When I was a kid, the word prom carried so much weight. Over and over again, on television shows and in movies, I watched characters prepare for this event portrayed as the pinnacle experience of adolescent life. Prom represented everything my child/teenage self longed for: romance, glamorous formal wear, and perfectly coiffed hair. (This was before the era of flat irons, and I fought—and usually lost—a daily battle against my thick, curly hair that usually settled in a puffy pyramid of frizz).

Every time I mused about how fabulous I thought prom would be, my mom would roll her eyes. After all, she’d gone to college, gotten married, had kids, and knew life had so many more riches to offer than some school dance. True, when the big night finally arrived, it wasn’t the “magical” affair I’d built up in my head, but I still had a really good time. Sure, when I look back at photos, I cringe at some of my fashion choices, namely my pale pink dress that looked like something Glinda the Good Witch would have worn (attached for your amusement). At the time though, I thought I was the epitome of glamour.

Katie's prom

No date = No flowers 🙁

Remember for Your Customers

It’s easy to be jaded, to forget those days when prom felt like a regal rite of passage rather than a silly night when teens pretend they are adults. Try to remember. It will make all aspects of your prom business—marketing, communicating with high schoolers, designing—so much more rewarding. You might have sold 42,693 corsages in your lifetime, but this is likely your customer’s first or second ever floral purchase. It’s a very momentous occasion.  

To help you prepare for the onslaught of happy shiny people headed your way in the coming weeks, we’ve dedicated this issue to all things prom, from marketing and pricing pieces to care and handling and construction tips for jewellery that won’t budge when teens boogie. You’ll also find an analysis of the millennial mind, as well as a guide demystifying the app beloved by high school students: SnapChat.

We’ve rounded out the pages with strategies to grow your day-to-day business with topics such as e-commerce, visual merchandising, and design classes.

We hope you enjoy the content and have a very prosperous prom season. If you have any best practices to share, please reach out to us at [email protected]

 


Katie Hendrick
Katie Hendrick is the editor-in-chief of Canadian Florist.
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