Hands On BY JENNIFER SPERRY SNAPSHOT Holiday Hotspot
> Burge Flower Shop’s reputation for holiday merchandise did not happen overnight. It expanded steadily over the years, as customers reacted favorably to an increasingly in-depth selection of seasonal florals, décor, and gift items. Owner Michael Trogdon, AAF, AIFD, started working for the original owners when
he was 19 years old. Now, having logged nearly 40 years at the Asheboro, North Carolina shop, the floral industry veteran has succeeded in establishing Burge as a must-visit holiday experience. Now, customers — both repeat and new — travel for miles to browse the displays, starting with a highly anticipated open house kickoff held the first weekend of November. Over time, Trogdon realized that his merchandising strategy was making people
take notice. “We’ve always had a good Christmas business, but I hadn’t thought about it too much until a man who was helping me film a TV commercial pointed out that we are the ‘Christmas store’ for Asheboro. It was the first time I thought about it that way,” he says. Transforming Burge Flower Shop into a destination for all things holiday takes
a lot of planning. “We usually start planning right after Christmas ends,” says Trogdon. “We assess what sold well and what was left over. Then we make a plan for the following year, and I buy what we need during the January markets.” Starting in late September or early October, the Burge team transforms the
entire showroom into a shopping wonderland. “It takes about 10 full days to make the switch,” he says, adding that the displays are organized into themes to show people how items would work in their own homes. Overall, he keeps the merchandise on the more traditional side with themes that resonate with the region, such as “Williamsburg,” or earthy, natural designs using fruits and greenery. Every year, the team’s hard work
pays off as up to 400 people attend the open house. “During the pan- demic, I expanded the event beyond just Saturday and Sunday, starting it Thursday evening and staying open late on Friday,” he says. “This helped get more people in the door.” Customers travel from Greensboro
and Winston-Salem, North Carolina, to the small town of Asheboro, confirm- ing Trogdon’s instincts that investing in holiday can generate big dividends. Holiday sales make up 22% of the busi- ness’s annual sales, he says. Staying true to the vibe of Trogdon’s
hometown has been key to his success. “Something modern that might work in a big city or something beachy that works in a coastal town doesn’t really fit in here,” he explains of his purchasing mindset. “Our decision to prioritize Christmas really works for us because Asheboro is a small town, and we are its go-to Christmas source.”
10 FLORAL MANAGEMENT | November/December 2023 |
WWW.SAFNOW.ORG
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