Unless you’ve lived under a rock for the last decade, you know that prom is not what it used to be. Long gone are the days of the simple corsage worn to a dance held in the high school gym. Today’s teens spend months preparing for the big night, and for some, it is one of the most major events in their young lives. Are you and your store prepared to help them celebrate in style?

Industry research shows that the average high school couple will spend over $1,600 on prom. Expenditures include dresses, flowers, limos, hair and makeup. In 2012, Conde Nast publications listed the prom market as a $6.6 billion industry. Are you doing everything you can to get your fair share of that business?

Everyone knows that the couple will need a corsage and a boutonniere, but if that’s the extent of your knowledge, you will not fully capitalize on the potential sales. Today’s young consumers are educated. They are coming to your store armed with photos and ideas they found on Pinterest and other social media outlets. As a prepared retailer, you should know what dress styles are popular in your area, and offer floral selections that complement those styles. You are the expert. Make sure that the products you are offering are on target and that they mesh well with the looks your customers are asking for.

It’s no secret that bling is still king, but the glitz and glamour has become more refined and upscale. The design world is still feeling the positive effects created by the Great Gatsby craze in recent years. burton + BURTON and other manufacturers offer corsage bracelets and boutonniere accessories that allow you to upgrade a simple corsage into an artistic masterpiece. The selling word here is personalized. No young lady wants to have the same design on her arm as anyone else. The almost endless offering of bracelets, jewels and accessories available mean that each floral design can be customized to your customer’s taste, and luckily for you, at a nice profit margin.

When evaluating this large potential market, don’t forget other possible sales opportunities. Proms and the ubiquitous after-prom parties need balloons, table centerpieces and other décor pieces. Your store most likely already carries much of this.

The best source of information comes directly from the school. If you haven’t already introduced your store’s services to the schools in your area, now’s the time. A balloon or floral bouquet makes a great introduction when getting to know the contacts in the front office. Direct marketing to students who form the prom planning committees via social media is a way to introduce your capabilities.

With a little preparation, you can make sure you and your store are tapping into the huge market potential this annual event provides.

Steve Rose is media and communications manager at burton + BURTON in Bogart, GA. He can be contacted at [email protected].