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Retail florists accounted for fewer than two in ten sales (18.8%) of cut flowers to consumers during the first quarter of 2004.
Retailers' sales in dollars dropped by more than 7% when compared to the same period last year.
The report, prepared for WF&FSA members by the American Floral Endowment, shows that supermarkets are getting more of the dollars, but warehouse/price clubs are making steady inroads in this area.
This report is very discouraging to the small business retail florist. More and more retail florists are having to close their doors. Some of these florists have been in business longer than our parents have been alive. It is obvious that "Corporations" think that anyone can sell flowers, and they wanted a piece of the pie. Well when those flowers you purchase at the grocery store or price club wilt and die in two days, keep the following in mind...
More often than not, grocery store/price club florists do not have the knowledge or equipment to properly process flowers. This can have a profound effect on flower life and quality. Every type of flower that exists requires detailed processing steps. It is essential that the required steps are taken when flowers arrive from a wholesaler or the flowers will not only look bad, they won’t last. Not to mention your grocery store florist won’t special order anything and they do not deliver. The grocery stores do not look to hire qualified people to sit and design flower arrangements. Floral Design is an art. It takes a skilled knowledgeable florist to create a true Floral Piece.
Try going to the price club and get a funeral spray for a loved one...I don't think they would make one for you, and I know they won't deliver it! Oh well....You can just go to that reliable flower shop around the corner and get it right? Nope, they had to close their doors 4 months ago, because cut flower sales were so bad. In business in YOUR COMMUNITY since 1917. What a shame.
"Big Boy" Stores aren't the only problem retail florists are facing. Wire services and Order Gatherers are stinking up the floral industry as well. Sure they send the florists orders, but at a hefty price. These “order takers” charge florists high fees for sending them orders. Besides the fees florists are required to pay, they are also required to purchase expensive containers directly from the wire service. In addition, the “Order Takers” take an order for a $60 arrangement and then pass it on to a florist at a $45.00 value. That's right, they took their piece of the pie. Oh and by the way, your recipient is not getting a $60.00 arrangement. Their flowers will be worth $45.00 at best! The last little piece of this puzzle is the florist filling the order will wait 30-45 days to see the $45.00 check from the wire service. These "Order Takers" work in a call center. They do not even touch flowers, let alone know anything about them other than the pictures/descriptions of the "cookie cutter" arrangements they promote. In addition, mistakes are frequent when depending on a middleman to relay the details of your order. I have heard hundreds of complaints about mistakes made when ordering through these "order takers". If they do make a mistake on your Mother's funeral flowers, not to worry, a 20% off coupon off your next order should be enough to ease your pain. UGGGHHHH! What a joke!
Local yellow pages. Other online directories. They all seem to point relentlessly toward the "glorified order taker”. In your local phone book, you will see these "national order takers" taking top placement. They will purchase full page ads misleading you to believe that they are florists in YOUR community! BEWARE! Ask questions, if they are not willing to give you a street address and city, they are probably working in a "call center" hundreds of miles away!
We are strong supporters of small business. After all, they are YOUR community. These local florists are the roots of your town. They support community events. Their children may have gone to school with your children. They may have sent you a card at Christmas, or given you a special discount on flowers when your daughter was planning her wedding. What do you get from the grocery store? Certainly not this personal service.
All of these factors are hurting the retail florist. It is no wonder that more and more florists are having to close their doors. We are former florists ourselves, and sold our floral business to start a "Campaign". Our focus is to educate you, the consumers, that you have a choice! We started a website community/directory of REAL U.S. florists. It is FREE for anyone to search our directory. Each florist has a toll free number and can be called directly! Detailed information about the florist is available, including address, pricing, and shop details. 100% of what you pay will go towards your flowers and delivery! Much better than the 73% the other guys offer. Also, By calling a florist directly, your order is placed right at the source. You can discuss every detail to your satisfaction, preventing embarassing mistakes. You deserve the professional customer service and top value for your money that only a REAL florist can offer!
Visit www.flowerpowernetwork.com today!
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