mother's day merchandising
Flowers are strong sellers for this important holiday, but
looking outside your department for add-ons and other marketing
opportunities can surely boost the bottom line.
To help floral departments find creative ways to make the
most of Mother’s Day opportunities, Senior Editor Shelley Urban
asked three floral merchandising experts this question:
What are your best or most effective cross-merchandising
strategies for Mother’s Day?
put bottles of wine in our floral cooler, and we might add a
sign that reads, “Mom’s Little Helper.” And within the wine
department, we place permanent floral arrangements with signs
suggesting that flowers pair nicely with wine. We also bring in
cookies and fun cakes from the bakery and put a permanent plant
in that department with signage that reminds shoppers to
consider plants for Mother’s Day. In “cool temp” departments,
such as meat, we’ll place an inexpensive vase with a pretty
arrangement and a card that reads, “Make her a steak for dinner,
and add a gift from the floral department.” We place all our
arrangements in prominent areas where they can be seen while
[Like the wine], anything that can withstand the cold and
humidity goes in the cooler with arrangements. We put birdhouses
and ceramic birds in there, as well as mugs. We’ll also tuck a
small plant or arrangement into a garden tote and add some
This year, we’re going to try a class for kids, called “Goose
Gardening.” We’re going to have lots of little terra-cotta pots
and several flats of flowers, like Violas, and we’ll invite kids
to sponge-paint their pots and plant flowers in them. There will
be a small fee for the paint, pots and plants, but we’re hoping
it will be great fun for kids.
Sue Villanova, floral manager
Blue Goose Supermarket
St. Charles, Ill.
all promotions, it’s important to create a good team and work
together to increase sales for every department. Here, the
bakery makes a display of cookie bouquets, so we put our
Mother’s Day gift baskets and candy with those. We also have a
special package deal with our seafood department that includes
two lobster tails, two filets and a half dozen roses for a
We promote our specials with message repeaters, bag stuffers and
screens on the registers that promote floral selections. And
throughout the store, we have Mother’s Day balloons and signage.
On the actual holiday, we give free carnations to all moms at
the front of the store, and all female cashiers wear corsages to
promote the corsage work we do.
Christina Mayo, floral manager and bridal consultant
South Fayette Shop ‘N Save; Bridgeville, Pa.
usually have a theme for each year, and the theme helps guide
what products we pull into floral. This year, we might do a
gardening theme, and since we’ll have our bedding plants by
then, we’ll tie in garden merchandise, outdoor plants, hanging
baskets and planters. Maybe we’ll use a patio set from GM to set
up a garden-looking display, with watering cans, plant food and
other items. We’ll also create [sales opportunities] in three or
four other areas of the store. For example, the liquor
department will feature a wine or liqueur for the holiday, so
we’ll position a freestanding bouquet displayer near the
featured liquor items, and we’ll use Mother’s Day balloons and
signage with them also.
Chocolate-covered strawberries, made by the bakery, have been a
huge hit for Valentine’s Day, so we may do that again for
Mother’s Day. We [sample] those in floral and have packages of
them in the cooler with roses. That’s been very successful. And,
of course, we’ll put Mother’s Day balloons and an arrangement in
bakery as well.
Teri Grigg, floral merchandiser
Schnuck Markets, Inc.; St. Louis, Mo.