Guide to Valentine's Day Prep

Valentine's Day is officially less than a month away, so you know what that means--every level of the floral industry has (hopefully) started preparing for one of the biggest holidays for fresh cut flowers.  It's the season of love for some, and stress for others. For seasoned Valentine's Day warriors, we know that the biggest stress-reducer is planning and preparation, so we are here to provide some tips for Valentine's Day prep all the way down the flower line.

 Flower Farmers 

Flower farmers started their prep months ago with the planting of Valentine's Day flower blocks.  Now, our greenhouse teams are preparing to pick, bunch, and sleeve those flowers, while other team members are sorting logistics and making phone calls to ensure that shipping and transportation is ready to go and running as smoothly as possible.  Our tip: Stay calm, breathe, and work together....also, snack often.

 Wholesalers

Wholesalers are in the midst of connecting all the dots; now is the time to reach out to retailers and  pre-book inventory.  Our Tip: Order early and make sure you order enough.  Examine trends and sales from previous years and use that information as you move forward with this year's holiday.

 Mass Market

Many Mass Market Retailers are in the midst (or have already) set up their floral department and built displays for Valentine's Day.  Walk into any big box or grocery store, and you won't be able to ignore the sights and sounds of the upcoming holiday.

Our Tip: Schedule a pep talk with your holiday team.  Answer any questions they may have and make sure they have all the resources they need to succeed.  It's going to be a crazy few days, and it is key that your customer service team feels supported.

Florists

Many florists are decorating their store, upgrading their websites, and hiring and training seasonal staff to help with deliveries, web orders, and flower prep.  Our Tip:  As Jennifer Sparks of the Society of American Florists notes, "The further in advance that you have orders, the better."  Prepare for early-bird sales now to help the actual day go smoothly.  Encourage customers to order in advance with phone calls, email marketing campaigns, social media advertising, and early-order incentives.

No matter where you fall in the flower line this Valentine's Day, the most important thing we can do is plan ahead to the best of our abilities.  And as the day draws near, remember to take breaks, eat snacks, laugh regularly, and make the best of it.

Fellow Farmers, Wholesalers, and Florists -- What tips would you share for Valentine's Day preparation?