The scent of crisp leaves, the sight of pumpkins on porches, and the cooler air — it’s that time again! Fall is that magical season between the end-of-summer rush and the winter festivities. But many of us overlook the incredible potential of the fall season as we focus on the upcoming Christmas-to-Mother’s Day sales. So, how can you take full advantage of fall to help your floral sales flourish? Here, we provide a few simple but highly effective marketing tips to keep you ahead of the competition throughout the season.
1. Promote Your Uniqueness
Many people head to big box stores, hardware outlets, and greenhouses for their fall decorations. You have an edge on these stores because you offer unique items. With the rising trend of shopping locally (remember the Small Business Saturday?), this is the perfect time to promote your hand-crafted, special decorations that stand out from the mass-produced ones.
2. Focus on Quality and Service
This season, you have a huge advantage over those “convenient” big box stores because you can personalize the customer experience. For example, if you’re expecting a unique flower or item, let your customers know in advance and then follow up with them when it arrives. Also, provide free delivery as an option. These personal touches and customer care will keep them coming back — and bringing their friends.
3. Stock Up on Fall Decor
To compete with those other stores, have a supply of the types of decorations customers are looking for. Include hay bales, pumpkins and gourds, Indian corn, and intricate wreaths, as well as any locally popular items. Display them inside your store, but don’t forget to display them outside as well. This will grab potential customers’ attention on their way to the local hardware or craft store — they may just stop at your shop instead!
4. Show off Your Skills with Window Displays
Speaking of luring in customers, your store windows can be a major draw when you apply your creativity and talent. Design eye-catching window displays that complement your outdoor displays. And, of course, take plenty of pictures of these displays so you can feature them on your social media feeds, emails, and website.
5. Freshen Up Your Online Promotion Weekly
Another way to entice customers is to tease them with weekly “What’s Fresh This Week” updates on social media and blogs. Customers will be checking back to see what’s new, which increases your online engagement. Also, send weekly updates to your email list, add a coupon for discounts on the week’s special offers, and provide links to purchase online.
6. Promote “Seasonal” Instead of “Holiday”
Offer seasonal items that can be changed or added to from one holiday to the next, like a fall-themed wreath that customers can add to for Thanksgiving and then Christmas. They’ll appreciate this value and the sustainability of reusing the same item throughout the seasons. Plus, you can upsell related holiday items each time they come in to “upgrade” their wreath.
7. Host DIY Workshops
We can’t emphasize enough the importance of DIY workshops. It’s not just about making beautiful arrangements; it’s about the experience, the community, and making memories — and attracting new customers in the process. Check out the article in this issue about how to create a fall arrangement as inspiration for what to feature at your workshop.
We hope these tips help you harness the potential of the fall season. Innovate, experiment, and make your floral shop a one-stop fall destination — you’ll see your floral sales flourish!