Thanks to the Florida State Florists' Association

Jun 08, 2014


It was a pleasure to attend and participate in the FSFA convention in Weston Florida and meet the amazing volunteers that put it all together.


I was lucky enough to attend the Florida State Florists' Association Annual Convention in Weston Florida this weekend. I had heard great things about this event from friends in the industry and clients in the area for years but this was the first time I actually went.

This was probably the most ambitious show I have ever seen that was organized entirely by volunteers and it was an amazing experience. I really can't imagine how much work they did or thank them enough for their efforts. Special thanks to Gus and Deborah De La Flor of De La Flor Gardens Rodney Canady of Blooms a Million in Pensacola,  Christie Brown of Roses are Red in Indialantic and Rick Rivers of a Floral Boutique Florist in Ormand Beach for their hard work and hospitality.

On Sunday morning I gave a presentation on pricing. It looked at some of the advanced pricing strategies used in other (non-floral) retail, as well as the entertainment, travel and foodservice & hospitality industries, and how retail florists could apply those strategies to pricing their fixed-price products with the goal of increasing both sales and profits.

These sessions are a lot of fun to do. Pricing is something that surrounds all of us every single day. It has fascinated me for almost two decades, and I have studied it seriously for almost ten years. During that time there were so many great little moments of discovery when what seemed like counterintuitive, even non-sensical, real world pricing suddenly made sense.

In these sessions we go through many of those examples and the strategies behind them. It is great to see some strange real world pricing strategy suddenly become obvious to a florist, it's even better when you see them realize just how easy and effective it will be to apply those same techniques in their own stores.

Category: Floral Industry

Related Content

Bad Design Creates Terrible Experience At Great Restaurant

Multiple paths to the same destination can seem user-friendly but, more often that not, it complicates decision making and necessitates more questions.

No, Flying Today Is Cheaper, Thanks To Unbundling

This article is fascinating because it so clearly misses the mark. Despite what the author says the cost of travel is cheaper today, thanks to unbundling.

Accreditations, Certifications & Designations For Florists

There are many different accreditations, certifications and designations a florist can receive and use after their name. A new guide explains all of them.

Cost-Plus Pricing: It Can't Explain The Price Of E-Books

It's clear it costs less to distribute e-books than printed books, so why do e-books cost as much or more if price is determined by a cost-plus formula?

Retail Florists Alliance

The Retail Florists Alliance is a new regional organization for florists in the Northeast. What about options for florists in other areas?

You Can't Miss What You Never Had

Even in business-to-business selling the ways costs are presented can lead smart owners to make bad decisions.

Lessons On Hurdles In Price Discrimination From The Airport

Airport car services use a well designed hurdle as part of a price discrimination strategy that limits discounts to only the most price sensitive buyers.

Florists and Restaurants: More in Common Than You Think

The flower business has much in common with the restaurant business (often more than with other retail) and florists can benefit from foodservice research.

Why The New Michigan Floral Association Website Is So Good

The Michigan Floral Association is a great organization with a fantastic new website. Here are some of the things that make their new site so excellent.

American Institute of Floral Designers

AIFD or the American Institute of Floral Designers is an amazing organization that has worked diligently to advance the art of professional floral design through education, service and leadership for almost 50 years.

Category List

Tag List

Tag Cloud