christmas houseplants
Maximising sales of poinsettia this Christmas
As the 2020 Christmas season sneaks ever closer, the leading European poinsettia marketing initiative, Stars for Europe, advises on making the most of this market segment this Christmas A rainbow of poinsettia colour
Utilising the skills and expertise of some of Europe’s leading poinsettia breeders - Dümmen Orange, Selecta One, Beekenkamp and Syngenta, supported by MNP Flowers – this year the poinsettia is set to enjoy a
resurgence as blooms come in more of a rainbow of colours than ever before. Tapping into influences that are shaping interior trends, as well as fashion and beauty, poinsettia offerings will see blush pinks, rich creams, pale greens, crisp whites, salmon pinks and the classic bright pillarbox red (plus so many more!) all taking centre stage. Never before has there been so many colour ways available; colour ways which will appeal to a broad consumer demographic and cater to both traditional and contemporary tastes.
Maximising in-store potential After the turbulence of 2020 there is no question that the UK consumer will be looking to this Christmas as an opportunity to regroup, relax and forget about the outside world. This means potentially big business for garden retailers, and perhaps bigger business than ever before. Garden retail not only opened earlier than traditional high street stores following the loosening of lockdown restrictions, but they have since provided a sanctuary for consumers who have embraced this different style of shopping. Garden retailers therefore have a significant opportunity to offer a one-stop-shop for all things Christmas, with poinsettia sitting at the heart of this. However, the success of poinsettia sales lies solely with how retailers merchandise and drive customers to make a purchase. Here the Stars for Europe experts share their top tips to success poinsettia retail.
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www.gardencentreupdate.com GCU Autumn 2020
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