We got to sit down with Kit Whigham of Sanford Flower Shop and talk flowers!
We learned a lot about the flower industry, along with a lot about what's hot now in floral arrangements, tips for longer lasting bouquets, and tips for budget-conscious brides.
VestaVamps: Sanford Flower Shop was founded by your parents in 1956. How has the florist industry changed since then?
Kit Whigham: My brother and I have seen many changes. Years ago, our competition was the flower shops down the street. Then it progressed to the supermarkets and the box discount stores; it seemed as though everyone was selling flowers. Now our biggest competition is the "order gatherers." They are phone banks disguised as flower shops... they misrepresent themselves as being in your town, when in fact, they are actually just order takers, all over the country, who then wire the order to shops in the town. (ie we are Sanford Flower Shop... they bought the name Sanford Florist to try to make you think it is us that you have called). We have been fighting this since the late 80's because they are defrauding the consumer into thinking they are calling a local flower shop. flower 1Some have been shut down, but others still prevail. We also have much more competition because of the internet. It used to be, if you needed a gift sent across the country, we were the only game in town. Now the internet gives you so many options... we have been especially affected by the growers, who ship the cut flowers straight from the grower... bypassing the florist. (ie Proflowers, 1-800-flowers, FTD). However, we offer the best value, as our flowers are hand arranged and hand delivered and so we offer a better product and service.
VV: It seems like there's never a wrong time to send flowers. What are your busiest times of year?
KW: December (Christmas) is our busiest month, February 14th (Valentine's Day) is our busiest day, and Mother's Day is flowers 2our busiest week. Our "season" is typically October through May. The summer is usually slow. Florida brides do not normally pick June, July or August as it is just too hot. Most of our weddings are in the spring, fall and winter.
VV: What are your most popular arrangements? Does what is "popular" change like trends in clothing?
KW: I don't think that I would compare our trends to clothing... we are more influenced by the housewares industry. The shelter magazines (Southern Living, Verandah, House Beautiful, Martha Stewart) are what our customers see and want. Usually by the time it gets to those mags, we are already doing it... once a trend gets to Target, Walmart etc... it is on it's way out. Right now, our biggest sellers are short and sweet mounds of flowers arranged in square vases or bubble bowls. Bright colors are very popular right now, hot pink, kiwi green, flowers 3purples, and oranges. We are also doing a lot with the colors of the ocean... blues and greens mixed with grasses and sea glass. Calla lilies are the most popular wedding flower right now, although, gerbera daisies are making a comeback.
VV: You offer other products besides flowers, like balloons and stuffed animals. What are the most popular of those? Is there any product you're particularly excited about?
KW: Balloons are probably the bigger volume seller compared to plush. We also are trying to target gifts for men, so we have gotten into grilling items for gift baskets. We sell gourmet rubs for meat, grilling sauces, etc., and have seen a rise in sales for these. We also sell really good gourmet candy and cookies.
VV: I see you offer a whole webpage of tips for caring for your flowers. Are there any other tips you have to making the most of your floral arrangements?
KW: If I could stress anything, it would be to make sure you remove any deteriorating flowers as they will make the other flowers deteriorate faster. Also, make sure you give your stems a fresh diagonal cut, at least every other day. And completely change out the water, at least every other day. And add a pinch of the flower food each time.
VV: I see you also offer wedding arrangements. What advice can you offer brides when it comes to choosing their flowers wedding bouquetfor the big day?
KW: Try to have a budget in mind, even if you are not sure what flowers cost. Most florists are happy to give you some averages. That way the florist can do the look you want in your colors but also within your budget. Try not to be so flower specific, but concentrate more on the color and the look. Do not skimp on the bride's bouquet. If you are on a strict budget, there are ways to cut costs without cutting the most important flowers of the day! The two main costs that can eat up a budget are lots of bridesmaids and the table centerpieces, but there are ways to get a great look without breaking the bank. Also, consider having all those friends that have offered to help, help to decorate. That way you are paying the florist to design, not to be a laborer. This can cut down on labor fees considerably.
The next time you need flowers delivered to the greater Orlando area, please think of Sanford Flower Shop, and let them know Vesta sent you!
Contact:
www.sanfordflowershop.com
info@sanfordflowershop.com
(407) 322-1822 or (800) 771-5190
Originally published May 2009
