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April | 2023
Business
E
lementary, middle and high schools; vocational and technical schools; colleges and universities
offering multiple academic degrees—they all have them: graduation ceremonies. And their
time is approaching—typically from mid-May to mid-June, depending on state or area and,
of course, institution.
At all levels, these meaning ful annual rituals of achievement recognition provide multiple
opportunities for flower sales—a nice boost following Mother's Day and before the typically
slower summer months some retail florists experience. As enormously special events, graduations are full
of celebration and hope, and flowers can be the perfect gifts—whether they be a festive presentation bouquet,
a celebratory lei or whatever other options might excite consumers in—or relatives and friends visiting—your
market area. With the right preparation and marketing, they can be a boon for your business—not only in sales
but also in alluring a new generation of flower buyers.
According to the National Retail Federation (NRF), the average spending per person for graduations last year
was projected to be $114.89, with a total overall spend of $5.8 billion. ese figures come from NRF's "2022
Graduation Spending Survey" of 8,300 consumers, which also revealed that 33 percent of respondents indicated
they would buy a gift for—or give cash to—a high school or college graduate. (Notably, cash was the No. 1 gift of
choice for the majority—52 percent—of survey respondents, so florists, you now know what you are up against!)
Prepping for
Graduation Season
By Nita Robertson, AIFD, CFD
Tips for making the most of oft-overlooked sales opportunities.
