Most florists get 10% of their sales for the entire year from Valentine’s Day. There is a ton of preparation that happens to get ready for this one
day of business!
For me, I am in charge of anything that happens online. This includes Product Development, Designer recipes and marketing. Sometimes as early as November I will start making our Specials for Valentine’s Day and take pictures of them. Duane, one of our designers will help me with some of the designs. Then I compile the best pictures of the Management team to review. They 
select the pictures they want used for this year's specials and I start working with a graphic designer at a printing company to create a flier to distribute. I also have posters printed for our store and I upload the bouquets to our website. I thentype up a list of all the flowers needed for each bouquet ( we call that a recipe) and give a copy to each designer about 3 weeks before the holiday. I also make sure we have a good online presence before the holiday by sending out Tweets, posting pictures on Facebook, creating YouTube videos and writing a few blogs on the subject of the holiday. Then the week of Valentine’s Day, I join the design staff and help create bouquets to fill orders!
I asked our General Manager Sarah what she does to prepare for
Valentine’s Day. This is what she had to say:
“The first thing I do is hire people for temporary sales, drivers, designers and flower processing positions at the beginning of January. I interview each candidate personally and I bring them in the second week of January for training and the training period lasts about three weeks. After that, starting the fourth week of January going into the first week of February they go into their practical experience where they practice waiting on customers, answering phones and flower processing begins at that point as well. During the week of Valentine's we start tagging orders that have been placed early with the day of the week that they need to be designed and day of week they need to be delivered. We also determine of we have enough product for the more popular specials and if not make sure we get in enough product to cover our orders.”
Sarah is also in charge of pre-ordering all of our fresh flowers, she handles weddings and the Order Control desk!
I asked Pat our main delivery router what he does to prepare for Valentine’s Day. He told me that not only is he in charge of delivery but many others things in the store as well. He pre-orders all the supplies we need. That includes vases, ribbon, flower food and so much more! He orders a refrigerated semi and coordinates getting shelving being put up in it so we can fill it with our Valentine’s product! Then he lines up the drivers for the holiday and has a class with them and he gives each driver a kit that will help them during their hectic day. The kit includes things like Frequently Asked Questions, pens, door tags, ect.
The week before Valentine’s Day we try to do anything we can ahead of time, such as: filling vases with water and preservative, cutting balloon ribbon, filling water tubes, making bows, making extra planters, getting in extra chocolates, balloons, candles & plush, setting up additional cash drawers, setting up temporary design tables and so much more!
Check out this video of our staff and see what they said they do to prepare for Valentine’s Day!
The most important thing we do is make sure we are surrounded by lots a great people who can help us help our customers!
Want to order your Valentine’s Day Flowers with Gillespie? Check out our wide selection of Custom Products by clicking below!
