The lay of the land
The industry covers floristry design, creation, retailing and delivery. The majority of floristry businesses are small-to-medium sized enterprises – independent shops and flower-arranging services.
The florist business is a combination of retailer, manufacturer and deliverer all in one.
On the horizon
Successful florist businesses combine retailing, manufacturing and delivery.
Flowers and plants are now much more accessible to the consumer. Therefore, independent florists have to compete with multi-nationals, supermarkets and mass produced products.
Generally, florists are small independent businesses. However, the majority are also part of one of the relay membership networks, such as Teleflower, Interflora and Flowergram, which provide marketing and sales support, product and design development and have international links.
Florists have to know their customers and their changing fashions and tastes. They must individualise their service and find their own niche to compete.
Up to 70% of sales are still done via telephone. Internet sales are increasing, as are the number of florists who have web sites.
The industry needs to present a professional image and sell their skills. The shop often reflects part of a ‘lifestyle’ which requires special thought to interior design. Customers buy into this professional approach.
As non-essential consumer spending drives floristry, it will depend on levels of disposable income within the retail sector, the state of the economy and interest rates.
The following needs have been identified:
Owners, managers and staff need better business management, people, marketing and financial management skills
Customer services skills/promotion needs improvement
Continuous professional development is required to keep skills up to date, identifying new trends and opportunities
Contract negotiation skills need improvement.
Digging deeper
Our research helps us to keep education and training relevant to your industry. We study the skills and labour requirements of the floristry industry, and ensure these needs are met through your training.
For more detailed information, read the Floristry Sector Skills Agreement Stage 5 Report.
