The Mother’s Day Survival Guide

How to Begin Preparing Today for Spring’s Holiday!

For the floral industry, “Mother’s Day is a marathon,” says Alexandra Scholtz, Owner, Lead Floral Designer, and Creative Director of WildFlora Design Studio. To prepare effectively, it’s important to plan and strategize––just like marathon runners do. As the early spring days bud, now is the time to get ready for this year’s Mother’s Day floral marathon.

In addition to owning two high-volume brick-and-mortar shops, Scholtz is a second-generation florist. Her experience and keen insights have enabled her to develop a winning strategy when it comes to navigating the Mother’s Day holiday. She notes that her method is more akin to a flowchart that she and her team adhere to than a checklist. Scholtz happily shares some of the essential components of her successful Mother’s Day plan.

KNOW WHAT IS POPULAR

This year, Mother’s Day is seeing an emphasis on big colors and flower-heavy arrangements. In addition to traditional favorites, bouquets will feature unique foliage and a play on greens such as speckled begonia, ferns, and more. Furthermore, the 2024 Pantone Color of the Year is Peach Fuzz. This color is all the buzz in the industry and the most in-demand color for arrangements.

MARATHON PREPARATION

To prepare for the coming holiday, it’s important to gather with staff and assess what will be needed to accomplish your goals. Some important topics include

• How many freelancers must be hired

• What will the offerings be and what is the year’s theme

• Photos of the offerings and content creation

• What supplies and flowers should be ordered

• How best to prepare space for the increased volume

DEADLINES

To ensure smooth running, it’s best to have most backend details, such as menu offerings and flower orders arranged at least a month before Mother’s Day. Similarly, it’s a good idea to set realistic goals concerning a manageable number of orders that you can fulfill. While it’s natural to never want to turn away a customer, it’s wise to have a plan in place to educate your clients to order early. To get your regulars to order early, you might consider offering an early bird discount. This will also help minimize last-minute orders.

PROMOTION

Curate a menu featuring different flowers, bouquets, and arrangements in a range of styles and prices to help streamline the ordering process, then post away on social media. This is also a great way to inspire customers to order in advance so they don’t miss out. It will also give them an idea of what mom can expect to receive on her special day.

THE BIG EVENT

When working with fresh flowers, there is a small window where all the arranging takes place. Two days ahead of time is the maximum for arranging flowers. The key to keeping them fresh and lovely is great quality control and cool storage. Scholtz also recommends having one person dedicated to quality control right before the flowers go out the door.

WHEN IT’S ALL OVER

Once you’ve completed the marathon, it’s time to reflect and learn. Take detailed notes throughout every stage, then check your final numbers, and listen to your team, drivers, and order-takers to learn. Each year will present a new perspective that will further improve next year’s efficiency.

Finally, Scholtz encourages taking time off to “bask in your success, reflect on lessons learned for next year, and then go get a massage.”