Flowers for the Generations
Florists’ Review January 2021, powered by FloraLife
Generation to generation, though many things change, many things do stay the same. No matter what decade you were born in, when you think of flowers you immediately connect with memories and moments throughout your life. Flowers are woven into the fabric of cultures world-wide. Celebrations usually include flowers in some form or fashion, and this long-standing tradition continues to resonate with new generations. How each generation views their shopping experience, how they might select flowers, and most importantly how they educate themselves is quite different from one another.
Born between 1946 and 1964, baby boomers are our most studied group, and we sure know a lot about them. Expendable income, they generally prefer to shop in person, and have very high expectations about customer service. Boomers are not likely to be influenced by social media but are more likely than their Millennial counterparts to purchase based on a brand’s popularity and be loyal to that brand after a good experience.
Customer service is key. Have floral personnel available during peak sales hours to offer tips, advice, and to help make selections is ideal. Talking to customers about proper care and handling when they get their flowers home as well as including a flower food sachet and take-home instructions to ensure a good experience.
Born between 1965 and 1979 and otherwise known as the “sandwich” generation, this is the group that is the hard sell. Not attracted to the flash and trying to hold onto their cash, Gen X will purchase after A LOT of research. Clear, honest explanations about how a product is used goes a long way because frankly they don’t have time for the runaround. Quality product and service will spark brand loyalty.
Customer service is important but more important? Convenience. Making things easy will go even further. Providing flower food sachets and grab and go instructions or having instructions visibly printed on floral packaging works. You should also offer how to and DIY for products in store through social media. Here you can reiterate your care and handling.
Gen Y – Millennials:
Born between 1980 and 1994, web devices dominate every single aspect of their lives. They demand an integrated experience that is fluid between traditional brick and mortar shopping which has become a social event and online purchasing. Heavily influenced by social media, the only way to catch and hold their attention is to be present and constantly engaging on these platforms.
This generation knows very little about how to care for their flowers so believe it or not the best way to educate them is in person but with a tech savvy flair. Be sure they have flower food sachets to take home and social media support that they can search for online. Tutorials of how to design, as well as education about the health and wellness benefits of fresh cut flowers speaks to this generation. Telling the story of where and how the product is grown as well as its social and environmental impact creates not only interest but brand loyalty.
Born between 1995 and 2012, this entire generation has never known a world without internet. An infinite amount of information at their fingertips, a price check savvy culture was created. Gen Z also views shopping at a traditional store as a social outing, most often shopping with a friend. Tech savvy is a must with this group. Offer wallet friendly incentives and seamless shopping and you’ve got a repeat customer.
This is the group that knows the least about caring for fresh cut flowers and surprisingly they are probably the most interested to learn. One on one is best, but if not possible, flower sachets and instructions attached to every package with lots of social media support for when they get their flowers home will get the message across.
No matter what generation, the best flowers start with best practices!
- Start with a clean bucket, sanitized with a floral cleaner such as FloraLife® D.C.D.® Cleaner.
- Fill buckets with cool water mixed with flower food solution according to manufacturer’s recommendation. Use clean, good quality water and do not use water that has been treated with a water softener as the salt levels can be damaging to flowers. Use a dosing unit that is properly calibrated, or hand mix the solution according to label instructions.
- Remove any foliage that would fall below the solution level.
- Re-cut stems approximately 1” using clean and sanitized clippers or knife, unless you use FloraLife® Express. Use FloraLife® Quick Dip to jump-start hydration and ensure free-flowing stems.
- Place flowers in previously prepared container.
- Allow minimum 2 hours to hydrate placing buckets in an area with good airflow.
- Avoid getting water on blooms, this can cause botrytis to develop.
- Check water levels daily, add water with flower food solution as needed.
- Avoid displaying nearing extreme heat, cold, draft, or ripening fruit or vegetables.
- Always remember FIFO (first in first out) when rotating flowers.
To learn more about care and handling from the flower care experts visit us at: www.floralife.com.
*Product availability depends upon geographical region