> SOMETHING TO BELIEVE

Someing to SHUTTERSTOCK/PHOOMOPHAT TONGJUA, ASSISTANT & IRYNA MANDRYKA IRYNA & ASSISTANT TONGJUA, SHUTTERSTOCK/PHOOMOPHAT SHUTTERSTOCK/VICTORIA KURYLO

Florists share how they’re prepping for a Christmas like no other with the signature tenacity, creativity and flexibility that defines the industry.

22 FLORAL MANAGEMENT | October 2020 | WWW.SAFNOW.ORG SHUTTERSTOCK/IMCSIKE

Florists share how they’re prepping for a Christmas season like no other with the signature tenacity, creativity and flexibility that defines the industry. BY MARY WESTBROOK

T the magazine of the Society of American Florists (SAF) 23 > SOMETHING TO BELIEVE

ichael Trogdon, AAF, started 2020 feeling optimistic. “January and February were one of the strongest starts I’d seen in a long time,” said Trogdon, the owner of Burge Flower Shop in Asheboro, •North Carolina, and a member of the Society of American Florists’ Retailers Council. Then, of course, came March and the onset of the pandemic. We don’t need to tell you what happened next: the confusion of shutdown orders; the disruptions in the industry’s supply chain; the worry, panic, fear, loneliness and grief that so many Americans experienced. Retail shops, design studios, wholesalers and flowerM farms shut down, some temporarily (and for the first time in their decades- long history); others permanently. Then came the Spring holidays — Administrative Professionals Week, Easter, Passover and finally Mother’s Day — and with them a light: Florists who had muscled Michael through March and found new ways to deliver products and services experienced Trogdon, AAF some of their strongest returns; 70 percent of retailers responding to an SAF post– Burge Flower Shop Mother’s Day survey said sales were up year over year. And despite the loss of Asheboro, NC season and graduations and the crater-sized hole left by event, , sympathy and corporate work that’s been postponed, canceled or dramatically scaled back, the floral community persevered. Moving into the end of the year, industry members who’ve been able to adapt so far feel hopeful. In SAF’s recent Economic Outlook Survey, two-thirds of respondents said they are either “extremely” or “very optimistic” that their business will make it Brenda Sterk through the pandemic — in part because the coming fall and winter holidays give Eastern Floral the industry another chance to shine with consumers. (Read more about the survey Grand Rapids, MI on p. 38.) With all they’ve learned these past seven months, florists are ready to be the go-to gift provider for , Hanukkah and Christmas. “There is a good chance we can end the year on a good strong note,” Trogdon said. “I’m going to try my best to help make it happen.” “Honestly, I’m excited for the season,” said Brenda Sterk, the production, delivery and inventory control manager at Eastern Floral, which has three locations in and around Grand Rapids, Michigan. “2020 has brought us so many twists and turns and new hurdles to climb, but it has made us all stop and look at new ways to navigate our businesses. Some attempts have failed, but most have shown us that the floral business is resilient. Nothing is going to stop us from bringing the joy of flowers to others.” This month, Floral Management editors reached out to florists across the country to hear about how they’ve adapted their holiday strategies to reach more customers, generate more sales and maximize the power of lean teams to leverage new oppor- tunities, so that they can finish the year strong and set themselves up for the best possible start to 2021.

“2020 has brought us so many twists and turns and new hurdles to climb, but it has made us all stop and look at new ways to navigate our businesses. Some attempts have failed, but most have shown us that the floral business is resilient. Nothing is going

SHUTTERSTOCK/MAGICOVEN to stop us from bringing the joy of flowers to others.” ­—Brenda Sterk, Eastern Floral

24 FLORAL MANAGEMENT | October 2020 | WWW.SAFNOW.ORG Reimagine Your

•In years past, retail florists might have merchandise to her website and kicked off the holiday seasonNorth with a making plans to promotePole holiday spe- packed open house — the kind of all- cials throughout the season online and hands-on-deck affair that would set the via social media. “If we are closed [for Kitty Eickhoff tone and cadence for the season among COVID reasons] and can’t have our Albany Country staff and get customers excited to dec- open house, we will have Plan B,” she Floral & Gifts orate their homes and scoop up gifts for said. For instance, during the shutdown Albany, MN loved ones. in the spring, the Albany Country This year, that kind of in-person team used its social media platforms event is largely off the table, so florists to spotlight specials each day. “We have two choices: Scale back or go went live and showed what was on virtual. In North Carolina, Trogdon plans the menu,” Eickhoff said, adding that to move forward with his open house in the exercise helped her identify new mid-November, but he’s extending the strengths among her employees, event by two days to limit crowds and which she plans to use in the coming he’ll be serving prepackaged food items, months. “I learned that I’m not so good Justin DeGonia, AIFD, PFCI curated from popular lines the shop at live videos, but I have an employee New Leaf Flower & Plant Shop already carries (e.g., Mississippi Cheese who is great: He’s comfortable on Poplar Bluff, MO Straws and Oh Sugar! cookies). “We plan camera and goes very off the cuff,” to make bags for customers to take with she explained. “I set up the specials, them,” Trogdon said. he highlighted them and then we had Justin DeGonia, AIFD, PFCI, said a wonderful online sale. It worked for the team at New Leaf Flower & Plant Easter and Spring; hopefully it will with Shop Inc. in Poplar Bluff, Missouri, will Thanksgiving and Christmas.” take a similar tack when updating its Instead of mourning what they long-standing “Holiday Housewarming” can’t do — their annual three- to four- for current safety regulations. This day affair with DIY ornament bars, year’s open house will feature extended hot chocolate stations and visits from hours along with packaged refresh- Santa — the team at Eastern Floral is ments (in lieu of their homemade buffet moving its event to the digital space. Make Check Your it Twice List. areas) and hand-sanitizing stations at (They aren’t alone in that decision: the front door, staffed by an employee Eight in 10 florists surveyed by SAF greeter who will keep tabs on crowd said they will not host an in-person size. “Masks will be required, of course,” holiday open house this year.) They’ve For in-store events, be sure DeGonia added. (SAF has tips and best loaded their site with more holiday gift you know your local and state practices on how to sanitize your shop at merchandise (more on that strategy regulations on crowd size and safnow.org/moreonline.) soon) and at press time were planning have a clear communication Meanwhile, Kitty Eickhoff of Albany a series of Facebook Live events to plan with your employees Country Floral & Gifts in Albany, encourage engagement and excitement about best practices (e.g., Minnesota, said she’ll do an invita- among customers. “We’re talking about one-way passages, socially dis- tion-only, in-person open house during making it [interactive], where the first tanced checkout lines, curbside evening hours this year for her top two people to buy something on our pickup protocol for increased customers. (She plans to post holiday Facebook Live feed will receive that volume). For virtual events, re- specials to her social media during the item at 75 percent off, the next 10 at 50 member: Zoom fatigue is real. day for the general public.) “This year percent off, the next 10 at 40 percent Contests and timed giveaways we have made a point of [selling] locally off. We’ll keep that going until we sell can help drive sales and create made and ‘Made in America,’ which is the number of each item we want to for a more dynamic and engaging going to be our running theme for the this event,” Sterk explained. “It’s a fun (ahem, fun!) experience for holiday season,” said Eickhoff. way for customers to stick with us for your customers. SHUTTERSTOCK/PLASTEED However, she added, she’s also the live event. Hopefully, it keeps them hedging her bets by adding holiday interacting with us as well.”

T the magazine of the Society of American Florists (SAF) 25 > SOMETHING TO BELIEVE •

and Loaded

Florists are keeping the doors wide session, which will reincorporate the open for virtual workshops and same container, a move that stream- classes. They’ve been a boon these lines costs and materials and taps Linkedpast seven months for many mem- into the reuse/reduce sensibility of Make Your List. bers of the floral industry, especially White’s customers. Check it Twice Santa’s Sleigh retail florists and event designers, Eastern Floral has resumed its and offer an ideal way to connect in-person workshops at half capac- with customers in the holiday season. ity to allow for social distancing, but In San Diego, Carma White of Four Sterk said they’re also experimenting Consider marketing virtual Seasons Flowers plans to run seasonal with virtual design classes. “We plan workshops as experiences virtual workshops for Halloween, to give [participants] a link to a video clients can share with local Thanksgiving and Christmas, and and deliver all of the supplies ahead friends and loved ones and she’s using the approach not only to of time,” she explained, adding at partner with other area busi- attract customers but also to keep press time that the team was solidify- nesses to offer wine/cheese them coming back. The Halloween ing the branding behind the concept and dessert packages to your workshop, for instance, centers on a and double-checking costs to ensure centerpiece and holiday wreath sleek, modern design that incorpo- profitability. (Read how other flo- online classes. Give corporate rates a white pumpkin container from rists, including Helen Olivia Flowers customers an alternative to the Teleflora. “It’s not your traditional in Alexandria, Virginia, have created Zoom holiday party with a black and orange, spooky Halloween virtual events, along with advice on virtual team building exercise design, but then again, this isn’t a how to choose a platform for your in wreath making or at-home traditional Halloween,” she said. class and tips on tools and resources office décor, in lieu of the Customers who attend that event to feel more comfortable presenting in cubicle decorating contests are encouraged to come back to the digital environments at safnow.org/ of Before Times. shop’s online space for a Thanksgiving moreonline.)

BABY, IT’S COLD OUTSIDE Curbside pickup and contact-free delivery became staples for most retail florists during the pandemic — but with temps dropping, it’s time to revisit how you’re navigating these services, say florists.

“’Contact-free’ does give us some challenges, especially in the state of Michigan,” said Brenda Sterk of Eastern Floral, which has locations in and around Grand Rapids. “We will double-wrap everything to help insulate as best as we can. We require a recipient phone number on all orders.” The Eastern team is trained to call recipients upon arrival. If no one answers, they knock on the door and then take a step back to allow for social distancing. Still no answer? They leave a message and schedule a redelivery. “This is always an issue in the colder months,” Sterk added. “It will just be a little harder this year than it usually has been in the past.”

Likewise, in Greenwich, Connecticut, James McArdle of McArdle’s Florist and Garden Center said they generally plan to stick with best practices from years past. “Since the pandemic began, we have texted every recipi- Carma ent to see if they have any special delivery requests,” he said. “If they don’t White respond to our text, and they are not home when we arrive, we will not Four Seasons Flowers leave a gift unattended. So, weather doesn’t influence this strategy.” San Diego, CA

-M.W.

26 FLORAL MANAGEMENT | October 2020 | WWW.SAFNOW.ORG Load Up Your Website Like It’s

According to SAF’s recent Economic “We’ve expanded the offerings of our Outlook Survey,Santa nearly 70 percent of’ sholiday Sleigh collection this year to include retail florists have seen online sales in- pieces that can be used at home, in crease during the pandemic — and for offices, or sent as gifts between friends more than half of those respondents, or colleagues,” he said, noting the busi- the increases have been by as much ness has seen a significant increase in Ted Winston as 20 percent. That’s a trend that isn’t online sales since May. The expanded Winston Flowers going anywhere, and most florists Floral products will be featured in Winston’s Boston; New York; Management editors talked with in holiday collection on the website. Greenwich, CT September said they are preparing for Winston’s special services team will be similarly brisk sales this holiday season available during business hours for any in the digital space, adding new items, live design questions or to help guide including giftware, that they might have customers through the selection process. sold only in-store in the past and updat- In SAF’s survey, more than 42 ing their procedures and staff assign- percent of retailers said they’ve seen ments to ensure a streamlined buying add-on sales increase this year, and experience online. Trogdon said he’s paying special atten- “We already keep pretty current tion to that shift as he thinks through with our website, but we’re now making his online sales strategy for Christmas, changes weekly to accommodate product ramping up those offerings to appeal to we have on hand, and what we need to customers who are looking for a little push,” said Sterk. Her team has added something extra (, chocolates, more of that gift merchandise and incor- candles) to communicate across the porated a new holiday tab for fresh floral miles. “Balloons are huge right now,” Make Check Your it Twice List. designs, an approach they used pre-pan- said White, in San Diego. “Our demic as well. “We try to add some good business has tripled.” The interest in corporate, hostess and general gift ideas her community spiked in the spring, during the holidays, and we’ll be including when parents were scrambling to fête The pandemic has accelerated more locally sourced products this year graduates who were stuck with digital many Americans’ move to to support our local small businesses that graduation ceremonies. “Before the online shopping — so if you have suffered during this pandemic.” pandemic, we never had a section for want to sell something today, Ted Winston of Winston Flowers, balloons or plush on our website, but it needs to be on your site. The which has six locations in Boston, New now we do,” said White, who’s also more you can streamline offer- York, and Greenwich, Connecticut, said added chocolate candies from a local ings, the better: Less is more the business is taking a similar approach. chocolatier to her site. (read: more profits for you, more efficiency in your design room, and more rave reviews “In the last seven months, despite all the downfalls online from satisfied customers who received or sent exactly and changes, we have seen people order flowers what they expected.) Make that never have before. It really has been a time for sure your staff is familiar with everything posted on your site us to shine and make a new generation understand and assign at least one team the power of giving flowers. Now, we have to make member to regularly update your pages. Check out more those customers into repeat customers through our detailed online strategies on marketing channels.” p. 30. —Bob Aykens, AAF, Memorial Florists & Greenhouses

T the magazine of the Society of American Florists (SAF) 27

> SOMETHING TO BELIEVE Harness Your Inner • Oprah and Tout Your

Whatever you do this holidayFavorite season, know that ourThings poinsettias are North make sure that, whether online, over the Carolina–grown plants and play up the phone and in person, you push what you fact that this is our seventieth year in want to sell, say florists. Supply chain business.” challenges still exist — at press time, Don’t forget about all the first- Bob Aykens, AAF some florists were noting difficulty time buyers you attracted during the Memorial Florists sourcing some hard goods, plants and pandemic and how to turn them into & Greenhouses Christmas greens, in particular (see loyal customers, added Bob Aykens, Appleton, WI p. 48 for more). With the possibility of AAF, president of Memorial Florists & new shutdowns and flu season looming, Greenhouses in Appleton, Wisconsin. giving yourself and your employees as “In the last seven months, despite all much flexibility as possible to improvise the downfalls and changes, we have and promote what’s in stock is key to seen people order flowers that never your profitability — and your sanity. have before,” he said. “It really has been “We need to be able to react and a time for us to shine and make a new adapt quickly,” Sterk said, adding that generation understand the power of her plan of attack includes taking prod- giving flowers. Now, we have to make ucts that are unavailable off the website those customers into repeat customers quickly and training staff to sell what’s through our marketing channels.” in the cooler, a best practice for years Sterk agreed, saying they are in the industry that has only become putting more energy into social media more important during COVID. “We are pushes and looking for ways to incor- selling everything we have [in stock] porate giftware into fresh designs, both and not buying crazy things for ‘that one for an unexpected “wow factor” among Make Check Your it Twice List. order,’” Sterk explained. “We’ve also customers and to clear out merchan- learned that our customers are not so dise they ordered back when in-store much focused on the exact flower or shopping was still a major part of the exact shade of color as they are with their sales mix. “I think [the holidays] Promo the products and ser- simply a beautiful design to tell their will be a great opportunity to market vices you want to sell and train loved one that they are thinking about ourselves to a new generation and a staff in the approach, so that them and that they care.” different crowd than we typically do,” you are moving through existing This year’s holiday season also pres- she said. “This could open the door to inventory and keeping costs in ents opportunities to try ideas and novel not only our regular year-to-year cus- line. Throughout the fall, find concepts as you position yourself as the tomer base, but also to a whole new ways to introduce or reintro- go-to gift provider and problem-solver client base as well.” duce yourself and your prod- for customers who want something That’s also the thinking of James ucts and services to customers, special and customized, said Winston. McArdle, in Greenwich, Connecticut. In so that when they’re thinking “We’ve introduced more design-cen- late September, the team at McArdle’s Hanukkah, Christmas (or tered live content via social media, DIY Florist and Garden Center started Valentine’s Day), you’re top of kits, and custom occasion baskets and sending flower arrangements valued mind. Now is the time to make crates like our Back-to-School Crate for at $150 to every new resident. “We’ve the most of unique marketing virtual learning,” he said. had an influx of new homeowners from opportunities, especially those For his part, Trogdon, in North New York — 200 and counting — and that help shore up the value Carolina, is using the holiday period this was a way to introduce ourselves,” proposition of flowers and to underscore the local roots of his ahead of the holidays, McArdle said, keep you in front of your core business. “Customers are looking for adding that he considers the costs for customers. smaller, locally owned businesses to the effort marketing investments, with support, and I think that’s a big oppor- the approach offering more targeted tunity,” he said. “We plan to let people returns than traditional ad options.

28 FLORAL MANAGEMENT | October 2020 | WWW.SAFNOW.ORG Like Never Before

Fewer Americans will be traveling for Decorating has typically been a signif- Deckthe holidays this year, andthe nearly all Hallsicant part of DeGonia’s holiday strategy, Americans are tired of being cooped up representing about 35 percent of the sea- at home staring at the same renovation son’s income. This year, he’s worried that and refresh projects they started but some homeowners might be hesitant to didn’t quite finish early in the pandemic. have his team come into their houses Those realities bode well for holiday dec- and that longtime corporate customers orating opportunities. At press time, a won’t see the value in décor services, number of florists said they were closely especially if the virus forces them to watching Halloween trends to see if more shut down again. So, he and the New customers turned to décor to help lighten Leaf team are rethinking their approach the mood and soften the blow of can- and planning to offer online home décor celed and trick-or-treating plans. demos and decorating lessons. Make Check Your it Twice List. “I’m feeling pretty optimistic, really,” “For those customers that would Trogdon said. “This holiday season may rather isolate at home, we will also be be one where people do more to deco- going live on social media several times rate their homes and give gifts to friends before and throughout our Holiday Consider offering virtual décor and family.” Housewarming party,” he said. “This consultations and online McArdle agreed. “Consumers will be will allow customers to see the product classes. Make sure your prod- home more this year for the holiday,” he and be able to call in for curbside uct mix and marketing reflect said. “Because of that, they will be dec- pickup,” a contact-free strategy they, the new realities of smaller orating more. I also think there will be like so many florists, introduced, fine- gatherings. If you’re offering more holiday parties this year, although tuned and then mastered during the in-home installations, ensure smaller in size, and more gift-giving.” spring and summer months. your staff’s safety protocols Still, the loss of income from cor- (masks, distance, etc.) are part porate parties, large events and church Mary Westbrook is the editor in of your messaging to put cus- services looms, and florists say they’re chief of Floral Management. tomers’ fears to rest. scrambling to come up with ideas to help [email protected] fill the holes.

WHAT ABOUT THE ELVES? Labor continues to be a challenge for industry businesses in all segments; many businesses are still operating with lean teams, and that raises new concerns moving into the fall. “Losing a seasoned member of our team for up to 14 days during a 45- day holiday period could be devastating,” said James McArdle of McArdle’s Florist and Garden Center in Greenwich, Connecticut.

James McArdle To protect the business and prep for the expected holiday sales increase, McArdle McArdle’s Florist has added more people across all departments, as a kind of insurance policy to and Garden Center ensure operations continue. “We’ve done this since the beginning of the pandemic Greenwich, CT and it has paid off,” said McArdle, adding that he plans to devote an additional two workers to focus on web order fulfillment and email, text and chat support.

Of course, with many Americans struggling to find childcare, taking on more responsibilities at home, worried about in-person interactions or earning enough to get by on unemployment, even finding employees to add to your ranks is a tall order. “It is difficult to find quality candidates for employment,” said Justin DeGonia, AIFD, PFCI, of New Leaf Flower & Plant Shop Inc. in Poplar Bluff, Missouri. “This year seems to be more challenging.”

-M.W.

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