"Summer is a challenging retail climate for florists. In the intense heat and light of summer, flowers bloom quickly and fade faster than normal. Retailers also tend to reduce their out-of-cooler and sidewalk displays. However you should always have some flowers displayed for customers to see, smell and touch! Summer therefore requires a special sales approach. This summer, show your customers that with proper care and handling, the right accessories and arrangements, fresh flowers offer long-lasting enjoyment, even in the hottest months!"   

Sunlight

"Communication is key. Explain to your customers how heat and light affects different types of flowers and what they can do to keep flowers fresh for as long as possible. Suggest for instance that they buy flowers in the bud stage, emphasize the importance of adding flower food to the water, of re-cutting the stems, of regularly refreshing the water and keeping flowers out of direct sunlight."   

One variety

"The best flowers to stock in summer are those that are natural to the summer season, like  Lisianthus and Freesia. Mixed bouquets are less desirable in summer, as often one flower type wilts in the heat faster than another, spoiling the entire arrangement. The best summer floral designs therefore feature only one flower variety. Why not make 'One bloom, one scent, one color!' your summer sales motto! Pure arrangements of Lisianthus or Freesia wonderfully show off the flower's personality!"   

Natural beauty

"The right accessories also help flowers stay fresh longer. Clear or transparent vases are ideal for summer floral arrangements, as they're easier to keep clean of bacteria and better for monitoring water levels. Summer flowers need a lot of fresh water to thrive! For inspiring all-natural summer designs, transparent vases also allow the natural beauty of the stems - arranged in a spiral – to be part of the overall design."   

Special moment

"Offering handy summer care and handling tips help your customers get the most value and enjoyment from their flower purchases. This is important, because too often consumers regard flowers as something to buy solely for a special moment or event. We must change that mindset! If you can convince them that even in blazing summer, all it takes is a little extra tender loving care to keep their flowers fresh for a long time, they'll remain convinced all year round!"   

Questions or Comments
Please send your questions or comments for Els to: info.us@flowercouncil.org