Flowers

 The WHY 

• The Floral Gifting Market is projected to reach revenues of $17 billion by 2027 (+30% to 2021). 

• The average person will spend $108 on a flower purchase. Selling flowers can be extremely profitable for stores.  

The HOW 

• Flowers are sourced directly through Elite, a major leader in the floral industry with farms in the world’s most diverse geographical climates.  

• Flowers ship straight from Columbia to the stores to ensure they get fresh and long-lasting blooms. 

• Designs are created to highlight seasonal flowers to optimize performance.  

• All bouquets are hand-tied at the farm, wrapped, and carefully packed before shipping. 

• All recipes are unique to Edible and cannot be found at any other local store. 

• Flowers arrive in a “sleeping” state. Once cut and put in water, the blooms will start to “wake up”. It may take up to 3 days for the blooms to fully “wake up”. 

• Stores should always recommend they add-on flowers to their order. It’s a quick and easy addition to their order and will brighten up any customer’s day! 
   

Arrival & Care 

• Flower bouquets arrive to stores weekly via FedEx. 

• Stores must check all flowers upon arrival and have 48hrs to make a claim for product quality. 

• In case of damage, stores must photograph the shipping label and any damaged bouquets to receive a credit. No credit will be given without documentation. Stores must submit a helpdesk ticket with the photo documentation within 24 - 48 hours of receiving the flowers.  

 
Floral Arranging  

• As the flower category continues to expand, we want to compete with the floral industry and take a bigger piece of market share.  

• The objective of floral arranging is to expand floral variety and elevate our design offerings.  

• With this program, stores will be able to offer a designed bouquet for pickup or delivery.  

• Stores will cut the bouquet stems, place it in a vase half-filled with cool water, and then conduct minimal arranging once in the vase.  

• From there, the bouquet will be ready to be handed-off to the guest as-is.  

 
Surprise & Delight Recommendations 

Never throw out a flower bouquet if you can help it. As your flowers approach the end of their sales life (approximately 7 days), while they are still in good condition, use the bouquets in your local marketing efforts. Here are a few suggestions: 

• Give a guest that places a large pickup order a bouquet of flowers as a thank you from the store.  

• Give bouquets to heroes in your communities: medical professionals, hospital staff, school staff, firefighters, police stations, etc. 

• Drop off bouquets at local businesses who are likely to place orders in the future. I.e., real estate offices, nursing homes, car dealerships, gyms, locally owned shops/stores. 

Store teams should always make sure to include a business card or customized flyers with the surprise and delight bouquets. This way they know where to go to buy flowers in the future! 

Please refer to the Flowers nSpire video for training.   

 
Packaging 
We offer 2 ongoing everyday vases and rotate seasonal vases.  

• Everyday Vases: Clear Trumpet Vase and White Arcadia Vase  

• Seasonal Premium Vases: Grey Ireland Vase 

• Floral Tote Bag: Provides an elevated gifting presentation for our floral offerings.