While you’re sipping mimosas with Mom on her special day, your local florist’s fingers are being worked to the bone fulfilling 200 orders before opening. “Our hands fall off at the end of it, but it’s worth it,” says Justine Melnychuk of Swish and Co., a flower and design shop on Rabbit Hill Road.
For flower shops, Mother’s Day isn’t just busy, it’s an all-out marathon with a line out the door, a cooler bursting with orders, and more traffic than the Henday under construction at rush hour.
“Valentine’s Day is primarily men (buying)” Melnychuk explains, “but Mother’s Day is every age, every demographic.” And rather than just buying flowers for one partner, customers are looking to treat their mothers, mothers-in-law, wives, sisters, and other women that play a key role in their life. Altogether, it makes Valentine’s Day look like amateur hour.
That got us thinking: What’s it really like for the unsung heroes of every second Sunday of May? While the rest of us are scrambling to make plans for Mom, they’re thinking about all the moms — and months in advance.
The Months-Long Flower Marathon
The chaos doesn’t materialize overnight. Planning starts early in the year with considerations for the perishable blooms. Every stem has to be prepped for arrangement. “It’s a little bit of a science and an art blended together,” Melnychuk says. “You want to have lots of beautiful options, but not too much and not too little.”
They’ve carefully choreographed shipments to arrive in waves: “The Saturday before, the greenery and really long-lasting stuff comes, and then three days before, all the fresh stuff comes. It’s a lot to have it all at once.”