Mother’s Day is one of the most crucial times of the year for florists. But with shipping delays and price increases due to supply chain issues, this year’s holiday was no bed of roses. Across the country, florists were forced to rely on digital marketing and out of the box thinking to drive sales in 2021.
In a recent report, the Society of American Florists (SAF) revealed that “nearly a third of American adults bought fresh flowers or plants as gifts for Mother’s Day.” To our relief, these numbers represented a 4% increase in sales when compared to 2020. 1
The poll, which was conducted between May 10-11, 2021, also confirmed that “Mother’s Day floral purchases were in line with pre-pandemic years: 2019 (with 31% of consumers purchasing flowers), 2018 (33%), 2017 (35%), and 2015 (35%).”1 After a year of being cooped up at home, it’s no wonder why consumers wanted to reconnect with loved ones and share the joy of flowers this Mother’s Day!
What made this year particularly challenging was facing a national flower shortage amid a global pandemic. When faced with these issues, florists had to get a bit more creative in order to offset costs. Some offered additional items like cheese boards and chocolate covered strawberries, while other florists explored more affordable flower options in order to cut down on costs.
Cathy Burns, CEO of Produce Marketing Association (PMA), recently reported a consumer trend which moves away from buying luxury items like bags and jewelry, and instead opting for more affordable luxuries like flowers and plants.3
But it seems most florists set themselves up for success by investing in digital marketing with nearly 40% of Mother’s Day orders taking place online. 2 That doesn’t come as much of a surprise in a post-COVID world that embraces ecommerce as the new default, coupled with a rise in young adults purchasing flowers for Mother’s Day. Many shops were able to make these online sales by regularly updating their social media and keeping their customers engaged. And even as online sales become the new normal, COVID restrictions are softening across the nation, meaning walk-in business is also looking up for florist shops.
Even though this past year has presented many upsets in our industry, florists still rose above the fray and managed to surpass sales predictions this Mother’s Day. The floral industry will continue to face challenges as the world recovers from the pandemic, but as long as we keep innovating and servicing our customers, the floral industry will continue to prevail.
1 “More Consumers Chose Flowers For Mom This Year.” Society of American Florists, 19 May 2021
2 “Demand, Marketing Drive Mother’s Day Sales Increase.” Society of American Florists, 26 May 2021
3 “Floral Demand High Through Mother’s Day, With New Supply Chain Complexities.” Produce Marketing Association, May 2021