National Floral Design Day, celebrated annually on February 28th, is a day to honor the art of floral design and the people who practice it.
The floral team has spent months planning one of the biggest floral holidays of the year: Valentine’s Day. This year we set a new sales record and that is all due to the great work of all our floral sales, merchandising, and buying team along with the great execution within our operations teams.
Floral is a highly incremental sales category within retail and continues to grow. In 2024, floral sales nationally outpaced produce growth and outlooks for 2025 are predicted to be the same, providing an awesome selling opportunity for AWG and its members.
In honor of Floral Design Day, we’re spotlighting AWG employee Blake Weirich. He is a Floral Merchandising Sales Manager for the AWG Oklahoma City & Gulf Coast Division Support Centers
“Starting as a 16-year-old cashier at Piggly Wiggly, I quickly moved to the floral department, where my passion for design flourished. After honing my skills at Kroger, I rose to Corporate Category Manager of Floral, overseeing all 18 divisions. Floral design offers me creative freedom and emotional fulfillment, inspiring me to craft unique arrangements from diverse sources. My motivation comes from meeting customer needs and helping AWG member stores stand out. It's an honor to serve in this role and make a difference every day!”