When NOT to Sell Valentine’s Day Flowers
We just wrapped up our yearly Valentine’s Day Systems Prep webinar & it made me realize that I’m never quite done giving tips. :) Over the next few weeks, we’ll be posting more thoughts I’ve had about this holiday. Stay tuned!
You don’t have to do Valentine’s Day. If it’s not in your business model, then it’s not in your business model. If you’re a home-based florist or an weddings/events-only florist Valentine’s Day may not be right for you.
Side-note, you might be able to find a full service florist that you can partner with to handle the few orders that come in from friends and family. I’ve done this several years — I’ve hired a designer as a freelancer and if they get any orders we roll it into my delivery schedule. We track what they use since they’re using my flowers to design and they pay me for all the materials and the delivery. Generally they have very few orders, but that lets them service their customer base and gives me an experienced designer. Win-win!
Gross income is not the best measure of success. Profit is a better measure of success. “Is your profit more than last year and did you make a profit this year?” These are the questions that you want to ask. Not “Did you make money?” or “Did you make more money than last year.” It doesn’t matter how much money you bring in. If your expenses are more than your income, you did not make money!
If you do your pricing formulas correctly and a traditional dozen roses is more than you think your market will bear, don’t suggest roses to your customers. Sell something that is profitable! (Personally, I prefer mixed arrangements, so we sell 90% mixed arrangements & only 10% classic roses.)
It’s not a badge of honor to pull an all-nighter. (Unless you’re naturally someone who stays up all night long of course.) Hire enough help and pay attention you your shop capacity so that you don’t HAVE to pull an all-nighter!