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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 23 A ccording to the Society of American Florists (SAF), Mother's Day is the third-largest holiday for cut flower and plant purchases— behind Valentine's Day (No. 1) and Christmas/Hanukkah (No. 2). So, how do you stay sane between now and the moment you click off the "Open" sign on Mother's Day Sunday? Well, as all florists know, it takes detailed planning and preparation; therefore, as you prepare for Mother's Day (on May 8 this year—only a short three weeks after Easter, which falls on April 17), we are sharing tips and reminders for not only surviving this major holiday but also for making it one of your most efficient and profitable ever. Preparation Order your flowers and supplies well in advance—if you have not already. Work with your favorite suppliers to book your fresh flowers and negotiate prices. Be ready to meet any supply challenges that may befall you, and have a back-up plan (or two!). Stock up on all needed containers and other supplies, as well as giftware. Also pull out last year's leftover Mother's Day and other seasonal containers that need to be used. Paint old containers, to give them a fresh new look. e weeks leading up to Mother's Day is also time for spring cleaning, so not only clean and reset your shop for the season/holiday but also rethink how you organize things in both the showroom and the workroom. Schedule any extra help you will need as well as training sessions for them a week or two before the holiday to go over the job details. Make sure they are familiar with not only your routine and policies but also your menu of offerings, and clearly explain everything that will be expected of them. Cooler space during a holiday can be a real challenge for many florists. Consider additional refrigeration alternatives such as renting a refrigerated truck in which to store your large volume arrangements and flowers (be cognizant, though, of the humidity levels that flowers require with this and other options). Refrigerated trucks not only free up space in the shop but also keep delivery drivers in their own work zone—and they are well worth the expense if you have limited cooler space. e goal is to deliver superb product and gain future customers, so make sure you do everything in your power to ensure your product stays as fresh as possible. Marketing Create and schedule all of your holiday social media marketing content two to four weeks before the holiday hits—sometime between April 10 and 24. Encourage customers to order early by offering creative and enticing incentives, and promote beautiful "Designer Choice" arrangements in addition to your holiday menu designs. One advantage Mother's Day provides is that many customers are somewhat flexible on the delivery date. As long as their moms have flowers by Mother's Day, customers are typically happy. You can also offer incentives— like free or discounted add-on items or reduced delivery fees—for items delivered on ursday or Friday—or even earlier in the week. Use this to your advantage, spreading out your deliveries as much as possible. Explain to customers that their mothers will be delightfully surprised by early deliveries and thrilled to know their children are thinking of them early. (is also enables those moms to brag and show off to their friends a bit early!) Remember : It's Mother's Day Week, not just Mother's Day! Mother's Day is the perfect opportunity to let your customers

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