Episode 13: The Power of Flowers and how it helps in this time of Covid-19
Recorded in the thick of the Covid-19 shutdowns, this episode is equal parts pep talk and playbook. With guidelines changing hourly and every state — even every city — operating under different rules, Vonda and Lori focus on two things: the real, research-backed power of flowers to lift people up, and the practical moves flower shop owners can make right now, whether their doors are open or closed.
Control what you can, let go of the rest
Lori opens with the framework she shared in a Flower Clique member support meeting: separate what's out of your control from what's in it. You can't control what your local government mandates — but you can control what you focus on today. Vonda saw it firsthand on a photo shoot in Iowa with Julie: twelve-hour days focused on the flowers in front of them, staying informed in the evenings but blocking out the fear during work. It's why people were stockpiling groceries, Vonda notes — controlling something soothes the anxiety of what can't be controlled. Business owners can choose better outlets.
The science of flower power
The hosts walk through the research the Society of American Florists has been sharing — and encourage every shop to shout it from the rooftops on their own social media:
A behavioral study at Harvard by Nancy Etcoff found that people are less worried, less anxious, and less depressed when they receive flowers or have fresh flowers in their home. Rutgers research on seniors found that flowers ease depression, inspire social connection, and refresh memory as we age. And a University of Florida study showed that something as simple as a single flower can lift mood and decrease stress — with 81 percent of seniors in the research reporting a reduction in depression after receiving flowers. Vonda's favorite line from the research: "prevention in a bud, not a bottle."
Behind the studies is something the hosts know from their own mothers and grandmothers, who kept bouquets weeks past their prime: flowers are an extension of the thought. As long as that arrangement sits on the table, the recipient feels "somebody thought of me" — a virtual hug that outlasts the delivery.
If you're still open: pick up the phone
For shops still allowed to operate, the hosts' number one move is personal outreach. Call your customers, ask how they're doing, thank them for their business, and let them know you can still deliver — with safe practices like disinfecting, gloves, and no-contact doorstep deliveries. Mine your POS system for last year's birthdays and anniversaries and make the call: "I know things are crazy, but your wife's birthday is Friday — I can still send flowers." The worst they can say is no; more often, they're grateful you remembered. As Flower Clique member Josh puts it: be bold, be brave — people genuinely want to help small businesses, but you have to show them where you need the help.
Creative shops are also finding new products for the moment: flower-arranging kits for homeschooling parents (one Louisiana shop sold six within ten minutes of posting), DIY balloon-animal kits, little gardening kits, free-flower buckets outside the door, and donated bouquets delivered to senior living centers. Vonda even ran her own "flower school" with her grandchildren, who made two dozen small arrangements and delivered them around the neighborhood.
If you're closed: don't go dark
Whether open or closed, keep posting. You've worked hard to earn your place in people's newsfeeds, and if you stop entirely, you'll essentially start from scratch when this is over. Photograph designs now — especially with flowers that would otherwise go to waste — and build a library of images to use later. Post how you're feeling as an owner, share inspirational quotes, try your first Facebook Live, and clearly communicate whether you're open and what your policies are.
Downtime is also project time: deep-clean the shop, build displays without interruption, organize those wedding photos from photographers into something you can actually publish, or finally repaint the workroom so you return to a fresh start. It's hard to make yourself do it — but you'll be glad you can check it off the list.
Key takeaways
- Stay on top of your local, state, and federal guidelines — and lead with common sense and compassion, including honest, transparent conversations with your employees.
- Share the research: Harvard, Rutgers, and University of Florida studies all show flowers measurably reduce anxiety, stress, and depression.
- If you can deliver, call customers personally — especially around birthdays and anniversaries pulled from your POS history.
- Keep your social media active even if you're closed; build a photo library now for busier days ahead.
- Use downtime for shop projects — cleaning, displays, organizing, painting — so you reopen with momentum.
Sponsored by:
Flower Clique
Flower Clique Prep School
Real Life Retail Florist