Dads plus grads equals more June floral sales
Dads plus grads equals more June floral sales
The months of April and May, with all of their holidays, are obvious to us as big floral months. However, don’t overlook the potential that June offers as a month with several occasions for selling flowers. The easiest way to capitalize on these opportunities in your store is by cross-merchandising with other departments.
Most graduation parties are held in June, so the store traffic for product is everywhere. The bakery-deli area will be selling graduation cakes, cold cuts and salads; the produce department, fruits and vegetables. Take the time to meet with those departments and set up comprehensive displays and signage that draw attention to floral offerings.
The displays should show off all the grad party items — cakes, cut vegetable and fruit trays, meat trays and salads, but also include a balloon bouquet, a table centerpiece and possibly a corsage/boutonniere or nosegay for the guest of honor. Create a sell sheet for easy and convenient shopping and remember to include prices.
Be aware of your surrounding area school colors and make those colors evident in your displays, from the balloons to the paper plates and napkins. Take a trip down the GM aisle and get creative. Most customers will be inspired by your ideas and they will rely on your store for all the products in one shopping trip — saving themselves gas and, most important, time.
Father’s Day is also a great occasion to cross-merchandise. Build a display with a picnic theme, because Father’s Day usually equates to grilling day. Put your display in or near the meat department. Make fun balloon bouquets that kids can give to dad, along with plenty of grab-and-go flower bouquets and green plants. All of these gifts are great for dad on his special day.
Garden parties are also popular in June, so cross-merchandise with GM departments. Make whimsical wildflower arrangements in mason jars and display them with the garden items and outdoor patio items. Make living wreaths from garden center plants — upgrade blooming plants into ceramic containers and add butterflies and ribbons, making them worthy of a front porch or picnic table.
The ideas are endless, and the timing is great, so take advantage of June and the many floral selling opportunities it has to offer.
Sue DeMuth is manager
of floral merchandising at
SpartanNash in Edina, MN.
She can be contacted at susan.
