US: IFPA conference to empower members to boost non-holiday floral sales

The floral industry struggles with elevating sales during non-holiday periods. To support members who want to drive everyday sales, the International Fresh Produce Association (IFPA) will focus on tools and resources for non-holiday sales at The Floral Conference – Anaheim, February 27, 2024.

“Shoppers are used to including flowers and plants in their holiday plans – from Valentine’s to Mother’s Day to year-end festivities,” said IFPA floral director Deb Zoellick. “Where retailers hit the doldrums is non-holiday times like late summer. They need data-driven strategies to encourage shoppers to buy everyday flowers – not just holiday or special-occasion flowers.”

Conference speakers and interactive sessions will address tools to help retailers craft strong non-holiday marketing and merchandising programs – tools like artificial intelligence (AI), generational marketing – especially Gen Z and Gen Alpha, and consumer trends.

“We work with our IFPA volunteers to understand what will support members as they seek to drive greater sales,” Zoellick said. “Volunteer engagement helps us focus education, insights, and networking opportunities to maximize attendees’ time and take-home value from this conference.

“Members across the floral supply chain must understand consumers trends and how tools like AI and generational marketing can raise sales during a traditionally slow time for floral at retail.”

In addition to the learning sessions, conference attendees will have ample opportunities to connect with each other. “Because this event is designed for the entire floral community, registrants will enjoy time with existing and future supply chain partners,” Zoellick said.