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FTD on Administrative Professionals Day:

US: “We see even more potential with this holiday for an additional, less obvious reason”

"There are roughly 300 million people in the US, and far more around the world, who we celebrate on Administrative Professionals Day. Flowers, chocolates, and gift baskets have always been amongst the most popular tokens of appreciation given to Administrative Professionals, and we have been thrilled to see demand for all types of gifts, but especially flowers, increase each year", flower delivering company FTD says. But they see even more potential with this day for an additional, less obvious reason, which we will explain in this article.

Administrative Professionals Day
Administrative Professionals Day is always celebrated on the last Wednesday of the last full week of April. This year, it fell on April 26. "This holiday recognizes the administrative assistants, executive assistants, personal assistants, secretaries, receptionists, client services reps, and other administrative support professionals who work incredibly hard to keep modern businesses thriving, and we are proud of the role we play in showering these professionals with appreciation."

Demand increasing
According to FTD, Administrative Professional's Day orders have nearly doubled in the past three years, with AOVs climbing as well. And they are seeing the demand for flowers increase. "Any occasion where people are ordering a bouquet of flowers is an important holiday for the floral industry. Whether it's Administrative Professional's Day, Mother's Day, a birthday, or a Thursday, the successful delivery of that order is incredibly important to the person who sent it, and we never forget the important role we play in their personal gifting story. Now, is Administrative Professional's Day poised to rival the volumes of Valentine's Day any time soon? Of course not. But we do see demand rising, and with companies under increased pressure to create healthy, empowering workplace cultures, we don't expect that trend to change any time soon."

Popular flowers for this holiday
Buyers tend to gravitate to bright, lively, florist-fulfilled bouquets like our Fiesta and Best Day offerings, FTD notices. "While it's just our intuition, these bouquets are incredibly cheerful, combine a variety of different stems (perfect for when you aren't sure someone's favorite flower), and can be had at price points that allow for hand delivery to every Admin in the office."

More potential with this day for an additional, less obvious reason
Having established that any opportunity to successfully deliver a floral gift is an important holiday for the industry and that the trend is pointing up, they also see even more potential with this day for an additional, less obvious reason. "In this scenario, both the buyer (bosses) and the receiver (Admin Assistants) are highly influential, potential repeat customers. Admin Assistants are often responsible for executing any day-to-day business gifting, while their bosses often dictate the types of gifts being sent out. Getting one or both on a mailing list as a result of an Administrative Assistant's Day purchase offers up tremendous marketing opportunities to drive additional purchases throughout the year. Admin Professional's Day is a great way to reach them both and remind them how wonderful it feels to give and receive flowers."

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