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Business 60 November | 2022 Become a VIP member of Florists' Review and receive our monthly PRINT magazines, access to our new members-only groups where we share tips and help you grow your business! Annual Subscription only $48 FloristsReview.com Join the Florists' Review tribe of f lower industry professionals Christmas/Hanukkah/Kwanzaa is category requires knowing your community and your customer base, but it off ers myriad possibilities, which, for the most part, we will leave to you to curate. Each of these holidays has many traditions and iconic and symbolic items—some religious themed, some not— that can inspire your "fi nishing touch" selections. at said, one universally popular item for all of these holidays and celebrations is an ornament. Ornaments can be incorporated into fl ower arrangements and plants and tied onto other gifts with beautiful ribbon; you just have to make the suggestion. You can present this add-on-sales option in any number of ways. One plan is to let customers choose an ornament (perhaps at a special price) from any of the decorated trees in your store; this will enable them to select a perfect ornament for any recipient's personal taste and style. Another idea is to shop the gift markets early in the year for a single distinctive ornament that will be your shop's "collectible ornament of the year"—much like Hallmark does. Or you can off er, say, three "collectible ornaments of the year"—each with a diff ering theme or style—from which customers can choose. Again, our list of purchase occasions and suggestions for "fi nishing touches" are incomplete and intended primarily to help get your creative juices fl owing. To jump-start the process, simply google "anniversary gifts," "Easter gifts" or whatever purchase occasion for which you need inspiration. Brainstorming with your staff , however, is possibly the best plan; collectively, you will come up with "fi nishing touches" that are best suited to your clientele and work within their budgets. More important, though, is to get your staff 's input and participation (buy-in) on the selection process. Once you've curated your collection of "fi nishing touches," provide each salesperson with a list of the items for each purchase occasion—not only for easy reference but also as a reminder to mention your these items to every customer, in store and on the phone. Also, be sure to create a special section of "fi nishing touches" on your website and in all other marketing eff orts. Here's to a holiday season and new year abounding with increased sales! KurtAdler.com

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