DailySun
You can also listen to this podcast on iono.fm here.
ADVERTISEMENT
CONTINUE READING BELOW
JEREMY MAGGS: Let us discuss the significance of red roses. Valentine’s Day is not merely a celebration; it has evolved into a substantial market. Each year, millions are invested in gifts like flowers and chocolates. Have you considered the underlying economics? What drives the surge in price for red roses during this season? And how do companies guarantee that countless romantics receive their gifts on time?
I’m excited to delve into the business side of romance. With me today is Savannah Plaskitt, the marketing head at NetFlorist, a premier online gifting platform in South Africa. Savannah, good afternoon, and welcome aboard. How busy is Valentine’s Day for your team?
SAVANNAH PLASKITT: Hi Jeremy, and hello to everyone tuning in. Valentine’s Day is exceptionally hectic for us. There’s an unmistakable atmosphere of love in South Africa right now. This peak season sees our activity ramp up by nearly 300%!
JEREMY MAGGS: I can only imagine that as we speak, your warehouse is buzzing with people preparing floral arrangements and managing deliveries. It truly is an extensive logistical effort, isn’t it?
SAVANNAH PLASKITT: Absolutely. We begin strategizing for the next Valentine’s Day immediately after the previous one wraps up. During this period, we recruit additional staff to create a memorable experience and ensure timely deliveries. This year, we anticipate dispatching roughly 20,000 gifts, impacting about 50,000 people across South Africa who will celebrate love through these gifts.
Read: Valentine’s Day roses from Colombia are saved after tariff scare
JEREMY MAGGS: Red roses remain the quintessential Valentine’s flower, correct? Are people starting to get creative, opting for alternative gifts or experiences instead?
SAVANNAH PLASKITT: Certainly. It’s indeed the red rose’s moment to shine. While the arrangement styles and types of additional flowers may evolve yearly, the red rose bouquet has been our best-seller for an impressive 26 years running.
The red rose signifies love and has a deep-rooted connection with Valentine’s Day. We’re witnessing a rise in the popularity of pink roses and sunflowers, which have become go-to choices in South Africa, yet this remains prime time for red roses.
JEREMY MAGGS: However, prices typically spike around Valentine’s Day, similar to Uber’s surge pricing. What factors fuel these price increases, and can customers adopt strategies to land better deals?
SAVANNAH PLASKITT: The sizable increase in demand during this period pushes prices higher. Customers looking for better deals should consider florists who maintain direct ties with suppliers to secure their inventory ahead of time rather than relying on market volatility and purchasing closer to the date.
Listen: Romance scams: Love shouldn’t cost a fortune
JEREMY MAGGS: Savannah, have you noticed any changes in consumer behavior this year? Are consumers spending more or less on Valentine’s gifts, especially in light of ongoing financial difficulties?
SAVANNAH PLASKITT: Those who have the means to pamper their loved ones are definitely going the extra mile this year, just as they do every year. The trend indicates that this occasion maintains significant importance for many. South Africans cherish treating one another, making this day a chance for something special.
Despite the economic strains that we’ve also felt, we’re still seeing individuals stepping up to express their love.
ADVERTISEMENT:
CONTINUE READING BELOW
JEREMY MAGGS: With flowers and perishables like chocolates, logistics must be incredibly well-coordinated. How tough is it to deliver fresh products to customers on schedule? That sounds quite challenging at times.
SAVANNAH PLASKITT: It certainly can be. With 26 years of experience, we prioritize ensuring our customers receive their gifts in perfect condition. We implement a strict cold chain process, guaranteeing that when the flowers arrive at the customer’s door, they retain the same freshness as when they left the farm, and we take great pride in our punctual delivery of fresh blooms.
JEREMY MAGGS: Personalized gifts have gained popularity as well. How is NetFlorist adapting to this trend, and have you encountered any unusual requests?
SAVANNAH PLASKITT: Over the past decade, we’ve noticed a significant global inclination toward personalization. Customers are keen to make their gifts unique by adding the recipient’s name, heartfelt messages, or even photos to showcase their thoughtfulness. We’ve enhanced our ability to provide personalized items and broadened our range of customizable products. This trend is our fastest-growing segment in South Africa.
This year, our top-selling non-floral gift is a personalized glass display tile, a sleek glass item akin to a small photo frame that can sit on a desk, allowing customers to include a photo and a unique message.
JEREMY MAGGS: Savannah, before we conclude, and speaking on behalf of myself and my engineer, Ed, how do you manage late-minute shoppers? Is there a cut-off time for same-day deliveries? Some of us may find ourselves in a scramble on February 14th after realizing we’ve forgotten something.
SAVANNAH PLASKITT: Certainly! My goal is to awaken early Valentine’s Day awareness among everyone by February. But if you’re in a last-minute situation, no worries—we’re equipped to handle orders and make your day unforgettable. And if all else fails, a sincere note can always make a meaningful impact.
JEREMY MAGGS: Are you taking note of this, Ed? He’s nodding! Thank you so much, Savannah.
SAVANNAH PLASKITT: There’s still time! [chuckle]
JEREMY MAGGS: We’re still in the clear! I appreciate you taking the time, especially with your busy evening ahead. Thank you for joining us, Savannah Plaskitt, head of marketing at NetFlorist.
Stay informed with Moneyweb’s extensive finance and business news on WhatsApp here.
