Almost no one wants a funeral devoid of flowers, and sympathy flowers provide florists an opportunity to serve families at significant times in their lives — and reliable revenue. But the nature of sympathy sales has changed, with funeral homes taking the lead (and a commission) selling flowers to mourning families. The Society of American Florists’ Floral Education Hub has a collection of resources to help gain back sympathy sales by improving relationships with funeral directors, successfully negotiating commissions, and battling the “in lieu of flowers” phrasing.
The resources include:
- Win Back Sympathy Sales. This article from Floral Management gives guidance on finding new ways to keep sympathy sales coming and how to remain a funeral home’s florist of choice, including advice from a funeral home director, and alternatives to suggest to funeral homes in place of “in lieu of.”
- Working with Funeral Homes. Find tips for creating lasting relationships with local funeral homes and combatting the use of “in lieu of.”
- Florists Get Social for Gen Z Sympathy Sales. This article explores how a few florists have found success tactfully marketing sympathy work to younger generations via social media.
Stephanie Brady is the project manager for the Society of American Florists.