68 Percent of Florists Report Increased Valentine’s Day Sales

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68 Percent of Florists Report Increased Valentine’s Day Sales

Source: SAF 2018 Valentine’s Day Survey. Emailed Feb. 19. 11.7 percent response rate. A mid-week holiday, mild weather in much of the country, a strong economy — and a lot of blood, sweat and savvy marketing and promotion led to a strong Valentine’s Day this year for many florists. Sixty-eight percent of Society of American Florists retailer members responding to the group’s post-holiday survey said their Valentine’s Day sales increased this year, compared to sales in 2017 , when the holiday fell on a Tuesday. About 41 percent said sales this year were higher than Valentine’s Day 2007, when the holiday last fell on a Wednesday. “This year we focused on preparation, setting goals, working more efficiently, and reducing stress,” wrote one respondent in Oklahoma. “It was our best ever.” “We raised prices on a dozen roses by 5 percent this year to become more competitive with other florists in the area and had a goal of a 5 percent increase in total Valentine’s sales but ended up seeing a 25 percent increase in sales,” wrote a florist in Massachusetts. “[I’m] very pleased with how the holiday turned out.” The survey, emailed Feb. 19, had a response rate of 11.7 percent. Among florists who experienced an increase, 91 percent attributed the positive result to the day of the week, a Wednesday. Not everyone saw those positive returns: About 17 percent of respondents said sales remained on par with last year’s returns and 14 percent said they decreased. Throughout the country, competition remained steep. Source: SAF 2018 Valentine’s Day Survey. Emailed Feb. 19. 11.7 percent response rate. “People can get flowers now pretty much everywhere, from a local florist , grocery store, hardware, druggist and even convenience stores and gas stations at Valentine’s Day,” wrote a florist in Halifax, Nova Scotia. “More than ever, we florists are the experts in flowers and need to continue to raise the floral bar so consumers know that when they want quality, they know to come to us.” “Today consumers think we are like Amazon,” noted a florist in California. “’Take it off the shelf and send it out on the delivery truck.’ We are not like that. We have to process, design, route and deliver.” “Folks were much more frugal than last year, averages were lower, even though rings were up,” said a florist in New Jersey. According to the survey, the average overall transaction this year was down slightly, to $73 , compared to $78 last year and $84 in 2016. Other highlights from the survey: Florists with Increased Sales Beyond day of the week, other factors that helped generate success, according to florists with increased sales: weather ( 49 percent ); regional economy ( 29 percent ); increased shop advertising and promotion ( 26 percent ); higher price points ( 24 percent ); fewer flower shops in the area ( 17 percent ); higher delivery charges ( 8 percent ) and expanded territory/new location ( 3 percent ). Among those respondents […]