Mother’s Day (or should we say Mother’s Day week) is the busiest and potentially the most profitable holiday for the floral business owner.
Having a strategy in place to make the most profit is essential in reaping all the benefits of this busy flower purchasing holiday. In this blog, we will go over a checklist to help you through Mother’s Day and make sure you dot your i’s and cross your t’s.
#1 Employee Scheduling & Duties:
- Gather your employees and provide what is expected of them for Mother’s Day week.
- Make sure everyone knows their set times and days to work.
- Hire extra help and offer them a day to come in. (This should be done before Mother’s Day week to go over their job descriptions.)
- Make sure to reiterate how important it is that everyone show up to work during Mother’s Day week.
- If you are hiring extra drivers, discuss with them whether you require them to use their own vehicle.
#2 Flowers & Supplies:
- Start looking around for supplies, containers, baskets, vases and so on. Visit your local flower shop supplier. However, do not forget to also visit discount home stores and dollar stores. You can find some great unique items there!
- Order you Mother’s Day Flowers early from your supplier to get the best value. Keep in mind, if you are new to the floral industry, Mother’s Day spans for a week – not a day. So order enough flowers!
- If you are comfortable, get your flowers through a floral auction. These offer great discounts when purchased in large quantities.
- Make sure to order flowering plants, orchids and dish gardens. These are great sellers and require very little work.
Flower Must-Haves For Mother’s Day:
- Daisies and Poms
- Dahlias (if possible)
- Garden Roses
- Gerbera Daisies
- Calla Lilly
- Lisianthus (if possible)
Filler Flower Must-Have For Mother’s Day:
- Baby’s Breath
- Queen Anne’s Lace (if possible)
- Wax Flower
- Buttons/ Pom
- Monte Casino – Aster
3# Floral Website:
Much like any flower industry holiday, it is important to have your floral website ready and reflecting Mother’s Day in early April. If you have great Easter sales, it is OK to do this right after Easter.
- Make sure you have a clear Mother’s Day Policy and shop hours on your floral website. Clear return and substitution policy is also a must!
- Mother’s Day products should be displayed throughout your website. Add these wherever possible.
- Have an easy way for customers to order Mother’s Day products. Use a “Call To Action” (example: a “Shop Now” Button) or clear image/banner/button that says Mother’s Day Flowers.
- List special Promotions. This is a great way to encourage customers to shop early before Mother’s Day week.
- Make sure you update your product pricing to compensate for your costs.
#4 Prepping & Showcasing
Prepping in a flower shop can be fun! Okay, not so much. However, prepping is most important in ensuring long lasting arrangements so please be vigilant about prepping your flowers correctly.
- Prep your flowers when they arrive. How to Prep Flowers
- Get ahead of the crowd and cut any ribbon needed. Gather up your gifts and display them neatly.
- Green any vases, baskets or containers you can ahead of time.
- Make sure your flower shop is clean and displays an inviting atmosphere with beautiful decor and lots of great impulse gifts to add on to flower arrangements.
#5 Week Of Mother’s Day:
- Work a day ahead. Fill any orders for next day the day before. Working a day or two ahead will allow you flexibility just in case there are many last minute orders.
- Make sections for Delivery drivers by areas and add finished flower arrangements to this area with the date of delivery that is bold and clear.
- No wastefulness! We do say this a lot. With the abundant supplies and flowers in the shop, it is easy to get sidetracked and be super wasteful. This is a “No No.” Everything thrown on the floor that can be used should be. Wasting or throwing out even a good pin or wire is considered money out of your pocket. Please be sure to express this to your employees.
- Check you sales totals daily not at the end of the week.
- Make sure you re-stock your impulse buys on your front counter to sell in addition to flower arrangements.
Mother’s Day Checklist Tips:
- If you can, keep a standby driver at the shop to handle new orders for delivery.
- Wear comfortable clothes and shoes. It’s best not to wear open toe shoes. This can also be an insurance liability in some areas.
- Make sure you eat breakfast, lunch and dinner. Do not skip meals.
- Do not sweat the small stuff. Regardless of how hard you try, there may be a complaint here or there. Do not let this get you down. It’s the nature of the business.
- Try to enjoy Mother’s Day week by keeping a journal of all the funny things that happen or mishaps that take place to reflect on for next year.
We would like to wish all florist a very lucrative and successful Mother’s Day holiday!
Florists, do you have any great Mother’s Days tips to share with our readers? Please post any of your Mother’s Day tips or feedback below.
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