Start your prom planning in February
Start your prom planning in February
According to Dan Fisher at Fitz Design, a distributor of floral jewelry and accessories, florists can significantly increase their prom sales if they start going after it in February, as stated in a news release. He suggested that floral departments take the following steps this month.
• Find out prom dates for schools in your area and who serves on the committees in charge.
• Contact administrators and prom committee members at each school and ask if you can sell on-site.
• Make sample display boards and pricing grids.
• Set up corsage and boutonniere displays showing jewelry and add-ons.
• Pick a date and organize a prom party for your store, or partner with another business on an event such as a fashion show.
Rita Peters, assistant vice president of floral operations at Hy-Vee Inc. in West Des Moines, IA, told The Produce News that building relationships with local prom sponsors and schools is a vital part of its floral prom business.
“Ask how you can help with decorating items and ideas for prom,” said Peters. “If you’re allowed to set up prom displays, have prom shows or sell on-site, give a percentage back to the school for their after-prom activities. If you become involved, that prom sponsor will come back every year for ideas and product.”
Peters stressed that it’s also important to know the current trends and to keep up with the newest techniques.
“Have training seminars for corsage and boutonniere work for your employees, not only how to make them but how to sell them,” Peters said. “Don’t assume these customers won’t spend money. Many will spend $40, $50, $60 and more for something unique.”
Taking the time to build your floral prom business will pay additional dividends in future, too.
“These prom customers will become your future flower buyers if pleased with your work and it will lead to other events — senior night, parents night, graduation events and eventually, weddings,” said Peters. “And don’t forget you have a customer base inside your store to sell to — many stores have several high school-aged employees working in-house.”
So even though your focus has been mainly on Valentine’s Day this month, now is also the time to get a jump start on the upcoming, lucrative prom season.