The Holidays Are Coming!

Written by Erik Witcraft
The Holidays are coming...the holidays are coming! AHHH!!!Well everyone knows that this time of year for florists can get alittle nutty, even unpredictable. It is ever true this holiday season.What will florists do with the messy economy this year? I won't claimto be a smarty when it comes to the economical status of ourcountry...but I do know one thing...we can be a bit mindful of whatthe economy may do for flower sales this season.Don't despair and give up!The truth is, our country is stretching to make things work, and soare families all across it! In our store, we have already noticed ahit. However, we can't let that sway us. It's easy to get depressedand just give up. It's like in the movie "You've got mail" whencharacter Kathleen Kelly says all she can do is just put up moretwinkle lights when she realizes that her bookstore is an unavoidablesinking ship! We can't let the mood sway us. We have to keep puttingour all into design, display, and creativity.There is something tangible we can do. (Besides putting up moretwinkle lights!) We need to acknowledge that our customers may belooking for savings this holiday season. That doesn't mean that youmark down everything in a sale! (Although, a Christmas sale can proveto be a way to get customers into your store!) It means you getcreative. It's time to pull out all the stops. Offer your customersthe one thing that the big boys can't offer. Offer them unique,interesting, special touches that make your flowers far higher in theperceived value department than other flowers they can find out there!Adding Perceived ValueThe special touches can make all the difference when it comes to thecustomer. That's what we do best as florists. The pine cones nestledinto a bird's nest in a woodland Christmas arrangement. Thecranberries filling a vase or around the base of a candle for theholidays. Copper wire to add a bit of pizzaz to a simple autumncenterpiece. Those are the things that will set us apart from others.Yes, it takes a little more time to create these designs, but it willkeep your customers talking. I heard a customer the other day...(Infact, I hear funny comments all the time!) "Look at how they put thoseorange bell peppers (artificial) underwater with those mokaraorchids...how cool!"Little...BIG DetailsIt's the little things that really do make the big difference. Here'sa few of my favorite ways to keep people talking. Build a trellis ofleft over curly willow branches or flower stems to start yourarrangement. Add fruit or produce into your floral designs forsomething different. Incorporate wires and bobbles, ornaments, gourds,cones, bark...whatever it takes. Wrap your simple container insomething cool like bark, leaves, or fabric. Use unusual containers tohold your flowers. An over-sized ornament can hold water andviola...you've got a vase. (Tip: Use a left over corsage tape spoolsprayed out silver or gold as the stand for this round bottomedcontainer) A collection of gourds can be the start of a componentdesign down the center of a table for Thanksgiving. Choosing to dothose little things will prove to be very effective in creating designbuzz for your business, you watch!Don't Despair...Prepare!So, the long and short of it...Don't despair! Get your staff on board. Findyour signature ways to make the store's designs interesting this year.Enticing your customers with the little "big" perceived value optionsthis holiday season may just help you more that you know. OK, getgoing!  Brainstorm, have fun and get ready...it is going to be aninteresting year! Happy Holidays!