SAF Launches Mother’s Day Survival Guide for Florists

Alexandria, Virginia– The countdown to Mother’s Day is on, and the Society of American Florists has compiled a step-by-step survival guide packed with resources to help the floral industry prepare for a profitable, stress-free holiday.

Step 1: Decide on product offerings

  • Webinar on Preparing Your Website for Holiday Sales: Vonda LaFever, AIFD, PFCI and Kami Martin of Flower Clique, a flower consulting company, discuss the importance of creating a limited menu for Mother’s Day and how to present it to customers.
  • Training Tips and Adaptable Designs Webinar: Derek Woodruff, AIFD, CF, PFCI, owner of Floral Underground in Traverse City, Michigan, shows how to make eight arrangements in just 40 minutes, offering simple solutions to save time and money on the design bench. For example, start with your largest designs, as you will inevitably end up with broken pieces of foliage and flowers, these scraps can be collected throughout the day and used to fill foam designs.

Step 2: Forecast sales and plan staffing

  • Article SAF NOW: Paul Goodman, PFCI, founder of Floral Finance Business Services and author of The Profit-Minded Florist, provides instructions for forecasting sales and shows how this knowledge can help you determine staffing needs.
  • Profitable Valentine’s Day Staffing Webinar: Goodman also talked about staffing in a recent webinar where he provides step-by-step advice on how to determine how many extra workers you need to handle the vacation crisis.

Step 3: Refine delivery

  • Webinar on Strategies to Accelerate Deliveries: Goodman explains how to find quality drivers, set delivery zones and costs, and track driver productivity. He urges florists to implement delivery changes well before the holidays to ensure everything runs smoothly.
  • Flower Management Article How to Succeed in the Holiday Business (Without Really Crying): Sandy Nielsen, president of Nielsen’s Florist in Darien, Connecticut, said she recruits heavily at the post office every Mother’s Day because the holiday always falls on letter carriers’ day off. “They know the streets better than anyone, so you know they’ll be effective,” she said.

Step 4: Communicate with and train staff

  • Say This, Not That Webinar: The Flower Clique team shares tips on best communication practices, such as holding staff meetings to review schedules, product offerings, production procedures and delivery details.

Step 5: Update your website

  • Item SAF NOW: Online ordering has become a major sales driver for retail florists, and yours might need a little spring cleaning. Use these five tips to ensure your site is ready for Mother’s Day sales.

Step 6: Plan the marketing

  • Social media graphics and web banners: SAF offers high-quality social media images and verbiage to get you started with social media marketing for Mother’s Day, as well as simple promotions you can customize for your own business.

Step 7: Develop Strategies—and a Plan “B”

Step 8: Get ready for the press

  • SAF media resources: Advertising in your local media has invaluable benefits: it gets your name out in the community, builds your credibility, and (usually) costs nothing but your time. Find pointers to grab journalists’ attention, generate positive media buzz, prepare an interview, Mother’s Day-themed press releases, and learn how to capitalize on any coverage you receive.

About the Society of American Florists

The Society of American Florists is the association that connects and cultivates a thriving floral community through training, education, marketing resources and advocacy. Our vision: The power of flowers in every life. For more information, visit

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