Teleflora Christmas Success Guide 2021

2021

CHRISTMAS SUCCESS GUIDE

TREND REPORTS

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ASK A FLORIST

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TOP 10 BEST SELLERS

TELEFLORA'S VINTAGE STONEWARE CENTERPIECE T21X100

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SOCIAL MEDIA

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TELEFLORA'S VIRTUAL LEARNING SERIES FEATURED CLASSES: OCT 14–15 AIFD FLORAL SUMMIT – featuring Tom Bowling AIFD & Jody McLeod AIFD OCT 19 VIRTUAL HANDS-ON CLASS – featuring Holly Chapple NOV 07

HOME FOR THE HOLIDAYS – featuring Hitomi Gilliam AIFD; Florabundance Wholesale, Carpinteria, CA

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

CALENDAR OCTOBER 11 THANKSGIVING (CANADA)

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

NOVEMBER 03 FLOWERBUYER Additional holiday auctions are underway! Join us 5 days a week at 2 p.m. 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 25 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 31 NEW YEAR'S EVE

CONTENTS 04

TREND REPORTS Merchandising ideas for fall and Christmas.

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ASK A FLORIST Florists advise on planning for holiday events and customer retention.

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BEST SELLERS Teleflora's predicted best sellers for the 2021 holiday season.

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NEW FROM EFLORIST Invite customers to tip this holiday.

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SOCIAL MEDIA Learn how to stay top of mind this holiday season.

FALL TREND REPORTS WARM WISHES FOR FALL

Teleflora's Copper Beauty Centerpiece T21T100

MERCHANDISING TIP: Pair this copper-toned bouquet with a rich tablescape of warm-colored table settings, gold accents, and elegant earthy touches like pumpkins and dried maple leaves to bring the feeling of fall indoors.

DAZZLING AUTUMN

Teleflora's Autumn Radiance Bouquet T21T300

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2021 CHRISTMAS SUCCESS GUIDE

MERCHANDISING TIP: Bring special touches to your space by pairing this autumn-hued bouquet in a dazzling mosaic container with gold-toned flatware, textured charger plates and candles to accent the lightcatching panes.

FALL FOR OMBRÉ

Teleflora's Autumn Glaze Bouquet T21T200

MERCHANDISING TIP: This earthy stoneware pitcher pairs beautifully with an autumn color palette to bring that artisanal touch home. Pair it with textured linens, decorative gourds and fruits, and dinnerware in warm hues to continue the color story.

SPOOKY ACCESSORIES

Teleflora's Spooky Succulent Garden TPL22-1

MERCHANDISING TIP: Display with other succulents or add vintage candelabras, black table accents, and subtle festive accessories like knobbed broomsticks and black wreathes to deliver a hauntingly chic season.

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CHRISTMAS TREND REPORTS COOK UP SOMETHING COZY AND VINTAGE

Teleflora's Vintage Stoneware Centerpiece T21X100

MERCHANDISING TIP: Create an inviting table that highlights this vintage stoneware centerpiece by pairing with rustic red and black plaid linens, tableware with heirloom details, and red charger plates.

SNOWY VILLAGE

Thomas Kinkade's Warm Winter Wishes Bouquet T21X200

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2021 CHRISTMAS SUCCESS GUIDE

MERCHANDISING TIP: Inspire family memories by merchandising this collectible bouquet with classic snowy village elements that bring the magic and spirit of the holidays into their homes.

TAKE A VINTAGE SLEIGH RIDE

Teleflora's Vintage Sleigh Ride Bouquet T21X300

MERCHANDISING TIP: Style this with festive holiday greenery, glittery glass ornaments, or decorative faux snow to create that special wintery scene. This classic keepsake is guaranteed to charm and delight customers of all ages!

PEPPERMINT PARTY

Teleflora's Send A Hug® Sweet Stripes Bouquet T21X500

MERCHANDISING TIP: Let the irresistible scent of Christmas lure people in by merchandising this iconic mug with seasonal treats like hot peppermint cocoa and bark, as well as candy cane accents.

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ASK A FLORIST How have you prepared for the return of in-person holiday events?

Business continues to stay busy, so our plans include support around celebration of families and entertaining. We want to promote the products we'll have and make sure to offer several design styles.

If this pandemic has taught retailers one thing, it's how to pivot. We'll also be offering early sales of products, as well as creating a limited gifts page that will have 12 or fewer of things. Once they're gone, we can go into the eFlorist Self-Administration Tool (ESAT) and remove them with the click of a button.

Waneita Bovan

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President of Bovan Floral Group in Burton, MI

We anticipate more traffic this fall and Christmas season as customers feel more comfortable shopping and attending workshops. To welcome them and continue building these relationships safely, we're planning to host events for longer periods of time while limiting the number of individuals at handson workshops. We'll also continue to focus on social media content, share product videos online, and offer curbside pick-up for those who prefer to shop from home.

Arlene Aitkin | Owner & Partner, Morrison's Flowers & Gifts in Williamsburg, VA 8

2021 CHRISTMAS SUCCESS GUIDE

How are you planning to encourage orders from those who ordered for the first time in 2020?

All of our customers are part of a database; we stay connected to them through regular email communications. We use the Dove POS system and email software to encourage return buyers with promotional codes and friendly reminders for upcoming holidays as well as everyday needs.

We also utilize Google AdWords to help increase awareness during the holiday season and drive purchases to our products and services!

Arlene Aitkin | Owner & Partner, Morrison's Flowers & Gifts in Williamsburg, VA

It's all about the relationship. We let our clients know we're here to help them with their shopping needs.

We'll be offering in-store classes like wine and design, wreath classes, and our favorite porch pot decor class. This will help draw clients back into the shop. It's a great time for friends to get together and have fun. Offering a deluxe model also helps sell more product!

Waneita Bovan

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President of Bovan Floral Group in Burton, MI

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CHRISTMAS 2021 PROJECTED BEST SELLERS

Teleflora Winter Wilds Centerpiece TWR14-3

Thomas Kinkade's Warm Winter Wishes Bouquet T21X200

Teleflora's Vintage Stoneware Centerpiece T21X100

Teleflora's Festive Sleigh Tree Bouquet T21X315

Teleflora's Snowy Village Bouquet T21X400

Teleflora's Wild and Wonderful Christmas Bouquet TEV62-2

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2021 CHRISTMAS SUCCESS GUIDE

Teleflora's Festive Frosty Bouquet T21X600

Teleflora's Vintage Sleigh Ride Bouquet T21X300

Teleflora's Send A Hug Sweet Stripes Bouquet T21X500

Teleflora's Yuletide Greetings Bouquet TEV62-3

INVITE CUSTOMERS TO TIP THIS HOLIDAY This holiday, be sure to take advantage of the new Tips feature included with your eFlorist website. Tips allow your customers to express their appreciation for your business. When enabled, your customer will be able to select a range of percentage tips (or another amount) once they begin the checkout process.

Here are a few tips for using Tips this season and beyond:

TURN ON TIPS

This feature is disabled as a default setting, so make sure to turn it on. Tips are a great way for customers to acknowledge your continued customer service during the holiday.

SPECIFY WHAT IT'S FOR

If you're collecting tips for your designers or drivers, let customers know who they are saying thanks to.

Through the eFlorist Self Administration Tool (eSAT), you can change the line seen in Cart (e.g., “To the designer”) and/or customize the message once customers have selected to tip (e.g., “Say thanks to your delivery driver”).

PROMOTE YOUR COMMITMENT TO YOUR COMMUNITY

Remind customers that you are a local business with a commitment to your community. Whether you are family-owned or have been proudly serving the area for decades, prominently feature this messaging on your website homepage. Most customers want to support their local businesses, so don't forget to remind them that you are one.

TO ENABLE TIPS ON YOUR EFLORIST SITE...

Log in to eSAT and select “Checkout Configuration” under the “More” menu.

And for any assistance, call eFlorist Web Support Services at 1-866-983-3932

(option 2).

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♥

STAY TOP OF MIND THIS HOLIDAY SEASON AND SHARE THE HOLIDAY CHEER!

This season, we hope customers will be getting into the holiday spirit and connecting with loved ones more than ever before, or in some cases, for the first time ever.

We've put together some turnkey ideas that can help connect your brand to the magic of Christmas moments via social media, but also keep your shop top of mind earlier in the season!

Be sure to take advantage of Teleflora's Christmas Social Media Kit for great assets to use during your holiday.

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2021 CHRISTMAS SUCCESS GUIDE

CONTENT IS KING: LET CUSTOMERS KNOW YOUR TEAM IS READY FOR CHRISTMAS. Heading into the holidays, follow these best practices for social media to make customers aware your shop is taking orders for the holidays and get them thinking about gift-giving options earlier.

UPDATE

Update your social profile cover images with holiday-themed photos starting Thanksgiving week (Facebook and Instagram especially).

SHARE

Share photos of new bouquets or when you get a fresh batch of holiday flowers, garlands, or wreaths and remind customers to buy before they sell out to create a sense of urgency.

BECOME A RESOURCE

Become a resource for customers: Share tips and tricks on how to keep greens and garlands fresh longer.

CONNECT

Connect with customers: Share your favorite holiday memories and family photos. People really respond to seeing the faces behind their favorite small businesses.

SOCIAL MEDIA HANDLES

Make sure your social media handles and preferred hashtags are featured on the florist delivery card. Tags and hashtags mean more free exposure on social.

TAG

Tag Teleflora in your photos to be featured on our social channels. Whether it's using @Teleflora or #Teleflora, we'd love to share the love when we can!

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MAKING FLORAL ORDERING BRIGHT Flowerbuyer offers competitive sourcing options compared to other wholesalers, making now the ideal time to order as we approach the holidays! Maximize your flexibility and reliability on purchasing decisions including:

WHEN YOU ORDER

Whether early or just in the nick of time, Flowerbuyer is available to help you source the flowers you need.

HOW YOU PURCHASE

Choose from various purchase and shipping methods to help you have a successful holiday season.

WHAT YOU PURCHASE

A wide variety of flowers can be purchased with a click of a button, from large or small quantities and even pre-made bouquets!

PRICES YOU PAY

Find competitive pricing through live auctions, daily overnight specials, and everyday pricing.

For more information visit Flowerbuyer.com or call

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2021 CHRISTMAS SUCCESS GUIDE

1-877-625-3243.

BETTER TOGETHER: EFLORIST AND DOVE POS

NOW MANAGE YOUR PRODUCTS IN ONE COHESIVE PLACE Teleflora recently introduced an integration that syncs your eFlorist website with the Dove Point of Sale system, allowing florists to manage their products and pricing in one harmonious place. To learn more about the impact of the integration, we spoke with user and partner florist, Joe Kozuch, owner of Village Green in Midland, Michigan.

Joe Kozuch owns a large flower shop offering a wide range of products and was looking for a solution that simplified managing pricing and inventory. “I felt so strongly about matching the POS to the eFlorist system because we've struggled going back and forth between POS and what our website was pricing. Now it's one simple step instead of two,” says Kozuch.

With his web business experiencing a significant increase over the past year, he felt it was vital for the two systems to match. “The fact that they're matching makes my life so much simpler.”

Kozuch shared he has tried other POS systems but that “this just puts Teleflora one step ahead of the competition, because they're all integrated, and they're all one.”

While Dove POS and eFlorist separately are great, we've found that they're better together.

For more information about Dove POS, call

800-720-9407.

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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

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2021 CHRISTMAS SUCCESS GUIDE