We all know that balloons are an easy, low-cost way to increase add-on sales or to add value to existing products in the floral department. The initial start-up costs are relatively low, and the training needed by the floral staff to inflate and maintain balloons is minimal. Still, we often hear from our customers who are not maximizing their efforts and who ask us, “What can my store do to improve balloon sales?”

Following are a few suggestions accumulated over the last 30-plus years.

• Inflate your balloons. This sounds obvious, but we see so many people stock packaged balloons on a rack without inflating them. Although foil balloons are offered in packages for storage purposes, they are meant to be displayed fully inflated. Inflated balloons sell faster than packaged ones because they are an impulse buy. By inflating the balloon, then adding curling ribbon and a weight, you take time out of the equation for your customer. It is much easier for a customer to grab an inflated balloon to go than to find someone to inflate it and wait while they do so. Make buying a balloon as simple as possible for your customer. This is a guaranteed way to increase sales. Another easy tip is to add several latex balloons to a single foil balloon. This instantly creates an easy and inexpensive upgrade. By adding several Hi-Float-treated latex balloons to a foil balloon you significantly increase the perceived value of the product at a minimal cost to your store. Most importantly, you have created a product that can be sold at a greater price.

• Plan out your display locations. How and where you merchandise your balloons is very important. Obviously, the best place to display inflated balloons is in high-traffic areas, but have you looked around to pinpoint where those areas are in your store? In a grocery setting, begin within your department. Most floral departments have tiered displays for potted plants. Utilize the space at the top of these to present foil balloons that tie into the theme of the display, the season, or both.

Several other ideal places include checkout registers, the bakery, the seasonal aisle and the card aisle. Be sure to display your best-selling balloons in all these places. Display balloons on the checkout registers that are always open. If you are not certain which ones these are, ask your store manager.

Check with your bakery to see if you can cross-merchandise the hot licensed balloons that match the licensed cakes they design. The two really do go hand-in-hand and the combo is a no-brainer for your customers.

The seasonal aisle in your store is ever changing, which presents a terrific opportunity to place the newest seasonal balloon designs. Create clusters of balloons and attach them every four to six feet on either side of the aisle. You can use 18-inch foil balloons and jumbo shaped balloons to create a festive atmosphere in the store. Be sure to clearly price these balloons so your customers are aware these balloons are in fact for sale. Customers commonly confuse balloons as displays and not as products for sale. Always clearly price the foils to ensure the customer is aware they are available for purchase.

The card aisle is one of the best places to display foil balloons. Customers who are shopping for a card will have easy access to a coordinating foil balloon or balloon cluster. Match the sentiment on the balloon with the sentiment on the cards you display the balloon above to make this a seamless process for your customer. Finally, look for displays in your store that contain products for a specific licensed character. Accent this display with matching character balloons.

• Maintain your displays. Wherever you decide to display your foil balloons, keep the following things in mind:

Keep all foil balloons fully inflated. No one wants to buy a “mushy” balloon. Over time, a foil balloon will lose helium and will need to be re-inflated. This can be done multiple times.

Stagger balloons at different heights when displaying them in clusters. This helps reduce tangling and draws more attention to the product. Display balloons at a height between four and six feet from the floor. This “impact zone” naturally attracts your customers’ attention.

Price foil balloons clearly so your customers can see the cost. Many times customers do not buy a balloon because they do not know it is for sale. This is a common misconception with foil balloons, and contributes heavily to lost sales. In addition to visible pricing, you can even use “Buy Me Now” stickers to communicate the price to your customers.

• Focus on what sells in your area. The balloons that should be inflated, and on display, will vary slightly from location to location depending on trends and customer demographics. Generally, generic Happy Birthday, licensed character and Get Well balloons are going to be your best sellers in that order. You should always keep these displayed and inflated, ready for purchase at any time.

• Most important, have fun. You are in the business of parties, life’s monumental milestones and making people happy. Combine your creativity and enthusiasm with some of the tips here to increase sales and profits in 2015.

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