waste and can bring in high margins.

• Price Visually. Don’t set your price based on the arrangement’s ingredients alone.  Base the price on its creativity and visual appeal. A minimal but sophisticated arrangement can generate higher prices than a large bunch of flowers if you price correctly.