Planning Ahead
The
21st-century poinsettias
New styles upgrade the traditional holiday plant, raising the
potential for increased profit margin.
by Monica Humbard
Over the years, the profit margin on traditional holiday potted
poinsettias (Euphorbia pulcherrima) has dropped significantly.
But enhancements and advancements in the plant itself, as well
as new decorative applications, have given the category new
life. Consumers have shown their willingness to pay more for
poinsettias that are new and unusual. As you get ready to place
your orders for Christmas 2007, here are some ideas for
upgrading your poinsettia selection.
new forms
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desktop size
The 12-inch-tall miniature ‘Winter Rose’ tree, shown
lower right, is perfect for a desktop and is targeted to
the corporate market. Display it near the register at
eye level so consumers can appreciate its unusual form.
Photo: Peace Tree Farm
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column shape |
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The poinsettia column has a large single bract
at the top of the plant, which drapes onto green
foliage. Farther down the stem is a circle of
smaller bracts. The plant has little spread
(about 12 to 14 inches) and is grown in an
8-inch clay pot.
Photo: Peace Tree Farm |
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cut poinsettias
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‘winter rose renaissance’
Photo: Paul Ecke Ranch |
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Jack Williams, international products manager at Paul
Ecke Ranch, says 2006 was the biggest year yet for
cut-flower poinsettias. He says this is primarily
because of the success of the cut ‘Winter Rose
Renaissance’ poinsettia, which has fewer care and
handling concerns as a cut flower compared to other
varieties. ‘Jester’, well-received as a potted plant,
also is finding application in markets as a cut flower. |
‘jester’
Photo: Paul Ecke Ranch |
new color treatments
Fantasy Colors, a line of 10 spray dyes from Fred C. Gloeckner &
Co. Inc., make it easy to customize poinsettias to match a
particular home or office decor, pot covers or add-ons. The
products can be applied at the grower and store levels.
Design Master Color Tool’s Just For Flowers sprays, part of its
Graffiti Petal Color Collection, are translucent colorants that
allow the details of poinsettias’ bracts to show through while
giving them a rich, satin color sheen. They are for in-store
use.
how to:
Find out how to create the dazzling looks shown here by mousing
over each
treatment.
marketing tips for painted poinsettias
Painted poinsettias are expanding the selling time of the
plants, and they appeal to a younger audience. Andrew Lee, vice
president of sales and marketing with Fred C. Gloeckner & Co.
Inc., says they also give retailers an opportunity to raise the
price points of poinsettias to “a much-needed” higher level. Mr.
Lee says consumers have shown their willingness to pay more for
painted poinsettias. In fact, in some parts of the country, if
they take the time to market them well, retailers are getting as
much as double the prices of traditional poinsettias.
Here are Mr. Lee’s suggestions for marketing painted
poinsettias:
NONTRADITIONAL HOLIDAYS Target nontraditional poinsettia
holidays/events such as Halloween, Thanksgiving, Hanukkah, New
Year’s and birthdays. Some retailers are painting poinsettias to
coordinate with the colors of fall mums so they can sell them as
early as Halloween.
CUSTOMIZATION Offer to customize poinsettias to
customers’ tastes and needs. Businesses, churches and even some
individuals will have different holiday themes each year. By
customizing painted poinsettias for them each year, you can
build a returning clientele.
FAMILY EVENTS Plan an event for families to dye their own
plants. Display examples, and have different sizes of
poinsettias in neutral colors for decorating. Make staff
available to assist customers.
MEETING ACTIVITY Offer to work with civic groups, clubs
or other organizations to plan special events where their
members can learn to create their own painted poinsettias.
FUND-RAISERS Suggest groups such as Boy Scouts, sports
teams or churches purchase painted poinsettias and sell them as
a fund-raiser. Teams can sell poinsettias painted in their team
colors and add picks with the team name. A women’s organization
could sell pink poinsettias with glitter for a breast cancer
fund-raiser.
SOCIAL EVENTS Recommend painted poinsettias as a project
for a “Girls Night Out” group or an annual holiday luncheon. If
you have meeting space available, offer to host the event and
provide the snacks, or send a representative with all the
necessary materials to the home of the hostess to demonstrate
the application methods and help the participants re-create the
techniques.
GIVEAWAYS Build interest in painted poinsettias by giving
away free plants in a drawing or with the purchase of a certain
amount of product from the floral department.
PUBLICITY Alert the media to this unique and interesting
new product. Invite them to your holiday open house.
year-round poinsettias
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‘dulce rosa’
Photo: Paul Ecke Ranch |
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Spring choices for Euphorbia ‘Dulce Rosa’ will include
pastels, and the more intense fall color range will
feature orange, red, purple and yellow blooms. |
new bloomer
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euphorbia fulgens
Photo: Flower Council of Holland |
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Until recently, Euphorbia fulgens, commonly known as
scarlet plume, a close relative of the poinsettia (E.
pulcherrima), was bred only as a cut flower. Paul Ecke
Ranch now has it in controlled grower trials in Europe
and with its breeder in North America as a potted plant.
Ecke hopes to have some of the first commercial trials
in the market as soon as next year. |
for the consumer
Keep your customers happy with their poinsettia purchases—and
coming back for more—by making copies of these care tips and
giving them out with each sale.
poinsettia do’s and don’ts
Do place your plant in indirect sunlight for at least six hours
a day. If direct sun can’t be avoided, diffuse the light with a
shade or sheer curtain.
Do provide room temperatures between 68 F and 70 F.
Do water your plant when the soil feels dry to the touch.
Do use a large, roomy shopping bag to protect your plant when
transporting it.
Do fertilize your plant after the blooming season with a
balanced, all-purpose fertilizer.
Don’t place your plant near cold drafts or excessive heat. Avoid
placing your plant near appliances, fireplaces or ventilating
ducts.
Don’t expose your plant to temperatures below 50 F. Poinsettias
are sensitive to cold, so avoid placing your plant outside
during the winter months.
Don’t overwater your plant or allow it to sit in standing water.
Always remove a plant from any decorative container before
watering, and allow the water to drain completely before
replacing it.
Don’t expose your plant to chilling winds when transporting it.
Don’t fertilize your plant when it is in bloom.
Source: Paul Ecke Ranch
You may reach Contributing Editor Monica Humbard at (800)
355-8086.
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