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Ten things you can do now for a successful holiday season.
Organization and preparation are the keys to a
successful holiday season. Florists’ planning and preparation should
begin at least six months prior to Christmas. Here are 10 suggestions
for increasing your business’s holiday profits and improving your
merchandise displays and traffic patterns for the critical season ahead.
1. create recipes of
specials
Type or print the exact ingredients of each of your
store’s featured arrangements on index cards, and laminate them. Give
the cards to your designers to help control the costs of goods sold and
to standardize the quality of your arrangements.
2. buy generic containers
Many plastic containers, baskets and glass vases can be
altered with paint, ribbon and a few accessories to change their
appearance into festive holiday vessels.
3. hold training sessions
Teach your staff about the care specifics of holiday
plants and greenery. Show them how to handle corporate clients and how
to upsell. Keep sessions fun and informal. Use some of the training
sessions to brainstorm about window and floor display ideas.
4. buy smart
Buy holiday giftware and supplies early. To avoid
impulse buys, always shop from a list of items. Keep in mind that to
feature a particular look or line of merchandise, you will need eight to
10 items of the line to show your customers variety.
5. invent packaging
concepts
Choose a color scheme or develop a holiday logo for use
only during the Christmas season. Add a different color of tissue to
your packages. Coordinate packaging with a holiday theme used in your
shop. Creative packaging can be the “silent salesman” for your floral
arrangements.
6. drum up corporate
sales
Create a mailing list of all the companies that have
purchased flowers from you in the past year. Send them a brochure of
your featured holiday arrangements, or visit corporate clients in
person.
7. price merchandise as
it arrives
Price giftware, containers, ribbon and permanent
materials as soon as they arrive. This will save hours of looking for
invoices during the hectic holiday rush. If necessary, hire high-school
students to speed up the pricing process.
8. display christmas
items year-round
Dedicate a corner of your shop to display some high-end
Christmas merchandise 12 months of the year. Collectors of holiday items
shop all year long and especially during summer vacations. Change the
merchandise in the display frequently to keep it looking fresh.
9. review your hours
Take an honest look at your shop’s hours of operation
as the holiday season approaches. Are they convenient to potential
shoppers who work nearby? Would it be helpful to extend hours at least
one night of the week? Would opening early one morning be profitable?
Should you open on Sunday afternoons? Adjust your store’s hours during
the holiday season to accommodate your core customers.
10. plan an employee
celebration
Host an employee appreciation breakfast or dinner about
one week before Christmas. Have your staff participate in a gift
exchange, or give each person a small gift to show them they are an
important part of your store’s success. Taking time to enjoy the holiday
together will help build morale and will give your employees the
opportunity to celebrate their successful Christmas season. |
