At Sunflower Farmers Markets, floral sales for Mother’s Day 2012 were termed “a big success” by floral specialist Courtney Young. He attributed a big part of that to advance preparation that began a year ago with the booking of spring product. “In addition to bouquets and indoor blooming plants, we launch an outdoor program for Colorado and New Mexico,” he said.
“Our biggest cut-flower seller was a five-stem sunflower bunch which naturally has a good fit with the store theme,” he noted. Also, he narrowed price points on bouquets to three, all under $10. Potted herbs and other edible plants are often best-selling floral department items.
Sunflower Farmers is based in Phoenix and has 37 stores, all offering fresh flowers, in eight Southwestern states. Its motto is “Serious Food … Silly Prices.”
“Some of the many plants available include tomatoes, peppers, veggies, berries, bare root roses, annuals, perennials, and color bowls, which are eight-inch to 10-inch potted containers with various annuals and fun, colorful items. It’s quite a daunting task for the floral team because in one delivery the store increases their inventory threefold to fivefold,” Mr. Young recounted. “A couple of stores have their own semi load directly from the grower to their front door.”
Two months before the holiday week, Mr. Young personally visited each vendor partner to select items for the holiday. He prefers to visit the suppliers in person, he said, because more ideas come from a farm visit than from the suppliers coming to Sunflower. “Once the selection is finalized, a separate Mother’s Day floral order guide was created and submitted to the stores,” he explained.