Christmas Preparations

Like lots of florists I know, have my eye on the next peak of Christmas and I know that it is going to take some clever planning to engage people and make the most of what could possibly be a difficult trading time.

Image: Interflora

I think this year, more than others, a range of price points are going to be critically important to capture as many sales as possible. Now that doesn’t necessarily mean that I will only have low budget options, absolutely not, there will be the £100 bouquets but there will also be the beautifully wrapped Paperwhites and bud vases so that every price point is represented.  I have also decided to offer a layering option with add-ons such as scented candles, vases, hand creams and chocolates, allowing customers to build a price point that they are comfortable with.

Last year I also added in a garden plant option with a pretty planter and this became one of my best sellers, with people perceiving it to offer better value than cut flowers according to the feedback forms. I shall expand that this year and offer a single perennial plant and a planter option of outdoor plants and bulbs.

Looking at my bouquet options I am going to add in some less traditional Christmas colours such as orange and pinks mixed with the more traditional reds, greens and whites. This gives me a little wriggle room on my profit margins and also freshens the range each year, which is important for repeat customers who don’t necessarily want to see the same colour palette every year.

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Images: Interflora

I also added in last year a foliage-only bouquet of spruce, eucalyptus and pussy willow which proved surprisingly popular and incredibly easy to make and market. Thinking outside the box or looking at what some supermarkets are offering (dare I say that?) gives a fresh perspective on the ranges I offer.

Profitability depends on more than sales volume. It is important to calculate the true cost of each arrangement and by having a “range” that has similar material themes throughout, you can maximise on better deals at the wholesalers, but remember to keep flexibility at the forefront so that you can substitute with a better value item or offers from the wholesalers. This is the time of the year when the “Bitsa” pot really comes into its own and all the offcuts can be popped in there to use in table arrangements or grave pots. Think about material that allows you to get many cuts for several arrangements; waxflower, thistles, spray roses, lisianthus all lend themselves to this and can maximise profit.

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Images: Envato

Look for interesting containers that you may already have, such as plant pot covers and bud vases. Think about what you have that can be used up instead of gathering dust on shelves. Do a proper inventory and use up last year's stock before buying more, it’s amazing how many pounds-worth of stock we could be holding on to that can be utilised.

A well-planned Christmas range, with beautiful designs at accessible prices and the option to add on extra products, allows florists to serve a wide customer base without compromising on style, creativity or profit. By preparing early, managing stock carefully and making ordering straightforward, florists can enjoy a more organised festive season and build valuable customer relationships for the coming year.

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Viv Bradford trained in West Germany in the late 1980s before returning to the UK, where she has pursued many roles in the industry from running retail premises, teaching floristry, working in wholesale, business coaching florists and running an award-winning studio florist specialising in weddings. Viv also created and runs Facebook group The Floristry Geek for students and those new to the industry which concentrates on educational content.