May is a one of the key times to transform your store into a celebration of Autumn and all things Mum! We have spotted some amazing Mother’s Day store windows on instagram and many of you have been very proactive with your promotions. This year Flowers Victoria and Melbourne Market Authority have partnered to create a feminine campaign with the flowers as a hero, to support those florists needing a marketing boost.
For those interested in posters and artwork, they can be downloaded here.
Please also refer to our tips below to reinforce our message that Nothing says I love you like Flowers for Mother’s Day!
- CELEBRATE seasonal and locally sourced flowers with varieties such as stock, roses, lily, celosia, sunflowers, amanranth and lisianthus. Mix some of these lines into beautiful feminine bouquets in pinks, creams, peach and white with garden style and autumn foliage or rusty copper tones. So many great options in this fantastic Autumn season.
- XXL (giant) bouquets are very on trend and a great way to cater to customers with a bigger spend. Although harder to showcase in store, wrap up some examples and post on Instagram and Facebook with your staff in colourful, eye catching outfits.
- Pop a blackboard out front of your store with some fun quotes about mum and what’s in season in store. We all lead busy lives and people need constant reminders! If your store is in a busy street – bored commuters at traffic lights can often become customers on the weekend!
- Recycle your leftovers and pick pretty leaves and petals off the stock you bring off the floor. These can be scattered in your flower wrap with outer cello for a beautiful rustic effect with your wrapped bouquets or finished with beautiful ribbon in a bow.
- Ancillary lines such as plants, succulents, candles, hand creams, scarves and jewellery are always good to have on hand to go with flowers! The more options you have, the more likely you will be make add on sales you might not have thought of. Invest in potted varieties such as cyclamen, orchids, gardenia which are pre wrapped and ready to go – they make a great impulse buy gift.
- Pre package a beautiful hat box with flowers, candles, room sprays, champagne and body lotion – ensure you promote this on social media in the lead up to the event
- Organise a complimentary discount card with every mothers day arrangement. i.e. – 10% off next purchase in store or in store workshops (to ensure you get return custom).
- Work with the seasons to visually merchandise your store to make it all about mum! Tier your pre made arrangement in a designated mum zone. Highlight seasonal flower varieties such us chrysanthemums, dahlia, roses and natives – not all mums like pink and white roses so cater for all mums – funky, feminine, Australian, Asian, European etc!
- Arranging flowers in beautiful vessels is another eye catching way to draw in potential customers. Most mums love afternoon tea so why not suspend some vintage tea cups from an op shop in your window and also stock tea cups filled with pastel coloured and bright tussy mussies for alternative grab’n’go gifts
- Mum’s love Gerbera’s which is the flower of happiness and also our Flower of the Month for May. Download our free Facts Sheet here and brand it with your business and give as part of gift to Mum’s so they can care for their Gerbera arrangements!
- Have a designated staff uniform for seasonal days such as Mother’s Day – either a T-shirt, pink apron or pink hair ribbons. Fun theming will create a great vibe in store and keep staff motivated and well presented.
- Look at new ways to sell your arrangements. We love the idea of painting mason jars in gold and selling arrangements with these vessels or in birch boxes!
- “Complimentary gift wrapping of all gifts with flower purchases over $30” is another great way to build a positive customer experience. This works particularly well for retail florists who are located in a shopping centre, precinct or kiosk. Take the hard part out of the lazy shoppers gift giving habits and you just may get their business with them also buying flowers off you and spreading the word
- What’s Mum’s star sign? Make an arrangement using the colours of her star sign.