Give Giftware a Go


From books and baskets to plush and pantry items, florists are finding new ways to boost sales, attract customers and stay competitive.


BY KATIE VINCENT T


he 2020s have not been a comfortable time for people financially. Since the COVID-19 pandemic, inflation, layoffs and broader economic uncer- tainty have kept pressure on household budgets and business owners alike, creating years of stress around how — and where — money is spent. Despite this, consumer spending has held relatively steady — but they’ve become more selective.


That shift is reflected in McKinsey’s ConsumerWise and State of the


Consumer Market surveys, which found that despite persistent unease about the economy, shoppers continue to spend while making more deliberate trade- offs. They’re seeking value, are willing to pay for convenience, and notably, often prefer buying local over global brands. For florists, those changing habits offer a compelling case for diversification:


Thoughtfully curated giftware, gourmet items and locally made products are smart complements to floral offerings that not only stabilize revenue but also give hesitant shoppers more reasons to choose your store.


SEASONAL SPECTACLE At Wascana Flower Shoppe in Regina, Saskatchewan, the store isn’t just stocked — it’s staged. Each seasonal reset transforms the space into an immersive shopping experience, with large-scale displays, fresh plants and curated giftware designed to stop customers in their tracks and invite them to linger.


The magazine of the Society of American Florists (SAF)


25


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