Bayside Florist Sees Boost in Holiday Sales

It looks like more Bayside residents had a Valentine this year compared to last, because holiday sales at a local florist are up compared to previous years.

Maybe it was more Valentines, or that the holiday actually fell on a weekday this year potentially sparking more office deliveries. Either way, owner of and Bayside Garden Center, Steve Kolowith, said he’s happy with the small wintertime boost.

“Sales were up probably 10 or 12 percent over last year,” said Kolowith at Bayside Garden Center.  “But it may have just been the day of the week.  Last year Valentine’s Day was on a Sunday.  For us, that’s the worst possible day because people are home and don’t send flowers to the office. We expected sales to be up a bit compared to last year.”

Bayside Floral Design moved from the Garden Center to become its own separate entity about five years ago.  Florists working there said they had a very busy and successful Valentine’s Day this year.

Kolowith estimates they had about 250 delivery orders, and 250 pick-up orders.  That may not seem like a lot, but when you factor in inexpensive grocery store flowers and online distributors like Flowers.com are becoming increasingly popular, some florists would kill for 500 orders.

Kolowith says non-traditional distributors may be cheaper, but they’re lacking that special something.

“When you go to a local florist, you get a design in a vase and you get personal delivery,” explained Kolowith.  “A lot of people prefer that over going to a grocery store and throwing something in your cart.  It’s really not the product, but the whole experience.  It’s a more romantic experience.”

The experience may be different, but so is the quality.  Kolowith explained that suppliers can only grow so many long-stem roses, causing prices to rise during Valentine’s Day.  However, to meet demand, suppliers are now growing short-stem roses for the grocery-store and online markets.  Although they’re lower quality, it results in cheaper prices.

“It hasn’t been a real great time for the floral industry,” Kolowith said.  “We’re fortunate because that’s not our main source of business.  It’s more like a side business.  If we make a little money, we’re happy, but our main focus is the outdoor and gardening center.”

Regardless, he said his downtown Milwaukee distributor delivered “hundreds and hundreds” of flowers from area florists on Valentine’s day, a holiday that comes in second on flower sales compared to Mother’s Day.