Bloomerang Solutions has launched a campaign called #ItsNotFlowers to help local florists defend their image and their brands against a recent trend from large national retailers urging consumers not to buy flowers for Mother’s Day.
Mother’s Day has always been one of the year’s most important events to most retail florists who depend on those orders for a sizeable percentage of their annual revenue. As competition and deceptive order gatherers continue to stake their claim in an already-crowded industry, the neighborhood florist was dealt another blow this week when several multinational retailers decided to take aim at the floral industry by urging their customers to avoid buying flower for Mother’s Day.
Target, the second-largest discount store retailer in the United States, sent customers an email on April 30 with the subject line, “Don’t get her flowers this year. Up to 25% off Mother’s Day gifts @ Target, thru Saturday.”
On April 27, Coach, Inc. took to Twitter with a tweet that said, “Forget flowers. Give Mom a bag you’ll want to steal,” followed by the hashtag #ForgetFlowers. Coach followed that tweet with another, a day later, saying simply, “Mother’s Day is May 14. Don’t get her flowers.” The second post was accompanied by an image of a red handbag, opting not to use one of many floral pattern designs they’ve produced over the years.