The world may feel a little upside down right now, but it’s always a good idea to celebrate moms, especially this year when so many are doing double duty as teachers and parents. (And some as doctors, nurses and other frontline workers.) No matter what’s happening around us, Mother’s Day is still a special time to honor moms, grandmas, stepmoms, aunts and all the strong women caregivers that raise families. The gift of flowers is a time-honored tradition, and many flower delivery businesses are stepping up with innovative lifestyle branding, partnerships and subscription options for this Mother’s Day and other special occasions.
Flowerbx Offers Stylish Flowers And Lifestyle Inspo
Posh flower delivery service Flowerbx, which was founded in London by a former fashion executive and now delivers across Europe and the East Coast in the U.S., isn’t just selling flowers, they’re selling a lifestyle. Founder Whitney Bromberg Hawkings was inspired by the impeccable taste of the fashion designers she worked with in her previous career, and she decided to bring that aesthetic to the masses. Flowerbx doesn’t use middlemen, sourcing flowers directly from Holland and typically guaranteeing delivery within 24 hours, including for this year’s Mother’s Day collection, although product offerings and services may vary by location. The lush Flowerbx website also includes profiles of trendsetters, how-to videos and memorable tablescapes. The strong content marketing strategy of this high-end flower delivery brand is likely to appeal to GOOP-friendly consumers and those interested in brands with strong points of view.
1-800-Flowers Partners With No Kid Hungry And Launches An Innovative Online Campaign With The Hashtag #ThankfulForMom
Although 1-800-Flowers may not have the cache of some trendier brands, in 2018 the 42-year old brand brought in $1.2 billion in total net revenues, 40% of which was through its 1-800-Flowers consumer floral business. By investing in digital early in the game, 1-800-Flowers surpassed other brands that eventually moved their businesses online but didn’t create the necessary frameworks for success. According to an article in Digiday, “[1-800-Flowers’] secret sauce is they’re very sophisticated in digital marketing and investing in platform and digital capabilities.”
This Mother’s Day, 1-800-Flowers has partnered with No Kid Hungry on a hashtag campaign. For every person that uses the hashtag #thankfulformom, and shares a story and photo about a mom that inspired them, 1-800-Flowers will donate $1 to No Kid Hungry, up to $50,000. As 1-800-Flowers likely knows, companies that take corporate social responsibility seriously during coronavirus are looked at more favorably by consumers.
UrbanStems And BloomsyBox Leverage Subscription Marketing, Trendy Partnerships And Active Social Media Presences
Instead of giving mom flowers once a year, give her flowers every week or month. BloomsyBox offers monthly and weekly subscriptions of their stylish bouquets, with gifting options, and their “Flower Shop” which sells single bouquets. BloomsyBox, like many of the newer DTC flower delivery businesses, takes sustainability seriously, working directly with farmers all over the world. Strong content marketing on their website, brand partnerships, like a recent one with Hendricks Gin, and active social media presences on Twitter and Instagram are hallmarks of BloomsyBox’s modern approach to flower delivery marketing.
UrbanStems, which also has a subscription offering, recently partnered with Vogue on a series of fashion-inspired, limited-edition arrangements. Clearly, the Vogue partnership is meant to resonate with a clientele looking for flowers that offer experiences, not just centerpieces.
More than a million Millennials are becoming moms each year, and Millennials prefer thoughtful brands that consider the world around them, including offering sustainable options. Millennials are also more likely to plan their expenses and purchases and carefully choose the “just right thing.” Flower delivery brands that thoughtfully curate their products and services may be more appealing to Millennials, both to receive gifts from and when they’re giving thanks to their own moms.
This year, when everything is a little topsy turvy and big family brunches are probably not possible, most moms will welcome the pick me up of beautiful bouquets. To become the florist of choice on Mother’s Day, flower delivery brands should assert who they are, while making gifting, purchasing and delivery as seamless as possible this Mother’s Day.
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