We’ve just recovered from the biggest floral holiday of the year (Valentine’s Day), and now we’re heading into the third biggest holiday: Mother’s Day! We know you’re well into planning, but we wanted to give you a few tips to help you make this Mother’s Day the most profitable yet. Here are eight simple tips to add to what you’re already doing to prepare and market your flowers:
1. Simplify, Simplify, Simplify
Streamline your offerings as much as possible. With flower availability still a potential issue, create bouquets with non-specific names, like “spring mix” or “country garden.” That way, you can substitute flowers based on availability. Establish three price points for your featured arrangements, making it easier for people to choose the arrangement in their price range. Simplifying your offerings can also help reduce inventory costs and increase profit margins.
2. Build Inventory around Core Products
Start with your core product mix and build your Mother’s Day selections around it. Ensure that you have premium products as part of this mix, as higher-priced products can raise the perceived value of all your products. Including premium products in your inventory can also increase your average order value, resulting in higher profits.
3. Offer More Seasonal Flowers
When choosing your additional flowers for Mother’s Day arrangements, go for seasonal blooms. Seasonal flowers are an increasingly popular choice, particularly among millennial and Gen Z customers. Also, you’re less likely to run into availability issues with these flowers. And if you can get them locally, even better: Locally sourced flowers are also a hot item.
4. Add Plants to the Mix
Offering plants as Mother’s Day gifts can be a great option, especially for customers who value sustainability. You may want to bundle the plant with an online or in-store plant care class that moms and kids can attend together. This can add value to the purchase, increase customer engagement and loyalty, and differentiate your business from competitors.
5. Stand Out Online
A strong online presence can help you stand out from competitors and increase sales. Updating your website with high-quality photos and graphics of YOUR arrangements (not generic ones) can help build your brand and attract customers. Build your Mother’s Day specials around items that sold well last year. And don’t forget your social media presence: One great idea is to create a Mother’s Day-themed Pinterest board with links to your site.
6. Streamline Delivery Options
Delivery can be a critical factor in customers’ decision-making process when shopping online. Building delivery costs into your prices can make it easier for customers to choose your business while still allowing you to make a profit. If you’re short on delivery drivers, consider using third-party delivery services like Door Dash, Shipt, or Instacart drivers to pick up the slack.
7. Add an Option to Tip
Adding an option to tip at checkout can be a great way to let customers show appreciation for your designers, drivers, and support staff. Some florists report that up to three-quarters of their orders come through with tips added. Adding a tip option can help you build customer loyalty and incentivize your team to provide excellent service.
8. Promote Flower Subscriptions
Offering a floral subscription service can turn one-time Mother’s Day customers into regular monthly customers. Many customers appreciate the ability to gift their moms flowers every month, and you can benefit from regular monthly sales as a result. Promoting your floral subscription service can be a great way to increase customer loyalty and maximize your profits.
We hope these tips help you increase your sales and profits this Mother’s Day. Let us know how they work for you — and good luck!
