Some feel the poinsettia is turning into a common plant with nowhere to go but down in sales and popularity, but is that really where it is heading?

With more than 100 varieties of this incredible plant, along with a clean bill of health on the toxicity claims that once haunted it (although we do not suggest you toss a salad with your holiday poinsettia — it is no longer considered toxic or deadly); the USDA estimates there will be $250 million dollars worth of poinsettia sales in 2014, which makes it the best-selling potted plant in America.

So what is the key to the successful marketing of this plant? To put it simply, careful planning and merchandising. This means taking the time to put together a plan, with procedures to execute, in the beginning of September for the holiday poinsettia season.

Here are some helpful steps to follow to help optimize your poinsettia sales.

• Make displays that help the customer imagine how it will look on their table in their home.  Set a table in the floral department using a larger poinsettia as the centerpiece and smaller plants as small party favors with a nametag at each place setting that the guest can take home.  

• Know your market — don’t rely on only one particular look. Acknowledge the traditional customer with traditional colors, but also bring in some of the newer trends such as painted poinsettias and glittered poinsettias for contemporary customers.

• Cross merchandise. Find other areas of the store where the plant will sell, such as the produce department, bakery/deli, end caps, even the liquor department. Always remember to check on the plants, rotate them out and water them.

• Upgrade to a basket or a higher end container. Make combo baskets, with holiday candies on one side and the poinsettia on the other. Dress them up with ribbons, glitter sticks, and “Ting Ting” in festive colors like bronze gold, silver, red and green.

• Don’t be afraid to solicit for larger orders. Send off letters to local churches in September offering special pricing on multiple orders. Make sure you specify in the letter what you are offering if it is a six-inch plant of only reds, whites or pinks, etc. If your store can deliver, offer delivery but make sure you specify when that window of opportunity is in your letter.

• Let everyone know the difference between your plants and the big box stores’ plants. Are your plants are wrapped for protection from the elements? Does it come with cardettes or a holiday enclosure card? Does your store offer delivery? Make sure your staff is aware of, and emphasizes, all of the aspects that separate you from the big box stores.

• Advertise. Use your ad budget and put poinsettias in an ad at Thanksgiving and the week before Christmas. Maybe offer a dollar off, or buy one, get one half-off, etc. The plant makes a great hostess gift, especially before Thanksgiving, or the week of Christmas when the consumer is trying to get something special for a dinner host. Bring them into the wine department and advertise there, as they are a great addition to a bottle of wine as a hostess gift.

• Educate the entire sales staff on poinsettia plants and how to sell them. To increase sales and motivate staff, hold a contest for who can sell the most poinsettias or which department can create the best display, etc.

• Evaluate sales numbers from last year and determine a plan to increase sales. Don’t live by previous years’ numbers; proactively grow sales and maximize profits during the peak poinsettia season.

Remember that this beautiful plant has been part of the holiday season for many, many years. It is rich in American history and was originally introduced to us in 1825 by Joel Roberts Poinsett, the first United States ambassador to Mexico. Poinsettias have been grafted, cultivated, rediscovered and enjoyed by numerous generations in the past and, hopefully, will continue to be so by countless more generations to come.

Sue DeMuth is the manager of floral merchandising for SpartanNash in Edina, MN. She can be contacted at [email protected].