EDITORS’ NOTE Derrick Myers, CPA, CFP, PFCI, loves a good financial management challenge, however big or small. Send your questions to fmeditor@safnow.org.


Is Your Giftware Earning Its Keep?


Evaluate whether


giftware is adding profit or tying up


cash by tracking AOV, margins, inventory turnover and sales per square foot.


BY DERRICK P. MYERS, CPA, CFP, PFCI


> For many florists, giftware is often framed as a branding or customer-experience decision. In reality, it’s first and foremost a financial decision. And if you approach it casually, it can just as easily become a drain on your resources as it can be a driver of growth. The difference comes down to how you measure and manage it.


Average Order Value One of the most compelling arguments for adding giftware is its impact on average order value. Giftware creates an opportunity to build on every flower order. A candle, a keepsake, a gourmet item — these additions are rarely questioned by the customer when presented by trained sales staff or thoughtfully positioned online. The financial implications are significant. If your current average order value


is $75 and giftware consistently moves that to $95 or $110, you’ve created growth without adding a single new customer. That’s one of the most efficient levers in your business, and it’s measurable. Evaluate performance using three baseline metrics: 


Average Order Value (AOV) before adding giftware  AOV after implementation


 Percentage of orders that include an add-on item 38 FLORAL MANAGEMENT | May/June 2026 | WWW.SAFNOW.ORG


SHUTTERSTOCK/ ARTNIZU & ICONIC PROTOTYPE


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