Mother’s day
Mother’s Day like many other holidays are celebrated with the giving of gifts and cards. Mother’s Day is a little unique in the fact that there is potential for a double or multiple sale opportunities. Mothers, mothers-in law, extended family members all are considerations for flower gifts. So, how do you determine what to suggest for which person?
SAF has done extensive research to find out that it is not so much about the recipient, but the choices often lie with the buyer. They group potential buyers into 3 groups, Gen-X, Gen-Y, and Baby Boomers. Who would have ever thought that Baby Boomers would now be considered the oldest group?
The youngest group of buyers is often looking for a quick in; quick out kind of sale. It is important to have fun and funky selections that capture the attention of these grab and go customers. Brightly colored Gerbera Daisies are a real hit with Gen-X buyers. Unusual form flower such a s Protea and tropical flowers make a big hit as well. The funkier, the more attention they get. But, better get it quick because they have a text message to send while they are waiting!
Gen-Y buyers are a little more consumer savvy. They have spent time on the internet researching flower choices and are searching for the best product and value. They are willing to spend the dollars, but want to make sure they are getting what they pay for and that the quality is there. There are expendable shopping dollars in this consumer group so suggest something unique and of quality. Don’t forget the guarantee. They are interested in that you stand behind your product.
The last group of consumers visiting the flower shops this Mothers Day season will be the Baby boomers. Here again, dollars are available, but a high level of service is important to this group. Having multiple selections and price points are going to score big points when Baby Boomers come shopping. They have grown up with choices and want options to explore. Delivery will score high with this group as busy activities both work and recreation fill their days and evenings.
Being aware of customers needs and recognizing the wants, needs and desires of each of these consumer groups will keep them coming back for more!
By Tom Bowling AIFD PFCI exclusively for Florabundance, Inc.
