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24 March | 2022 and other consumers know you are on social media. Consider launching an Instagram contest. Ask each customer to Instagram a photo of his or her loved one with her bouquet designed by your shop, and have each customer tag you (choose a random winner of a prize from your shop from among those who tag you). is is an easy way to create some engagement on social media platforms. Another marketing idea is to promote flower subscriptions as "e gift that keeps on giving." Offer a variety of packages—for example, three- month, six-month and full-year subscriptions. e recipient receives flowers every month, and you gain future sales. It is a perfect Mother's Day gift! Promote this idea on your website, social media platforms and in your store. Offer a Curated Menu of Designs, and Sell Color Palettes It is highly recommended that you offer a curated menu of creative flower designs, in a range of price points and color palettes, at a big holiday like Mother's Day. ("Menu" designs do not have to be—and should not be—traditional and boring!) Such a menu will not only make the sales process easier and quicker (especially for temporary holiday staff ) but also make buying and designing more efficient and profitable. As many florists do with weddings, sell by color palette instead of particular flower types. Get your customers excited about your selection of color schemes: for example, soft and pastel or bold and vibrant. You can also sell by style, offering modern, traditional, tropical or wildflower looks. In addition, offer a "Designer's Choice" seasonal mix in each color palette and price point, explaining to your customers that you will use the freshest and best flowers available and providing them with the greatest value. is will also allow you more flexibility when sourcing flowers. Production Design Always work ahead. Start designing Mother's Day arrangements one or two days ahead of the requested delivery date, and place them into a cooler—categorized by delivery area and/or driver name. You can begin greening vases and other containers even sooner. Designing arrangements in multiples is a huge time-saver and is the most labor- and cost-efficient way to design. Create five to 10 of the same arrangement at a time, depending on your space availability. Not only is production designing the best way to get through a large number of orders in a short period of time but it also provides maximum cost control and enables you to use less- experienced (and lower-wage) people to create the designs. Of course, develop a recipe for each menu design, accompanied by a photo of what each finished design should look like, and have an experienced designer involved with or overseeing the production of each arrangement. Place all the flowers and supplies needed in each recipe by the design station for better efficiency. Arrange one flower type at a time into each design in the production line, and then move on to the next flower type in the design—and so on. Add-on Items It is important to offer a selection of add-on items to make each arrangement extra special—and, generally, they are easy sales, appealing to many customers. Traditional options include greeting cards, candles, chocolates, balloons and plush items, or choose a selection of distinctive locally made gifts, "spa" items, small windchimes and so on that will provide a "keepsake" value. Get creative, and make your offerings exciting and irresistible to consumers. Choose items that will set you apart from your competition and, possibly,

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