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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 49 Create a collection of holiday designs. Having a "menu" of your own unique holiday arrangements —in a wide range of styles and price points—is critical to increasing design effi ciency, reducing labor costs, controlling cost-of-goods-sold and standardizing product quality. Give each off ering a creative name, and give your selection an upscale-sounding name, like "Smith's Flowers' Holiday Couture Collection," "Curated Collection," "Designer Collection"—you get the idea ( just don't refer to it as your "menu" of designs to customers!). Make sure you have something in your collection for everyone—all styles and price points—and make sure that every employee knows to sell from the "menu" and to resist selling custom designs—unless a customer's budget is above a certain amount. at amount could be $100, $250 or even $500, depending on your market and clientele. Hopefully, you will produce several of each of your store's featured designs at one time, production-line style; however, if not, print the exact ingredients for each of those arrangements, possibly on individual cards; laminate them; and give them to each of your designers. Purchase a limited assortment of distinctive containers for your featured designs—and/or create your own. In general, the retail price of a container should not exceed 20 percent of the retail price of the design, but that does not mean that you have to stock only common, generic containers. Search high and low for unusual, well-priced, multiuse/keepsake containers that recipients of your designs will appreciate having after the fl owers have faded. Plan to use each of your chosen containers for several designs in your featured collection, to prevent having to buy a large assortment. Also, make sure the containers are not too holiday specifi c so that if you have any left over, you can use them for daily arrangements after the holiday. TIP: Create a line of custom containers that are unique to your shop by accessorizing stock and other inexpensive containers with paint, ribbon, decorative wire, fabric, branches, grasses and other accessories. You can prepare these months in advance. Buy early; buy smart. Get into the habit of buying all holiday hard goods— supplies and giftware—early, and place orders for cut fl owers, greens and plants early, too. Suppliers like customers who make commitments early on, so doing so could put you in a favorable position to negotiate prices and terms. For Christmas merchandise, "early" often means January through March! Ordering and buying early also will help you avoid making impulse buys later. Always shop from thoughtfully curated lists based on previous years' sales; leftover merchandise from previous holidays; and new lines, themes and looks you want to introduce. TIP: To properly feature and create excitement about a new look or line of merchandise, stock at least eight to 10 diff erent items in that line or look. Off ering your customers variety almost always generates multiple purchases. Open merchandise as soon as soon as possible after it arrives at your shop—even if it's during the spring or summer. At that time, price all items, and sort, organize and store them by look or theme. is will save hours of time later, when time might be less available! If necessary, hire temporary employees to accomplish this task. Develop new packaging and branding concepts just for the holiday. To generate excitement among consumers and to impart a sense of "specialness" about the holiday and shopping at your store, develop creative new packaging—and, perhaps, even a holiday logo—for use only during the Christmas season. Coordinate either or both to coordinate with the main holiday theme featured in your shop. Packaging is especially important for brand reinforcement these days, and especially at Christmastime, when consumers expect gifts—including fl ower arrangements and plants—to be wrapped! Beautiful and creative packaging adds a sophistication and cachet to all products sold in your shop. 1 2 3 4 Price & organize merchandise as it arrives. 5 Here are eight buying, merchandising and marketing suggestions to help you increase your store's holiday effi ciency, sales and profi ts.

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