Sex and Flowers by Linda Cahan

SEX AND FLOWERS

When you look at the paintings by Georgia O’Keefe it’s easy to see the connection between flowers and sexuality. On a more mundane level, a gift of flowers is occasionally hoped to be received with deep appreciation leading (with luck later in the evening) to sex.

Flowers are sensual in themselves. They look beautiful, smell incredible and when felt, are soft and silky. Many women would like to feel the same way. That’s probably why we spend so much money and time on floral scents, colors and moisturizers.

Bringing that sensuality into your stores is another thing altogether. You probably have your flower containers, buildups, fixtures, lighting and refrigerator in place. How on earth do you make them sexy?

Of course if you’re going for just plain sex, you may as well put a bunch of red lights around and hope for the best. But, If you look at sexy in terms of sensual, you have a good shot at creating a more sensual environment within your store.

            Sensual means an enjoyment and deep appreciation of all your senses. Let’s start first with our sense of smell. A floral store or department must have a distinct floral odor. Ideally, it should be natural, not potpourri or scented oils. If a good natural scent won’t work in your store, consider aromatherapy diffusers and use a rose or apple cinnamon essence. Both are considered to be the least offensive odors to scent sensitive people. Apple cinnamon is best – but of course, it’s not a floral. But, if you also sell wreaths – include some with dried apples and cinnamon and at least there will be a reason to have that engaging scent wafting through your floral area.

Our sense of smell has the longest memory for us and can greatly enhance the shopping experience – assuming the memories are positive. Think back to that ever-present odor of sour milk in grade school – what some memories are made from.  You are here to create new, loving, sensual memories for your customers.

            Look at our sense of sight. What are people seeing when they come into your store or department? Color is the first thing that attracts people’s attention. Sexy, sensual colors are the pinks, deep and pale, all shades of red including cranberry and maroon and the peach tones. Un-sexy colors include orange, yellow, green, blue and purple. Of course, you don’t have to have your store look sexy every day. The prime “sexy” times are Valentines Day and the month of June. Forget Mothers Day, which is more appreciation and love. Secretary’s Day should be about appreciation also – but stay away from sexy unless you enjoy controversy.

When you bring color into your department, think containers. Your containers should always match but there is nothing sexy or sensual about plastic. The basics in containers are usually white, black or chrome. Great for basics – but not exciting. If you want to create a special feeling a few times a year, look at clear, frosted or milk glass or, metallic gold containers.

Another way to create instant visual sensuality in your floral area is to make your refrigerator unit into a stage for fabulous flowers and arrangements. To “drape” the stage, buy a sexy fabric. Sexy fabrics are not cotton duck or canvas. Look at silky polyesters or velvets. Measure the length of your case and buy 1/3 more than the length.

This will give you a full, sensual feeling. Have a pocket sewed on the top of three pieces to fit over a wooden dowel. The three pieces are: two ends that go from ceiling to floor and one middle piece that hangs from ceiling to the top of the doors. Once the pockets (and hems) are sewn, slide the fabric pieces over the dowels and attach the dowels as close to your ceiling as possible. If you measured correctly, you will have a very dramatic refrigerator presentation. If, however, your refrigerator sticks out into the floor, you may want to cut pieces that cover the sides as well. If it’s a freestanding unit, fuggetaboutit.

            Your sense of taste is often overlooked in a floral area. In a large market, food is sometimes sampled, but rarely in the floral department. In a small floral store, it is very easy to offer wrapped candies to your customers. The candies most often left over are the red and white striped peppermints. The most favored candies are the fruit flavors with butterscotch coming in a very close second. If you’re going to the trouble to buy candy, you may as well buy some that people actually like. The more senses you engage the better your immediate sale and the more likely you’ll have future sales from that person. People appreciate being fed. It’s a human thing we have in common.

            What are people hearing when they come into your store or department? Our sense of hearing is as important as all the other senses. Upbeat classical music is always appreciated, as is melodic jazz. Loud rock & roll, while great while driving, is really bad for most stores. It’s best for stores catering to the junior market.

            The skin is our largest organ. What can be felt and touched in your floral area? You don’t want people actually touching the flowers, it’s not particularly good for them – so what can they safely feel? Ribbon can be sensual in velvets and satin. If it is available in front of the counter or, is tied on the containers – it becomes a sensual/touch experience for the customers and just may keep their hands away from the flowers. Your gift items are also touchable. When they are dusted everyday, they are much more appealing. When you or your staff touch gift items on a daily basis, there is a greater chance they will sell quickly. One gift shop owner commented “whatever I touch in the morning sells that day!” After repeating that remark to many gift shop owners, many agreed that when they dusted and moved pieces, they somehow sold better. It’s certainly worth a try!

            Creating a sexy, sensual environment also includes signs. Look at the percentage of women as compared to men that shop in your floral area. If you have far more women than men, consider using the words “love, gratitude and thank you in your messaging. For men, “appreciation, recognition and gratitude” are important words. Of course, “love” is the biggie but it can bring up lots of inner conflict for quite a few people. Unless you want to set up a therapy booth, you may consider less incendiary sentiments. Even the popular “Be Mine” is great.

            Sex and flowers will increase your sales whenever they are combined. Just remember that too much of a good thing becomes old and boring after a while. A color story of pinks and reds is great for a few times during the year – but your other colors are even more popular the rest of the year. Get them out there as soon as your
“Sex in the Floral Department” story is over…. and have fun!