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A refresher on last-minute prep tips for Valentine’s Day


Valentine’s Day It’s here—one of the busiest times of the year for the floral industry. Flowers are the go-to gift for Valentine’s Day. While you have been prepping for this “holiday” for weeks, the majority of the orders are delivered on Valentine’s Day and heavy walk-in traffic awaits. But you know that already.

Perhaps you have a grab-and-go station (see our Feb. 14 blog on this topic) in place and plenty of promotions shouting from the store windows. Your staff is already working their tails off. One thing to remember is to keep tabs on what the best-sellers are and what people are seeking that you might not have on display.

According to Teleflora, the top five selections for those giving the gift of flowers on Valentine’s Day are:

  1. Roses
  2. Carnations
  3.  Lilies
  4. Alstroemeria (also known as Peruvian Lily or Lily of the Incas)
  5. Tulips

And here’s something you might want to relay to customers as part of your Valentine’s Day displays. As you know, roses of different colors carry different meanings. It might be fun to feature a display highlighting each meaning near the roses, especially if you want help pushing out specific inventory. And you might also help out an attention-seeking youngster convey the right message on this Valentine’s Day.

Here are some more refreshers for the big day. All of them can impact your bottom line—on a day when you want that line to run deep in the black.

Be aware of the weather
As you know, bad weather can impact your business no matter what day it is, but especially on Valentine’s Day. Make sure you are aware of what the forecast will be for Feb. 14 and plan accordingly. If inclement weather is forecast, make sure all delivery vehicles are prepared for the conditions, and provide drivers with enough time to travel to each destination.

Keep things organized
You probably already have your store organized to your liking for the big day. But try to keep everything somewhat tidy throughout the day itself, as well. No customer wants to wade through discarded petals, ribbon, and packaging as soon as they walk through the door!

Staff accordingly
All shop employees should be prepped and ready for all duties at the shop, from answering phone calls and responding to online orders, to making sure all flowers are prepared for delivery. Make sure all available delivery drivers are ready to go, too!

When the day is past, hold a debriefing session with your staff. Discuss what went right and what went wrong, and make changes for the next busy floral holiday coming up on the calendar. Hopefully in the end, you’ll be able to put your feet up and pat yourself on the back for a job well done.