Valentine’s Day is a huge occasion for the flower industry — according to the National Retail Federation, spending in 2016 reached $19.7 billion, and floral purchases took nearly two billion of that! This spending is on the rise, increasing significantly every year since 2010.

“READY FOR THE RUSH? U.S. SOLD $2 BILLION ON VALENTINE’S 2016”

Valentine’s represents one of the biggest sales days for many flower companies and florists, the extra sales mean extra efforts. In the same way that the Main Street florist must order extra stock while avoiding the price rise and ensure deliveries are coordinated well, Rio has to do the same. To help you with your preparations, we’ve got a few handy tips to make sure the day runs smoothly.

WEEKS BEFORE VALENTINE’S DAY’

• Get your pre-orders in to avoid the higher prices on the market. Make sure to order from suppliers with the freshest product
• Pre-book and let the farm wrap your roses.
• Update your website and any other online promotional materials or marketing.
• Check last year’s records to make sure you’ve got enough stock, and don’t forget to keep them this year too.
• Designate someone to manage the deliveries — one person knowing it all is better than a few knowing some.
• Capitalize on the colored, non-red roses by offering them as Valentine’s alternatives — not everybody loves the red classic look!
  Grab ahold of new regular customers with a promotion for March — “Why not treat your loved ones more than once a year?”

THE DAY BEFORE/ON VALENTINE’S DAY

• Have your packing material out and ready.
• Keep your staff happy, relaxed, and in the shop by sorting out a schedule for breaks and providing food and drink for them.
• Freshen up any pre-prepared arrangements — change the water and rinse the stems.
• Email customers with dispatch notifications — clear phone lines mean more orders coming through.

THE DAY AFTER

• Make sure you show your hard-working staff some appreciation — maybe even with a bunch of flowers or lunch!