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Floral industry strives to bloom
YOUNGSTOWN
With Valentine’s Day coming Saturday, the local floral industry continues to adapt with a changing market.
“It should be a good Valentine’s Day with it being on the weekend,” said Marlene McDowall, the manager of Dick Adgate, 4527 Market St., in Boardman.
Dick Adgate, established in 1939, opened its new location in Liberty last March, she said. Additionally, the floral retailer offers more options to its customers.
“It’s been a good business,” McDowall said.
The floral industry, however, has seen changes throughout the supply chain from wholesalers and retailers alike that’s made it more challenging.
“It’s a tough business to make any kind of profit,” said Vernon Elwonger, a co-owner of the Columbiana Wholesale Floral Co., which sells flowers to retailers.
Consumer preference, expanded competition and the Internet are among the challenges for the local floral retail business.
“We’re struggling because the retailer is struggling,” he said.
Additionally, as consumers have become more educated, the variety in selection has increased. Columbiana Floral no longer grows flowers but imports them from California, Canada, Ecuador, and Colombia to its location on Springfield Road, he said.
Floral retailers also have even seen changes with Valentine’s Day fare.
“Valentine’s Day use to be just roses,” said Rodd Coonce, the owner of Full Circle Florist, 808 Elm St.
Customers look for more variety in color, types and styles of its products compared to when Coonce entered the floral business 40 years ago as a delivery man.
Before technological innovations, Coonce used books with photos to display flowers in different arrangements for customers to browse through.
“I don’t even know where those books are,” he said. Instead, some customers use tablets and smartphones to help with their purchase decisions. “It works so much better,” he said.
Coonce also recommends that customers focus on the style of the flower.
Although floral retail shops used to be the sole place to buy flowers, chain retailers such as Giant Eagle, Walmart, and Sam’s Club are now part of the competition.
“[Customers are] going for the price not the quality,” he said.
Additionally, third-party websites sell flowers during the holiday periods, said Jennifer Sayavich, co-owner of Sweet Arrangements Florist, 1528 Mahoning Ave.
“All these places will advertise really low prices,” she said. “We’ve lost business from that over the years.”
Big-life events such as weddings, funerals and other special events have taken up most of the business for Sweet Arrangements. “I see it getting busier,” she said.