Super Bowl of Flower Merchandising

ROSEANNE HARPER

HILLSBORO, Ore. — At Hanks's Thriftway here, floral manager Lowanda Warner had a great idea for selling more flowers on Super Bowl Sunday. Cross-merchandising low-price-point, wrapped bouquets and pre-done mini-bouquets in containers in front of a beer display sent a definite message.

The cheery pastel blooms could appease football-weary wives or serve as a house gift. But, if beer-seeking guys didn't get it, a sign said it: “Since she's going to have to watch football all day, why not take her home some flowers?”

Warner said she'd have preferred another spot for the bouquets. “They got put with the microbrews in the back. I'd have done better with them at the Super Bowl display we had up front, with the packs of Budweiser and the team balloons. Well, maybe next year.”