Teleflora's 2021 Mother's Day Success Guide

2021

MOTHER‘S DAY SUCCESS GUIDE

TREND REPORTS

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ASK A FLORIST

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TELEFLORA‘S LAVISHLY LAVENDER BOUQUET T21M100

TOP 10 BEST SELLERS

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SOCIAL MEDIA

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CALENDAR APRIL M O N D AY

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T U E S D AY

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SPECIAL AUCTIONS

W E D N E S D AY

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T H U R S D AY

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AUTOBIDS

Tuesday & Thursday Flowerbuyer Mother‘s Day Auctions are underway

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CONFIRM TEMPS

Confirm Mother‘s Day temps and delivery drivers

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DIRECTORY

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Set your autobids on Flowerbuyer.com— the earlier the better!

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Live virtual design program from her flower farm

Display merchandising items from Teleflora‘s FSG Update Kit

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HOLLY HEIDER CHAPPLE

MERCHANDISING

SOCIAL POSTS

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WUMFA (APRIL 11TH)

Game Show Floral Conference hosted by Tim Farrell, AIFD, AAF, PFCI

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Schedule your social posts using Teleflora‘s Social Media Kit Bit.Ly/2021MdaySocialMedia

Look for your May directory, arriving in shops this week

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F R I D AY

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FINALIZE LINEUP

Finalize your lineup—see Teleflora‘s projected Best Sellers on p. 9

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OPEN ON MDAY?

Are you open on Mother‘s Day? Let us know at MyTeleflora.com or by calling 800.569.8302

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FLOWERBUYER

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Order with Flowerbuyer.com‘s Buy the Bunch® for small quantity or last-minute orders

MAY M O N D AY

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T U E S D AY

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POUR ON

W E D N E S D AY

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UPLOAD SKUS

Upload custom Mother‘s Day SKUs, and update pricing on your eFlorist site

TELEFLORA’S FARMHOUSE CHIC BOUQUET

THE LOVE

T H U R S D AY

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PRIORITY OVERNIGHT

F R I D AY

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Last chance to order flowers using Flowerbuyer.com‘s Priority Overnight

EXCLUSIVELY AVAILABLE THROUGH YOUR LOCAL TELEFLORA FLORIST. Due to the regional and seasonal availability of flowers and foliage, certain substitutions may be necessary. Printed in U.S.A. ©2021 Teleflora LLC. 212MD200P FS201112-05

FS201112-05_FSG_212_Poster_MD_200_F.indd 1

1/20/21 1:29 PM

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ANYTIME BOUQUETS Replace Mother‘s Day merchandising with Anytime bouquets

COUPONS

Email a coupon to first-time Mother‘s Day customers

CONTENTS 04

TREND REPORTS Merchandising ideas for Mother‘s Day

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ASK A FLORIST Tips from partner florists on Mother‘s Day bouquets and phone orders

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BEST SELLERS Teleflora‘s projected best sellers for Mother‘s Day 2021

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GENERATIONS OF FLORISTS Fourth-generation florists and sisters run Tillie‘s Flowers in Wichita, Kansas

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EASY eSAT CUSTOMIZATIONS Target your customers with customization and flexibility

2021 MOTHER‘S DAY TRENDS FRENCH VINTAGE

MERCHANDISING TIP: Promote “French Vintage” as a Mother‘s Day trend to your local media outlets so they feature your bouquet and products for free advertising!

Teleflora‘s Lavishly Lavender Bouquet T21M100

MODERN FARMHOUSE

MERCHANDISING TIP: Create cute social posts using one pitcher two ways: one with a bouquet, and one filled with kitchen utensils.

Teleflora‘s Farmhouse Chic Bouquet T21M200

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2021 MOTHER'S DAY SUCCESS GUIDE

SPARKLE AND SHINE

Teleflora‘s Shine In Style Bouquet T21M300

MERCHANDISING TIP: This year‘s sparkle looks less like diamonds and more like pastelhued glitter. Embrace this trend by offering sparkling candles, purple-hued succulents, and shimmering art.

SOPHISTICATED WHIMSY

MERCHANDISING TIP: Celebrate the beauty of the butterfly this Mother‘s Day by offering add-ons that include butterfly cards, lawn décor, or even stationery to complement this gift.

Teleflora‘s Vintage Butterfly Bouquet T21M400

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ASK A FLORIST WHAT TRENDS ARE YOU SEEING FOR MOTHER‘S DAY BOUQUETS IN 2021?

In the past, sons and fathers chose huge, touch-the-sky arrangements. Now they are opting for more of a garden cluster style arrangement with a wild flower, bohemian look.

They like arrangements that have detail, movement, and depth. The roundy moundy is not the look of 2021.

Donny Johnson, AIFD, Rose Hill Flowers, Nashville, TN

For Mother‘s Day, we are seeing much more loose, lush garden styles. We‘re seeing less daisies, carnations, and normal roses. Instead, we have been using more garden roses and eucalyptus in our popular bouquets!

Annie Venable, AIFD, CFD, CF, Owner, Leona Sue‘s Florist, Scott, LA

HOW DO YOU TRAIN SALES STAFF TO TAKE HOLIDAY PHONE ORDERS? When coaching our sales team or motivating them, we try to make it as easy as possible for them and the customer. We teach that customer service is listening to the customers‘ needs, and also elevating their concept. Instead of naming every flower and color, we give them the options like a garden cluster bouquet with bright spring colors, or soft pale colors. Or a tall and showy arrangement. We also narrow our inventory down to maybe 15 looks during the Mother‘s Day holiday.

Donny Johnson, AIFD, Rose Hill Flowers, Nashville, TN We‘ve streamlined our phone offerings down to 3 or 4 package deals that include a bouquet, chocolates, and a candle. During Valentine‘s Day, we had a salesperson at the entrance to our store with a Teleflora Dove POS laptop taking orders and a runner that would send the packages out to the customers. It was a very smooth system that limited the numbers of customers in the store!

Annie Venable, AIFD, CFD, CF, Owner, Leona Sue‘s Florist, Scott, LA

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2021 MOTHER'S DAY SUCCESS GUIDE

MOTHER‘S DAY LESSONS FROM COVID-19 Last year, the owner of Blumz by JRDesigns in Detroit, MI, Jerome Raska, AIFD, AAF, PFCI, CF, started preparing for Mother‘s Day with only two weeks‘ notice after the state reopened! Despite the short lead-up, his 2020 Mother‘s Day was a recordbreaking success. Jerome said that last Mother‘s Day he streamlined offerings online and in the store, created more bundled products, and relied on strong partnerships for success.

In light of COVID-19, Blumz by JRDesigns offered drive-through shopping and set up a market in the parking lot, so customers could stay in their cars. Jerome said that one of his most successful partnerships was with a local grower who brought blooming baskets to sell out of a truck.

“This was a huge hit,” he said. “We sold baskets at a discount for purchasing two or three and most people bought three at a time!”

Last year, Jerome also experimented with offering wrapped bouquets at a higher price point than in prior years and plans to continue that in 2021.

Last year when COVID-19 put the event business of John Hosek, AIFD, CFD, PFCI, CAFA, MCF, on pause, he joined Teleflora and transitioned Surroundings Events & Floral to a full-service flower shop in Verona, MI. John said the weeks leading up to Mother‘s Day were a blur of establishing the new business in town. He immediately joined the Chamber of Commerce and created a lot of outdoor signage “We drew in people with huge planters and even a inflatable tube dancing man.” he said.

The other key to his quick success was sending email blasts to existing customers and updating his Google profile and search engine optimization (SEO). Since 2020, John has worked on branding his shop and cites super tickets in bouquet as the best word-of-mouth advertising.

For Mother‘s Day 2021, John plans to increase his outdoor plantings and landscaping to draw in customers.

He‘s also going to ramp up social media offerings closer to the holiday and offer cash-and-carry bouquets, which were such a success in 2020.

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FLORIST FEATURE: IN BLOOM FLORIST

Instagram continues to develop and promote new video features. We chatted with Marketing Director Dani Gill of In Bloom Florist in Orlando, FL on how In Bloom is using Instagram‘s newest features, including Instagram Reels, IGTV, and Stories.

WHAT INSPIRES IN BLOOM‘S CREATIVE SOCIAL VIDEOS? Much like our posts, we want to let people know we are a family and local business. Even though we are larger, we are still a small community, and we want to portray that on social media. Especially in our Instagram stories, we want to highlight the real people that touch and care about each order.

We also look up to other florists like Dr. Delphinium and Winston Flowers. In Bloom also belongs to florists‘ groups and collaborates with them. Overall, we try to use our social media to elevate our brand.

HOW DO YOU DECIDE WHICH VIDEOS TO ADD TO YOUR INSTAGRAM STORIES, REELS, OR IGTV? We decide placement based on if the content is suited to shorter- or longer-form video. We‘ve found a lot of success with Instagram Reels with shorter how-to videos. Our Snake Plant propagation video surpassed 10,000 views, so it really caught fire. Instagram Reels reaches a different audience because Instagram pushes Reels to show up on non-followers‘ Discover pages. IGTV is better for longer content, like our 30th anniversary video we published this year.

HOW IMPORTANT IS SOCIAL MEDIA DURING THE PANDEMIC? The most important thing is to have a strong and active presence. As a consumer myself, I‘ll often check a company‘s social media to see if they are open and operating. We focused on being present on social media and connecting to customers during this time.

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2021 MOTHER'S DAY SUCCESS GUIDE

MOTHER‘S DAY 2021 PROJECTED BEST SELLERS

Teleflora‘s Shine In Style Bouquet T21M300

Teleflora‘s Garden Oasis Bouquet TEV58-8

Desert Sunrise TEV55-6

Teleflora‘s Lavishly Lavender Bouquet T21M100

Teleflora‘s Vintage Butterfly Bouquet T21M400

Teleflora‘s Stunning Swirl Bouquet T21M500

Blush Life Bouquet TEV56-3

Teleflora‘s Busy Bee Pitcher Bouquet T20E200

Teleflora‘s Farmhouse Chic Bouquet T21M200

Teleflora‘s Heart Stone Bouquet T20M200

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DovePOS

MOBILE eDELIVERY FOR DOVE POS DELIVERY CONFIRMATIONS COMPLETED WITH THE PRESS OF A BUTTON With the Dove POS Delivery Manager module, confirming deliveries is a simple way to boost customer satisfaction, and one that can be overlooked during a busy holiday season. With eDelivery, your drivers can complete real-time delivery confirmations with a quick press of a button from their smartphone.

Guarantee satisfaction by letting every customer know when their order has been delivered.

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FOR MORE INFORMATION ABOUT eDELIVERY, CALL SUPPORT AT 866.444.3683, OR VISIT THE DOVE POS RESOURCE CENTER.

2021 MOTHER'S DAY SUCCESS GUIDE

MOTHER‘S DAY FLOWER-PURCHASING PLANNER Get organized before Mother‘s Day with this flower-purchasing planner. Use the planner to estimate the quantity and prices of popular seasonal flowers for Mother‘s Day. We‘ve included stems featured in Teleflora‘s best-selling bouquets and their average Flowerbuyer Auction prices for reference.

VA R I E T Y

STEMS NEEDED

COST / STEM

E S T I M AT E D C O S T

F B AV E R A G E P R I C E

Rose 50/50

$0.55 per stem

Rose Cool Water

$0.55 per stem

Rose, Spray, Dark Pink

$0.68 per stem

Lili, Asiatic, Dark Pink

$0.75 per stem

Lily, L.A, Mother‘s Day Mix

$0.61 per stem

Alstroemeria, Mother‘s Day Mix

$0.42 per stem

Alstroemeria, Spring Mix

$0.50 per stem

Carnation, Select, Novelty Mix

$0.29 per stem

Mini Carnation, Select, Mother‘s Day Mix

$2.72 per bunch

Chrysanthemums, Cushion Spray, White

$2.62 per bunch

Chrysanthemums, Daisy Spray, Lavendar

$2.73 per bunch

Rose, Spray Majolica, Pink

$0.70 per stem

Stocks Double, Assorted

$5.40 per bunch

Tulip, Single, Mother‘s Day Mix

$0.75 per bunch

Total:

NEED SPACE TO ADD MORE FLOWERS? Download the longer printable version of the planner at bit.ly/FlowerbuyerPlanner.

Visit Flowerbuyer.com or call 877.625.3243 to register and save on your Mother‘s Day flowers!

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GENERATIONS OF FLORISTS— TILLIE‘S FLOWERS

1876

1876

1920

Amos Kuechenmeister moves from Germany to settle in Wichita, Kansas

Amos opens Harry Street Greenhouse

Tillie begins running Harry Street Greenhouse

In 1876, two German immigrants opened Harry Street Greenhouse in Wichita, Kansas. Four generations of florists have left their mark on the business, transforming it from a greenhouse, to a florist shop with a lunch counter, to the thriving multi-location retail florist business it is today.

Today, Tillie‘s Flowers is owned and managed by sisters Jen Barnard and Jocy Benton. They are the fourth generation of florists running the business, with guidance from their parents and aunt.

“We joke that our family dinners could be written off as business expenses, and anyone who marries into the family is part of the ‘flower mafia,‘” said Jocy.

Jen and Jocy credit their father for growing the business from a small flower shop to a top-50 Teleflora shop with advertising and marketing. The sisters‘ biggest impact on the business has been expanding their website and social media presence, bringing Tillie‘s into the 21st century.

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2021 MOTHER'S DAY SUCCESS GUIDE

1920

2021

Harry Street Greenhouse becomes Tillie‘s Flower Shop

Tille‘s granddaughters Jen and Jocy run the family business

Both sisters worked in the flower shop at age 5 doing odd jobs like cutting floral foam. At age 5, Jen declared she wanted to be “the boss” when she grew up!

Jen manages the shop‘s online brand presence and its thriving Instagram and Facebook accounts.

“A lot of our continued success is Jen being the ‘face of the business,‘ which creates a personal relationship for our customers. Jen does an amazing job connecting with customers on social media.” – Jocy Benton To keep their small family business running smoothly, everyone in the family carves out their own niche and excels in that area. Jocy said their business meetings (which are about 90% family) are a great way to communicate, give and receive advice, and discuss any problems. They say each holiday is a family affair, and they hope the next generation continues to take on the family business.

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S U N DAY, M AY 9

LET US KNOW Let us know if you plan to be open and accepting orders for delivery on Mother‘s Day. Teleflora is making special efforts to route headquarters and florist-to-florist orders to your shop for delivery on Sunday, May 9, for Mother‘s Day, ensuring that your shop receives every order possible.

TIPS FOR SUCCESS FLEXIBLE CODIFICATIONS Get real-time control over your delivery areas. You can turn specific delivery ZIP codes on and off any time you like! Available on MyTeleflora.com, the Holiday Delivery tab will become active as the holiday nears, allowing you to add and delete delivery ZIP codes for the Mother‘s Day period, so you can focus on quality customer service for your area.

ORDER DELIVERED? Send a delivery confirmation because customers expect them. Confirm your deliveries as soon as possible, and avoid fees by sending confirmations by 9 p.m. (local time) on the requested delivery date.

To avoid confusion, confirm the delivery AFTER it has been made.

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2021 MOTHER'S DAY SUCCESS GUIDE

EASY DELIVERY CUSTOMIZATIONS FOR eFLORIST eFlorist websites offer many tools to target your customers with customization and flexibility. You can highlight the products you offer by updating your banners and categories to best speak to your customers. Customizing your delivery fees is another high-impact way you can use in eFlorist Self Administration Tool (eSat). This is a simple yet effective tactic to drive higher average order values for your business or to manage orders during the holidays. Below are three common ways to change your delivery fees, all easily managed in eSAT:

LOCATION

Charge more for deliveries outside of your local or primary service area. You can set what is defined as local for your shop by postal code, city, or facility name. Or similarly, you can offer a discount for customers asking for deliveries within your local area.

DATE

Incentivize customers to place their orders in advance by offering early-delivery discounts. For example, customers setting delivery dates for 5 to 8 days prior to Mother‘s Day will qualify for a discounted delivery fee. Likewise, you can charge more for deliveries falling on the day of or before the holiday.

CUSTOMER FLEXIBILITY

Allow customers who are open to a wider range of delivery dates to receive a discount. This is especially effective if you raised your delivery fees for high-volume dates.

TO LEARN MORE...

To learn more about how to make these adjustments in eSAT, please contact our Website Support team at 866.983.3932.

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HELPFUL CONTACT NUMBERS Customer Service:

eFlorist: 866.983.3932 800.421.2815 U.S. and Canada

DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m.

(CST)

Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243

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2021 MOTHER'S DAY SUCCESS GUIDE