It's a spring awakening

The groundhog didn't see his shadow this year, so that mean we're in for an early spring — or those of us in snow-laden states are dreaming about it, at least. 

Early spring or not, though, the busy season of Valentine's Day is behind us, and, along with warmer temperatures, there's another major floral holiday to prepare for — Easter. The occasion ranks No. 4 among floral holidays and accounts for 9% of annual floral transactions and 6% of dollar volume, Tom Burfield writes in this issue of Floral Retailer. 

Read his cover story to find out what floral designers are pushing for Easter and Passover arrangements this year, and check out our interactive graphic to see what types of flowers shoppers prefer to buy for these occasions.

Also in this issue, read how PMA Floral Marketer of the Year Carlos Oramas got his start in floral and what he thinks industry members should do to get shoppers to buy more flowers more often.

Last but not least, proper training is key to success in any arena, and the floral department is no exception. Find advice from PMA's Becky Roberts and World Class Flowers' Robert De Bellis on how to make sure staff are well-trained to make your department succeed.

Amelia Freidline,
Floral Retailer editor

In this issue:
Create a colorful Easter
What are the top flowers purchased for Easter/Passover?
Marketing is key to success for Carlos Oramas
Proper floral training's a must