We all feel it. The high of the holiday rush and the low of the winter doldrums. January is the let down month - the weather is typically gloomy, your home feels a bit empty once the holiday decorations are taken down, and our general moods take a downturn. We go into hibernation mode and tend to socialize less during the winter. On the flipside, it's a time of reflection, New Year's resolutions and hope for the future.
For florists, January is typically the lowest sales month of the year. Maybe you're spending it on a nice vacation, or relaxing and taking some well deserved downtime for yourself. Maybe you didn't quite make your goals this year and you're thinking about a change. Whatever the case may be, January is a great time to re-fresh your outlook.
Here's a few things you can do to get a jump on 2023.
1.) Out with the old - in with the new. It's a great time to de-clutter. The physical act of cleaning up your space makes you feel more organized and hopeful. Whether you're cleaning out your closets at home or getting rid of old product in your shop, if you haven't used an item for more than 3 years - it's time to purge. You can have a fun rummage sale, get rid of things on Facebook Marketplace, and donate items to Goodwill. January is a great time to clean out and refresh the look of your home and business.
2.) Make meaningful connections. I've been reading a lot about "The Crisis of Disconnection". Hybrid work situations have left many companies scrambling to keep their employees connected and their brands in front of customers. Three things are happening in the global business world:
Customers aren't getting the personal touch they're used to - it's been replaced by technology.
The proliferation of technology is leading to data disconnections. Systems are not seamlessly talking to each other.
Employees are becoming siloed - leading to friction among staff.
As a result, many businesses are experiencing slow growth. So what does this have to do with your business? Consumers are less brand loyal because they are inundated with options, especially on social media. However, people need personal connection. The more you can give this to your customers, the more loyal they will be. Don't forget about your customers when the busy season is over. Keep in touch through email, snail mail and social media. Maybe you offer a fun "girls night out" flower arranging class, a monthly flower subscription, a bridal calendar, a reminder service for men for their wives' birthdays, anniversaries, etc. All of these ideas will keep your customers engaged and coming back to you.
3.) Try something new in your marketing. If you aren't on the social media train - you're missing out on a large part of business. People simply don't have time and they are on information overload - which makes reaching new customers extremely challenging. You have only a few seconds to get someone's attention - so try to get noticed. Update your website if you haven't done so for a while. Even a well designed home page with contact information is better than nothing. If you aren't using Instagram - you're missing out. Once people start following you, they'll want to see what you're up to. Instagram is a window into your business and gives you a voice on social media. You don't have to have the best Instagram out there - you just need to be consistent. Post regularly and try to have a look that sets you apart. There are so many tools out there that can help you get there. Now is the time to explore what you can do differently to get you noticed.
Use this downtime in January to try something new or re-think what you're doing. Your efforts now will pay off in the long run.
“The way to get started is to quit talking and begin doing.”
Walt Disney