When it comes to the sympathy market, there’s still one major issue for florists that hasn’t changed: “in lieu of flowers…” Those four little words are still appearing in obituaries much to florists’ chagrin.
We asked Suzanne Scott, executive director of the Funeral Service Association of Canada for her thoughts on this issue. “I think it’s difficult for a funeral director to steer someone away if they say in lieu of flowers. It’s difficult for the funeral director to say do you really mean that? For the most part families will still buy flowers close relatives – they just don’t want a million pieces of flowers. They want a few and then the rest of the money go to charity,” says Scott.
Scott says florists may want to talk with their funeral directors and let them know how flowers can help create a more personalized service. The directors can in turn pass this onto the family who is opting to forgo flowers.
“Maybe say to the funeral director, have the family bring in their favourite vase and we will take it and put something in it. Ask what was the deceased favourite flower?” says Scott. The family could also take grandma’s best vase (or anything you can put flowers in) and create a beautiful design as well. “Attach it to a personal way,” says Scott.
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