When we put together our 2010 Canadian Florist National Survey a few months ago, we couldn’t wait to get feedback on you and learn more about what’s happening inside flower shops across the country. The industry is one for which solid numbers and facts are hard to come by. For the most part, Statistics Canada lumps florists into a general retail category and this information doesn’t accurately reflect how florists do business and the challenges they face.
We were more than pleased with the number of florists who took time to fill out our survey. An in-depth look at these results – from average wages to the most profitable occasion – can be found on page 14. Our national survey not only provided us with concrete numbers on the industry but it also helped us gain insight into what the average Canadian florist looks like.
Our survey reports that a typical florist is located in an urban environment and is an independent storefront with a size that ranges from 501 to 1,000 square feet. The owner is a baby boomer between the ages of 41 and 50 who puts in more than 50 hours a week at the shop and takes home a salary of less than $20,000. Assisting the owner are one full-time staff member and two to three part-timers. The shop’s annual sales fall between $100,000 and $250,000.
As we studied the information, one overarching theme stood out. The floral industry is full of shop owners who are overworked and trying to do it all themselves. Too many hours are spent on the sales floor and on the design bench, instead of managing the business as a whole. Florists aren’t investing the money, or the right kind of time, in their shops. As a result, owners are running on empty.
This lack of both time and support means that florists are finding it difficult to tackle all the areas in the shop that need constant review and attention. One example is staff education. Fifty-four per cent of florists report that they don’t offer regular product and sales training. For those who do, on average, they only dedicate between one and five hours a year to this area. Another surprising statistic revealed through the survey pertains to marketing efforts: 32 per cent (the majority) depend only on word of mouth to spread the news about their shop and entice shoppers to come on by. The problem with word of mouth is that you actually have to give people something to talk about in order for them to pass it on.
With the unpredictable nature of a floral shop, it’s hard to find time to cover each area of the shop – administrative work, daily cleaning, ordering, getting product on the shop floor, marketing, online promotions – the list is a long one that continues to grow. If you can’t deal with all of these areas – or delegate tasks to your staff – then your shop will suffer in the long run. You’ll never find the time to plan ahead for exciting promotions or look at ways you can expand your business. Think about your operation. How could taking on another staff member help you? Are there particular tasks you could outsource to an expert?
Looking at the information gleaned from our survey, it’s clear that more florists need to treat their shop as the investment it is. By directing more time and money to the business side of things, you’ll be investing in your growth and your longevity.
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