Dec 28, 2022
AFE Shares Ways to Increase Cut Flower Sales for Valentine’s Day Success

The National Retail Federation reports that 40% of Christmas shopping beginning right after Labor Day, so it’s no stretch to say that garden centers should begin their Valentine’s Day marketing before — or immediately after — Christmas Day.

The U.S. cut flower market is projected to grow from $9.2 billion in 2021 to $12.8 billion by 2028, at a compound annual growth rate of 4.8%, according to a report from Research and Markets.

So how can garden centers get in on the Valentine’s Day flower love? American Floral Endowment Trustee Emeritus Cindy Hanauer recently shared some ideas on their website, including a pop-up store — which can be as simple as an outdoor selling space or tent structure.

“Renting panel vans is relatively low cost and, when drivers are armed with mobile credit-card readers, these “pop-ups” can be be­come huge cash cows on Monday and on Valentine’s Day Tuesday,” she writes. “Be sure to check your city’s ordinances for potential permits needed.”

Weekly ad circulars, social media posts, checkout counter fliers, in-store signage, and more can be used to promote the holiday, according to Hanauer. In addition, she suggests add a compelling Valentine’s Day banner to your homepage with a link to your e-com­merce ordering portal.

Find more ways to maximize your Valentine’s Day sales here.

Related: Flower Power: Why Your IGC Should Stock Cut Flowers as a Product Category