With Valentine’s Day falling on a Sunday of a holiday weekend (President’s day is Monday Feb 15th), many retailers are wondering how to approach this holiday. My advice…be ready and prepared! I truly feel, that in this economy, people will be less likely to go away for the weekend and flowers are a very reasonable luxury.
I would suggest to really “put the message out there” to your customers about the benefits of sending flowers to the workplace on Friday. Have salespeople suggest Friday for each and every order they sell over the phone and in the shop. Banners on your website can remind purchasers of the timing of the holiday. Try sending out emails or newsletters highlighting the benefits to your customers who send flowers on Friday February 12th.
Here are some benefits for the consumer:
1) Women love to get flowers at work!!! The delivery brings an instant smile to the recipient. It makes them feel loved and the fact that others get to see this boosts self-esteem.
2) What a way to start off a great weekend! Nothing can start off the weekend better than a floral delivery on Friday.
3) It shows that you care and that you thought enough to send something so that it can be enjoyed the entire weekend.
4) SAF studies have shown that people who send flowers are thought of as more sensitive, intelligent and caring people.
There are also many benefits for the florist as well:
1) It moves product out of your store two days before the actual holiday.
2) Delivery becomes much more manageable when spread out over a three day period instead of just one.
3) Initial delivery of flowers to the workplace has a much higher success rate than that of home deliveries.
4) It is a great reminder to those who NEED to send flowers but still have no clue that Valentine’s Day is quickly approaching!
5) Deliveries on Friday give the retailers a much better opportunity to check inventories and purchase additional product if needed for the weekend.
Best Wishes for a successful Valentine’s 2010
Tim Farrell AIFD AAF PFCI
