Extra Features and Video Online FloristsReview.com
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2021 is poised to bring holiday
celebrations back in earnest, and
consumers will be amped up for
renewed holiday celebrations and
gift-giving occasions. But holiday sales
success starts with advance planning. If
you are thinking of adding or expanding
gift options this year, here's your guide.
STOCK WHAT'S UNIQUELY YOU
Be true to your style to attract a passionate
fan base. Don't chase every product segment
or style. Stick with what suits your style.
"Our store is patterned after a French flower
shop," explains Sandra Sigman, owner of
Les Fleurs in Andover, Mass. "I go to gift shows
in France and the U.S. looking for our specific
style. I also visit antique fairs, craft shows and
even Etsy, to find artisanal vendors."
BE A YEAR-ROUND RESOURCE FOR CONSUMERS
Educate your customers to increase their engagement with
you. "Our customers love to walk with our employees to pick
out loose stems and elements to design their own wreaths,"
reports Patrick Wages, of Porterfield's Flowers & Gifts in
Topeka, Kan. "ey want to be part of the design process
but aren't always confident in their choices. We show them
what looks good together and what will suit their homes.
At the holidays, they come back with pictures of their mantels
or dining tables. We try to be a resource for them."
Sigman agrees. "People love to see you take a product
and explain how to use it—on Instagram "Stories," blogs,
YouTube … whatever. ey love interacting, even virtually,
with products. We've done tutorials on tying bows, potting
bulbs and artfully packaging gifts. We strive to make 80
percent of our content informational."
Les Fleurs
Les Fleurs
