A few wreath forms, some ribbon and a clever idea transformed one florist’s December into her most profitable month of the year. Her secret? A DIY wreath bar that turns customers into designers and casual shoppers into loyal fans.
“When we launched ours three years ago, wreath sales doubled that first season,” writes California florist Jenelle Brinneman in the November/December issue of Floral Management.
Brinneman’s wreath bar blends creativity, community and commerce in one merry package. Guests choose a wreath base, then personalize it with evergreens, magnolia, berries, bows and ornaments from a well-stocked “bar.” Staff members circulate to offer design advice and suggest upgrades — a simple way to boost average sales while helping participants feel proud of their creations.
Partnerships with local venues add another layer of success. “Guests enjoy dinner or drinks while we finish their wreaths — it’s a win-win,” Brinneman says in Floral Management. Hosting events at restaurants or corporate spaces brings in new customers who might not have otherwise walked through the shop’s doors and often leads to follow-up sales of arrangements and gifts.
Smart pricing, strategic marketing and thoughtful preparation make the concept easy to replicate. Flyers, social media posts and same-day booking incentives keep seats filled and word of mouth strong. What started as one florist’s holiday experiment has become a repeat revenue stream and a community tradition customers look forward to each year.
Read “Ring In Revenue” in the November/December issue of Floral Management to learn how to plan, price and promote a wreath bar that brings people together, builds loyalty and boosts profits all season long.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
