Hands On BY JENNIFER SPERRY & AMANDA JEDLINSKY SNAPSHOT From Scroll to Store


> Florists are merchandising masters. From Instagram-worthy window displays to carefully curated gift sections, they understand more than most that presen- tation influences purchasing decisions. They also know the power of social


media. Most florists regularly post arrangements, weddings, events and everyday design work to attract custom- ers and build their brand. But many overlook an opportunity


hiding in plain sight: using those same platforms to merchandise giftware, home décor and other retail products. In other words, treating social media not just as a floral showcase but as an extension of the gift shop itself. Unlike a traditional display, however,


this storefront extends far beyond brick-and-mortar walls and can give cus- tomers a glimpse of what awaits before they ever step inside. That’s how Nikki Huetter, CFD,


approaches social media. When she’s deciding what merchandise to carry at Bellflower Florist & Gifts in Norwalk, Iowa, she keeps an eye on what’s trending online, then uses Facebook, Instagram and her Google Business Profile to showcase what’s new in the shop. Rather than creating elaborate productions, she often films simple walk- through videos, panning across displays so customers can see exactly what’s available.


SOCIAL STANDOUTS Nikki Huetter, CFD, of Bellflower Florist & Gifts in Norwalk, Iowa, regularly uses social media to showcase giftware, home décor and seasonal merchandise, turning online followers into in-store shoppers.


8 FLORAL MANAGEMENT | July/August 2026 | WWW.SAFNOW.ORG


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