Every Saturday, the Society of American Florists (SAF) offers sales tips to floral industry professionals. This week, Katie Hendrick shares some holiday sales tips from Exotic Flowers in Boston.
Inexpensive Perks Keep Customers Merry
by Katie Hendrick
At Exotic Flowers in Boston, convenience and customer appreciation define the company's holiday marketing philosophy. We reached out to Rick Canale, owner of the 2008 Marketer of the Year-winning shop, for some tactics to get customers in the door and spending money, amidst all their other shopping activity.
Here are just a few of them:
- Sell Christmas trees and wreaths to generate in-store traffic
- Provide snacks – popcorn and candy canes – to keep tired shoppers in good spirits
- Offer complimentary containers of hand sanitizer (to keep cold and flu germs at bay). The Exotic Flowers version has "Red Sox World Series Champions" emblazoned on it.
- Send letters reminding customers of the previous year's holiday order with a personal letter. ("This gets great feedback," Canale said. "People appreciate reminders and they really love the personalization of the letter.")
- Hand deliver poinsettias to top 100 clients.
- Hand sign cards to top 200 clients.
The Christmas season is filled with hope and possibilities. The season of wishes and dreams forces us to extend the season as long as we can; hence the arrival of Christmas music on Boston radio on November 11. In Boston, we hang garland, bake cookies and even mount Christmas wreaths on our cars. The aroma of vanilla, pine and cinnamon brings us back to our childhood. Even Boston brides try to recreate Christmas magic for their weddings. 
Christmas is all about lights. Twinkle lights, LED lights, twinkle lights, sphere lights, musical lights. You can never have enough lights for Christmas in Boston. Lights can hang from the ceiling, on archways, over mantles and on trees outdoors and indoors. Not only electrical lights, but how about candle light ? Tea lights, hurricanes, tapers, pillars or even battery operated candles will create Christmas romance for your wedding. Another favorite of mine is candle lighting your church with no electric light. Call up the fire marshall and illuminate your church with hundreds of candles along the aisle and altar.
Another essential for any Christmas wedding are evergreens; boughs, garland, wreaths, kissing balls and trees. Holiday garland beautifies chairs, banisters, mantles and can even be draped along the aisle of church pews. Christmas garland may also be accented with berries, pine cones and ornaments as well. Candle rings are also a cost effective centerpiece. A candle ring is just like a miniature Christmas wreath; add a cream pillar candle to the center and you are done. Christmas trees are also a great wedding prop. Six to ten Christmas with white twinke lights on a church altar will give you your own indoor forest. This tree scape is an ideal backdrop for timeless wedding photos. 
For centuries, Christmas has been celebrated with many symbols, especially the presence of evergreens. Evergreen boughs and garland were present in many cultures and celebrations. Jewish history shows the use of evergreen boughs in during their Feast of Tabernacles. While the Germans used evergreen boughs in their homes during winter to bring life indoors. The Romans celebrated their winter solstice with boughs, garlands and flowers. These celebrants were the beginnings of the floral industry. Our florist ancestors showed the importance of floral decor as a part of winter celebrations.
