In the world of mass-market floral, the “Big Four” holidays are the anchors, but the true soul of a department is often found in the quiet Tuesdays and the unexpected celebrations. To kick off our latest Beyond the Bloom feature, I sat down with Kevin Prill, Category Manager Floral for The GIANT Company, to discuss how he balances high-stakes holiday execution with the “micro-moments” that keep customers coming back year-round.

Kevin’s approach to store-level culture and vendor collaboration has made him a standout leader in our industry. Here, he shares the strategy behind the “in-between” days, the “secret sauce” of his legendary training seminars, and why Floriexpo remains the essential hub for strategic alignment.

On “Micro-Moment” Marketing

Bob Callahan: We all know the chaos of the “Big Four” holidays, but you’ve famously championed the idea of the “all the in-betweens.” When you look at the modern shopper at The GIANT Company, how are you training your team to identify and capture those tiny, everyday “micro-moments” that turn a routine grocery run into an emotional connection?

Kevin Prill: Yes, the “in-between” holidays—what we call micro-holidays here at The GIANT Company—can be overwhelming. There are so many national days out there that it can be confusing to decide which ones to highlight. We try to focus on a select group of larger, more meaningful ones, like Galentine’s Day, Nurse’s Day, and more recently National Girlfriends Day, which has grown significantly after taking off on TikTok.

It’s important to choose the micro-holidays that resonate most with your specific department or customer base and maintain balance. If you try to celebrate too many, the impact gets diluted and the appeal is lost. To support these moments, we use display signs to call attention to the day and, when possible, incorporate it into the weekly ad or feature it on our website.

Tracking sales and trends is also key—if a specific micro-holiday isn’t gaining traction, it’s better to pivot. One that has worked well for us for several years is National Unicorn Day. It’s a fun, lighthearted holiday with plenty of opportunities to build excitement using rainbows and princess themes. We also coordinate cross-merchandising when we can, especially with the bakery department, to build a larger feature in Floral.

On Professional Development & Culture

Bob: Your Annual Floral Seminar has become a bit of a legend—it’s rare to see that level of investment in store-level talent. Beyond just teaching design skills, what is the “secret sauce” in that seminar that transforms a staff member into a category advocate? Why is that “artisan” mindset so critical for mass-market retention right now?

Kevin: Thank you for calling this out. This annual seminar is something I am very proud of, and I truly believe that training, development, and recognition for our store teams are crucial to strengthening the entire industry. Many of these talented individuals are the future of our business; if we don’t invest the time and share our knowledge, we limit our own growth as well.

I’m fortunate to work for a company that values this and supports our efforts. We launched the seminar in 2020, just before the pandemic, and then had to pause for a few years. When we began returning to the office, I was constantly approached—by email and in person—asking when we would bring it back. People were still talking about that very first seminar.

It has become a highlight of my year. It’s an opportunity to reconnect with our store team members, leadership, and the vendor partners who help make it all possible. Their energy and engagement are a reminder of why this work matters.

On Strategic Vendor Partnerships

Bob: In the floral industry, where timing, freshness, and creativity are everything, how do strong, strategic vendor partnerships help retailers stay ahead? How does Floriexpo provide the setting for retailers and suppliers to collaborate to achieve shared goals?

Kevin: That’s a great question, and fortunately an easy one to answer. Floriexpo is fortunate to have some of the best vendor partners in the industry showcasing outstanding products. It’s the perfect venue to have honest conversations that drive both businesses forward.

What’s especially valuable is that, as an industry, we can talk about what matters to our specific company, and our partners will work with us to meet those priorities. At the same time, they may have another customer with different initiatives, and they are able to adapt to those needs as well. That level of flexibility is what strengthens our entire supply chain.

At GIANT, our mission is to deliver value, freshness, and kindness to our customers every day. Our floral offering is just one of the ways we do that. At Floriexpo, we can talk to suppliers, share ideas, and align on strategies that truly bring our mission to life.

As we wrap up this conversation with Kevin, it’s clear that the future of floral lies in the intersection of emotional “micro-moments” and deeply invested store-level talent.

Looking ahead, we are now officially 10 weeks out from Floriexpo 2026 in Fort Lauderdale, and the momentum is incredible. This year is shaping up to be our best yet, with a floor featuring a world-class roster of quality exhibitors and a growing list of the industry’s most influential buyers already confirmed.

In Conclusion

As we wrap up this conversation with Kevin, it’s clear that the future of floral lies in the intersection of emotional “micro-moments” and deeply invested store-level talent.

Looking ahead, we are now officially 10 weeks out from Floriexpo 2026 in Fort Lauderdale, and the momentum is incredible. This year is shaping up to be our best yet, with a floor featuring a world-class roster of quality exhibitors and a growing list of the industry’s most influential buyers already confirmed.

There is no better place to foster the kind of strategic vendor partnerships Kevin described than at the Broward County Convention Center this May. I look forward to seeing you all there to continue these conversations in person and keep pushing the boundaries of what our industry can achieve.

See you in Florida!