Administrative Professionals Week: Potential for florists?

Administrative Professionals Week continues to divide — and in some cases disappoint — florists. The weeklong holiday, observed this year from April 22 to April 28, was once a robust floral-giving event (and known as Professional Secretaries Week), but the name change in 2000, shifting workplace cultures and cultural norms have eroded sales: This year only about a quarter of retailers responding to the Society of American Florists’ Spring Holiday Survey reported an increase in APW sales.

“[APW is] really becoming a nothing holiday,” wrote one florist in Massachusetts. “The employees want a bonus day off or a cash bonus [and] many employers are getting restaurant gift cards.

A florist in Minnesota agreed. “It’s becoming tricky for bosses because they aren’t sure anymore who fits the title and who will be offended,” she explained. “I see this holiday sun-setting in the near future.”

According to the SAF survey, 39 percent of respondents said APW sales decreased. About 31 percent said they remained the same. (A small percentage of respondents weren’t sure of their returns.) Roughly 35 percent of respondents said the number of APW transactions decreased this year.