Like many large-scale, special events in 2020, proms across the United States were postponed and canceled because of the COVID-19 pandemic. In 2021, some prom business returned, albeit, in a different way than pre-COVID. And following a somewhat busy Prom 2021, many floral designers are excited about Prom 2022, expecting sales to be higher than the past two years and for arrangements to follow trends including the Pantone Color of the Year and more.
Patti Fowler AIFD, CFD, PFCI from Flowerama Pittsburgh in Pittsburgh, Pennsylvania, explains that her Prom 2021 business was “down due to the pandemic.” She says, “Some schools were still teaching remotely, so we were happy they actually got a prom. The modifications of the prom included being in the middle of the afternoon in the middle of the football field, no slow dancing for any couples, and social distancing was enforced. Since the prom felt more casual, parents took advantage of saving money not worrying about flowers.”
While Patti’s experience was slow yet successful, Susan Mullis from The Flower Gallery in Valdosta, Georgia, found business to be up following Prom 2020. She says, “It was very busy. It was mostly handheld bouquets, but it was very successful, and the numbers were way up.”
“It’s a really good time because the girls and the flowers you get for prom are your future brides. So, you really want to look good and make a good impression with your prom flowers because they’ll remember you when they get married.”
Susan Mullis, The Flower Gallery
One of the biggest lessons learned from 2021 is sourcing is a definite issue for floral designers. Ordering early from multiple suppliers can help combat any potential issues brought up from procurement. According to Susan, “Flowers are available, but to ensure that you get what you need for proms and events, you really need to order three to four weeks in advance whereas it used to be two weeks. Offer a second selection in the color palette as a backup just in case it does not come in.”
Because of sourcing problems and other external factors, both Patti and Susan have seen a relative increase in their prom pricing. Susan says her retail prices “have to go up because prices are going up on us. We don’t want to have to make the bouquets smaller, and I don’t think the girls are going to want that. So, prices are going to have to go up. I don’t think they’re going to mind it going up a bit, as long as they get it.”
Patti says that at her shop, in 2021, they did not offer “different tiers based on additions. We usually do $35, $45, and $55. We had no issues getting $55 from everyone. I had beautiful bracelets to choose from.” Patti also reflects that “the elaborate corsage isn’t really necessary. We saved time by not providing so many choices. We are very confident in our corsage work. Every corsage was custom and included bling of our choice, and 99 percent of all of our orders included a boutonniere.”
With the lessons learned from 2021 in mind, both Patti and Susan have seen a shift in trending prom orders since before the pandemic. Regionally, Susan finds that most of her clients now want handheld bouquets more than corsages. She describes, “We used to do corsages, and in the last six to maybe eight years, they’ve been doing handheld bouquets because they’re so much prettier, easier, and nicer. They’re very popular right now in our area.”
Patti, however, notes that her “community has always preferred a wrist corsage.” But in recent years, she’s seen some orders for nosegays. She adds, “Nosegays are super-fast and require less labor, so I was happy to see the request for the handheld. I’ve learned over the past couple of years that girls do not wear their floral all evening, and the corsage gets left at the house after pictures or taken off as soon as they get to the dance. So, the clients get better value out of the nosegay that goes in the water and stays at the house.”
In addition to shifting flower arrangement types, for popular Prom 2022 requests, Susan says the Pantone Color of the Year—Very Peri—is going to play a role in what her clients will want and expect. “I’m looking for the girls to be coming a lot with Pantone’s Color of the Year this year because they usually follow the trends,” she says. “Usually, when they go to get their dresses, they’ll get the popular color that’s out.”
Patti will also be incorporating Very Peri into her prom trends for 2022. She says, “The beaded bracelets are sometimes not snug enough for these young ladies, so I am once again embracing the slap bracelet and focusing on a clean, natural design with sage or olive, blue, a muted yellow, and Very Peri, the Pantone Color of the Year. Every season, we capture more clients, so I’m always coming up with a different style that increases efficiency while producing floral art that is unique.”
As prom season quickly approaches, it’s important to take into consideration that impressing students during prom can create lasting customers that will return for years to come, like Susan adds, “It’s a really good time because the girls and the flowers you get for prom are your future brides. So, you really want to look good and make a good impression with your prom flowers because they’ll remember you when they get married.”
Robin McLaughlin
Robin is a managing editor and writer for Floriology
