Ultimate Commodity Floral Industry Low

What FTD’s Valentine’s Trouble Reveals About The Floral Industry

Earlier this week, our friends at Bloomerang outlined the devastating effects of FTD Inc.’s Valentine’s 2018 market campaigns. This approach lead to a Valentine’s holiday that underperformed their expectations by as much as $20 million. The company is considering $50 million in credit support from their largest shareholder, Liberty Interactive Corp.

But this article isn’t about FTD. At least, not directly.

You see, this latest incident with FTD is not a new problem, but is actually symptomatic of a much larger problem in our industry. It’s a problem that is perpetuated much more frequently by retail florists than the various conglomerations of online and order gathering outfits.

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Jodi Duncan Launches Social Consultation Company

Earlier this month, Jodi Duncan, AIFD, shared a short, conversational video about the difference between purchasing flowers artfully arranged by a professional florist and choosing a too-good-to-be-true Internet promotion (i.e. blooms in a box). To make her point, she held up a chocolate chip cookie and then a basket with said cookie’s ingredients. “Same thing,

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A Profound Purpose

Virtually every florist knows his or her craft helps people express emotions and commemorates life’s salient moments. However, it’s easy to forget that fact—that honor—when crunch time hits and the work piles up. In the coming days, you’ll no doubt feel the mounting pressure of Valentine’s Day. If you feel your passion start to slip,

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