Grandparents are often an integral part of any family dynamic, whether they’re near or far, and a little extra appreciation often goes a long way. First declared a holiday in 1978 by President Jimmy Carter, Grandparent’s Day has become increasingly popular across the United States over the years on par with other larger flower holidays. Grandparent’s Day even has an official flower: the forget-me-not! With this sweet celebration comes the opportunity for a late summer revenue boost that follows the back-to-school craze. Keep reading for some helpful tips on how to prepare for the holiday:
Consider Distance
Some families are lucky to have their grandparents nearby, making it easier to take them a gorgeous arrangement. For others, a grandparent may live in another city or may be deceased. In all three cases, a floral gift is always appropriate. You might consider advertising special arrangements for cemetery visits or promoting online ordering options if that is a service your company offers.
Send Marketing Reminders
Since it tends to be a lesser-known holiday, many folks may not be aware that Grandparent’s Day is around the corner. Take advantage of your social media platforms to remind customers about the upcoming holiday. This is the perfect opportunity to increase engagement with posts such as, “Comment below with one of your favorite memories with a grandparent!”
Promote Discounts and Specials
While you’re at it, use various social media platforms and email marketing to announce Grandparent’s Day specials. Perhaps you can offer a discount on special arrangements with bright, cheerful colors, or offer a package deal together with Labor Day.
Partner with Local Senior Homes
Cultivate relationships with local nursing homes and senior communities to host Grandparent’s Day events. Perhaps you can raffle off a flower arrangement at a special family breakfast, or host a design class specifically for grandparents and their grandchildren to learn how to make floral arrangements.
Host a Social Media Contest
Another great way to increase engagement while promoting Grandparent’s Day is to host a contest via social media. This can be as simple as asking your clients to post photos with their grandparents and add a certain hashtag (e.g. #RioGrandparents), then choose winners at random to receive a personalized arrangement or a floral design class to take with their grandparents. If you want to get more creative, you can ask for them to tell you their grandparent’s favorite flower or share a video of them with their grandparents. Make sure to repost the winners on your pages!
Create Eye-Catching Displays
Decorate a section of your store with Grandparent’s Day materials—greeting cards, small gifts, and color-specific arrangements that are symbolic. For example, yellow symbolizes warmth and friendliness (sunflowers, daisies, carnations); purple and blue symbolizes wisdom, integrity, peace, and dignity (lavender, violets, hyacinths); and pink traditionally means admiration and appreciation (peonies, roses). This will inspire walk-in clientele to shop for the holiday.
