Balloons have the power to put a smile on anyone’s face. They are also a profit powerhouse for retailers — a billion-dollar industry worldwide. By adding balloons to existing floral offerings, supermarkets can capitalize on this service-driven category and maximize each sale.

Balloons have a high profit margin and high impact, making them a perfect add-on item to increase the value of floral arrangements. They are even more profitable when sold as a coordinated bouquet that has a higher perceived value, which affects the price that someone is willing to pay.

The most effective and proven way to increase balloon sales is to show what you want to sell. When a customer sees inflated balloons on display, he or she is much more likely to request them. Use signage to further promote balloon purchases, for example, “Add a balloon to your floral arrangement for only $X.”

Floral department staff will spend less time and money freshening displays by using products that are long lasting. For example, Bubble Balloons — which are made of stretchy plastic — can float for weeks, making them an ideal display item for grab-and-go sales.

Small air-fill microfoils are ideal for impulse purchases or value add-ons when inserted into floral arrangements. A heat sealer is required to seal the necks of these balloons, but it takes only a little practice to master. During downtime, staff can pre-inflate and attach microfoils to balloon sticks. Place them in a vase on the counter, making it easy for customers to pick one out.

A variety of accessories are designed specifically for displaying larger air-fill balloons, which last longer and are more profitable than those filled with helium. These include Magic Balloon Wands, Bubble Balloon Sticks, MaxiCups and MaxiSticks.

With changing consumer tastes and trends, it’s important for floral departments to keep their offerings up-to-date. Balloon designs tend to evolve along with trends in fashion, home decor and other party goods. For instance, patterns like chevron and damask — which have recently surged in popularity — have also made an appearance on balloons. The combination of zebra print with pink accents is another example of a fashion trend that’s reflected in current balloon designs.

Looking ahead to the 2015 forecast, brighter pastel colors are trending up. Watch for shades of ocean blue, lavender, rich mint greens, coral, rose and lemon chiffon. Butterfly designs of all kinds are also appearing, and many sources predict a strong presence for this motif next year. Any type of sweets theme — especially candy or ice cream — will continue to be a favorite for showers, birthdays and other celebrations.

With Valentine’s Day right around the corner, floral departments have a huge opportunity to increase balloon sales. Traditional Valentine balloons in pink, red and white are a reliable option that can coordinate with any floral arrangement. To appeal to younger consumers, offer balloons featuring trend-forward designs such as animal prints in pink, black and white. Keep in mind that balloons with a general “love” message also sell year-round, not just on Feb. 14.

Valentine’s Day is notorious for last-minute shoppers, so focus on creating a positive shopping experience. Display pre-made Valentine items customers can quickly grab, or arrangements that can be made to order for delivery or a specific pick-up time.

No matter what the holiday, occasion, or sentiment, there’s a balloon to enhance any floral arrangement. By offering balloons, supermarket floral departments can provide an extra service and convenience to enhance their customers’ gift-buying experience.

Amanda Dolechek is the marketing communications editor at Pioneer Balloon Co. in Wichita, KS. She can be contacted at [email protected].