Hope For December Sales
Finally -good news! December sales might be surprisingly strong, despite the conditions of the world. In a recent study conducted by the Society of American Florists, 64% of florists said they expect sales to be better than 2019. 22% felt sales would be level (which is still good news!). Only 10% surveyed said they expected sales to be down from 2019.
What's driving this positive news? The distraction of the election is behind us, there's positive news about a vaccine for COVID and consumers need and want to be cheered up. Consumers are decorating early, spending more time at home and sending gifts to friends and family they can't visit in person.
Although the loss of wedding, corporate and church business has hit florists hard this year and the uncertainty about the overall economy has affected our industry, here's what we can expect over the next few weeks:
Increased On-line Shopping. Now more than ever people are shopping on-line, rather than visiting retail stores, so if you haven't invested in putting your products on-line and upgrading your social media presence, you might be missing sales. 75% of florists surveyed said they have increased spending on their websites and social marketing platforms.
Last Minute Purchasing. The doom and gloom news tends to create temporary inertia because consumers don't know if or how they might celebrate the season. You can expect a lot of last minute orders, especially from those customers who will send flowers and plants to loved ones they can't visit. Keep your emails and specials going to customers up to the very last minute. You might also consider offering a premium delivery service for customers who will make last minute purchases.
"I stopped believing in Santa Claus when I was six. Mother took me to see him in a department store and he asked for my autograph."