Mark Anderson

The grass is always greener on the other side of the fence. Florists who cater to a less affluent customer base envy uptown competitors with their higher-order values. At the same time, those uptown shops wish they could also sell to the larger population of less affluent customers without alienating their high-roller base. Meanwhile shops in resort towns struggle with keeping their less affluent year-round customers while also seeming credible to wealthier seasonal consumers.

• Florists with an affluent clientele who want to learn how to increase sales by pricing for the masses without alienating their high-roller clients.

• Florists serving the lower-end of the market who want to learn how to price to attract a more affluent clientele without alienating their base.

• Florists in seasonal destinations who want to learn how to gain the trust — and more profitable sales — of affluent seasonal consumers without alienating local year-round residents.