Why I am putting NFD on pause
Was National Florist Day 2024 a success? Absolutely. Not only did it exceed all expectations in the number of local independent florists taking part, but proved beyond reasonable doubt that working together, under one collective brand, whilst focussing on LOCAL MARKETING rather than a scatter gun approach, had the most phenomenal power.
Not just in generating sales but, just as importantly, in generating a sense of community, confidence and connection. Because under one banner over a thousand florists and suppliers from throughout UK and Ireland worked together to create a day that allowed everyone to shout loud and proud about themselves, their industry and the incredible power of flowers.
And for that I am incredibly humbled; in fact, can hand on heart say that launching National Florist Day has been one of my career highlights.
However, it cost me dear. Setting up a whole new campaign from scratch didn’t and couldn’t come cheap – be it physically, mentally or financially. I may have been willing and able to work for nothing, but strangely external suppliers and freelancers expected to be paid … no one can live on fresh air! ... and not many people are prepared to work through the night ... must be the florist in me!
Fortunately – and helped by a very tolerant husband – I had enough of all reserves to do it in 2024 and was more than happy – nay incredibly proud to do so. As a result I have done the hard part of proving it worked; it’s in a place that it can easily roll out across the globe, and I know it has the power to grow into something that is so much more than just a day (or week!) that can help everyone.
However, I cannot do it again. Nor should I!
Because National Florist Day isn’t and never was about me or Florist Magazine but the industry at large.
Trouble is, whilst I have some generous pledges, I also have many companies saying ‘sorry Carrie, love the concept but we just can’t do, we haven’t the spare cash’ which means currently there isn’t enough in the pledge pot to confidently go live for June.
It’s not surprising. Compared to when I started NFD back in January ‘23, the global flower industry is in a much tougher place. Companies at all levels are facing economic pressures that seem to be getting worse by the day ... heck by the hour when I look at the global stock markets! That in turn means the sponsorship pool is shrinking which in turn puts pressure on our trade associations who are also feeling the pinch and facing their own challenges. And sadly, and without going into all the gory details, there seems to be more internal industry wrangling, negativity, division and unhappiness than I have ever known in years.
As a result, and despite the fact that the financial ask is actually very low*, I can’t help thinking there are better ways of using my channels, energies and brain to help over the next few months.
Obviously, I am sad I can’t just press the button and do NFD all over again in an even bigger and better way. Having given birth to a concept that is probably the most exciting thing that has happened to the industry in decades and has the proven ability to generate Pride, Awareness and Sales in a way like no other project in the world, I was itching to go!
But like any business I must be sensible, and I would rather press the pause button and have time to rethink than do something that isn’t quite right.
You see, I have never worked on a ‘better than nothing’ basis … I am not about to start now especially as I still believe the independent sector deserves the best.
** The numbers made simple
Our next window of opportunity for NFD is October '25 on the basis it is a relatively quiet month and the perfect pre-launch time for the peaks.
If every flower & sundries wholesaler*1 were to stump up £600 and just 50% of the UK and Irish florist businesses*2 pitched in £30 each, National Florist Day/Week would have enough to cover the cost of a professional and dedicated team for 2 years AND set up a year-round marketing support system to maintain the momentum. Increase that contribution to £1k and £50 and the opportunities to help the sector would be even greater! Compared to the wholesale value of the independent florist sector (estimated at over £300 million) it is actually a very tiny ask. Let’s hope the industry will be able to find a way to make it happen. I shall keep my fingers, toes and eyes crossed and support wherever I can.
130 wholesalers @ £600 = £78,000
3,000 florist @ £30 = £90,000
My figures are only based on UK & Irish classic flower and sundries wholesalers and do not include tertiary suppliers like software, packaging, flower food companies etc or any growers, trade associations, breeders etc
Florist numbers are based on 6000 shops and commercial studios but does not take into account the increasing numbers of home-based/florist farmers as they are harder to identify.
