Autumnal feast

Autumn warms your home with golden rays of sunshine that creep inside and set everything ablaze. Just look at that crimson red, that golden yellow, that deep purple: autumn colours to fall in love with…

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Thank, surprise, spoil

Welcome autumn into your home with berries, hips and colourful flowers. They go with time of year, like tumbling leaves and hot chocolate. Thank your neighbours with a lavish seasonal bouquet, surprise grandma and grandpa with colourful arrangement. And don’t forget to treat yourself to an extravagant floral gesture as well. Let’s really enjoy the abundant riches that the autumn offers us!

Flowernotes

Sunflowers in perfume

What a remarkable project: oil that is extracted from sunflowers is an important component in the perfume from Farm Flower Fragrances, an initiative by artist Claudy Jongstra. The sunflowers are grown in collaboration with students from MBO Terra in Groningen.

Flowers in 3D

A 3D photo frame lets you to create colourful flower pictures. Your often see them with dried flowers, but if you combine those dried flowers with seasonal fresh flowers your 3D picture will really come to life. And a flower picture like this carries on looking good for a surprisingly long time. Follow these instructions.

To share!

Here’s a fun idea for your shop counter: slices of cake with autumn flowers. They’re great for sharing! With the right styling the cake slices will sell themselves. For example, create a display with (sliced) cakes in different colours. Customers can then pick out different ‘flavours’. An authentic cake box adds the finishing touch. Check out the smart how to make-tips.

Hello, it’s me: Amaryllis

They’ll be here again very soon: Amaryllises! This fabulous flower comes in a host of different colours and shapes. Choose the orange variety, or opt for warm red to create a spectacular autumn bouquet! Check the range database at amaryllisinfo.eu for an indication of the availability of varieties, colours and shapes.

Brassica 2.0

You don’t need to worry about the smell any more: the new generation of Brassicas have an almost neutral scent. Incorporate these comical ornamental cabbages in autumn bouquets, or place them together in individual vases – like a colourful field of kale!

You can extract
natural dyes from
Solidago. And the
colour is: golden yellow!

DIY homespray

Autumn is rich in scents: from autumn leaves to woodland soil, from herbs to the last Indian summer flowers. It’s great to capture these fragrances in your own home spray so that you can enjoy autumn indoors as well. A home spray is easy to make yourself. You can create a display in your shop consisting of flowers, herbs and foliage that are suitable for making a home fragrance. And let your customers smell them!

Thank you, lovely neighbours!

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From checking how you’re doing to picking up groceries and taking in parcels: in recent months we’ve seen how important good neighbours are. You can express your appreciation with flowers: ‘I’m lucky to have you’. Create special neighbour bouquets to enthuse your customers!

Here are five tips to create excitement on the shop floor and make the neighbourhood bloom. It’s never been easier to organise a neighbourhood party:

Hover over a tip to read the description

Click on a tip to read the description

1. Sales tips

Combine cheerful coloured Indian summer flowers such as Dahlia, Bouvardia and Phlox with beautiful autumnal materials such as berries, hips, seedpods and ornamental grasses. Arrange them in three different price ranges (e.g. € 5.00, € 7.50, € 12.50). Customers will then be tempted to add them to their purchase!

2. Floral connections

Alongside autumn’s generous gifts, also think about adding a flower such as a Calla, which not only has an appropriate symbolism (happiness) but is also available all year round.

3. ‘We’re lucky to have such great neighbours’ bouquet

Make your Neighbours Day specials stand out by giving the bouquets an eye-catching name, like a ‘Thank you for always sweeping my step’ bouquet or a ‘Water under the bridge’ bouquet. Write it on a flower spike, or have bouquet cards printed with it written on.

4. Download and share

You can download images and posters free of charge to make things even more festive in your shop. Also share the photos on your social media, and inspire your customers to celebrate their neighbours with flowers on this special day.

5. Welcome new neighbours

Also drop in on new neighbours or neighbours that you don’t know yet and treat them to a lovely bouquet, or invite them to the shop. They will definitely appreciate it. That way you will get to know the area around your shop even better.

Click on an image to download it.
Great idea to share on your social media!

#coffeebouquet

You can quickly create fun little bouquets using autumn flowers in warm shades such as Dahlia, Nerine and Calla. Place them in a mug or takeaway coffee cup to create a new-style coffee bouquet.

Promote them as ‘the perfect gift for the neighbour that you share a coffee with!’ Share your own new-style coffee bouquet on Instagram with the hashtag #coffeebouquet.

#coffeebouquet

You can quickly create fun little bouquets using autumn flowers in warm shades such as Dahlia, Nerine and Calla. Place them in a mug or takeaway coffee cup to create a new-style coffee bouquet.

Promote them as ‘the perfect gift for the neighbour that you share a coffee with!’ Share your own new-style coffee bouquet on Instagram with the hashtag #coffeebouquet.

Scary bouquets for Halloween

Download these creepy pictures

Download these creepy pictures

3 sales tips from the BFA (British Florist Organisation)

1. How do British florists celebrate Halloween?

Tracy: “British florists have embraced Halloween as a tradition. Consumer spending on Halloween items has almost doubled since 2013. Halloween is celebrated with all things hilarious, humorous or horrific! It’s mainly about decorations, food and fancy dress for parties. Florists are tapping into Halloween with spooky window displays, lots of autumn leaves and squashes, and sometimes also promotions for customers on social media.’

2. What are the sales opportunities at Halloween?

“For florists Halloween is a chance to sell flowers and plants with a fun, bizarre look. You can also cater to the ever-growing Halloween parties, for example by creating floral decorations and table centrepieces. The possibilities are endless. Don’t just think about large parties and events; customers also want to give their home a Halloween touch.”

3. How do you sell more flowers around Halloween?

“Start dressing your shop two weeks beforehand with items like pumpkins and dried and fresh autumn flowers. Prepare bouquets in various price categories and display them in vases so that you can sell them together more easily. Use the colours and textures that autumn has to offer for your bouquets. For example, you can add dried grasses, but also autumnal foliage and squashes. Florists can also offer Halloween specials on their website with comical bouquet names, like ‘Bride of Dracula bouquet’ (in shades of raspberry and claret) or ‘Ghost bouquet’ (in various shades of white).

The BFA (British Florist Association) represents around 7,000 florists; visit their website for more information.

Flower .

Who

to follow

The flowers on the Instagram account of @Katescottstudio are enchantingly beautiful. Artist Kate Scott scans flowers and colours them digitally. The images are therefore created without a camera. It’s really more painting than photography. We adore her ‘floral art’!

What

to make

On @bluememaa florist Tobias Kopp not only shares his seasonal floral work, but also shows you how to make it. And he does that in a particularly engaging way! You instantly want to get stuck in yourself – like with this opulent autumn wreath for example.

What

to know

Seasonal flower growers hardly ever sit still. Follow @vdwouwsnijheesters across the seasons to take a peek behind the scenes and find out what’s involved in growing rosehips and other seasonal products. If there’s something you would like to know, don’t hesitate to ask!

Floralgoodies

Welcome autumn with a colourful berry chain like this! Berries and hips are key moodmakers at the start of autumn.

Bessenfeest 2

1

Crocosmia

2

Lingonberry (Vaccinium vitis-idaea)

3

Callicarpa

4

Diplocyclos palmatus

5

Ilex

6

Chasmanthe

7

Spindle tree (Euonymus)

Flower growers constantly surprise you. There’s so much to choose from.

  • Linomium

    Blooms with small rustling flowers - perfect for drying!
  • Craspedia

    Is familiar as a dried flower, but the yellow balls also work well fresh in field bouquets. The plant originates from Australia and New Zealand.
  • Rosehips

    Can be used both fresh and dried. Leave them in water to dry; they will carry on looking good longest then.
  • Amaranthus

    Produces hanging plumes. If you look carefully, you can see that these consist of lots of tiny flowers packed close together.
  • Amaryllis

    Is available from autumn until spring. The flower symbolises pride, beauty and friendship.
  • Dahlia

    Originates from Mexico. Crossbreeding means there are now thousands of varieties with a wide range of flower shapes.
  • Bouvardia

    Symbolises enthusiasm. It is also an enthusiastic drinker, so keep an eye on the vase water!
  • Sunflower (Helianthus)

    Offers flowers ranging from small to large. There are hundreds of disc flowers within the ring of petals. Every flower produces a sunflower seed!
Limonium
Blooms with small rustling flowers - perfect for drying!
Craspedia
Is familiar as a dried flower, but the yellow balls also work well fresh in field bouquets. The plant originates from Australia and New Zealand.
Rosehips
Can be used both fresh and dried. Leave them in water to dry; they will carry on looking good longest then.
Amaranthus
Produces hanging plumes. If you look carefully, you can see that these consist of lots of tiny flowers packed close together.
Amaryllis
Is available from autumn until spring. The flower symbolises pride, beauty and friendship.
Dahlia
Originates from Mexico. Crossbreeding means there are now thousands of varieties with a wide range of flower shapes.
Bouvardia
Symbolises enthusiasm. It is also an enthusiastic drinker, so keep an eye on the vase water!
Sunflower
(Helianthus) offers flowers ranging from small to large. There are hundreds of disc flowers within the ring of petals. Every flower produces a sunflower seed!
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You can find all these flowers on my.infoflowersplants.info, a handy website for finding product information.

Get an inspiration boost in your inbox every season! Register for top tips and background info.

Get an inspiration boost in your inbox every season! Register for top tips and background info.

Autumn trends

The sumptuous riches of autumn are a delight every year! This magazine offers you inspirational ideas using flowers, berries and hips that are widely available from September to December. The team at 365 days of flowers have spotted five floral trends on Instagram that you can use straightaway!

1. Colourful: Biedermeier
makeover

2. The new wreath is …
a heart

3. Dried flowers +
fresh flowers = hot!

4. Classic wreath with a
punchy colour

scp_floralstudio

5. Vase collection with
single picked flowers

Want to see your flower photo here? Share your photo #iam365daysofflowers

Grower .

Following the seasons

From fresh spring flowers in the spring to a wealth of berries and hips in the autumn: between them, seasonal growers at home and abroad offer a varied range which enables you to follow the seasons in your shop throughout the year!

One of those seasonal flower growers is Johan Boere. After spending all summer working in the fields with classic summer flowers like Astrantia, Veronica and Phlox, it is now the berry season. These are products like Symphoricarpos, rosehips and Ilex verticillata. Sedum is a special crop at the seasonal flower nursery, because the grower can harvest it for longer. First there are the fresh green umbels. They’re not really ripe yet, but look beautiful in Indian summer bouquets. As the season progresses, the umbels turned pink and ultimately deep dark red.

Sustainable

Demand for sustainably grown flowers is growing. Many growers are adapting their processes and making important steps towards growing more sustainably. These include energy-efficient greenhouses thanks to good insulation, caring about soil life by using compost, and the use of natural predators such as ichneumon wasps to combat pests and diseases.

Did you know?

Without bees we would have no berries. The bees are required in the spring to pollinate the shrubs that are used for cuttings such as Symphoricarpos and Ilex verticillata. In late summer and autumn you can find the bees in the Sedum field. Flowering Sedum is a real magnet for bees!

Download it all!

Share the experience of autumn online and in your store.

The power of social media

Some customers buy the same bouquet every week, whilst others consider flowers to be part of their lifestyle. You can use social media to strengthen the bond with different customer groups and share inspiration for gift occasions. That creates opportunities for extra sales! Facebook, Instagram, LinkedIn, Twitter, Snapchat, YouTube, Pinterest or Tiktok: there are a variety of social media platforms that you can use for your flower shop. Which platform you choose depends on your (potential) customer groups and what you feel comfortable with.

What are you going to do?

Once you’ve made your choice, sign up (if you have not yet done so) and set up the social media platforms. Draw up an action plan for each platform: what are you going to do, and what do you want to achieve? That takes a bit of time, but it means that your social media will really produce results.

Creating content

All set? Then you can start creating and posting content: photos, videos and text. Five tips to help you get started:

  1. Take lots of photos (on your phone); in your shop, but also when buying and when you visit a nursery.
  2. Share your professional knowledge. Customers love tips about flowers and plants.
  3. Make it personal. Share some news about an employee, and make sure you’re featured too.
  4. Encourage interaction. Ask questions and invite customers to contribute. For example: these yellow sunflowers or those red ones?
  5. Look at what your competitors are doing on social media, but develop your own style and remain true to yourself.

Get to work

365 days of flowers is keen to help you with your social media. You can use our images and our storytelling about seasonal flowers.

Credits

365 days of flowers stimulates your senses and helps you to exploit sales opportunities. The 365 days of flowers campaign is brought to you by the cut flower growers affiliated to Royal FloraHolland.

Publication: January, May, September, November.
Distribution: directly and through partners, exporters and auction houses.
Languages: Dutch, English, German, French.

Editorial and concept: Concept Factory
Design: Bright Creatives
Editor: Marielle Seegers
Text: Petra van Heijningen
Photography and styling: Klimprodukties
Webdesign
: Buro Staal

Experience the seasons: