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NewsFebruary 25, 1994

Good times or bad, the florist business seems to have a knack for maintaining a steady growth pattern. According to area florists, however, the bad times tend make business even better. Floral gifts are more popular than ever among Southeast Missourians, who are buying flowers for a wider variety of occasions...

Frank Watson (Special To The Missourian)

Good times or bad, the florist business seems to have a knack for maintaining a steady growth pattern. According to area florists, however, the bad times tend make business even better.

Floral gifts are more popular than ever among Southeast Missourians, who are buying flowers for a wider variety of occasions.

The traditional sentimental holidays of Valentine's Day and Mother's Day remain the most popular holidays while the Christmas season is also good for sales, according to area florists.

Reasons cited for the increased popularity are an awareness among consumers of the traditional concept of flowers as a "gift of love" and, ironically, due to the dwindling economy.

"Generally, when the economy is bad, the flower business is good or better because people will buy flowers when they don't have the money to buy cars or other big items," explained Neva Pharris, a partner with Midway Wholesale Floral Supply, which provides cut flowers and supplies hundreds of florists throughout Southeast Missouri, including Cape Girardeau. "I've never seen it fail. People will always find a way to send those flowers."

Pharris and her husband, Jim, are also co-owners of The Flower Basket retail florist store in Sikeston.

JoAnne Farless, owner of Bloomin' Balloons in Cape Girardeau, suggested, "We always do better when the economy is a little poorer because when people are not buying big ticket items, they will think of somebody they love with a balloon or a flower arrangement."

Area florists explained that their sales have increased in the past year from about five percent to 25 percent, with some businesses showing impressive gains. Farless of Bloomin' Balloons, for example, said that since she added flowers to her line of products a few years ago, sales have increased four to five times, with an estimated 10 percent growth in the past year. Nancy Johnston, co-owner with her husband, Linus, of Dalton Florist in Jackson, said that her store experienced an estimated 25 percent growth in sales over the past year.

The two traditional holidays usually associated with flowers are Valentine's Day and Mother's Day. They continue to be the biggest holidays of the year for florists.

Richard Knaup, owner of Knaup Floral in Cape Girardeau, estimated that he sold as many flowers on Valentine's Day as he generally does over several weeks. But figures cited by various store owners and distributors paint a more dramatic picture.

Frank Trankler, manager of Baisch and Skinner South Wholesale Florists in Cape Girardeau, said his company "easily" sold over 40,000 roses this past Valentine's Day through the over 100 stores he supplies.

Pharris of The Flower Basket sold over 2,000 roses this Valentine's Day, while Knaup of Knaup Floral estimated sales of about 2,500 roses.

Johnston of Dalton Florists sold over 1,500 roses. Farless of Bloomin' Balloons sold over 800 roses and almost as many balloons.

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Estimated prices for a dozen roses this past Valentine's Day range from $42.50 to $60.

One reason for a steady growth in the floral businesses is the very eloquent nature of the gift.

"Affection and love," Johnston said. "Flowers show you care. Flowers tell people that you love them, something a lot of people don't say out loud to each other."

Said Pharris, "Valentine's Day is for wives and lovers and kids. Everybody -- even grandma and grandpa -- all get into the action. Everybody who loves somebody sends them flowers. Valentine's Day is Love Day."

"People want to remember those they love, and flowers are a real classy way of showing appreciation for people that they love," Farless said.

Anticipated sales for Mother's Day are similar to those for Valentine's Day, the florists said.

In years past, big holidays for florists included Easter and Memorial Day, but sales for those holidays have dwindled.

Easter is not as big as it once was because women don't wear as many corsages as they used to. Indeed, women are getting away from bringing out clothes for a new season, florists suggested.

Knaup noted that while flowers were also once popular for Memorial Day, now it is "just the start of a holiday season."

Various new holidays such as Secretary Day and Bosses Day also generate new sales, but not nearly as much as the traditional holidays.

"Bosses Day is excellent for me," Farless said. "Secretaries Day is in April, so they remember their bosses on Bosses Day in November."

Johnston said that Bosses Day and Secretaries Day "are important, but we don't see people buying real expensive gifts, though they do want to give flowers. They are not biggies, and we are not looking for them to ever be super big."

Florists expect sales to continue to increase over the course of the coming year, especially on Valentine's Day and Mother's Day, even if the economy improves.

Reasons cited for such expectations are people being "more sentimental", increased advertising and the very habit of sending flowers each year.

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