There’s a gender gap when it comes to buying flowers: Women buy 65 percent of fresh flowers, according to the Society of American Florists, while men buy 35 percent.
To the extent that men might be intimidated or uncomfortable buying flowers, we’d like to make the experience a more enjoyable one for them.
To do this, we tapped the expertise of Cheryl Brill, Royer’s vice president of retail operations. Cheryl shared these insights based her more than 20 years of experience in the flower business.
Roses are red – and lots of other colors
Too often, men think only of roses for their significant others, and then only in red. Cheryl encourages male customers to be more adventurous, whether it’s with other colors of roses, other flower varieties, or other looks such as a textured garden appearance.
Don’t stop at Valentine’s Day
Maybe the tendency to focus on red roses has a lot to do with Valentine’s Day which, let’s face it, is ruled by red roses. But the year has only just begun when Valentine’s Day rolls around, so why not mix it up for the 364 days that don’t fall on Feb. 14?
What’s more, 63 percent of flower purchases are for the buyer, compared with 37 percent as gifts. And 86 percent of purchases are for non-calendar occasions, 50 percent of which fall into the “no special occasion” category. The bottom line is that people like to receive flowers any day of the year.
Bouquets don’t have to break the bank
Flower prices tend to rise around Valentine’s Day, in concert with a spike in demand for what is the floral industry’s equivalent of football’s Super Bowl. If that’s the only time of year that you purchase flowers, you can get a warped sense of how much they cost on a day-to-day basis.
Cheryl described how a $7.99 rose bunch made a positive impression on one male customer, who realized that he could afford to be a more frequent flower buyer.
Get the right vase
If she likes to arrange flowers, Cheryl said, then get her a vase that lends itself to arranging and one that fits the décor of the room where it will be used. Does she tend to put flowers on the kitchen counter or on the coffee table?
You don’t have to DIY
In this age of do-it-yourself, there’s a tendency to think that we must go it alone with everything. Rest assured, your trained florist is eager to help. It starts with the right container; she noted that it doesn’t have to be a plain, clear vase. Either bring one in, or your florist can help you select one.
Think about what you want to say
Before you visit or call your florist, Cheryl advised, think about the words you want to send along with the flowers. She said florists are a bit like bartenders: they’ve seen and heard everything, so don’t be embarrassed. Speak from the heart because the sentiment is just as important as the flowers that it goes with.
Valentine’s Day is an oasis amid the darkness of winter, Cheryl said, but it’s nice to see male customers the rest of the year, too.