The British Floristry Association conducted a survey of its members during Christmas 2020*. Interestingly over 60% of respondents who already sold online reported an increase in sales compared to the previous year. Those florists who were agile enough and whose business model allowed them to, sad as it sounds, appeared to benefit from the pandemic.
However, 25% of florists surveyed did not have an online shop. Many of these were over reliant on weddings and other events. Even with the nation set to emerge from lockdown over the coming months, many more florists will now recognise the importance of finding more business away from their immediate area. Of course many owners will already generate some non-local business via their relationship with Interflora, eflorist and other relay companies. But there’s often heavy commission which will quickly eat into profits.
The good news is the barriers to entry for running an online offering are coming down. Courier services such as DPD and even Royal Mail are able to deliver many flower arrangements safely and efficiently across the UK. If you have the flair to develop a unique range of off-the shelf bouquets and bespoke arrangements, then why not exploit that talent with a niche offering online.
*If you would like to read the results of this survey in full please visit their website: https://www.britishfloristassociation.org/for-the-industry/notice-board/christmas-survey-results/
To build your brand you will need a website with plenty of colourful photos of your floral creations. These days one shot of an arrangement is not enough. The competition is already offering multiple views and some of the top players are now using the ‘before-and-after shot’, where the arrangement is shown in bud and how it will look in a few days time.
This is where close-up photography can help to make a point of difference. Using a Macro lens helps to focus attention on details, the images entice the customer in with the colour and texture of petals and foliage, as if poking their nose into a bouquet! The customer can really get a feel for the end product and ultimately what they are paying for.
I have a keen interest for flowers having designed and arranged all the floral displays you see photographed on this page.
Calling all Ikebana specialists - if you would like me to help to photograph and present your work, I'd love to help! For some reason I have yet to find a delivery company who will send this style of arrangement. Let's change that!
If you follow another school of floristry, I'm of course up for the challenge too! Let's get your creations out there on your very own floristry website.
