Flowers are the heart and soul of your shop. They’re the reason you’re in business and the motivation for customers to walk into your store and seek out your expertise. But operating on just flowers is difficult and many of you complement your selection with a variety of giftware and home décor products: candles, glassware, plush items, jewelry, gourmet food, collectibles, wall art, ceramics and housewares, to name a few.
There are many benefits to rounding out your product lineup with these items. The giftware market is strong – a 2009 Statistics Canada report recorded consistent increases in retail store sales in the giftware, novelty and souvenir sector from 2004 to 2008.
Providing shoppers with a wider selection will give them yet another reason to come to your shop outside the big floral holidays. In this issue, Michelle Brisebois explores how you can “Seize the Occasion” (page 22) and encourage customers to shop with you the next time they need a gift for a birthday, to celebrate the arrival of a baby, to congratulate a new homeowner or to thank a friend.
Giftware items can also help you drive up the average sale at your floral shop. When a customer comes in to grab an arrangement for a dinner party, she might spot a great necklace to match her dress for the evening or pick up a fragrant candle to welcome her guests. These add-on sales are key – beyond careful listening, add-ons require little effort because you’re working with a customer who’s already willing to buy. On page 12 Bernice Klassen talks about how you can encourage your staff to sell more at each transaction to drive up your overall sales.
Our Top Shop profile on page 10, Twigs & Company, is a great example of how combining giftware and flowers can equal success. When owner Colin Logiss moved his shop to a new location four years ago, he was faced with the challenge of filling double the retail space. Although it has taken some experimenting, Logiss has now found a great mix of fashion accessories and home décor items that his customers love.
At Canadian Florist, we are working hard to help you increase your sales in the giftware sector. You’ll notice in the coming months that each issue will focus on one segment of the giftware market. We will share tips to help you market these products to consumers, and will also highlight new products from wholesalers across Canada to help you find the perfect items for your shop. By doing so, we hope to help you drive traffic to your shop, get customers buying more and, as a result, develop a balance of products that celebrate your flowers and designs.
As always, we are eager to hear back from you. If there’s a certain segment or topic you’d like to read more about, give us a call, or send an e-mail to
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