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In the old days, when money was plentiful and opportunities huge, florists were spoilt for choice when it came to dems, samples, services, events. Not only were there loads on offer but more often than not they were either heavily subsidised or completely free thanks to the generous support of suppliers who used their promotional budget to give florists freebies on the basis it would convert into sales. 

These days it’s simply not possible. Business is tough and budgets are tight and the reality is there isn’t the same sort of cash sloshing around. And that means the freebies either aren’t there at all - or if they are – they’re being given to florists who are likely to show a good return on investment not deployed in a scatter gun approach in case someone buys something. 

And that’s why I find it hard when I hear florists complaining that they’ve got to put their hand in their pocket to do things; in one breath claiming that they should get it for free because they’re the customer, in the next openly saying business is tough and they’ve cut their own buying. 

To be honest I like this new way a lot more and make no bones we’re being a lot tougher with our activities as well. Because not only would I far rather work with a smaller, more proactive group of florists who will meet me – even if it’s only half way - on paying for what we offer rather than chucking away a load of money on florists who just want a jolly but you know what… I can’t remember the last time I went in to a florist shop and got a bunch of flowers for free.