You don't need a lot of creativity to sell flowers for Valentine's Day or Mother's Day. You need strength, endurance, patience, stale pizza and an unending supply of coffee, but you don't need creativity. Father's Day on the other hand demands creativity. If you want consumers to buy flowers for Father's Day and turn this popular holiday into a popular floral holiday, you've got to get creative and completely re-think the holiday. Now there's a great oxymoron for you.
Flowers are feminine.
You can create a masculine floral design, but you can't make flowers masculine. Men like flowers, and men like to receive flowers as a gift. Merchandising flowers to men does not mean hiding a few blossoms in a strongly masculine container. Your floral consumers will buy flowers for the fathers in their lives if you give them some creative, exciting design choices and then market and merchandise these designs well. Seven years ago I opened a small flower and espresso business in a major downtown office building.