Sep 2, 2010

Make Your Garden Center Gift CentralBy Jennifer PolanzTodaysGardenCenter.com

Gifting is a tough category; it’s one that really isn’t right for every garden center.

There are many out there that deal strictly in live goods and don’t get into the chichi-froufrou products that can come along with gifting sections. And that’s OK. Believe me. If I see one more poorly done gifting section, I’m going to scream. Do what you know best. If you don’t have a talented gift buyer and merchandiser, then it’s likely not for you.

But that doesn’t mean you can’t take advantage of a gift-giving customer. I think garden centers have underestimated the power of blooming potted flowers (and even some other annuals and perennials) as gifts.

I saw a great display at a local grocery store that got me thinking about this untapped potential and the importance of proximity in making these gifts work.
The display I saw was right next to the floral shop and featured a cooler of wine alongside flower bouquets. Guess what was merchandised with it, too? Chocolates and vases.

Let’s tally it up, shall we? Let’s say $9.99 for a bottle of wine (this wasn’t the top-of-the-line stuff), a bouquet for $12.99, some chocolates for $8.99 and possibly a vase for the flowers at $7.99. Total cost: $39.96. And that’s most likely $39.96 of spur-of-the-moment, impulse sales that will (hopefully) equate into a romantic gesture and some brownie points for a husband.

There’s no reason this has to be exclusive to supermarkets or gift stores. It can be replicated with a little creativity in your garden center.

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