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US: "Is the retail florist still relevant?"

Journalist Carmen Cosentino with The Citizen writes about the need for retail florists. "Yes, I do know that it is the middle of winter, and that we are about five months from being able to cut flowers in the garden. How I look forward to that! Yes, I do have flowers every day. But I do not have freshly cut zinnias in their bold and striking colors. I do not have big bright yellow sunflowers. There are always flowers that are past the point when I will sell them, but will last a few days or a week if I take care of them. It is amazing to see how many people come in during the week to pick up a few stems for the house." 

But the Society of American Florists, the US national trade association, believes that perhaps some 80% of the flowers sold at stores other than flower shops might not be sold in this country. The major number of those sales are on impulse. “Aunt Susie is not feeling well, so for five bucks I can brighten the next few days for her.” Those massive displays grab your attention and the low price of a conveniently sized bunch seals the sale.
 
"The title of a Cornell conference I attended a number of years ago was attended by retail florists from all sizes of operations and was titled, “Is the Retail Florist Still Relevant?” Today as then, the answer was a resounding "yes." Yes, but with a qualifying comment. The florist is and will be relevant as soon as they realize that they are no longer selling flowers. He, or she, needs to understand that they are adding value to that bunch of flowers. They are selling the service, not flowers and plants."

Read the complete article at www.auburnpup.com.

 

 


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