January 2006
Following Their Lead By Jim Barrett

At the University of Florida’s Poinsettia Open House we have the public evaluate the recently introduced poinsettia varieties, as well as many of the older varieties. Our horticulture students also sell poinsettias during the Open House. The plants we display and the ones for sale are very nice plants, mostly in 61?2-inch pots. The key is that there is a very diverse selection of varieties and colors.

The attendees at the Open House tell us they come back year after year because they enjoy the excitement of seeing a whole greenhouse full of poinsettias and they can buy plants they cannot find anywhere else. Some drive from as far as two hours away. The average purchase is $38 per attendee. This is clearly an upscale group, and the event gives us an opportunity to learn about the motivations of poinsettia consumers.

Understand Your Customer

The most important characteristic we have learned from our Open House is that poinsettia consumers are very diverse; they do not all like the same varieties. I break the consumers into four loose groups.

Traditionalists. This group is composed of a large number of people who prefer red plants. Many are very traditional and do not like any of the novelty types, while other traditionalist like novelties but only if they are red like ‘Winter Rose Dark Red’ or ‘Merlot’.

Non-traditionals. At the other end of the spectrum is a group we do not often recognize; this is the small percentage (maybe 10 percent) of folks who like plants, but do not like the color red. These individuals may purchase several plants, but no reds. It is a mistake to think this group only likes the most unusual-looking plants. Most often, they prefer nice plants with large bracts, just not red.

Individualists. This group of consumers is really attracted to the most different-looking plants. They may or may not like red poinsettias, but they are strongly attracted to the novelty varieties like ‘Strawberries n’ Cream’, Carousel and jingle bells types.

Left-overs. This is a very large group of miscellaneous individuals that do not fit into any other group. Typically, they like and buy red varieties, but they also like the novelties and will often pay a higher price for their favorites. The favorite of an individual is not predictable. One left-over may prefer ‘Monet Twilight’ and not like ‘Cortez Burgundy’; the next left-over will be the opposite.

Slightly Different Shades

When it comes to red poinsettias, consumers generally cannot tell one variety from another. If they like red, they will rate most red plants high and say, “I like them all.” However, when we put consumers in front of a small group of red varieties and make them pick their favorites, we do see some trends. Varieties like ‘Freedom Red’ and ‘Orion Red’ that have bluish-red bracts are rated lower compared to varieties with a brighter red bract color.

Most consumers prefer plants like ‘Red Velvet’ where the bracts are held horizontal, compared to bracts that lie down or droop as with Freedom varieties. It has been interesting to watch the covered-versus-patched split; most consumers prefer large, red bracts that cover the whole plant, which is the look of Freedom and Orion. On the other hand, there is a group who, when given an option, will pick a plant with a mix of red and green showing. This group has been largely overlooked as the industry has gone to the large-bract-style plant.

To Paint Or Not To Paint

One of the hottest and most controversial topics this past fall was painted poinsettias. Many retailers thought they were atrocious and did not want to have anything to do with painting while others considered it exciting and fun. Both viewpoints were probably somewhat true. Certainly, the painted poinsettias found in the box stores were not very attractive, at least in most cases. The selection of colors and paint application were often poor; however, the plants sold for as much as twice the price of non-painted plants. These unattractive plants should not scare off independent garden centers from carrying painted or decorated poinsettias, just as the low quality of non-painted plants does not stop garden centers and florists from selling high-quality plants.

Most of the public has not been exposed to painted poinsettias, and the product still appeals to the consumer who likes new and different. Painted poinsettias are still in the growth phase of their life cycle. Even if you are a traditionalist when it comes to Christmas and poinsettias, you should explore the potential of carrying painted poinsettias because they can be more profitable than non-painted.

The majority of painted poinsettias are white painted blue or another color, but be creative and design combinations of colors and styles that will appeal to a wide audience. Your grower may offer painted plants, but it would be better to paint them yourself since you are likely to have a better sense of color and design. Identify someone on your staff who is creative and have every plant look different.

Be Adventurous

Independent garden centers need to differentiate their plants from the ones available in chain stores and mass markets. One can certainly do this with the size and general quality of the plants. An additional strategy that will create more excitement in the customer is to have a larger selection of novelty varieties that are not available at other retail outlets. Many of the best novelty varieties are more difficult to grow, and the large wholesale growers do not want to produce them.

One of the best examples is ‘Monet Twilight’. It is too vigorous, too sensitive to nutritional problems and too much trouble for most growers; however, it is always one of the consumers’ favorite novelties and is a big seller for us even at twice the price of a red plant. Your supplier may charge more for it (they should), and the retail price should be higher.

Another good example is the jingle bells varieties. “I like the specklely ones” is a common comment from the consumers. The highest rated jingle bells types are ‘Shimmer Surprise’, ‘Sonora White Glitter’ and ‘Jingle Bells 3’, and all three have issues in production. For our students, more than 15 percent of their revenue came from these three varieties, which were priced at more than twice the price of a red plant. When these three varieties were placed on a bench together, ‘Shimmer Surprise’ sold first. Then, the other two started moving and eventually sold out. ‘Shimmer Pink’ is not rated nearly as high as ‘Shimmer Surprise’.

The past couple of years ‘Cortez Burgundy’ has been the variety with the strongest demand. Its intense demand dropped a little this year, but it still generated about 10 percent of the sale’s revenue. ‘Winter Rose Dark Red’ has also been a strong variety for a few years now, and the demand for it has dropped off; however, you can still ask a higher price if done well and the plants are full. You should limit the number of plants available to support the higher price.

‘Visions of Grandeur’ and ‘Kris Krinkle’ are new varieties in Ecke Ranch’s special marketing program. These varieties will not be found in mass-market outlets. Visions’ light-peach coloring is unique, and the consumers’ reaction was very strong. Our students sold it for more than twice the price of red plants. The demand for ‘Kris Krinkle’ is not as strong, but it does appeal to those who like red novelties.

If you are investing in these higher-priced varieties, you might want to sell them by name to create more interest. Many people at our Open House come in asking for their favorite from the year before by name. Many of the new varieties have great names like ‘Santa Claus White’, ‘Red Elf’ or ‘Chianti’. For people who like plants, they want to know as much as possible about the plant they are buying, and they enjoy talking to their friends about which ones they like.



Jim Barrett

Jim Barrett is professor of floriculture at University of Florida and co-coordinator of the National Poinsettia Trials. He can be reached by E-mail at [email protected].