As we began to battle the Covid-19 early in 2020, a surprising twist evolved as the supermarket floral department emerged as an area of growth and that trend has not slowed down as we head into the holidays in 2021.
The growth in the floral department comes as the supermarket becomes the one-stop-shop in many communities, even as online sales and online shopping are offered in more and more places. In recent years, the potted commodity was stagnant and declining in popularity, however as people are staying home and limiting vacationing and travel, potted plants seem to be the area of the floral department that is outpacing all other areas in growth, especially in downtown areas and rural parts of the selling landscape. The younger generation has put value back in potted plants and is showing this trend as floral adds a small bit of happiness to homes during uncertain times.
In many parts of our business, the floral growth has been a very positive situation that has increased sales growth for member retailers. In order to keep our business strong and steady, AWG partners with Brightland Farms and its subsidiaries. Chris Karamat the owner of Brightland Farms communicates regularly any supply chain issues and how it is affecting the floral industry landscape. Brightland has communicated in many ways the following difficulties that have been weathered since the beginning of the pandemic.
“Rising labor costs, labor shortage in the U.S., as well as Columbia, cargo freight increases, cardboard and plastic costs, trucking, offshore issues with freight and cargo, and finally the rise in demand of about 16-29 percent depending on the market serviced, have all attributed to the many difficulties we have experienced in servicing our grocery retail partners,” Karamat said.
The AWG floral team works with all divisions to communicate areas of opportunity on a regular basis and their team is actively pursuing all avenues to be able to happily service each division and its member stores.
Roses and fresh-cut consumer bunches continue to drive business in all stores as the industry continues to see the local florists having a harder time finding products and at an economical price. The average cost of floral has gone up between 12-17 percent and that alone has made it more difficult for free-standing florists to stay competitive with the supermarket.
The “Focus on Fresh” selling approach continues to help define the supermarket floral department and continues to assist in all stores growing identical sales growth. The U.S. floral industry is a $5 billion industry and by the end of 2021 experts say it has the potential to reach almost $8 billion – with that growth being driven by local supermarkets and big box stores. By focusing on fresh-cut roses, consumer bunches and novelty holiday and seasonal plants, the supermarket continues to define the floral industry and continues to drive profitable sales as customers react to having all items at their fingertips.
Constantly looking at ways to get floral in front of your stores by promoting outdoor products, utilizing fresh-cut product by the check stands and by being competitive, stores can win by promoting and selling fresh-cut and potted floral items.
Roses and fresh-cut consumer bunches continue to drive business in all stores as the industry continues to see the local florists having a harder time finding products and at an economical price. The average cost of floral has gone up between 12-17 percent and that alone has made it more difficult for free-standing florists to stay competitive with the supermarket.
The “Focus on Fresh” selling approach continues to help define the supermarket floral department and continues to assist in all stores growing identical sales growth. The U.S. floral industry is a $5 billion industry and by the end of 2021 experts say it has the potential to reach almost $8 billion – with that growth being driven by local supermarkets and big box stores. By focusing on fresh-cut roses, consumer bunches and novelty holiday and seasonal plants, the supermarket continues to define the floral industry and continues to drive profitable sales as customers react to having all items at their fingertips.
Constantly looking at ways to get floral in front of your stores by promoting outdoor products, utilizing fresh-cut product by the check stands and by being competitive, stores can win by promoting and selling fresh-cut and potted floral items.
