Mother’s Day from a Florist’s Perspective.

By Joy Knight .

Dressing the shop window for the Mothers’ Day display has always been an inspirational way to begin preparations. Now, with new technology it is essential to update your webpage to make it stand out from the rest so you do not go unnoticed.  Mothers’ Day is not only an extremely busy day for Florists, it is also essential that the preceding week be well planned. Planning your flower buying and items you will require for your Mothers’ Day promotion and window dressing along with your website graphics, will help make this a ‘splendiferous’ Mothers’ Day.

The consumer is very much aware that Mothers’ Day in New Zealand is celebrated on the second Sunday of May, this year being May  8^th.^. Every florist who is a mother or has a mother, recognises that Mothers’ Day and the preceding week is without doubt one of the busiest times of the year for flowers retailers. In New Zealand our tradition is to celebrate this wonderful day with love and flowers. Families get together to spoil their mums, showing respect and thanks for what mums mean to them, every day of the year. Memories are also honoured with a sea of flowers transforming cemeteries around the country with colour and scent. Visits are made to hospitals and retirement villages with flowers. School children make cards and draw pictures of flowers with great shows of affection and love for their mums. Mothers become the centre of attention on this special day.

The floral symbol of Mother’s Day is a white chrysanthemum and these are often used by churches to give as a buttonhole to mothers in the congregation on Mothers’ Day.

Technology has opened the door to the internet and florists now receive many orders by this direct service worldwide; in fact as many as forty-six countries celebrate Mothers’ Day on the second Sunday in May.

New Zealand florists are estimated to increase their business by 110% in this week alone. The flower growers also make special efforts to meet this greater demand for flowers. The costs of growing flowers in the cooler districts of New Zealand may increase as growers need to heat their glass houses.

The flowers sold for Mothers’ Day are not specific to any one variety other than the traditional chrysanthemums which are available in the most exciting modern colours and varieties. Tulips and roses are popular and carnations are making a marvellous comeback for the Mums born in the 1970’s. The colour selection in carnations is now outstanding. The start of the New Zealand cymbidium orchid season will see these beautiful flowers in florist shops as well. Also available will be: Gerbera, Alstroemeria, Leucadendrons of all varieties, Gypsophila, Hypericum, Lilies of all varieties, Stock, Iris, Ericas, Delphiniums and Anthuriums. Wonderful scented Hyacinths in pots which florists can dress up and mothers will treasure the bulbs to plant out for next year. There may be a few Sol D’Ors - the first of the spring flowers - and Anemones, the old fashioned flower, which mothers love.

This is just a taste of the New Zealand grown flowers you can expect to buy in the first week of May. There are also many imported flowers which give the florist the opportunity to be individual and creative.

For their part flower retailers seek results and reward for looking after their customers whether on the internet or in their shops with brilliant service, quality flowers, inventive and inspirationally unique ideas. I believe New Zealand florists have the vision and ability to capture this reward.

Best Wishes to all florists, flower growers – and of course mothers – for a very happy and rewarding Mother’s Day. . Joy Knight.