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Moving in to the Market
Why the florist is the place for housewarming gifts |
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Written by Michelle Brisebois
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Wayne Gretzky often said that what made him a successful player was his ability to “skate to where the puck was going to be” instead of chasing it. Great business moves work in much the same way – you anticipate a shift and start moving your business towards addressing that shift.
Everybody else will move after the trend becomes apparent but those who are early adopters score the goals. Flowers tend to show up to celebrate major life events. If we can anticipate what types of life events will be plentiful for the next decade, then skating to where the puck is going to be becomes easier. By studying demographic shifts (age and gender of populations) we can start to predict these major life events more accurately and capitalize on their emergence.
Buying a new home is not only a major life event but it’s one that most people experience several times throughout their lifetime. When looking at housewarming trends, it probably makes sense to view it through a demographic lens because the type of home one acquires changes at different life stages.
That First Apartment
If you live near any college or university these days, you know enrolment is exploding. The peak of the echo boom occurred in 1991, making those kids 18 years old. For the next five years, enrolment will continue to be high but begin to drift downward a bit. By 2015, you’ll start to see the decline as the echo boomers give way to the millennials, who represent a much smaller demographic group.
Housewarming Trends:
This group is living in small spaces, crammed together with only a laptop, an iPhone and a pet cat to their names. They need everything and, predictably, they’ll need everything in late August or early September. Gift baskets with oven mitts, kitchen gadgets and drinking glasses will hit the mark. Easy-care potted plants are a great idea, preferably something to cook with such as fresh herbs. Brian Vogt, accessory buyer for Hillebrand and Peller Estates in Niagara-on-the-Lake, Ont., and former partner in BB Blooms, St. Catharines, Ont., sees gerbera daisies as the “go to flower” for young people. “Gerbera daisies are colourful, fun and funky. They have a more youthful feel than roses do.” He suggests using containers like milk jugs (that hold the one-litre bags) as a vessel for the flowers. “How many glass vases does one need? Give them something that can be repurposed,” Vogt counsels.
The First Home
Thirty per cent of the Canadian population was born between 1980 and 1995, so the front end of this cohort is now 30 years old. Genworth Financial reports that the average age of a first-time homebuyer in Canada has been dropping over the last few years. It currently sits at 32.5 years of age, so look for this segment to explode over the next 15 years. For many couples, the home is purchased before they marry and, increasingly, women aren’t waiting for the knight in shining armour to whisk them off to the castle – they’re buying the castle themselves. “Our mortgage professionals see on a daily basis that single women aren’t waiting to buy, but in fact see the value in becoming a homeowner and beginning to build equity,” says Jim Murphy, president and CEO of the Canadian Association of Accredited Mortgage Professionals.
Housewarming Trends:
For this age group, housewarming presents are often about upgrading existing “starter” items for something that’s a better quality keepsake. “The barnyard critters like ducks and geese are gone,” confirms Suzanne Simmons of Bump Creative Partners Inc., a Toronto company that specializes in unique seasonal and gift items and attends many buying shows internationally. “Birds are incredibly popular right now but it’s inspired by a love of nature. Bird feeders, bird houses and iconography featuring wild birds are perfectly on trend.” She echoes the sentiments of Brian Vogt with a nod to containers that can be repurposed, reclaimed and reused. Simmons also points out that there are three main decorating themes that inform all décor accessory decisions. “The boutique hotel theme continues to be big, as are graphic-style homes with bold prints. Neutral palettes complement the eco-chic theme that’s so popular too.” Local flowers, botanicals and permanent botanicals all work well for this trend. “Stay away from anything too personal,” she adds.
Empty Nesters
By the time people are in their 50s, it’s often appropriate to move to a smaller home. Baby boomers (born between 1947 and 1964) represent 33 per cent of Canada’s population and many of them will be downsizing soon. At this stage of the game, it’s about de-cluttering and disposing of unwanted items.
Housewarming Trends:
Things that can be used up are popular with this group. The last thing they want is another trinket. “Wine is always a great housewarming gift and there are so many great wine accessories at a variety of price points. Aerators to expose the wine to air as it’s poured (to develop the flavour) are flying off of the shelves,” shares Vogt. “Govino shatterproof glasses have a thumb indentation and are perfect for outdoor dining,” he points out. “Candles are still really big too,” says Simmons. Fresh flowers will be appreciated for their beauty and for their transient nature. Empty nesters often celebrate their freedom by travelling as much as possible, so plants that need watering will be more of a hindrance than a welcome addition. Our panel all agreed that it was important to have items at a reasonable price point with anywhere from $25 to $60 being the range to shoot for.
One quick way to tap into the housewarming sector is to cultivate a good partnership with a realtor. Many realtors send housewarming gifts to their clients and, considering how many properties they sell in any given year, a few of these relationships could be win/win for both of you.
Tracie Giesbrecht of Royal LePage in St. Catharines, Ont., confirms this. “A lot of realtors have a relationship with someone who does gift baskets. It’s the easiest way. They call them and tell them what their clients like, or make the theme seasonal and they make it up. I personally, like to do something highly customized. I’m often making notes in my phone about the client and things they liked in people’s houses while we were out looking at houses.”
According to Century 21, Canadians will move 4.5 to 5.5 times on average during their lifetime. What other floral life event happens that often? Create some bundles and think in terms of life stage. Above all – be practical.
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