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Get
Hip to the Flower Fundamentals:
How to be the Savviest, Most Sophisticated Gift Giver
of All Time
Experts
Share Tips, Guide to Great Gifting
Americans Weigh In on Saying “I'm Sorry”
and “Thank You”
For More Info
Experts
Share Tips, Guide to Great Gifting
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Rebecca
Cole, author of Flower Power and co-host of Discovery Channel's
Surprise by Design
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At
one time or another, most everyone has experienced the near indescribable
joy of receiving flowers. But how much do we really know about sending
great floral gifts? According to recent research by The Michael
Cohen Group, both women and men want to know more about buying flowers
with confidence.
To
deliver abundant floral know-how, the Society of American Florists
(SAF) teamed up with floral and interior designer Rebecca Cole,
author of Flower Power and co-host of Discovery Channel's
Surprise by Design. Together, they developed the Flower
Fundamentals, helping people to become the savviest, most sophisticated
floral gift givers they can be.
“It's
easy to become a connoisseur of flowers and plants,” Cole said.
“And, like knowing about fine wines or great foods, knowing even
the basics about flowers will help people feel more self-assured
throughout their lives, from gift-giving to weddings to entertaining.”
Introducing
The Hip Giver's Guide
 SAF
and Cole created Flower Fundamentals: The
Hip Giver's Guide, a month-by-month resource to flowers that
are in style, a library of flower and plant varieties, holiday tips
and advice, fresh floral research and much, much more. The Hip Giver's
Guide is ideal for those who want tips on how to choose a local
florist, read up on popular varieties of flowers, get design ideas
and more.
What Hip Givers Know
The Michael Cohen Group research reveals just how
much people love to give and receive flowers. Ninety-two percent
of women can remember the last time they received flowers,
and 97 percent of men and women recall the last time they gave
a floral gift.
The hundreds of women and men surveyed described
a gift of flowers as unlike any other because flowers create lasting
memories and make people – both givers and receivers – feel cared
about and special. The fleeting nature of flowers also encourages
people to appreciate flowers when they are beautiful and vibrant.
“With a gift of flowers, you know that someone
is thinking of you right now, this very minute,” Cole said. “It's
the memory of the gift and the emotions that last forever.”
What Hip Givers Said
- 88% say flowers can change your mood for the better
- 99% agree that a person who gives flowers is thoughtful
- 89% believe that someone who gives flowers is sophisticated
- 83% would like to receive flowers when they are not expecting
them
What
Hip Givers Don't Know
While the majority of floral gifts are purchased
from a local florist shop, the top five things gift givers don't
know about their neighborhood florist include:
- They are design professionals with the artistic
ability to create different looks to suit different occasions
- Many local shops offer several convenient means of ordering,
including phone lines and Web sites accessible 24 hours a day
- Shop owners are connected with thousands of other local florists
across the country and internationally, and can ensure your customized
arrangement is sent on time to just about anywhere
- Even the smallest of community florists has access to a wide
variety of fresh flowers and plants on a daily basis
Local florists offer a variety of customer service
extras, including how-to workshops, rewards programs, reminder services
and more.
“Let your florist be your personal gift consultant,” Cole said.
“Tap into their knowledge to learn more about flowers, or let them
simply make you look good. It's up to you.”
Log on to www.aboutflowers.com/hipguide.htm
to become one of the savviest, most sophisticated and perfect gift
givers of all time.
Background
The
independent research, including focus groups and a nationwide survey
of 800 consumers, was conducted by The Michael Cohen Group of New
York City (January 2005).
Americans
Weigh In on Saying “I'm Sorry”
and “Thank You”
For
most Americans, it is harder to say, “Thank you” than “I'm sorry.”
According to a February 2006 poll by International Communications
Research, nearly two-thirds of respondents (65%) believe that saying
“I'm sorry” is easy, while about the same number (67%) of Americans
can remember a time when they were not properly thanked for a favor
or act of kindness.
With
the word “etiquette” defined as socially accepted behavior, Rebecca
Cole, co-host of Discovery Channel's Surprise by Design
and author of Flower Power, believes that expressing all
kinds of emotions should be easy, especially for those who can't
find the words.
“In
the 21 st century, with so many different ways to communicate without
even using words – email, voicemail, text messaging – it's amazing
that people don't routinely acknowledge the kindness of others in
one way or another,” said Cole. “A simple ‘thank you' or ‘I'm sorry'
can go a long way. Better yet, sending flowers helps you convey
any message with added sincerity.”
Deciphering
the Etiquette Dilemma
According
to the Society of American Florists, the national trade association
for the floral industry, five of the most common reasons people
send flowers are to say thank you, I'm sorry, congratulations,
get well and express sympathy. Cole shares her secrets
for sending these sentiments.
- Thank
You
According
to Cole, ask your florist for an arrangement conveying a casual,
hand-picked feeling, to say thank you with a very personal touch.
In addition to a beautiful statement of thanks, the accompanying
note card can say everything that is too hard to say in person.
- I'm
Sorry
Flowers are the traditional gift to get out of the doghouse
because they easily make the statement, “I was wrong.” To apologize
with sincerity, ask your florist for a nostalgic arrangement,
using a blend of delicate warm and cool lavenders and pinks. Having
opened the door to forgiveness, follow the delivery up with a
phone call.
- Congratulations
A bouquet of bold, contrasting colors is a fun-loving, playful
way to say “Congratulations,” “Welcome home,” or “Great job.”
You can even get creative with the container. For example, if
a friend just got a new job, ask your florist to put the bouquet
in a fun pencil holder or something that represents the occasion.
- Sympathy
It's
never easy comforting someone who has lost a loved one, but flowers
can say what is often difficult to ex press in words. Flowers
are usually sent to the funeral home to provide warmth and beauty
to the service. If a service is not planned, grief experts recommend
sending condolences to the bereaved person's home.
- Get
Well
Choose
a serene color scheme of light shades of green, misty blues and
other cool hues to provide a moment of calm and let someone who
is ill know you're thinking of them. When sending flowers to a
hospital, it's helpful to have the name of the hospital, the patient's
name and room number ready for your florist. It's also good to
know the hospital's flower policy. Your florist will know about
the hospitals in your area.
More
Floral Savvy
Studies
show the power of flowers on our happiness and well-being and that
people who give flowers are considered to be thoughtful and sophisticated.
Here are quick tips from Rebecca Cole on showing
your sophisticated side:
- Send
flowers to a hostess before you arrive for a party or event, and
choose a color palette that will mix with her décor.
-
Do your best to tailor a gift to the recipient, whether it's her
favorite flower, color or even matches her eyes.
- “Just
because” is the best reason to send flowers! Try sending flowers
in the middle of an ordinary week for the ultimate impact.
- Get
to know your florist. Having someone who knows you and your tastes
will make expressing any emotion much easier.
“My tips are for people who want to let their friends
and family know how much they appreciate them being part of their
lives,” said Cole, “and for those who just want to be looked upon
as thoughtful and sophisticated.”
For
More Info
Editor's
Note: Contact Jenny Stromann at (800) 336-4743; jstromann@safnow.org
for high-resolution professional photography.
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