Endless marketing opportunities abound for garden retailers looking to benefit from popular daisy trends.
Gerbera daisies have a universal appeal that stretches across generations, reaching out to young and old alike. Women are particularly fond of them, using them in everything from weddings and home décor to clothing and accessories. Savvy retailers who follow the trends can take advantage of the popularity and emotional appeal of gerbera daisies by utilizing displays, messaging and tagging that targets customer who can’t get enough of this classic flower.
Follow the Trends
Since the 60’s era of daisy-covered Volkswagen buses, Flower Power demonstrations and embroidered hip huggers, daisies have gone in and out of fashion, but sooner or later they find their way back to the top of the market. Today, one doesn’t have to look hard to find daisies on everything from Kleenex boxes and air fresheners to fingernails, clothing and bedding.
Gerbera daisies are not only versatile as far as use; they also play to different themes in the retail center. They can be funky, retro and playful or classic, elegant and formal. As the famous song suggests, they can be a little bit country or a little bit rock and roll.
And women love them — research proves it. When the marketers at Sakata asked customer focus groups to choose their favorite flower out of different flower heights and patterns, the recognition and approval of daisies was off the charts. Research showed that women were especially drawn to the flower, even more so than men were.
No surprise then that gerbera daisies appeal to brides who are looking for a simple, yet elegant look for their wedding or to those who want a country wedding with a touch of shabby chic. With a wide range of colors to choose from, they go with almost any decorating scheme a bride can dream up. White, pink and yellow daisies seem to be the most popular, showing up in bouquets, boutonnieres, cakes, centerpieces, hair accessories, decorations and even on wedding dresses.
Daisy-themed clothing, from flirty summer dresses and skirts to hats, bags and flip-flops, is a fashion trend that never seems out of style. Brightly colored earrings, necklaces, brooches and scarves with the daisy motif are also timeless. In the retail center, it is common to see daisies on gloves, hats, boots and garden aprons.
Gerbera daisies are cropping up in home décor too, both inside and out. They can be found on patio furniture, pillows and bedding. Daisy-themed lampshades, pictures and switch plates are popular items as well.
With the daisy craze in full swing and covering so many markets, retailers can easily use cross-merchandising to help drive sales and attract customers on many different levels.
Attract Customers with Colorful Displays
“Enticing POP (point-of-purchase) displays, creative messaging and tagging, along with displays that integrate plants with other daisy-themed items are good ways to drive sales,” says Brad Smith, Retail Category Manager for Sakata. “Sakata’s ‘She Loves Daisies’ concept works well for all of these categories.”
“An endcap display of small four- to six-inch potted gerberas is a great idea for non-garden center entranceways,” says Smith. “Daisies set the tone for the whole store and draw impulse buyers. A customer may be coming to the store for a few items. They can easily pick up a smaller pot and carry it throughout the store.”
Smaller pot sizes arranged in blocks of color also present better on the retail bench. They draw attention and are more pleasing to the eye than an array of colors. Smith recommends saving bigger pot sizes and combination mixes for garden center entranceways.
Create the “Wow” Factor with Festival Simplified
Sakata’s Festival Simplified Collection makes it easy for retailers to attract customers with eye-catching displays that utilize large blocks of color.
“I think the biggest benefit of Festivals compared to other series on the market is their large flowers,” says Smith. “They are versatile plants that can go from small pots all the way to large containers. Festivals come in clear colors, and we offer a simplified mix of ten of the most popular colors, which make a great presentation at retail. The large blooms stand out on the retail bench, and plants perform well for the homeowner.”
For more information about Festival daisies, visit the Festival Simplified Top Crop page.