This year Valentine’s Day is on a Saturday. With some creativity, this may be an opportunity for twice the sales if you think outside the vase. Marketing trends reveal that today’s consumers make purchases that deliver a message and tell a story. For instance, they want to know where their flowers were grown because it adds sentimental value to their purchase.
We have compiled some Valentine’s Day marketing tips for florists that may be useful.
Create a Buy One, Get One Bouquet Deal
Most people like to receive their flowers at work to show it off to their co-workers. Let’s be honest, it’s also a romantic gesture! Since Valentine’s Day is on Saturday, it doesn’t mean you have to miss out on floral delivery sales. Create a packaged deal for customers: Send a bouquet to your sweetie at work on Friday, and get the second one for Valentine’s Day at a discount.
Sell Flowers to Restaurants
Many florists have told us that they get extra business from local restaurants. Offer small bouquets made of roses, carnations, leather leaf and gyp or single stems of roses. Restaurant owners usually offer a free rose or small bouquet to couples that dine in on Valentine’s Day.
Tips for Buying Wholesale Flowers
Custom Packed Flowers
In the flower industry, Valentine’s Day season begins right after the New Year. We strongly encourage customers to pre-book as early as possible in January. For floral designers, this allows you to get first pick from our inventory at a good price. Red roses in particular always increase in price, and in general for all flowers in demand as we get closer to Valentine’s Day.
When choosing a ship date, consider how long it will take to prep and process flowers, as well as design the arrangements. At Virgin Farms, the busiest ship days begin the week before Valentines Day up to a few days before February 14th. Our Ecuadorian roses and Dutch flowers are known for the lengthy vase life, premium quality and freshness. Your account manager will guide you through every step until you receive them at your door.
Advertising Your Valentine’s Day Floral Arrangements
Most people are active on Facebook, Instagram, and Twitter. Take advantage of the fact that it’s free and effective in creating word-of-mouth. Share photos of your shop, employees and floral arrangements and gifts. Facebook allows you to create ads and target specific segments based on age, interests, and gender among some options.
Instagram is a great social media platform if you’re targeting the younger crowd. Create a contest in which they share a photo of their Valentine’s Day floral arrangement using your company name as a hashtag (example: #VirginFarms). Hashtags allow people to search photo posts by topic as you would in a search engine. The key is to gain followers to create brand awareness and drive consumers to your floral shop even after Valentine’s Day.
Mobile Shopping Apps
List a deal or voucher on daily deal apps such as Groupon and Living Social. “As of September 2014, Groupon is the most-visited coupon website in the United States with approximately 30 million unique monthly visitors and accounts for 59.1 percent of the U.S. daily deal market.” (Source: http://www.statista.com/topics/824/groupon/)
MailChimp Email Marketing
Capture emails from your website visitors or on social media. MailChimp is a free platform for sending newsletters. Create a landing page in which visitors can sign up to receive emails in exchange for a coupon. Most email marketing platforms have built-in analytic reports that determine if the your campaign was effective. You can see which subscribers opened your email, what they clicked on, and if they visited your site.
Begin sending emails the last week of January introducing popular floral arrangements and useful information such as ideas for Valentine’s Day gifts, the meaning of certain floral varieties and colors, or curate a list of local events taking pace on February 14th. The week before Valentine’s Day, include coupons and promotions for loyal subscribers and customers. Include a call to action button directing them to your website’s e-commerce page.
What are your methods of promoting your flowers and gifts for Valentine’s Day? Share in the comments.