



While grocery store flowers may be convenient, the florists said their arrangements are fresher, longer-lasting and more unusual. "People who aren't used to buying flowers go for the cheapest and easiest thing they can find," she said. Hoke said she believes that the personal attention of a floral shop sets them apart from grocery stores. "Our designs are more original, and the service we provide is more personal," she said. McCarthy agreed, explaining that retail florists carry higher quality flowers and unique arrangements. She feels that internet shopping is their biggest competition. Hurley said sometimes they get caught in the middle. "We can be really busy the day after a holiday. People are trying to makeup for online ordering mistakes and lost internet orders," she said. The florists agree that once a customer shops at their stores, they tend to come back. "We do have clientele that repeat year after year," McCarthy said. "A lot of times, guys buy flowers only once a year. We want to make a good impression so they'll come back year after year." For Hoke, the repeat customers are what make her job rewarding. She said several of her customers have become her friends. "Owning this store, I get to meet a lot of neat people," she said. "Everyone is very nice and understanding on Valentine's Day." Hoke opened her shop in August 2010 after working for the same florist for 17 years. "People thought I was crazy to start a business in this economy," she said.Hoke, however, just thought it was an interesting challenge. "It makes me work twice as hard to build the business," she said. "And there's nothing wrong with that." Hoke said the economy forces business owners to pay extra attention to what they are spending. On Valentine's Day, florists have to forecast the amount of shoppers they will have, so they can order enough inventory. Hurley said the slower economy has definitely affected her shop. She estimates that her business is down about 20 percent. "During the holidays, people still splurge," she said. "But when they used to send flowers just-because, now they don't." Hurley said she is good at estimating what she will need. Still, she ordered fewer flowers last year and ended up selling out of roses. McCarthy, however, said her business has been fairly consistent. "I'm optimistic about getting out of the slump. People do seem to be buying more," she said. "Valentine's Day is our biggest day of the year. We're looking forward to being busy and selling a lot of flowers," McCarthy said.