2020 Holiday Success Guide

2020

CHRISTMAS SUCCESS GUIDE

TREND REPORTS

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ASK A FLORIST

TELEFLORA'S WINTER'S EVE CENTERPIECE T20X100

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TOP 10 BEST SELLERS

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SOCIAL MEDIA

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TELEFLORA’S VIRTUAL LEARNING SERIES

FEATURED CLASSES:

CALENDAR

OCTOBER

OCT 5-7 HOLIDAY SELLING BOOTCAMP – Joyce Mason-Monheim AIFD, PFCI and Julie Poeltler AIFD, PFCI, IMF, CAFA

October 5 – Spooktacular Halloween Sales October 7 – The Season of Success October 9 – Holiday Design Contest

OCT 14-15 TROPICAL NOUVEAU – Virtual Hands-On Class with Hitomi Gilliam AIFD OCT 20 WEDDINGS: THE NEW I DO – Jenny Thomasson AIFD, PFCI, EMC

FOR MORE INFORMATION: Visit us on Facebook at Teleflora Industry Relations & Education to register for classes. Recordings of past virtual programs can be found on Teleflora Industry Relations & Education's YouTube channel at bit.ly/3i93RXB.

12 THANKSGIVING (CANADA)

19 OPEN MARKET Holiday seasonal products and colors available on Flowerbuyer.com via Open Market 31 HAPPY HALLOWEEN

NOVEMBER 03 FLOWERBUYER Additional holiday auctions are underway! Join us 5 days a week at 2 pm ET to secure

your favorite holiday florals

10 AUTOBID Place your Autobids on Flowerbuyer.com to automatically bid on a great selection of quality

holiday products at the prices you choose

19 PROJECTED BEST SELLERS Finalize your lineup. See Teleflora’s projected best sellers on page 10 26 THANKSGIVING (U.S.)

DECEMBER 02 CHRISTMAS TEMPS Confirm Christmas temps and delivery drivers 09 CHRISTMAS SKUs Upload Christmas SKUs on your eFlorist site

14 BUY THE BUNCH Order using Flowerbuyer.com’s Buy The Bunch to complete your Christmas bouquets 25 MERRY CHRISTMAS

30 FSG KITS Open your Valentine’s Day FSG Kit 31 NEW YEAR'S EVE

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TREND REPORTS Merchandising ideas for Fall, Halloween, and Christmas.

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ASK A FLORIST Florists discuss challenges of the upcoming holiday season and holiday giving.

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TREE TUTORIAL How to make a holiday tree in 6 steps.

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BEST SELLERS Teleflora's predicted best sellers for the 2020 holiday season.

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SOCIAL MEDIA CHALLENGE From Black Friday to Giving Tuesday, get your holiday social media strategy ready!

HOLIDAY 2020 TRENDS FALLING FOR RICH COLOR

Teleflora’s Bountiful Blessings Centerpiece

MERCHANDISING TIP: Design a chic tablescape to highlight this artisan-inspired bouquet by pairing cool, neutral-toned ceramic tableware with warm-colored linens.

HALLOWEEN CHEER

Teleflora’s Hauntingly Pretty Pumpkin Bouquet

MERCHANDISING TIP: Evoke childhood memories of visiting pumpkin patches by merchandising this bouquet with miniature pumpkins, gourds, hay, and spooky Halloween décor.

HOMECOMING HEROES

Thomas Kinkade’s Hero’s Welcome Bouquet

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2020 CHRISTMAS SUCCESS GUIDE

MERCHANDISING TIP: Celebrate your favorite heroes by framing military homecoming pictures and displaying them alongside this arrangement both in-store and digitally on your social media.

WINTER WONDERLAND

Teleflora’s Snowman Ornament Bouquet

MERCHANDISING TIP: Partner with a local bakery, and offer individually-wrapped holiday sugar cookies to warm your customer’s bellies and holiday spirit.

ALL THINGS COZY

Send a Hug® North Pole Café Mug by Teleflora

MERCHANDISING TIP: Set the holiday spirit with a hot cocoa inspired display, and offer “add-on” gifts for sale including festive marshmallows, candy canes, and other seasonal favorites.

WINTER ICY COOL

Teleflora’s Wintery Wishes Bouquet

MERCHANDISING TIP: Celebrate metallic’s elegance by pairing this beautiful arrangement alongside silver and white holiday trees, reindeer figurines, and ornaments.

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ASK A FLORIST HOW WILL YOU BE GIVING BACK TO YOUR COMMUNITY THIS HOLIDAY SEASON? We’ve rolled out a Random Act of Kindness Program that will be perfect for the holidays.

Our social media followers nominate someone, and we’ll send that person flowers and a gift bag of goodies from our store. People love submitting nominations, and we think everyone will be thrilled to receive an unexpected gift.

Anne Morris, co-owner of A Wildflower Shop in Edwardsville, IL

We work with local restaurants to offer fresh flowers alongside meals to create a fun “date night” option and will continue providing the service throughout the holiday season.

Jerome Raska, co-owner of Blumz… by JRDesigns in Ferndale, MI.

HOW ARE YOU COPING WITH LIMITED IN-STORE SHOPPING? We are expanding our online presence across social media and focusing on sending email blasts, so more orders can be delivered to customers. We’re also merchandising our website to feature more gift items from our shop. Since many customers are not shopping in-person, we’ll send pictures of arrangements via text or email to customers so they can see the bouquets they’re sending.

John Hosek, owner of Surroundings Event and Floral in Verona, WI.

We are active on Facebook and Instagram, as well as partnering with our local Chamber of Commerce and DDA, to promote “Shop Local” mentality. We also did a “Win It Wednesday” promotion every week for people to like, comment, and share a design for a chance to win a bouquet!

Jerome Raska, co-owner of Blumz… by JRDesigns in Ferndale, MI.

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2020 CHRISTMAS SUCCESS GUIDE

‘TIS THE SEASON’S FLORAL TRENDS Teleflora’s Education Specialist, Joyce Mason-Monheim, AIFD, CFD, PFCI, AAF, AzMF, forecasts traditional vibrant colors of the holiday season for December 2020.

Joyce recommends stocking up “Merry Bright” florals for the season. This trend features brightly colored holiday florals and greenery in classic Christmas colors. Visit Flowerbuyer.com for red roses, carnations, white chrysanthemums, and aromatic pines and cedars that encapsulate the joy and nostalgia of a traditional holiday arrangement.

“MERRY BRIGHT”

Freedom Roses

Carnations Christmas

Cedar Gold Tip

Pine Short Needle

Chrysanthemum Spray Christmas

Eucalyptus

Visit www.flowerbuyer.com to order today.

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TELEFLORA'S SNOWY SLEIGH TREE A 6 -STEP DESIGN TUTORIAL

Year after year, holiday trees remain one of the best-selling Christmas bouquets on Teleflora.com. Last year alone, consumers bought nearly 10,000 trees.

We partnered with Education Specialist and Owner of Farrell’s Florist, Tim Farrell, AIFD, AAF, PFCI, to create a step-by-step guide on designing the premium version of the projected 2020 bestseller, Teleflora's Snowy Sleigh Tree.

Place a ½ block of fully saturated floral foam in the container and secure with waterproof tape. Place your first stem of oregonia in the center of the design making sure to establish a straight vertical line.

Continue to add more stems of oregonia to create the shape of your miniature tree, and add salal tips to the base of your design, concealing the floral foam.

Accent with pieces of cedar to add a wonderful fragrance to the composition. Fill in the largest gaps with noble fir making sure to distribute the different foliage throughout the design for varied interest in texture.

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2020 CHRISTMAS SUCCESS GUIDE

Cluster the frosted pine cones from the accessory pack to achieve the greatest visual impact.

Insert small clusters of baby’s breath, and add the red miniature carnations evenly throughout the arrangement.

Place the white spray roses near the base of the tree to resemble mounds of snow, and finish the design by adding a few stems of red spray roses.

TIM FARRELL, AIFD, AAF, PFCI Owner of Farrell’s Florist Drexel Hill, Pennsylvania

For more information about Teleflora's Snowy Sleigh Tree (T20X310C) and to view the recipe, visit MyTeleflora.com.

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PROJECTED CHRISTMAS BEST SELLERS ORDER TODAY! We anticipate selling out of our 2020 Christmas Containers

Thomas Kinkade's Hero's Welcome Bouquet T20X200

Teleflora's Winter Wilds Centerpiece TWR14-3

Teleflora's Sleigh Bells Bouquet T20X300

Teleflora's Snowy Sleigh Tree T20X310

Winter Blooms Centerpiece TWR14-6

Teleflora's Winter's Eve Centerpiece T20X100

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2020 CHRISTMAS SUCCESS GUIDE

Teleflora's Wintry Wishes Bouquet T20X600

Teleflora's Snowman Ornament Bouquet T20X400

Send a Hug® North Pole Cafe Mug by Teleflora T20X500

Jolly Candy Cane Bouquet TWR15-1

TAKE ADVANTAGE OF INSTAGRAM’S ‘CALL’ FEATURE

Instagram recently introduced a feature that allows customers to easily contact your business.

The feature, ‘Call’, is simple to add to your profile and offers business owners a new way to connect with customers.

Step-By-Step Instructions Call Feature Tap on Edit Profile Select Contact Options Enter desired Contact Number (email and store location can also be added here!)

Return to Edit Profile section, then tap Profile Display Select Display Contact Info 06

Tap Done (the call button may take up to 24 hours to appear on your profile.)

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BLACK FRIDAY

SOCIAL MEDIA CHALLENGE

Leading up to the holidays, your customers turn to social media when searching for deals. We’ve put together ideas for Black Friday through Giving Tuesday. Be sure to use Teleflora’s Christmas Social Media Kit when mapping out your posts afterwards!

THANKSGIVING THURSDAY Promote your Black Friday deals on Instagram and Facebook!

10% off for Christmas centerpiece arrangements Buy 3, get 1 free holiday bouquets 20% off Christmas decorations on your website with code BlackFriday20

BLACK FRIDAY SOCIAL MEDIA

Showcase your Christmas bouquets and offer a discount to customers who pre-order their bouquets.

SHOPPING

Offer a private shopping experience in-store or in an outdoor set up! In Edwardville, IL, A Wildflower Shop has created a private shopping experience by appointment only. Customers can have a store to themselves for a stress-free Black Friday shopping experience.

SMALL BUSINESS SATURDAY Promote a virtual event on Small Business Saturday or during the month of December.

Last year, Lucky Flowers of Kennewick, Washington hosted a successful bouquetmaking workshop and promoted it on Facebook. Make it virtual and deliver the materials ahead of time for a safe, fun holiday experience. Use page 8 of the Success Guide as a handout to create the sleigh tree.

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2020 CHRISTMAS SUCCESS GUIDE

CYBER MONDAY Use technology to your advantage.

Send targeted emails to customers who purchased flowers last year to encourage them to order early with a Cyber Monday deal!

GIVING TUESDAY Schedule a social media takeover of your platform for a non-profit or charity in your local community! By letting a charity use your Instagram or Facebook, you will generate new content and attract a fresh audience on your platform, as well as support a good cause!

Repeat any of these action items during December leading up to the holiday, or use Teleflora’s Social Media Kit and schedule posts ahead of time bit.ly/3jhxvvm.

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PRE-HOLIDAY WEBSITE PREP—4 WAYS Teleflora’s investments into the eFlorist platform are paying off with an easier-to-manage website for the holidays. Here are three new features to ensure your website is ready for the holiday season.

BULK UPLOADS

Change all your pricing at once with the bulk uploads feature. This allows you to apply holiday price adjustments to increase or decrease pricing with one update for all products or a subset of your catalog.

PERSONALIZATION

We’ve made it easier to create ‘new’ category pages to improve a customer’s experience. No need to create these pages yourself; simply add festive banners to existing category pages to transform them! Add new Search Engine Optimized (SEO) category descriptions to help customers find these new pages!

FLY OUT FEATURE

Take advantage of the refreshed shopping cart experience. The cart login area has been given a more modern look and feel. You can use a persistent Fly-Out option that allows customers to quickly review and update their cart without leaving the product page. We’ve also optimized the process to make the experience as seamless as possible for your customers.

APPLE PAY PAYMENT OPTION

Enable Apple Pay as a payment method for your website*. As one of the easiest ways to pay online, Apple Pay allows customers to purchase an arrangement without filling out all the details required.

They can select address and payment information stored within Apple Pay, further simplifying the checkout process.

Learn more about eFlorist website features by calling 866.983.3932 (option 2). *Apple Pay is exclusively available to sites using Teleflora credit card processing

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2020 CHRISTMAS SUCCESS GUIDE

CONTACTLESS PAYMENT SOLUTIONS AVAILABLE FOR POS Contactless terminals are today’s global standard in credit and debit card technology.

For merchants like you, our terminals are equipped with contactless payment systems, allowing your customers to complete transactions using Apple Pay, Google Pay, Samsung Pay, and more, all without having to hand their card over to you!

To order your contactless terminal Or for more information, call 866.444.3683.

In addition to contactless payments our terminals protect your shop from chargebacks. If a purchase processed with a chip card inserted into a terminal is fraudulent, the merchant is not liable.

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HELPFUL CONTACT NUMBERS Customer Service:

eFlorist: 866.983.3932 800.421.2815 U.S. and Canada

DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m.

(CST)

Products: 800.333.0205 Saturday: 8 a.m. – 2 p.m. (CST) Flowerbuyer.com: 877.625.3243