> GIVE GIFTWARE A GO HOT ITEMS
Giftware can be a gamble, particularly with trendy or niche items. But some categories consistently deliver for florists and are unlikely to give you buyer’s remorse, according to the results of a March survey by the Society of American Florists.
Gourmet Food and
Beverages Edible items offer florists another versatile, low-risk way to increase ticket size and stay competitive, particularly as consumers look for practical, giftable options. At Norton’s Florist in Birmingham, Alabama, Cameron Pappas, AAF, has sold wine for six years, adding delivery four years ago. While margins are modest (typically a 40% to 50% markup to remain competitive with grocery and bottle shops), the category provides a steady revenue stream and integrates easily into curated bundles.
At A Personal Touch Florist in Nutley, New Jersey, John Monaco pairs arrangements with fruit baskets and his wife’s homemade chocolates, offering customers a differentiated alternative to big-box retailers. “People can buy flowers from so many places these days,” he says. “Having food items is one more way I can get them to buy from me rather than stopping in Trader Joe’s or the Stop & Shop. You market what makes you unique.” Beyond revenue, products such as wine, chocolate, oils, vinegars, seasonings, condiments and snacks have broad appeal, making them especially effective for hostess and birthday gifts.
Greeting Cards Greeting cards remain one of the
simplest and most effective add-ons for florists, offering an affordable way to increase ticket value while enhancing the emotional impact of a gift. At Floral Inspirations in Lewes, Delaware, Ken Norman, AIFD, PFCI, says customers frequently comment on the shop’s curated selection. “Customers tell us how difficult it can be to find ‘nice’ cards,” he says. The category resonates in part because it gives senders more space to express their message than a standard enclosure card, elevating the overall gifting experience.
Martha Aaron, AIFD, AzMF, echoed that observation. “People love the opportunity to add a longer message,” says the owner of Mountain High Flowers, which offers basic greeting cards starting at $3.95. In a destination market like Sedona, Arizona, cards featuring local photography are especially popular, appealing to tourists looking for a memorable, place-based keepsake. Those sell for $10 each. As with other non-floral items, greeting cards deliver steady, low-risk revenue while reinforcing the florist’s role as a one-stop gifting destination.
30 FLORAL MANAGEMENT | May/June 2026 |
WWW.SAFNOW.ORG
Plush At Exotic Flowers in Boston,
Massachusetts, plush has become a reliable traffic driver and revenue stream, particularly with oversized teddy bears that double as window displays. Owner Rick Canale regularly showcases 60- inch bears (sometimes even an 8.5-foot version) in a high-visibility location that sees more than 10,000 cars pass daily. The display converts: The shop has sold multiple large bears at $500 each, while a broader assortment priced from $15 to $185 ensures accessibility across budgets. With fewer toy stores in operation, Canale says customers often turn to florists for plush, creating a consistent add-on category that complements core floral sales.
— Katie Vincent
Make It Work Financially Adding giftware can boost sales—but only if it’s managed with discipline. Learn how to track AOV, margins, inventory turnover and more in “Is Your Giftware Earning Its Keep?” on p. 38.
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