An Evaluation of Seasonal Sales Patterns of Retail Florists1

Abstract Qualitative economic research techniques were used to determine the effect of merchandise structure reorganization on the seasonality of sales for retail florists. Results indicated that most nontraditional forms of demand, including specialty arrangements, giftware, and garden center items, significantly increased seasonal fluctuations in sales patterns for retail florists. Artificial flowers comprised a major source of nontraditional sales and did not contribute significantly to the seasonal fluctuations in florists' sales patterns. Nontraditional sales accounted for nearly 45% of retail florists' gross volume in 1967 compared with only 9% in 1969 (2, 5, 6). Specialty arrangements and artificial flowers comprised the greatest source of nontraditional sales for retail florists.