The Market Potential for Mother's Day

Monica Fernandez, Equiflor Corporation | Rio Roses

Mother’s Day is a holiday honoring motherhood; observed in many different forms throughout the world. The American incarnation of Mother’s Day was created in 1908, and became an official U.S. holiday in 1914. While dates and celebrations vary every year, Mother’s Day most commonly falls on the second Sunday in May. Traditionally it involves presenting mothers with flowers, cards and other gifts.

In today’s modern world, we define a mother as a full time cheerleader, supporter and hard worker on a mission to make your dreams come true! She is a superwoman and an endless source for inspiration and lessons! We’ve learned everything we know from our moms.

This marks the second most recognized and profitable holiday within the floral market. The market potential is strong for Mother’s Day as we celebrate not only mothers but any female figure in our lives.

During Mother’s Day season, everything sells. You are not limited to one specific product. Unlike Valentine’s Day, for which roses are the highest sellers, there are a plethora of products that sales and marketing can promote leading up to Mother’s Day. Get your marketing team involved in promoting your unique and colorful product.

Here are just a few tips to help plan for this holiday:

• Plan ahead of time. You are probably well into your planning, but if not, act now!
• Take some time to analyze your customers’ prior years of buying so that you can recommend the floral and hardgoods they need this year.
• Promote your products strategically. Think about color and container trends. Who are your customers?  Consider their different needs, whether they be traditional retail florist, mass market, independent grocers, convenience stores, etc.
• Consider getting your customers to participate in contest designed specifically for Mother’s Day. Determine what would motivate your customers and consider an award – a future “special” on product; perhaps a gift certificate for dinner; you get the idea!
• Utilize Social Media – Facebook, Instagram, Snapchat, Twitter, etc. Get the message out there to promote Mother’s Day interest and sales.

So this Mother’s Day, we can all focus on spreading the love – one flower at a time!