For those florists participating in Sweetest Day, about 60 percent reported sales in the same ballpark as 2006. For Boss's Day this was the case for about 45 percent of florists, according to preliminary results of SAF's Online Post-Holiday Survey of retail florists. Just over 11 percent of florists saw sales increase from a year ago at Sweetest Day, while 18 percent saw them rise at Boss's Day. About 29 percent indicated a decrease in sales at Sweetest Day compared to 37 percent at Boss's Day. Almost half the responding florists did not partake in the Sweetest Day holiday, which is popular mostly in the Midwest. About a quarter (23 percent) did not report Boss's Day results. Online sales followed the same general pattern as overall sales.

Sales, Online Sales for Sweetest and Boss's Day

Source: SAF Online Survey of Retail Florists (preliminary results). Based on 361 responses (10.6 percent response rate).

--Ira Silvergleit
isilvergleit@safnow.org

 

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