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From: Philly Flower Guy
Date: 12 Jan 2005
Time: 20:54:42 -0800
Remote Name: 205.188.116.73
After years of prebooking, ordering when the price was 'breaking' and just generally sweating out the Valentine Day Rose Massacre, I found a cure! I wish I could lay claim to it - BUT - it was a fellow florist who showed me the way. Now I say, 'Show me the money'.
Can you imagine if when every wholesaler in the nation released their prebook prices none of us took the bait. The market would crash and we would be back to my grandfather's rose prices. My florist friend taught me to wait and wait and wait. I started this 'crazy' method 10 years ago and it has never failed to pay off. The first couple of years were a nightmare as my 3rd generational, industry honed instincts told me to buy, buy, buy! Now, I don't even ask for prices until February 9th or 10th.
You name it - Elite, Woodpecker, Hosa, Galleria, 5 Star, Natural, ...
I have found all of them - mixed boxes 60cm - 80cm. I have never paid more than .85 per stem for charlotte (the past 4 years). Last year I was able to get 60cm colors - all that I could handle for .45 per stem. Good, high-quality, A-Graded roses. The same brands/farms that I buy from all year long.
Why do we have to have baby's breath?! Educate your customers during the year and you can offer anything at the holiday. Last year White and lavender Monte Casino was being let go for 3.00 per bunch, waxflower was being sold by the case for 4.00 per bunch. On 2/12 I found million star at 4.50 per bunch.
We do it to ourselves. We make the EARLY demand and the wholesaler SUPPLIES us with our high cost product. I understand that this would be a long term grassroots effort - BUT - it is possible. I personally have helped at least a dozen other florists to the promised land. I have not had to raise my everyday rose prices at Valentine Day for the past 8 years. $45.00 LS wrapped, $55.00 LS boxed and $65.00 LS arranged in (last year) red Diva vases, myrtle, seeded euc and filler. Cash and Carry 40cm - 50cm charlotte or color roses at 24.95.
I know that living in a major metropolitan area has a multiple wholesaler advantage but if everyone here who was in a major city with multiple wholesaler options tried the same thing with even 10% of their needs - Just to try it out - I believe you will see a nice profitable holiday.
At least give it a thought for next year.
A quick second alternative is to find florists in the same or neighboring town to form a buying group. There is power in numbers. This year a group of 8 florists are together purchasing just over 30,000 roses and have already been quoted a price for 60cm - 70cm charlottes for .75.
Ch, Ch, Ch, Changes and a profitable future. Godd Luck and Good Fortune to all of you at Valentine Day!
Bill