CALENDAR APRIL
SPECIAL AUCTIONS
CONFIRM TEMPS
Confirm Mother‘s Day temps and delivery drivers
DIRECTORY
Look for your May directory, arriving in shops this week
ANYTIME BOUQUETS
Replace Mother‘s Day merchandising with Anytime bouquets
UPLOAD SKUS
Upload custom Mother‘s Day SKUs and update pricing on your eFlorist site
OPEN ON MDAY?
Are you open on Mother‘s Day? Let us know at MyTeleflora.com or by calling 800.569.8302
AUTOBIDS
Set your autobids on Flowerbuyer.com— the earlier the better!
MERCHANDISING
Display merchandising items from Teleflora’s FSG Marketing Kit
SOCIAL POSTS
Schedule your social posts using Teleflora‘s Social Media Kit
FLOWERBUYER
Order with Flowerbuyer.com for last-minute orders
FINALIZE LINEUP
Finalize your lineup—see Teleflora‘s projected Best Sellers on p. 6
PRIORITY OVERNIGHT
Last chance to order flowers using Flowerbuyer.com‘s Priority Overnight
COUPONS
Email a coupon to first-time Mother‘s Day customers
04
TREND REPORTS
Mother’s Day trends and merchandising tips
06
BEST SELLERS
Top ten projected best sellers for Mother’s Day
08
FLORIST FEATURE
Miss Daisy’s Floral & Event Décor
10 HELPING HEARTS HEAL
Partnership with Chewy
12
DESIGN EDUCATION
Lessons that Lead to Real Results
MOTHER'S DAY TREND REPORTS
DELIGHTFUL DAYDREAM
Light and romantic, this dreamy bouquet offers a mix of this season’s best colors. This assortment works perfect for luxurious styling alongside a beautiful bath bomb and satin eye masks.
POISED AND PEACEFUL
With gentle pinks, creams, and a bit of fresh greenery, this bouquet brings effortless beauty indoors. Pair this lovely blue base with a few books to create a relaxed, peaceful nook in your space.
PLAYFUL AND PINK
MERCHANDISING TIP: With this lively mix of pink roses and playful blooms, you can deliver a bouquet full of joy. Style it on a lavender table runner with some tea light candles to instantly brighten your display!
ARTFUL ADMIRATION
MERCHANDISING TIP: A graceful blend of pinks and painted peach roses, this blend feels like a true work of art. Place alongside neutral décor and natural textures to create a
EFFORTLESS ELEGANCE
MERCHANDISING TIP: Soft roses and delicate lavender accents feel effortlessly elegant. Style this bouquet with some champagne flutes or artisan desserts for an upscale Mother’s
MOTHER'S DAY PROJECTED BEST SELLERS
Teleflora’s Forever Enchanting Bouquet
T26E200
T26M300
ASK A FLORIST
TERESA KING,PETALS OF WYTHEVILLE, WYTHEVILLE, VA
WHAT
ARE YOUR STRATEGIES FOR BRINGING CUSTOMERS INTO YOUR SHOP FOR MOTHER'S DAY AND CREATING A SENSE OF COMMUNITY AND LOYALTY TO BRING THEM BACK ALL YEAR (E.G., DESIGN WORKSHOPS, CLASSES, AND EVENTS)?
Petals of Wytheville opened a Wine Bar adjacent to our shop in 2022. We are planning to create a Mommy and Me workshop with flowers and wine. Also, we have just introduced a monthly flower subscription. A perfect way for mom to feel loved all year round!
HOW DO YOU USE AI TOOLS IN YOUR SHOP TO IMPROVE YOUR EFFICIENCY?
AI has mostly helped to reduce the amount of time I spend trying to create social media posts. I have also been able to use it as a starting point for messaging in other ways, for example, helping customers with card messages or responses to wedding quotes.
HOW
ARE YOU MARKETING YOUR SHOP TO REACH YOUNGER
CUSTOMERS?
I have partnered with a marketing service, and that has really helped to keep my social media and online presence up to date and trendy. I also research trends for proms and make sure my staff knows what younger customers want. I have made it a priority for my staff to realize customer service is key. This is often the first experience the younger generation has in ordering flowers, and I want to be sure it is a seamless experience.
FLORIST FEATURE
MISS DAISY’S FLORAL & EVENT DÉCOR
“I didn’t find floristry, it found me,” says Bob Tucker, the owner of Miss Daisy’s Floral & Event Décor for the past 22 years.
The shop began as a compromise to get his husband, William, off the road as a cross-country truck driver delivering fresh flowers. Bob originally planned to help set up the building and invest in the business. However, just two weeks before Mother’s Day, he realized he wasn’t happy with how his recently hired designer was interacting with customers. So he stepped in and took over the role himself.
Fortunately, Bob brought experience from his time as Director of Training at MJ Designs (Michael’s Arts & Crafts). Even so, he committed to strengthening his design skills by enrolling in classes and eventually earning his AIFD certification. He became deeply involved with the Florida State Florist Association and later served as Executive Director of the 105-year-old organization. Interestingly, its first meeting was held at the same address where Miss Daisy’s stands today.
After more than two decades in business, challenges still arise, especially when it comes to sourcing product at competitive prices. That is where Teleflora’s Flowerbuyer makes a difference.
“Using Flowerbuyer really comes in handy when ordering for a big event,” Bob says. “I can save hundreds, if not thousands, of dollars. Just on roses alone, I order 600 stems a week and save 60 cents per stem. That’s $360!”
Weddings and large-scale events are a major focus for Miss Daisy’s. Bob especially enjoys transforming venues like the World Equestrian Center show barn into stunning galas.
When asked what his favorite part of owning a flower shop was, Bob laughs. “Nobody can fire me,” he says. Then he adds, “I have the best job in the world, and I have for the last 22 years. I don’t feel like I work because I love what I do. I love walking into a space and completely transforming it. I love seeing people pull out their phones to take pictures of the flowers.”
However, Mother’s Day is the shop’s biggest holiday of the year. Located in Leesburg, Florida, Miss Daisy’s sits near The Villages, the largest retirement community in the United States, with nearly 100,000 residents. According to Bob, “Everybody’s mother lives in Leesburg.”
Mother’s Day is not just a single day. It is Mother’s Week. The team brings in additional designers and delivery drivers, carefully planning containers, flowers, and logistics to meet demand.
“We love sharing a smile with moms in the community, no matter where the order comes from,” Bob says. “It’s a fun challenge to pull it off.”
Miss Daisy’s has become a pillar in this mom-centric community, earning the Small Retailer of the Year award from the Leesburg Area Chamber of Commerce and Lake County’s Best Flowers in 2024 and 2025. Bob was also recognized as one of Florist Review’s Top 40 over 40.
For Bob, relationships are the reason he joined Teleflora.
I’ve always appreciated the way the Teleflora team does business,” he says. “I want to be treated like a partner, and Teleflora is always there to answer my call.”
HELPING HEARTS HEAL, ONE BOUQUET AT A TIME
Florists show up for people during life’s biggest moments — celebrations, milestones, and sometimes, heartbreak. Losing a pet is one of those heartbreaks.
For many families, a pet isn’t “just an animal.” They’re the one who greets them at the door every day. The quiet companion. The couch cuddler. The running buddy. The best friend.
When that kind of love is lost, the silence feels heavy. That’s where you come in.
A PARTNERSHIP WITH PURPOSE
Through the Chewy Pet Sympathy Program, Teleflora florists have the opportunity to create meaningful, pet-friendly bouquets that offer comfort to grieving pet parents.
These arrangements aren’t just flowers.
They’re:
A reminde r that someone understands
A gesture that says “Your love mattered”
A small moment of light at a very difficult time
Your craftsmanship and care help transform sympathy into something tangible — something they can see, touch, and hold onto while they heal.
WHY THIS MATTERS
When someone loses a pet, the grief can feel isolating. Not everyone understands the depth of that bond. But florists do.
You know how powerful flowers can be. You’ve seen how a thoughtfully arranged bouquet can soften a room, lift a spirit, and say what words sometimes cannot. By participating in this program, you’re doing more than fulfilling an order. You’re helping someone honor a life that meant the world to them. That’s meaningful work.
DESIGNING WITH CARE: PET-FRIENDLY MATTERS
Many recipients still have other pets at home. Curious noses and nibbling habits are common — so safety is key.
When creating these arrangements, please prioritize to ensure peace of mind for the household.
GREAT PET-FRIENDLY OPTIONS INCLUDE:
Don’t have the exact flowers from the recipe? No problem. Thoughtful substitutions using these pet-safe options will still deliver beauty and comfort. Thank you!
Huckleberries
LESSONS THAT LEAD TO REAL RESULTS
BY LOTTIE MCKINNON, CFD, PFCI
Mother’s Day is one of the biggest floral holidays of the year—but it doesn’t just “happen.” Success isn’t accidental. It’s intentional. After working alongside a local florist through Valentine’s Day, I was reminded of something I’ve seen time and time again: success isn’t about the size of the shop—it’s about preparation, visibility, and the confidence to stand fully in who you are as a business. Here are the lessons that truly move the needle.
ADVERTISING ISN’T OPTIONAL—IT’S ESSENTIAL
People can’t support you if they don’t know you’re there. Advertising doesn’t have to be complicated or expensive. It can be a thoughtful series of social media posts. It can be boosting a Facebook post to your local community. It can be showing behind-the-scenes design moments that build anticipation. But you must show up. Mother’s Day shoppers are looking early—and they’re also procrastinating. Stay visible the entire time.
MERCHANDISING SHOULD ANNOUNCE THE HOLIDAY
Your storefront should speak before you do. Make your window display unmistakably Mother’s Day. Let it “scream the holiday” in the best possible way. Color. Texture. Movement. Signage. When someone drives by, there should be no question: they are ready for Mother’s Day. Inside the shop, make it easy to shop. Feature price points clearly. Showcase premium options proudly. Create visual abundance. Energy sells.
CUSTOMER SERVICE IS YOUR COMPETITIVE EDGE
The greeting when someone walks through the door. The warmth in your voice when you answer the phone. The patience when someone doesn’t know what to choose. These moments matter. Mother’s Day shoppers are often emotional, sometimes stressed, and frequently last-minute. When you create a calm, helpful experience, customers remember that—and they come back. This is where independent florists truly shine.
USE THE PHONE AS A SELLING TOOL
Valentine’s Day was a strong reminder: the phone is not just for taking orders—it’s for guiding decisions. If someone calls asking for peonies and you don’t have them, simply apologize that you’re out and immediately pivot: “We don’t have peonies available, but we do have premium garden roses with a beautiful full petal count that creates a similar lush look.” They don’t need the backstory. They need a solution. Confident substitutions build trust—and often increase sales.
CREATE OPPORTUNITIES FOR IMPULSE PURCHASES
Mother’s Day is full of last-minute shoppers. Make it easy for them to add on: And especially—cards. You would be surprised how many people forget the card until they are standing at your counter. Offer it. Suggest it. Make it visible.
COASTERS
KEEPSAKE VASES
MESSAGE PICKS
DON’T FORGET PLANTS
MUGS
CANDLES PENS
SOAPS
Yes—they are still very much a thing. Plants offer longevity. They feel thoughtful. They appeal to a different customer than cut flowers do. Mixed planters, blooming plants, keepsake containers—these expand your offerings and attract buyers who might not have considered flowers alone.
KNOW YOUR SURROUNDINGS—AND DIFFERENTIATE
Is there a grocery store nearby offering a dozen Freedom roses at a price you can’t compete with? Don’t compete. Differentiate. Offer something they don’t have, and emphasize this when you’re promoting your shop:
PREMIUM ROSES WITH HIGHER PETAL COUNTS
HEART ROSES WITH A LUSH, FULL LOOK HAND-TIED BOUQUETS
KEEPSAKE VASES
CUSTOM DESIGNS CREATED JUST FOR THEM
Use language intentionally: Premium. Hand-crafted. Designer’s choice. Keepsake. You are not selling commodity flowers. You are selling experience and artistry.
DON’T UNDERSELL YOURSELF
If someone calls on Mother’s Day and asks if you deliver—and you have the capacity—that convenience has value. Charge accordingly. Holiday delivery is premium service. Last-minute design is premium service. Experience is premium service. You are not “just flowers.” You are creating the moment.
THE MOST IMPORTANT REMINDER
Tell people who you are. Are you family-owned? Are you second-generation? Are you the florist who knows your customers by name? Your promotional efforts should reflect your identity. In a world of big box options and grocery bundles, what sets you apart is not just product—it’s story, service, and heart. And when you combine visibility, thoughtful merchandising, strong customer service, and confident pricing, Mother’s Day becomes more than a busy week. It becomes a profitable, meaningful season. Spending patterns tell us something powerful: customers are willing to invest in meaning. Our responsibility is to be ready for them—creatively, strategically, and professionally. When we invest in our growth—in design education, in business strategy, in community— we position ourselves not just for one holiday, but for the future of our profession. Explore our Education Hub for upcoming in-person design events across the country, on-demand education, and live virtual shows—and connect with a community of professionals who believe growth isn’t optional, it’s essential.
GROW YOUR BUSINESS WITH REVIEW
MANAGER & POS
There is no greater asset to achieving effective growth and customer retention than establishing a reputation for quality and service. Teleflora’s Review Manager helps you to leverage customer feedback by monitoring reviews, improving online visibility, and driving growth.
When paired with a Teleflora Point of Sale (POS) solution , these tools become even more effective by providing feedback opportunities from both online and in-store sales. Teleflora is the only partner in the floral industry providing direct integration between florist review manager and floral POS solutions—all without you lifting a finger.
REPUTATION MATTERS
Online shopping has become the go-to method for most consumers in today’s internet-driven world.
Reviews and star ratings now influence 92 percent of purchases searched using Google, surpassing even price as the deciding factor.
Establishing and maintaining an online reputation is vital for reaching new customers and increasing orders.
FOUR IMPORTANT REPUTATION FACTORS
Quality: Quality reviews are fundamental for building a reputable online presence.
Quantity: Quantity of reviews helps establish your reputation of consistency.
Frequency: Receiving frequent reviews emphasizes your dedication to consistent service.
Recency: Staying up to date with customer trends while ensuring your growing business is well represented in online searches.
MORE REVIEWS MEANS MORE BUSINESS
Florists using a Teleflora point-of-sale system paired with Review Manager see higher order growth each year compared to shops that don’t.
Shops using Review Manager combined with a Teleflora POS solution saw improved eFlorist storefront conversion rates, showing the impact of reviews on increased sales.
POS shops saw an average review count increase of over 50 percent.
Average Star Ratings increased from 4.8 to 4.9 over a consecutive fourmonth period.
Schedule a Review Manager Demo Today!
WEBSITE UPDATES IN UNDER AN HOUR FOR MOTHER’S
DAY
We wanted to remind you of a few quick customizations you can make going into the Mother’s Day holiday. Your website is a powerhouse and provides you with the tools you need to customize your website as you’d like. In under an hour, you can ensure your Mother’s Day category is suited to your needs.
CHOOSE WHO EDITS THE CATEGORY
As one of the many features of the platform, eFlorist can update your Mother’s Day merchandising throughout the holiday, ensuring products that are trending as customer favorites remain highly visible. However, you also have the option to manage what products are shown (and in which order) instead of leveraging eFlorist. If you choose to manage yourself, edit the Mother’s Day category and change the “Lock Merchandising” toggle to “on.”
EDIT PRICING AND PRODUCTS
Visit the Product Management page to edit the pricing of products offered on your website. By filtering to the Mother’s Day category (which is finalized by eFlorist a month in advance), you can quickly review and update only the products merchandised to that category. Additionally, you can also set products as active or inactive using the “Active” toggle or set products as “Temporarily Unavailable” from this view.
PLACE ORDER BLOCKS AS NEEDED
Order blocks are an easy and effective way to block specific days for delivery on your eFlorist website. Whether you’re simply out of stock on a product or closed for a holiday, you can create an Order Block to help ensure orders on your site aren’t placed when you can’t fill them.
You can set them by zip code (e.g., if you aren’t delivering to a specific area during the holiday), by delivery type (e.g., no in-store pickup), or even for selected products (e.g., certain products are unavailable for purchase during the holiday). Take a look at our Help page in eSAT for more information and a how-to video.
NEED TO LOOK UP AN ORDER?
We know that you may receive customer questions about orders placed on your site throughout the holiday period. Did you know your POS is not the only place to find order details? Visit the Order Lookup page in eSAT to find key details for orders placed on your eFlorist website. You can search for orders based on sender information, recipient information, order dates and more!
BE SURE TO LEVERAGE YOUR EFLORIST TEAM FOR HELP! For assistance with any of these tasks, call eFlorist Web Support Service at 866.983.3932 (option 2) or email us at eflorist@teleflora.com.
SMARTER MOTHER’S DAY BUYING WITH FLOWERBUYER
Mother’s Day brings incredible sales potential for many florists, but it also comes with fluctuating availability, strict timelines, and unpredictable flower prices in today’s constantly changing economy. Success often comes down to buying smarter and choosing partners that help balance quality, cost, and logistics.
Flowerbuyer is dedicated to offering several purchasing and shipping options designed to help florists stay competitive during peak holidays.
LIVE AUCTIONS: A STRATEGIC BUYING TOOL
If you have yet to attend a Flowerbuyer live auction for bulk buying during a floral holiday, you could be missing out on thousands of dollars in savings! On our live Reverse Dutch Auctions, prices drop every seven seconds, giving florists the opportunity to bid on the prices that fit their budget and dramatically boost their bottom line.
Can’t make it to an auction? No problem. With Autobids, you set the price you’re willing to pay ahead of time, and we will play the auction for you!
SHIPPING MATTERS MORE THAN EVER
Freight costs play a major role in final stem pricing. Options such as airport pickup for large orders, local hub access for pick up or delivery, and dedicated temperature-controlled trucklines can help minimize freight expenses. Florists in the Toronto, Canada, area also have access to local low-cost delivery solutions that can simplify logistics during busy holiday periods.
Bottom line: Mother’s Day profitability isn’t just about strong sales, it’s about thoughtful sourcing, efficient shipping, and using the right buying tools for your business.
OPEN ON MOTHER’S DAY, SUNDAY, MAY 10TH?
This Mother’s Day, Teleflora will opt in florists for deliveries on Sunday, May 10th, by routing orders from headquarters to your shop. If you do not plan to be open for deliveries, please keep an eye out for the Dove message detailing opt out instructions.
IMPORTANT INFORMATION FOR EFLORIST SHOPS
If you designated that your eFlorist website was open for deliveries on Mother’s Day Sunday last year, we will automatically update your eFlorist site to allow Sunday orders this Mother’s Day, May 10th. If that’s not the case for your shop, or you’re new to eFlorist, we ask that you adjust your site settings to allow orders for delivery on May 10th. You can visit eSAT to enter an Exception Date; you can visit MyTeleflora.com ; or, as always, you can contact your eFlorist support group for assistance at 866.983.3932
HELPFUL CONTACT NUMBERS
