7 strategies for florists that will make your Mother's Day sales bloom

In the United States, Mother’s Day is celebrated on the second Sunday of May. For floral shops like yours, this holiday occupies the sweet spot between Valentine’s Day and wedding season, and can lead to significant profits and the fostering of happy, long-term customers. 

Incorporate some or all of the following tips to prep your store for Mother’s Day, and your profits could shine as brightly as the spring sun.

1. Update your Google Business page.

These days, people go to the internet first when they want to learn about businesses in their area. The profile you set up on Google Business provides your store with an identity and a way to express your brand voice, as well as a mechanism for communicating important details about your store. 

Check your profile to be sure that your contact details, product photos and business hours have been updated and reflect any special Mother’s Day hours or sales.

Additionally, your Google Business Profile has other tools you should maximize. These include the ability to customize videos and create posters and social media page entries.

2. Reflect the holiday on your website.

Your website is often the first exposure that people have to your florist shop. With that in mind, be sure it reflects your best Mother’s Day arrangements. 

It does not require a lot of time or expertise to set up a Mother’s Day-specific promotion section or landing page. Use them to showcase featured products, building in online discounts if you can. 

These will incentivize remote purchases for clients who do not have time in their busy schedules to travel to your store.

Your POS for floral shops can generate sales and inventory reports that will enable you to view past holiday shopping behaviors, so you can purchase sufficient inventory to accommodate anticipated demand.

3. Create an online and paper gift guide.

Whether they come in person or make their purchases online, customers appreciate receiving help in selecting the perfect Mother’s Day bouquet, basket, or vase. 

In addition to the personal touch that they will get from a one-on-one consultation with someone on your sales staff, you can also furnish them with a digital or paper gift guide.

Set it up so that customers can look at options for all types of mom personas. These can include stay-at-home mom, mother-in-law, teacher, attorney, coach, best friend, or mother-to-be. 

Come up with a few gift ideas for each, and then make your gift guide available on various channels, including your website, social media, on posters, and in emails. Then make certain you have enough inventory quantities to meet the demand.

4. Offer subscriptions as a unique twist.

Flowers are great on Mother’s Day, but they’re even better when that special lady receives them regularly for three or six months. The subscription plan is a present that keeps on giving.

The key is to advertise it far and wide. Make your social media and email messaging eye-catching and transparent so that potential subscribers are clear about how it will work and intrigued by the various options you are offering.

5. Create social media buzz.

People have countless options when it comes to Mother’s Day gifts. Be sure your stunning floral products rise to the top of their minds by piquing interest in what you will be offering.

That means using every weapon at your disposal, including videos of your Mother’s Day-themed merchandise, polls to generate feedback, and perhaps even a short essay contest about the holiday. 

Start the countdown four to six weeks ahead of time, regularly updating your content to keep interest high.

6. Send emails.

Hopefully, you have stored your customers’ contact details in your POS for flower shops. Tap into this gold mine to create a Mother’s Day email campaign that begins at least a month in advance.

This group of messages might start with an early bird discount and then feature your gift guide as well as promotions aimed at last-minute shoppers. Keep the emails coming during your campaign, but don’t send so many that people become irritated.

7. Get on the phone.

Although other types of social media and email marketing campaigns are effective, the personal touch still rules. Make a list of your most loyal customers as well as those who purchased flowers from you a year ago. 

Then call a few of them each day, taking the opportunity to discuss some of your special products and making customized recommendations based on your conversation.

Most likely, Valentine’s Day represents your biggest day of annual sales. But don’t put that mobile card reader on the shelf just yet. With some advanced preparation and attention to detail, your Mother’s Day sales can blossom as well.