Grandparents’ Day falls on the first Sunday after Labor Day. Yet most people barely know this holiday exists, which is a great opportunity for you. Sure, Grandparents’ Day will never rival Mother’s Day or Valentine’s Day for sheer demand, but it doesn’t need to.

By creating some awareness around this holiday, and merchandising correctly, you can turn a quiet weekend into a new sales opportunity. It’s all built around one simple idea: honoring the grandparents who shaped a family. Here are six ways to help you market this sentimental holiday.

1. Make the In-Store Moment Impossible to Miss
A themed display reminds customers the holiday is coming and catches shoppers who show up without a plan. Put it near the entrance or checkout, where they can’t miss it. Warm colors, family-style arrangements, and grab-and-go bouquets all work well here, especially with clear signage so nobody has to ask what the display is for.

Wholesaler Tip: Give retailers merchandising ideas, signage, and flower combinations built specifically for Grandparents’ Day.

Retailer Tip: Build one display with bouquets at a few price points, and keep it fully stocked throughout the weekend for the last-minute shoppers.

2. Position Flowers as the Perfect Way to Say Thank You
Most customers aren’t familiar with Grandparents’ Day, so the holiday itself won’t sell the flowers; the emotion behind it will. Frame flowers as a simple way to say thank you.

Wholesaler Tip: Share ready-to-use promotional materials that help florist customers market flowers as a thoughtful, easy gift.

Retailer Tip: Use direct, warm messaging, such as “Say Thank You with Flowers” or “Celebrate the Grandparents Who Make Life Bloom.”

3. Build Awareness and Emotion Through Social Media
Social media can do two jobs here: remind people that the holiday is coming and make them feel something about it. A short countdown of bouquet ideas covers the first job; inviting customers to share a memory or photo of their grandparents covers the second.

Wholesaler Tip: Provide retailers with seasonal images and flower inspiration they can share with their own customers.

Retailer Tip: Post daily countdown content the week before the holiday and ask followers to share a favorite memory alongside a photo of the flowers they bought.

4. Make Distance No Excus
Plenty of customers don’t live near their grandparents. Delivery removes the one real obstacle standing between them and celebrating anyway.

Wholesaler Tip: Remind florist customers to promote their delivery options early and order inventory ahead of the holiday.

Retailer Tip: Advertise local delivery, online ordering, and order deadlines clearly across your website and social channels.

5. Partner With the Places Grandparents Already Are
Retirement communities, assisted living facilities, and senior centers are full of potential partners. A partnership here can generate sales and goodwill at the same time.

Wholesaler Tip: Help florist customers identify senior communities and facilities that might want flowers for residents or events.

Retailer Tip: Offer a delivery package built for senior communities, or partner directly with one for the holiday.

6. Create a Collection Worth Naming
A small, well-named collection makes the occasion feel intentional rather than generic. Names like “Grandma’s Garden” or “Generations of Love” give customers something to remember and to shop for.

Wholesaler Tip: Recommend varieties and color palettes suited to warm, family-inspired designs.

Retailer Tip: Build a limited-time collection that customers can shop easily online or in person.

Grandparents’ Day will always be a smaller holiday, and that’s fine; it doesn’t need to compete with Mother’s Day to be worth the effort. A little warmth, a clear message, and an easy way to buy are enough to turn a quiet late-summer weekend into a genuine sales opportunity, and a real moment of thanks for the grandparents who deserve it.