Tips for Florists: Valentine’s Day 2021 Strategies for Success

Tips for Florists: Valentine’s Day 2021 Strategies for Success

Do you have a GAME PLAN for Valentine’s Day 2021?

No, really! You need one. 

We can no longer sell flowers as we did 3-5 years ago, expecting shoppers to just walk right through the door. Shoppers got so much savvier in this digital age and are heavily influenced by social media. 

Did you know: 73% of millennials and Gen Zers think that Valentine’s Day is a good opportunity to show affection to their loved ones. 

The market is there, but do they even know that YOU EXIST?

Check out these essential tips for the floral industry in 2021:

1. Start a limited-time-only Valentine’s Day product line

Design one-of-a-kind Valentine’s Day floral offerings to create urgency with the shoppers and draw them in with your unique style. This will also simply decision -making for many shoppers who are looking for inspiration but are not exactly sure what they want.

2. Create a Valentine’s Day gift guide

Offer creative gift pairings to go with the floral gifts – like stuffed toys, champagne or wine, chocolates, jewelry, handcrafted or artisan goods, tea sets, etc. Spark Valentine’s Day shoppers’ imagination to incentivize higher average order value.

3. Offer a gift to your customers

Increase the incentive for shoppers to order from your floral shop by offering free shipping, a coupon code, a gift with a purchase, or a nice discount, especially to incentivize preorders ahead of the holiday.

4.   Introduce product customization

Consider offering gift wrapping service and hand-written holiday cards to go with your floral arrangements and curated gifts

5.   Think beyond romance

More and more Valentine’s Day is moving away from the traditional celebration of love to other interpretations, like self-love or Palentine’s Day, which celebrates the love for our four-legged companions. Don’t forget Galentine’s Day on 2/13 celebrating female friendships.

6. Amp up your marketing game 

The best type of content to create viral marketing is currently Instagram reels and video. Invest a bit of time in showing shoppers “how-to” segments for making simple arrangements at home, perfect gift pairing based on the type of recipients, the meaning of flowers, how to recycle your florals post-vase life, and other helpful and engaging content. 

Use interactive features like polls, questions, tags, geo-tags, gifs, music, and others to create more opportunities for engagement. When shoppers participate, you have permission to reach out to them with a personalized message via DM.

So as you can see, the winning strategy is to invest heavily into the personalized “User Experience” for our shoppers, merging the digital strategies at your disposal with the exquisite retail/e-commerce experience at your storefront. Become an indispensable resource to them and they will buy from you.

These have all the tools you need to stand out from your competition and create real connections with your customers to crush your business goals for this holiday of love.