Tips for Floral Professionals: Maximize Your Mother’s Day Strategy

Dear floral professionals – Mother’s Day is just around the corner! Are you ready to make the most of it?

Mother’s Day is the third leading holiday of the year by flower sales, following closely behind Valentine’s Day and International Women’s Day.

In the US alone, it is estimated that consumers will spend around $31 billion on Mother’s Day gifts and celebrations in 2022. Consider the fact that Mother’s Day is celebrated in more than 100 countries, and there are around 2.2 billion moms around the world right now, and you know the opportunities are boundless.

Moreover, about 84% of consumers plan to celebrate Mother’s Day in some way this year, with an average spending budget estimated at $245 for 2022. (Source: National Retail Federation)

So, do you have a solid Mother’s Day plan for your floral business this year? Keep reading this month’s blog to help you strategize for this year’s leading retail events.

Tip 1: Understand Your Audience

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Don’t rely on assumptions alone! Use data to consider all of the top recipient categories for Mother’s Day and other important holidays, in order to structure your holiday selection.

Yes, moms are the obvious target here! BUT, only about 60% of all flowers purchased for Mother’s Day were bought as gifts for mothers.

Don’t forget to consider the other recipient types that your customers may be gifting with fresh flowers for this holiday. Over 40% of all Mother’s Day flowers and gifts are split between them, with wives and moms-in-law leading the chart.

Consider this in-depth list of Mother’s Day recipients and ensure you are reminding your customers to take these important mom-figures into account when planning their Mother’s Day gifting:

Mother
Wife/Spouse
Mother-in-Law
Grandmother
Sister
Friend
Girlfriend
Aunt
Self

Tip 2: Diversify Your Assortment

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When planning your holiday arrangement offerings, make sure to offer a wide selection of flower options, while also planning for flexibility.

Certain varieties and colors of flowers can be tough to get during the peak global holidays due to an increase in demand and supply chain limitations. Make sure your holiday catalog features realistic and attainable options.

These are the top rose varieties for Mother’s Day 2022 from Tessa Corp:

While fresh flowers are the leading gift category for Mother’s Day, don’t leave opportunities on the table. Fresh flowers make up to 65% of all gifts purchased during Mother’s Day. However, some customers prefer potted or garden plants. If you have the flexibility, consider adding these categories to your holiday assortment.

Tip 3: Plan for Perfect Pairings

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Consumers always have many decisions to make, especially during the holiday rush. You can help them maximize their time and add value by creating a carefully curated selection of gift pairings to go with the flowers.

For Mother’s Day, consider adding an assortment of small gifts that moms would enjoy. Even better, partner with other local retailers to feature their unique and hand-crafted products, while sharing in marketing and cross-promotion efforts.

Here are a few ideas to consider:

Scented candles in lovely packaging
Pretty bound journals
Handmade, craft jewelry
Chocolates and sweets
Art and prints
Fancy loose teas
Beautiful mugs with cool messaging
Selection of Mother’s Day greetings cards: see example

And remember, the world is still living through the global pandemic, with a portion of the population separated by distance and unable to see each other in person. Don’t miss the opportunity to cater to the crowd that may be interested in a more complete gift experience. Promote and offer your exclusive gift selection on your website and social media to let customers know it’s available as an add-on.

Tip 4: Embrace Digital Commerce

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Remember, floral e-commerce is on the rise! The online flower shop industry grew by 8.5% between 2015–2020, in the US alone. Promote your flower shop in a fun, creative, and engaging way, wherever customers are actively looking.

Now sure where to start or how to structure it?

Try these 8 ideas first:

Social Sharing: share your featured holiday offerings on your social media channels daily to incentivize consumers to preview and pre-order Mother’s Day bouquets.
Social Shopping: integrate your online store or website with Instagram Shopping or Facebook Shops to set up a digital product catalog to help customers complete in-app purchases of your products without ever leaving their social platforms.
Social Tools: make use of all the existing tools available to you – from creating entertaining Reels and fun TikToks, to doing LIVE videos, engaging and interactive Stories and regular updates on your social channels.
Set up your Local Listings: use the best technology to build brand awareness locally. Make sure your Google My Business profile is set up and updated weekly. Read our blog to get started.
Build credibility through reviews: ask customers to leave a google review for your business following their purchase. Have a quick QR code printed sign in your shop to help them find your business profile.
Build your email list: ask your customers for their emails and permission to add them to your email list. Then set up your free Mailchimp account to get your email marketing going. Use the amazing automation options to set up automated campaigns – such as a welcome email, a birthday email, and even customer anniversary email. Read our blog on how to send better emails.
Run a giveaway: having a hard time asking for emails or getting a lot of “no’s”? Try adding a giveaway. Make signage in-store and promote via your social channels. Ask customers to opt-in to email communications in exchange for the opportunity to win a seasonal or holiday bouquet.
Work with local influencers: have a customer with a large organic following? Offer them an opportunity to promote your flower shop in exchange for some fresh flowers. You can test a one-time partnership or create ongoing collaborations.

These various organic marketing methods will help your flower shop stay top of mind with both your loyal customer and new prospects, build up your credibility, and aid with SEO and brand awareness efforts.

We wish you a successful Mother’s Day retails season and a wonderful holiday. And don’t forget, you can apply this same formula to all other retail events and sales opportunities.