Skip to main content

3 Tips for Staying Profitable in the Slow Season

For most florists, the summer months can be painfully slow with a noticeable decline in sales. Hopefully, you booked a few June weddings or a couple of special events, but you may need to explore ways to control your payroll costs and boost your sales during the summer and throughout the year.

1. Switch to Shorter Hours

Think about shortening regular store hours to “Summer Hours” during the slow season. This could entail cutting an hour a day during the week and by closing around noon on Saturdays. In addition, you could consider adjusting your delivery cut-off times to reduce payroll costs.

The reduced hours will add up and you will see cost savings. Just remember that your employees need their paychecks, so try to reduce hours evenly across all employees.

2. Experiment with Monthly Specials

If you don't usually run monthly specials, summer is a great time to try some. Flower prices are usually at their lowest point, and running promotions can boost "just because" orders in a season with a dearth of holidays.

Here's an example: Buy one dozen roses, get a dozen roses free. Guys may send one arrangement to his wife and send the free arrangement to Mom, and you get two deliveries out of one sale. It's a win-win-win-win!

3. Make Sure No One Misses an Anniversary

With June weddings come June anniversaries. Is your shop sending out birthday and anniversary reminders? Instead of waiting for that phone to ring, boost orders by reaching out to those customers that sent birthday or anniversary gifts last year. Remind them of the upcoming special day and tell the customer about the great special you have for this occasion.

The summer is undeniably slow for florists, but there are some steps you can take to make sure you stay in the black. Experiment with these tactics boosting sales and cutting costs, and you may find a balance that will help your store be more profitable over the long term.

 

By Charley Howard,

Director, World Flowers and Business Instructor, Floriology Institute