- 06.11.2023
How to make Christmas displays for better sales
Tips for florists and garden centres to create in-store displays and inspire customers
As the autumn and winter months arrive, customers’ thoughts turn to cranking up the cosiness inside their home. Inspiring displays of colourful plants, such as poinsettias, play a big role in this. The marketing experts at SfE show you how to create striking presentations with poinsettias – perfect for in-store or window displays – to keep your customers coming back for more.
Use your competitive advantage
Did you know, poinsettia season actually begins in September and October? This is when the more unusual autumnal colours, such as salmon, peach, terracotta, yellow, and blush tones are available, with traditional reds and whites coming later in autumn and winter.
In the earlier months, specialist retailers and small business owners have a competitive advantage, as most large corporate companies need to place bulk orders for standard poinsettias well in advance, and they don’t have the flexibility to stock such a diverse range of varieties. Make the most of this advantage by purchasing from the range of colourful, unusual varieties, and secure early sales among customers looking for something novel.
Offering these special, modern poinsettias in-store early makes them the perfect plants to carry customers’ homes from autumn into winter and through the festive season with a more muted, on-trend colour scheme.
Tips to create succesful displays
Keeping your in-store displays a cut above the competition is the best way to show people what can be done with these versatile plants. SfE asked the famous German TV florist Michael Frings for his top tips on store displays to attract customers’ attention.
“In my opinion, the most important thing is to excite your customers with something they don’t know yet. For example, using poinsettias as a cut flower or using them in an unusual way, such as in an Advent wreath.”
Michael offers a simple display idea that works in any store or shop window, regardless of space. “Cut poinsettia stems and sear them by first dipping them briefly in 60°C hot water and then in cold water. Remove the tops of some festive baubles, place a cut poinsettia stem inside and fill with water. Use decorative wire or ribbon to hang them on a Christmas tree or branch.”
Show the whole product range
When planning a window or in-store display, use it to show customers that you stock all they need for Christmas, and make it cohesive, Michael explains: “Pick a colour or a theme for your display, such as beige and cream for an office style, for example. Then elevate your poinsettias with matching pots and a selection of additional decorative elements that your customers can put together themselves as a craft project.”
With that in mind, SfE presents three step-by-step in-store presentation ideas that will not only boost your autumn and winter plant sales but will delight your customers too.
In this store, poinsettias are displayed together with other products, such as lanterns and vases, to attract more impulse sales.