Welcome to a brand new year and our first issue of 2010. Like many industries, the floral industry has seen a decline in sales in the past year and a more cautious clientele due to the global recession (see page 24 for our in-depth State of the Industry report). The good news is that you’re still here and there are plenty of flower-loving consumers who can’t live without your product.
As you look ahead to the coming year, one thing to keep in mind is that your sales won’t catapult back to pre-recession levels instantly. The economy is making a slow recovery that will take time. Consumer confidence is growing but shoppers still need a little encouragement to pry open their wallets. With that in mind, here are some actions you can take in 2010 to address core issues in the industry and take advantage of opportunities to promote and grow your business.
Start preparing early for Valentine’s Day 2010. This year’s occasion falls on a Sunday, a day when many of you aren’t open. You’ll want to let your customers know well in advance that on Feb. 14 you will be open and ready to take plenty of orders. Because the date falls on a weekend, encouraging sales the week before is key. Take detailed notes after the day to ensure you can plan properly for future holidays. Check out Bernice Klassen’s article on page 20 for advice on how to schedule this year’s Valentine’s Day and prepare for next year’s.
Control your costs. Continue to stick to your bottom line and trim costs where you can. Keep a good eye on your inventory and make sure you’re only buying what customers love. Look at your historical data and map out your purchasing plans for coming months. If you can book standing orders in advance with suppliers, as opposed to buying last minute, you’ll get better pricing quotes from your wholesaler.
Dig through your customer lists. When the shop is slow, go after business. Look through your customer database and at past purchases. If a customer bought flowers for a birthday last year, give them a friendly call to remind them the occasion is coming up and you’ve got some great gift ideas. This is a great method for drumming up advance sales for Valentine’s Day and Mother’s Day.
Talk with your fellow florists. You need to band together with other local florists and build a network to discuss issues relevent to your area. After all, you all have the same goal – to sell more flowers! You could meet once a month to exchange ideas, share crazy customer stories and brainstorm ways to get flowers top of mind in your community.
Experts are in agreement that the only way is up from 2009 and there’s a lot to look forward to in 2010. With your first big sales day fast approaching, it’s time to get those promotions in gear and start selling.
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