Defend your business with #ItsNotFlowers

A digital marketing company for florists, Bloomerang Solutions, has launched a campaign helping retail florists defend their brand against a recent trend of large national retailers urging consumers not to buy flowers for Mother’s Day.

As competition and order gatherers continue to stake their claim in an already-crowded industry, the neighbourhood florist was dealt another blow last week when several multinational retailers took at the floral industry by urging their customers to avoid buying flower for US Mother’s Day.

Target, the second-largest discount store retailer in the United States, sent customers an email on April 30 with the subject line, “Don’t get her flowers this year. Up to 25% off Mother’s Day gifts @ Target, thru Saturday.”

On April 27, Coach, Inc. took to Twitter with a tweet that said, “Forget flowers. Give Mom a bag you’ll want to steal,” followed by the hashtag #ForgetFlowers.

Bloomerang’s director of social media, Jeff Higgins, helped to spearhead the implementation of this campaign. "Our idea behind #ItsNotFlowers is to make sure every local florist has a voice during these advertising seasons that seem to be taken over by giant brands, no matter their product, campaigning against the gift of flowers. The floral industry has been around for hundreds of years and has to progress and adapt to shifts in advertising and media, but the feeling when you bring a smile to someone's face with a beautiful bouquet of colour will never change and we're here to help make sure of that."