As the old saying goes, “failing to plan is planning to fail.” Never is this more evident in our industry than right now. Your summer success is directly dependent on your Mother’s Day orders. By engaging customers and their neighbors in May, you will be more likely to get their summer birthday, anniversary and sympathy orders as well. May will be here before we know it, so don’t let it sneak up on you and overcome these three planning pitfalls now.
1. Don’t Wait Until April to Start Planning
One of the biggest mistakes a flower shop makes is that they wait too long to start planning. This is why we offer our Mother’s Day brochure now. If we didn’t, shops would have little time to coordinate properly with mail houses, order containers and acquire flowers. It’s never too soon to start planning; waiting too long will become more problematic with each passing day.
2. Don’t Ignore Earned Media
Have a contest prepared for your social platforms, and send out a press release to local news stations. Mother’s Day is one of the biggest holidays in our industry and should be treated that way. Rally your customers by creating excitement and anticipation. Since Mother’s Day falls on a different date every year, make sure that people are aware in advance that May 10 is the big day, and don’t let them forget or lose enthusiasm before it arrives.
Many shop owners unfortunately fall into a mindset that they are busy enough and feel no need to overdo it when it comes to Mother’s Day. Being busy now is a good problem to have, but you can’t lose focus on the big picture. A “good” Mother’s Day will help you avoid unnecessary layoffs and budget cuts this summer and will set you up for more options and more flexibility in the coming months.
If you are not sure where to start or how to improve your Mother’s Day this year feel free to contact our team. We are here to help!