Villa Park's The Flowery - Original LA Flower Market

eceive a co-branded floral website, designed and hosted by
FTD. Consumers can access this site from a link on the funeral
home’s website. Orders originating at the site will transmit to
FTD.com and then to an FTD florist.
Q: When is a Valentine’s Day Bouquet of
Roses Not a Traditional Bouquet?
A: When the roses are
in a variety of colors
and/or are mixed with
other flowers. In 2010,
red roses fell from favor,
as bouquets of mixed
flowers and roses in
other colors gained
popularity. The percentage of consumers purchasing red roses
for Valentine’s Day dropped five percentage points from 2009.
But the rollback was offset by an additional eight percent of
consumers who purchased mixed flowers and non-red roses
compared with the year before.
SAF One-Minute Audio Boosts Holiday Sales
A 60-second audio for radio stations, from the Society of
American Florists, gave a heaping helping of advice for partygoers
and florists over the recent holidays. In the release, SAF
Flower Factor spokeswoman Jeanne Benedict injected her
own advice about using a local florist.
Gloeckner Grant Proposal Deadline Nears
April 1, 2011 is the deadline to submit a grant proposal to
the Fred C. Gloeckner Foundation for a research/educational
project in floriculture or a related field at educational and
research institutions. For more information, call 914 698-2300
or see www.Gloecknerfoundation.org.
Florist Population Takes a Dive … Again
The U.S. Census Bureau’s recently released County Business
Patterns shows the year 2008 as the twelfth straight year of
declining numbers of retail florists and floral shop employees.
The 2008 population of 18,509 reflects a 6.3 percent drop from
2007. The last year in which the count increased was 1996,
when it stood at 26,728.
Eye-Opening Valentine’s Day Stats
According to the Society of American Florists, many
consumers (42 percent) who purchase flowers for Valentine’s
Day are women, including: 45 percent who purchase Valentine
Potpourri
flowers for their moms; 11 percent order the VDay flowers for
their children, 7 percent for their grandparents and, surprisingly,
19 percent buy the flowers on this romantic occasion for
themselves. And what about our pets? The National Retail
Federation says 3 percent of us buy flowers for our pets.
SAF Action Items
Informative and entertaining speakers at the Society of
American Florists’ September 2010 conference in Orlando,
gave their audiences a lot to think about … and do. Here’s an
action item for retail florists:
Don’t be afraid to run (and play) with the big boys. Oralia
and David Espinoza of Spring Garden Flower Shop in San
Antonio, who won Floral Management’s Seventeenth Annual
Marketer of the Year award, did just that. Oralia’s idea to sell
coveted Fiesta “pins” during her city’s biggest nonprofit party
tripled her shop’s event and corporate business. As Oralia says,
“If you have an idea and truly believe in it, run with it.”
Remember to Watch . . . The documentaries that J.
Schwanke produced with California flower growers and the
California Cut Flower Commission. Visit www.Ubloom.com for
the “California Grown Experience.”
Continued on next page
SENDING FLOWERS TO AMERICA
Over 100 Years of History of the
Southern California Flower Industry
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
$ 56 00
(includes shipping)
The
Perfect
Gift Year
‘Round!
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
Also available at: www.FlowerMarketHistory.com and
main entrance of the Original Los Angeles Flower Market.
Credit card payment acceptable with billing name,
address, card number and expiration date.
THE BLOOMIN’ NEWS 11 JAN – FEB 2011
Each