Twinkling white arch draws shoppers to holiday poinsettia
How do you compete with the holiday hype? At no time more than
Christmas do you need a little something extra to stand out in a
crowd, especially when it comes to poinsettia displays. At
Christmastime, this blooming plant favorite entices shoppers
from a variety of shopping venues, so you need extra sparkle to
encourage purchases from your displays.
Last holiday season, Sue Jordan, floral manager at Schnucks in
University City, Mo., purchased a lighted arch that she used for
the first time in her Santa/snowman poinsettia display. Nearby,
she tied in an additional poinsettia display with a similar
Not only did the displays succeed in selling all the poinsettias
Ms. Jordan had ordered for the holidays but she also had to
order extra poinsettias to keep up with the demand.
Ms. Jordan gives most of the credit to the attraction of the
twinkling lights on her white arch, which was trimmed with red
bows. She entered the displays in the 2005 “Merchandising Award
of Excellence” contest, sponsored by Super Floral Retailing and
The color availability of poinsettias has expanded in recent
years, which appeals to Ms. Jordan’s preference toward using a
variety of colors in her displays. During the holidays, she
usually merchandises three or four colors of poinsettias in
three sizes. She filled these particular displays with 4- and
When it comes to her displays, Ms. Jordan embraces change. She
believes customers will get bored if they see the same thing
every time they visit the floral department. Therefore, she
changes displays often, every week if possible. If a display
isn’t selling, Ms. Jordan moves it elsewhere in the department.
“It makes [customers] look at things in a new way,” she says.
Although Ms. Jordan left these holiday displays up for two
weeks, she was constantly changing them because the product sold
out so quickly.
The display next to the arch display contained a variety of
snowman-themed gift items, and snowman balloons floated
overhead. Ms. Jordan says this display not only stimulated
poinsettia sales but snowman purchases as well.
You can reach Merchandising Merit writer Monica Humbard at
firstname.lastname@example.org or (800) 355-8086.
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