The food industry calls it “pedestrian” when popular dishes become commonplace. Talented chefs then deconstruct, reinvent and re-name them, and suddenly the dish is popular again. They create a new trend, and sales increase. The floral industry is much like the food industry; trends come and go, but the classics remain, even if they must be reinvented every few years. The floral industry, particularly mass-market, has reached a point with poinsettias where it is time for a makeover.

The secret, regardless of the product, is to create demand by using an “old” item in a unique or creative way. Not long ago, carnations were considered pedestrian, but they have been reinvented recently in beautiful ways and are making their way back into elegant floral arrangements.

No longer does the consumer settle for a poinsettia dropped in a wicker basket with a large bow stuck to the side — your customers want more presentation. Following are a few tips to help you showcase poinsettias in a new light:

• Romance the product. Create a winter blooming creation by placing a poinsettia in a rustic galvanized metal container and mixing with paper whites (narcissus) and amaryllis. Add some Alberta pine or Norfolk Island pine for a deep, dark, lodge-look green. This explosion of colors and textures will attract buyers looking for a higher perceived value.

• Downsize. Poinsettias don’t always have to be huge. Try using the small, four-inch version with candles for a table centerpiece, or a composite of poinsettias and narcissus in an alternating row down the center of a table. This blended look can be accomplished with any complementary color of plants or fresh-cut floral. Add a narrow gold or silver table runner under this for a sophisticated and classy look.

• Mix it up. Today’s trendy consumer wants a fresh look. Try mixing in ribbons in lime greens or even nontraditional blues and silvers to put a new spin on an old look.

• Repurposed products sell. Open-sided wire baskets with wooden handles (a.k.a. milk baskets) are popular now because of their rustic and repurposed look. For a modern retro look, line the basket with colored mesh or burlap, then a layer of decorative cello to make it waterproof. Place the poinsettia and add decorative silver balls of various sizes. Bill Lindeman, visual merchandiser for burton + BURTON, said, “Set the stage, then put your star in the middle of the stage. Look at dress shops in trendy Manhattan boutiques. They put the nicest, most expensive couture dress in the window to draw people in.” In this case, the poinsettia is your star.

Poinsettias aren’t going away. Are you prepared to make them desirable to today’s younger shoppers? This holiday season, approach this quintessential holiday flower with a fresh eye and a sprinkle of creativity, and watch the plants fly off your shelves.

Steve Rose is media and communications manager at burton + BURTON in Bogart, GA. He can be contacted at srose@

burtonandburton.com.