moving product out the doors
Outdoor activities during the harvest season can help push fall
flowers and merchandise.
our country, fall is a beautiful time of year. It’s also a great
time to celebrate the quiet lull between summer activities and
the hustle and bustle of the holidays. To create some buzz
during the harvest season, supermarkets often schedule
activities that embrace fall’s bounty while capitalizing on
comfortable temperatures. So Senior Editor Shelley Urban asked
four floral experts this question: What kinds of outdoor
fall events do you host, and how do you tie in floral?
I am an “autumn-aholic,” so, starting at Labor Day,
everything I do is all about autumn. Outdoors, we have a harvest
festival, and we set up as much autumn merchandise as we can. To
tie in floral, we offer two demonstration classes on the
sidewalk outside the store. One of the classes teaches customers
how to decorate with Indian corn, creating door swags and other
pieces. The other demonstration teaches how to arrange flowers
in fresh and faux pumpkins. At that time of year [early
September], we have the small sugar pumpkins—used for making
pies. So we show how to hollow them out and arrange a fresh
“roundy moundy” bouquet. And to show how to use larger pumpkins,
oftentimes, we place potted mum plants in plastic
jack-o’-lanterns and tuck in preserved oak leaves. We hold the
demonstrations two hours each day over the Labor Day weekend.
Customers can purchase the finished pieces or buy the materials
to make their own.
Matt Boucher, floral manager
Super Stop & Shop #640; Norwalk, Conn.
Fall is one of our favorite times of year! We decorate the
outside of our store and give our customers many fall decorating
ideas. To get our share of sales, the floral shop creates
“designer” pumpkins, which we paint and decorate with fall trim.
Jodi Evans, ICF, floral manager
Hy-Vee; Ankeny, Iowa
Tops Markets is now independently owned and operated, and in our
first year of making decisions locally, we’re enhancing
relationships with our global partners as well as local vendors
and growers. This fall, with the help of our produce and floral
associates, we’ll focus on creatively merchandising our outdoor
“farmers markets” as we showcase locally grown pumpkins, gourds
and squash among beautiful hardy mums, also grown close to home.
Shawn Oliver-Zobrist, floral technical specialist
Tops Markets; Buffalo, N.Y.
Just inside the store, at the front of the building, we have a
“theater,” where our store hosts a variety of classes three
times per week. Most are for cooking and healthy living, but
four times a year, I do floral classes. Although they’re very
popular, I have to do them at times that aren’t stressful for
the floral department, so fall is a great time. I usually teach
how to make centerpieces in pumpkins with sunflowers, wheat and
ivy vine. There is no cost to participate, and the departments
donate the products used, so we limit the class size to 20, to
keep the cost [to the departments] down. We also had a scarecrow
decorating contest. Each department created its own, and all of
them were used outside as decoration. The floral department’s
scarecrow was really cute; she wore bib overalls and a thrift
shop, daisy-print shirt and had pigtails in her “hair.” She
carried a basket of permanent flowers. This didn’t directly
involve customers, but it was a fun way to [highlight our
Rosie Tippetts, floral manager
Maceys Store No. 1034
Pleasant Grove, Utah
Reach Senior Editor Shelley Urban at
firstname.lastname@example.org or (800) 355-8086.
Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc.