A Florist Guide: Tips and Tricks for an Australian Valentine’s Day
Valentine’s Day is one of the biggest opportunities for florists in Australia, much like it is globally. With thoughtful planning and creativity, you can elevate this seasonal gift giving occasion into at profitable and memorable season. Here’s a brief guide on how to create a blooming success this Valentine’s Day!
1. Strategically Plan for Valentine’s Day Success
Set Clear Sales Goals
- Analyse past sales data to forecast demand and guide your flower and supply orders.
- Sales vary depending on which day of the week Valentine’s Day falls. Pay attention to Valentine’s Day trends for that specific day of the week.
- Start preparations early to ensure you avoid shortages or overstocking.
Develop a Gift Guide
- Create a collection of modern, eye-catching arrangements for different budgets.
- Keep your selection guide focused with a concise offer to make execution efficient. Provide detailed recipes to streamline production.
- Showcase themes like romance, friendship, and family in your designs.
- Use high-quality photos for your website and social media.
2. Think Beyond Roses
While red roses remain a classic, diversify your offerings:
- Organise a clear easy-to-buy red rose offering.
- Consider native Australian blooms like Waratahs, Kangaroo Paw, and Banksias for a unique touch.
- Offer potted plants and long-lasting mixed arrangements.
- Create themed bouquets and “Designer’s Choice” options to allow flexibility.
3. Order Early
Communicate with wholesalers and place your flower and supply orders by early January at the latest.
Secure floral supplies:
Negotiate discounts with suppliers for early orders.
4. Boost Sales with Add-ons
Curate enticing extras:
- Traditional options: chocolates, plush toys, and balloons.
- Unique gifts: scented candles, champagne and “flower subscriptions.”
- Create experiential gifting options like flower-arranging classes or a “date night” event.
- Highlight add-ons on your website and provide easy-to-read pricing near your checkout counter.
5. Market Early and Often
- Start promotions in early January with sneak peeks of arrangements.
- Offer early-bird discounts for pre-orders or deliveries before Feb 14th.
- Use social media platforms like Instagram and Facebook to post daily updates, behind-the-scenes content, and countdowns.
- Email marketing is essential—remind customers to order early with call-to-action, urgency-driven messages.
6. Create Eye-Catching Displays
- Decorate your storefront with romantic window displays or Giant Plush Bears.
- Use clear signage and pricing to encourage purchases of add-on gifts.
- Arrange products in visually appealing layouts for easy shopping.
7. Prepare Your Team
- Hire extra staff for sales, design, and deliveries, and train them in early February.
- Provide staff with concise product knowledge sheets for holiday specials and add-ons.
- Use production-line techniques to efficiently create multiple arrangements.
8. Offer Exclusive Valentine’s Day Packages
- Luxury Bundles: Pair premium flowers with gourmet chocolates, jewellery, or soy candles.
- Limited-Edition Designs: Create exclusive arrangements for Valentine’s Day.
- Curated Packages: Tailor gifts for personality types like “The Romantic,” “The Adventurer,” or “The Minimalist".
9. Reduce Waste
- Wet wrap your arrangements with biodegradable Get It Fresh®.
- Compost flower stems and leaves.
- Upcycle leftover blooms into potpourri or confetti.
- Donate unsold flowers to charities or community groups.
Trending Products for Valentine’s Day
- Native Flowers: Embrace Australia’s rich floral diversity with arrangements featuring native blooms.
- Creative Balloons: Use playful balloon designs as add-ons.
- Vintage Inspiration: Create nostalgic arrangements with dried flowers, lace, and soft pastel palettes.
Valentine’s Day is more than just another selling event. It’s an opportunity to showcase your creativity, boost your sales, and delight your customers. With careful planning, innovative offerings, and a focus on customer experience, this Valentine’s Day can be your most successful yet.
At Koch & Co, we’re here to support you with the tools, supplies, and inspiration to make this season truly special. View our Valentines Day Catalogue here or read our other helpful Valentine’s Day Koch Blogs, including Perfect Valentine Roses: Tips for your Fresh-Cut Roses to make Valentine's Day a Success, and How to Keep Your Fresh Flowers Lasting Longer: Home Hacks vs. Professional Advice.