Carol, Paul and Claire around the computer in one of the rare times that we’ve been together (this was just before the FFTF conference in February)
We’re just about to start the 3rd season of our flagship Course The Business of Growing flowers. One of the key things that we’ll teach is about growing for your market, and finding the right one / ones for you and your personal situation.
But this year with Covid-19 hitting us, things have gone a bit pear shaped, and not to plan.
Here’s what we’ve done, what we thought our markets were and what they’ve turned out to be - how we’ve pivoted, and how we’ve changed our businesses. We’ll be talking a lot more about what we’ve learnt from it in the course and our zoom calls this Autumn.
Paula.
Our Plan for the year was to do local retail, local wholesale, weddings - (a mixture of small arranged and DIY buckets) , plus cut your own sessions and workshops
What actually happened:
The Website broke the week of lockdown!, BUT,
A lot more local retail than before, regular Friday delivery run to local towns and villages within a 10 mile radius, A few funeral flowers, very small local wholesale, for those making bouquets.
Now of out lockdown - We’ve changed to - Cut your own weekly, slightly less local retail, but higher value items than earlier in the season.
Compared to last year % of takings down - 50%. - Lack of wholesale is the biggest issue.
Carol. Plan for the year - selling wholesale to mainly wedding florists (expected worth 30K), then our own weddings - fully serviced and buckets and bouquets, (expected worth 20K) plus workshops, and planning to do some more local retail sales, so we had started gently promoting these from February.
What’s actually happened: - zero wholesale, weddings and workshops until July, when we are getting a few more in. Switched totally to direct retail sales from March, reaching lots of local customers through webshop..
At the start of lockdown, I was advised to stay at home and to be very careful (I’m ‘at risk’ from Covid because of pre-existing lung condition). We decided to offer free deliveries on Fridays only and within 3 miles (Paul took these, plus a new client offered to deliver near her home as she was passing us every Friday anyway), plus contactless pick-up system for retail and wholesale.
Now, we’re still only offering the same delivery and collection options, - more are now being collected and orders are being spread through the week. Fewer small ticket price, now more £25/£35 bouquets as well as DIY bunches and buckets. Some small weddings coming in too.
Also now many more relatively small florist orders doing photoshoots and weddings but finding some good new customers who love what we do and the way I sell. We are not delivering wholesale at all as yet.
% of takings compared to last year - approx 50% down so far, but helped by very busy April.
Claire
Plan for the year was more DIY weddings than normal spread through the year, (usually lots are last minute, but this year we had lots booked in) my regular wedding florists and 2 local florist shops, plus more subscription local customers. And local farmers market
What actually happened, - lots of local retail sales delivered (although the landrover broke down and needed a new battery and alternator in week 2 of lockdown) - Sold out of bright coloured Friday flowers all through April and May (although - still had wedding stuff on the field left.) - Less florist orders than usual, but visits more often so better relationships.
Now out of lockdown, pick your own, small weddings - mostly bouquet and buttonhole, but we have flowered the first wedding at Chichester Cathedral. Socially distanced workshops, few more florists, and still lots of local sales including sold out Friday flower subscriptions
takings down 25%, overall, Additional bouquets and subscriptions have made up for some of Weddings and Florists.
We all had to move fast to get new markets. Local has been the key and marketing (including lots of work on new/ updating websites) has taken place alongside reduced staffing. How has the season worked so far for you?