Trading and Customer Report

The first full week after Thanksgiving did $346,674 in Blue Petal, up 5.8% from $327,564 in the Thanksgiving week and down 36.0% from $541,695 the week before it. That is the quiet stretch you described before Christmas: Mondays have settled at about $63,000, against $73,000 to $116,000 through September. More customers came back than money did, 553 against 532. On the two sales lines that are in Blue Petal this year, Marketplace storefront and OFG Direct, the week was up 12.5% on the same week last year. Auction and greenhouse direct wait for the old-system file that closes period 4.

The sales team view, changed for last week's comments

Updated with what you asked for on the 21st, with data now to 13 October, the latest the current order line exports allow. Open the sales team view · Open the OFG dashboard

• Fee-paying and Marketplace. Reserve and Non Reserve are shown together as fee-paying throughout. Each account's profile still says which of the two it is.
• A call sheet. The ten accounts at the top of the list each have a box to tick once called, who called, the result and a short note. The sheet downloads as a spreadsheet for Aida, and the results copy into an email back to you. Any account can be taken off the list with a reason, such as asked not to be called or out of business, and it stays off until someone puts it back.
• Cut flowers, plants and hard goods kept apart. What sells now opens on the three groups, each with its own categories, following Blue Petal's Flowers, Plants and Deco.
• Notes. Every section has an "Add a note" link, and so does each account. A note is saved with the view it was written on, and the notes copy into an email to me.

Your question about phalaenopsis. It read "no comparison" because last year's sales are in the old system, which files products under group names such as ORCHID POT and ORCHID CUT, while Blue Petal names each product ("Phal Cascade" and so on). The page groups products by the first word of the name, so phalaenopsis found nothing last year to compare with. It is now matched to the old system's orchids, and with pots and cuts kept apart, potted orchids compare with potted orchids. Other names that differ between the two systems are not matched by hand, as we agreed, so a few categories will still read "no comparison" until Blue Petal has a full year of its own.

The ticks, results, notes and off-the-list choices are kept in the browser they were made in. That is why the call sheet and the notes have download and copy buttons: those are how they travel between people.

Sales in fiscal week 17 (Saturday 17 to Friday 23 October), Blue Petal

Every segment was up a little on the Thanksgiving week, mostly because the Monday came back. Customers who bought in both weeks spent about the same or a little more; Marketplace grew most, on 15 more customers.

On calendar weeks it is the lowest ordinary week since the week of 10 August. Late August ran at about $366,000 to $370,000 a week, so this week is about 5% under the late-summer level rather than back at the July low.

Against the same week last year, two channels so far

Marketplace storefront and OFG Direct sold $346,674, up 12.5% from $308,245 in the same week last year. The week before, the same two lines were up 15.4%. Last year these two were about 70% of the week; the rest, auction and greenhouse direct, comes with the period 4 file.

Last year is from the period 4 file of 20 October, which already runs to last year's week 17 (17 to 23 October 2025); OFG's own buying (1696) is left out of both years. Run the same way, week 16 gives the figures on last week's page to the dollar. Neither week 17 had a holiday.

Marketplace orders placed online

32 Marketplace orders were placed by the customer on the shop in fiscal week 17, 6.2% of Marketplace orders, against 40 (8.6%) in the Thanksgiving week and 34 (5.5%) the week before it. Seven accounts placed their first-ever online order, against four in the Thanksgiving week on the web-buyer count above; three of them were new accounts whose first order was online.

Sales by product and by grower type

The order line export came through incomplete again this week, the same way as last week, so the product and grower breakdown for weeks 16 and 17 will follow once it has been pulled by dispatch date. The totals above do not depend on it.

Stock available to buy: the Tuesday stock report

This week's report was pulled Tuesday at 2:33pm, after the auction, two hours later than last week's, so the two compare directly. The floor is fuller than last week overall.

Member and guest growers. Parcels counted if they are inside their ordering window, or have no window set and were updated within three days of the pull, the same rule on every pull. Grower 234's marigold sits in the stock report's sunflower group and is left out of the sunflower figure.

Christmas greens are at about 8,600 stems, still almost all imported. Member-grown winter plants are starting to show: grower 208 has kalanchoe in Christmas tins and 225 has phalaenopsis, about 500 of each.

How the 21 October emails did

Member clicks were the same as last week. Marketplace clicks stopped falling, 3.3% from 2.3%, but are still well under the 8.8% of late September, so one week up is not a recovery. Ordering in the week after did not move on either half: members who received the last three reports ordered at 63.6%, against 64.4% and 60.6% after the two before, and the Marketplace accounts at 23.9%, against 25.9% and 23.1%. Both were a little lower once Mondays are left out, in line with the quieter week overall. Members who open the report ordered more than those who do not by about the same margin as two weeks earlier, before either send, so opening still tells us who the regular buyers are rather than what the report did.

Ordering rates count orders by when they were placed, after the send and up to the following Tuesday afternoon, for the same accounts across every send compared.

The phone-buyer test, week 2

The report went again to Marketplace customers who order by phone and have never signed in, 457 this week, 420 of them the same customers as the week before. It did not change how many ordered: 31.1%, against 31.1% in the first week and 32.7% and 28.2% for the same kind of account in the two weeks before the test. This time it did not bring them to the shop either: two signed in for the first time and one placed a first online order, which is what the same kind of account did without any email. The first week's eight sign-ins and three first online orders did not repeat. No one in the group unsubscribed: everyone who received the first week's report received the second. One of the first week's sign-ins went on to order online this week, which is in the web-buyer count above.

The Marketplace onboarding emails

The phone-buyer email went to 31 signed-in customers who still order by phone: one placed a first online order, the same count as from 89 customers when it last went out in September. The reminder to customers who had gone quiet went to 22: two have ordered since, both by phone or at the counter, against four of 14 last time. The sign-in email to 18 customers who buy but have never signed in produced no sign-ins, against one of eight last time.

Proposed picks for this week's Market Report

Sent to Michelle for her OK.

Member growers only.

For the growers block: 281 (ranunculus, more than doubled, with new colours), 208 (kalanchoe in Christmas tins) and 225 (phalaenopsis), the first member-grown winter plants in any number. 376 and 339 come out after two weeks in the block. Tulips are on the floor but only from a guest grower so far; they wait for 287.

What I need from you, and what comes next

• The old-system file that closes period 4 (fiscal week 17, to 23 October), so auction and greenhouse direct can join the comparison with last year.
• The weekly revenue screen: still open from last week, whether Bert changed it and whether anyone at OFG reports off it.
• Account 1695, consignment supply: still the open question behind greenhouse direct.
• The product and grower breakdown for weeks 16 and 17, once the order lines are pulled by dispatch date.
• Tomorrow's data session: I will bring the web-buyer list above, account by account, for you to check against what you know.

Where the numbers come from

Blue Petal is from the order headers for Saturday 17 October (pulled 20 October) and 19 to 23 October (pulled 27 October), which carry every order by dispatch day, with OFG's own buying (1696) and the internal demonstration records left out; the Thanksgiving week is the same figure as last week's page. Customers who hold two account records are counted once. Online orders are those Blue Petal records as placed by the customer on the shop; for 52 of the week's 1,166 orders whose lines are not in this week's export, the order header's sales channel stands in. Last year's figures are from the period 4 old-system file of 20 October; this year's auction and greenhouse direct are not in it yet. Stock is from the stock reports of 13 October 11:32, 20 October 12:28 and 27 October 2:33pm. Email numbers are from the Klaviyo recipient activity export for each send.

The Thanksgiving week was up 8.1% on the same week last year: $439,108 across Blue Petal and the old system, against $406,167. That is about half the 17.5% the week before ran at. The drop from the pre-holiday week was a little steeper than last year's, 36.8% against 31.3%, but it came off a higher peak. Auction was up 15.3%, its strongest of the three weeks in the period 4 file.

A change in how this report counts, from this week. It now runs on OFG's fiscal weeks, Saturday to Friday, covers both systems so it can compare with last year, and leaves out OFG's own buying (account 1696), as you set out on 9 October. That makes it the same basis as the dashboard. Earlier weeks in the menu stay as they were, so their figures will not match this one exactly.

Sales in the Thanksgiving week (fiscal week 16, Saturday 10 to Friday 16 October)

Old-system figures from the period 4 file you sent this morning, which now runs to Friday 16 October; the weeks it shares with last week's file are identical. Week 15 on the same method is $694,623 against $591,276, which matches the dashboard.

In Blue Petal alone the week was $327,564 from 532 customers, against $541,695 from 644 the week before. Every segment fell by a third or more. In Reserve and Marketplace the customers who bought in both weeks cut back by about as much as the segment did, so most of the fall is regular buyers taking less for a week. Non Reserve fell further because 24 fewer customers bought at all.

The holiday Monday, and this week so far

Thanksgiving Monday did $29,570 from 40 customers, against $116,326 from 196 the Monday before. This Monday, 19 October, did $63,954 from 157 customers, the lowest ordinary Monday since mid-September (the four Mondays from 14 September to 5 October ran $73,045 to $116,326). That fits your note about the quiet weeks before Christmas. One day is not a trend.

Blue Petal's weekly revenue screen has changed

When I checked it in September, the weekly revenue screen left out DOPSALES orders, which is why earlier reports carried two Blue Petal figures. The version pulled today includes them, for every week back to November, and matches our own count to the dollar on most weeks, so the second figure is gone from this report. Do you know whether Bert changed it? If anyone at OFG reads that screen, their weekly figures went up by 11% to 22% when it changed.

Sales by product and by grower type

One of this week's exports came through incomplete, so the product and grower breakdown for the Thanksgiving week will follow once it has been pulled again. The totals above do not depend on it.

Marketplace orders placed online

40 Marketplace orders were placed by the customer on the shop in fiscal week 16, 8.6% of Marketplace orders, against 34 (5.5%), 41 (7.0%) and 31 (5.3%) in the three weeks before. The count was close to normal; the share rose because phone and counter orders fell further than online ones in the holiday week. Two accounts placed their first-ever online order, against ten the week before.

On fiscal weeks, so these differ from last week's page, which used calendar weeks.

Stock available to buy: the Tuesday stock report

This week's report was pulled Tuesday at 12:28pm, after the auction, an hour later than last week's, so the two compare directly.

Parcels counted if they are inside their ordering window, or have no window set and were updated within three days of the pull, the same rule on all four pulls. Grower 234's marigold sits in the stock report's sunflower group and is left out of the sunflower figure.

Christmas greens are at about 7,000 stems, almost all imported. Still waiting on member growers before they get the feature.

How the 14 October Market Report did

Member clicks stayed in their usual range. Marketplace clicks have now fallen three sends running, 8.8% to 5.1% to 2.3%, while opens held near 80%. That is a bigger fall than the normal swing from one send to the next, and the data does not say why. Worth watching on this week's send.

Ordering in the week after did not move. Members who received the last three reports ordered at 64.9%, against 60.6% and 68.6% after the two before; with Mondays left out, which removes Thanksgiving, all three weeks sit at about 60%. The Marketplace accounts that received the last two ordered at 27.0%, against 23.0% the week before and 28.1% in a week they were sent nothing; with Mondays out they sit at about 23%. Members who open the report ordered more than those who do not by the same margin before the send as after it, which again says opening tells us who the regular buyers are, not that the report moved them.

Ordering rates count orders by when they were placed, after the send and up to the following Tuesday morning, for the same accounts across every send compared.

The one-week test: Marketplace phone buyers

This week the report also went to 468 Marketplace customers who had ordered in the last 30 days but never signed in to the shop, with a line inviting them to call the desk or order online. 435 received it. It did not change how many of them ordered: 31.3%, against 32.7% and 28.2% for the same kind of account in the two weeks before. It did bring them to the shop. Eight signed in for the first time, against 3 and 2 in those weeks, five of them straight after clicking the report, and three placed their first online order, against none in either week. One of the three went the whole way the next day: clicked the report, signed in, ordered $564 online. These are small numbers on named accounts, not a statistical result. Whether they stay on the list is a decision for this week.

Proposed picks for this week's Market Report

Sent to Michelle for her OK. She suggested grower 203's branches for this week, as fall branches turn to Christmas.

Member growers only. Import numbers that also list sunflower are not named in the copy.

For the growers block: 339 (mini calla, which Michelle suggested, and dahlia), 376 (lisianthus and chrysanthemum) and 360 (ilex, named alongside 305, which has some too). Local hydrangea from 351 and 284 is up but still under 200 stems, so I have held it for another week.

What I need from you, and what comes next

• The weekly revenue screen: whether Bert changed it, and whether anyone at OFG reports off it.
• Account 1695, consignment supply: still the open question behind greenhouse direct reading down two thirds on last year.
• The product and grower breakdown for the Thanksgiving week, once the export is pulled again.
• Which accounts the growth is coming from, new or existing, as we discussed on the 14th.

Where the numbers come from

Old-system sales are from the period 4 file (auction, greenhouse direct and warehouse this year; every line last year), with account 1696 left out. Blue Petal is from the order lines up to 10 October and the order headers for 12 to 16 October, which carry every order by dispatch day, with OFG's own buying (1696) and the internal demonstration records left out. Customers who hold two account records are counted once. Online orders are those Blue Petal records as placed by the customer on the shop. Stock is from the stock reports of 29 September 10:13, 6 October 4:36pm, 13 October 11:32 and 20 October 12:28. Email numbers are from the Klaviyo recipient activity export for each send. Margin is not updated this week.

Week 41 was the biggest week of the autumn by a distance: $547,557 across all order types, up 17.1% on week 40, from 642 customers. Only the Valentine's and Mother's Day weeks have been bigger since Blue Petal started. Thanksgiving buying explains much of it, and Monday the 12th was close to a closed day. Last year the week after Thanksgiving dropped by a fifth to a third depending on the channel, so I expect week 42 to read low and I will compare it with last year's week rather than with this one.

Sales this week (week 41)

On the weekly screen basis, weeks 34 to 41 run $293,511 · $302,077 · $293,017 · $366,064 · $356,461 · $349,116 · $370,613 · $464,049. Unlike week 40, this time both things moved: 32 more customers bought, and the ones who bought in both weeks spent more.

Auction. Cindy's period 4 file arrived and runs to Friday 9 October. Auction did $137,327 in fiscal week 15 against $135,573 in the same week last year, up 1.3%, from 133 buyers against 137. Fiscal week 14 was $115,082 against $129,149, down 10.9%. The file also carries last year to 24 October, which is what makes the Thanksgiving comparison below possible.

Thanksgiving, and what to expect in week 42

Monday 12 October did $30,293 from 43 customers, against $117,042 from 197 the Monday before. Tuesday was at $122,666 from 236 customers when the exports were pulled at 11:30am, so it is not yet comparable with a full Tuesday. In last year's legacy file, the week after Thanksgiving fell on the week before it by 36.5% at auction, 32.5% in web sales and 21.3% at the OFG Marketplace. If week 42 lands somewhere in that range, it is the calendar. That also fits your note that the six weeks after Thanksgiving are quiet before Christmas.

Sales by product and by grower type

Flowers were $495,148 of the week, up 19.0% on week 40. Unlike week 40, member growers led the rise.

Flowers only, by the grower number on each order line. Members are 2xx and 3xx, guests 4xx and 5xx, imports 600 and up. Lines with no grower number are left out of all three. Weeks 39 and 40 are recounted on this week's files, so the member and guest figures differ from last week's page by a few thousand dollars; the direction is the same.

Order lines grouped on the product name, all order types, by dispatch week. Rose now includes spray and garden roses and chrysanthemum every type, so the week 39 and 40 lines differ a little from last week's page.

Marketplace orders placed online

34 Marketplace orders were placed by the customer on the shop in week 41, 5.4% of Marketplace orders, against 42 (7.1%) in week 40, 31 (5.4%) in week 39 and 40 (6.5%) in week 38. They came from 27 accounts. Ten accounts placed their first-ever online order, against 9 and 7 the two weeks before. So the online share fell back in a busy week while new accounts kept starting at the same pace. Phone and counter orders took most of the Thanksgiving rush.

Week 40's first-ever count reads 9 on this week's files, against 8 on last week's page.

Stock available to buy: the Tuesday stock report

This week's stock report was pulled Tuesday at 11:32am, after the auction, which makes it comparable with the 29 September morning pull. Last week's 4:36pm pull sits between the two. A line that is lower this morning than it was last Tuesday afternoon has genuinely come down, since the morning pull should read fuller. The proposed picks further down are chosen from these readings.

Parcels counted if they are inside their ordering window, or have no window set and were updated within three days of the pull. This week the same rule is applied to all three pulls, so the 6 October figures differ slightly from last week's page.

Christmas greens have started to arrive, about 6,400 stems, all imported so far. Michelle's note was to feature them once they are on the floor; I would wait for member growers to bring theirs in before giving them the feature.

How the 7 October Market Report did

The Market Report went to both halves again, 632 addresses. Member clicks came back a little from the low; Marketplace clicks were lower than in September on a larger list. Neither change is bigger than the normal swing from one send to the next.

Members who received all three sends ordered in the week after at 60.5%, against 68.8% and 69.6% after the two before. That drop is Thanksgiving Monday falling inside the week: with Mondays left out of all three weeks, it reads 58.9% against 61.3% and 61.3%. The Marketplace accounts that received the 23 September and 7 October reports but not the 30 September one ordered most in the week they were sent nothing (31.3%, against 22.9% and 23.8%). Members who open the report also ordered more than those who do not in the week before it went out, by more than in the week after, which is the same pattern as every send so far: opening tells us who the regular buyers are, not that the report moved them.

Ordering rates count orders by when they were placed, after the send and up to the following Tuesday morning, for the same accounts across every send compared.

Emails to Marketplace phone buyers: final results

The third and last email to signed-in Marketplace customers who still order by phone went to 82 accounts. Two placed their first online order in the week after, one of them straight from a click on that email. Across the three emails, eight of these accounts have moved online, which is about what the same kind of account did before the emails started. I am closing that sequence here. Smaller sends the same day reached accounts that had never signed in: two of them signed in for the first time after clicking. In all, six Marketplace accounts signed in for the first time this week, against 12 the week before.

Proposed picks for this week's Market Report (for your approval)

Revised on 14 October after Michelle's notes. She would feature lilies this week and hold grower 203's branches for next week, as fall branches turn to Christmas. There is another frost warning for Friday, and the outdoor season, sunflower included, is close to its end.

Member growers only. One guest grower also has a small amount of lilies and one import number lists sunflower; neither is named in the copy.

For the growers block: 315 (alstroemeria and chrysanthemum), 281 (ranunculus, cosmos, freesia and anemone) and 305 (sedum). 333 is out on Michelle's note that it supplies OFG inconsistently, and 361 is already named on sunflower. Michelle also suggested local hydrangea from 351 and 284, and mini calla. Neither had more than a handful of stems on Tuesday's pull, so I have left them for a week when they are on the floor. One correction for the record: last week's email named grower 650 among the sunflower growers, and 650 is an import number. It will not be named again.

What I need from you, and what comes next

• Your yes, or swaps, on the picks, so the report can go Wednesday.
• Week 42 against last year's Thanksgiving week, once it closes.
• Your read on what sets the margin by line, still open from last week.
• A desk call list of the accounts that signed in and have never ordered, if you want it.

Where the numbers come from

Trading is from the Blue Petal order lines for dispatch up to 13 October, which match the order headers line for line, with the internal demonstration records taken out. Customers who hold two account records are counted once. Auction is from Cindy's period 4 legacy file. "What sold" groups order lines on the product name; who supplied it is the grower number on each line. Online orders are those Blue Petal records as placed by the customer on the shop. Stock is from the stock reports of 29 September 10:13, 6 October 4:36pm and 13 October 11:32. Email numbers are from the Klaviyo recipient activity export for each send. Margin is not updated this week.

Week 40 was the strongest week since trading stepped up in early September: $467,654 across all order types, up 9.9% on week 39, with almost the same number of customers buying. They spent more. Thanksgiving buying has started early, with Monday 5 October up 36% on the Monday before. On the floor, ranunculus and lilies from Ontario growers came up while the last field crops are finishing. This week I have kept the customer-group detail short and put the space into what sold and where the margin is.

Trading

On the weekly screen basis, weeks 34 to 40 run $293,511 · $302,077 · $293,017 · $366,064 · $356,386 · $349,116 · $370,613. After two weeks of easing back, week 40 is the highest of the seven. Orders and customers barely moved, so the rise is the same customers buying more.

Cindy's legacy file for fiscal week 14 has not come in yet, so Reserve's auction buying is not added back this week. It was about 40% of Reserve's buying last week.

Week 41, first two days

Monday 5 October did $117,217 from 199 customers, against $85,928 from 165 on Monday 28 September, up 36%. Every segment was up: Reserve $54,424 against $44,939, Non Reserve $36,166 against $26,030, Marketplace $24,501 against $14,610. Tuesday was already at $201,008 from 301 when the exports were pulled mid-afternoon, above the whole of Tuesday 29 September ($174,116). With Thanksgiving on Monday 12 October, I read this as holiday buying coming in early, which means week 42 will be short and week 41 high. I will compare both with last year's Thanksgiving weeks rather than with each other.

What sold

Flowers were $415,922 of the week, up 10.9% on week 39. Most of the rise came from imported product.

Flowers only, by the grower number on each order line. Members are 2xx and 3xx, guests 4xx and 5xx, imports 600 and up.

Order lines grouped on the product name, all order types, by dispatch week.

Ordering online

42 Marketplace orders were placed by the customer on the shop in week 40, 7.1% of Marketplace orders, against 31 (5.4%) in week 39, 40 (6.5%) in week 38 and 35 (6.5%) in week 37. They came from 34 accounts, against 25 the two weeks before. Accounts placing their first-ever online order held steady at 8, against 9 and 7. So more of the accounts already using the shop used it again, rather than more new accounts starting.

What is on the floor

This week's stock report was pulled on Tuesday at 4:36pm, after the auction and a full day of selling, so it is not the same moment as last week's 10:13am pull. A line that reads lower may simply have sold during the day. The lines below either rose despite the later pull or moved the same way on the Wednesday reading in between, so I am treating those as real.

Grower 203 has a full autumn branch range up: curly willow in red, yellow and green, flame and banded willow, birch poles, smokebush, rosehips and ninebark, alongside what is left of the snowberry. Snowberry itself read much lower at 4:36pm, which I am not reading as the crop until a morning pull confirms it.

One request: could the stock report be pulled Tuesday around 8am from next week? That is the moment you said is most representative, and it would let me call the lines that fell this week with the same confidence as the ones that rose.

Where the margin is

This is new to the page. Blue Petal's sales and purchase report gives sales and purchase price by product group, so margin can be read straight off it. Overall it has held between 16.5% and 17.1% since August.

Margin is sales price less purchase price, as a share of sales, exactly as Blue Petal's report gives it. August and September are calendar months. The latest column is nine days and includes two days of week 41, so treat it as a reading rather than a month.

Several of the lines with the most volume carry around 9 to 11% (ranunculus, disbud chrysanthemum, sunflower), and several smaller ones carry 25 to 27% (calla, snapdragon, gerbera, lisianthus). It is not simply member product against imports, since dahlia is mostly member-grown and still carries about 25%. A question for you: what sets the margin on a line? If it is mostly a fixed commission on member product and a markup on everything else, the low lines are working as intended and there is nothing to act on. If the markup is set line by line, the ranunculus and chrysanthemum figures would be worth ten minutes, given how much of each OFG sells.

Email, 30 September

The Market Report went to members only this week; the Marketplace half did not go out. Member clicks were the lowest of any send so far. The same members ordered in the week after at 71.6%, against 72.6% and 70.6% after the two sends before, so ordering held level.

These ordering rates count orders by when they were placed, for the same 296 members across all three sends. Last week's page used a slightly different count, so its levels differ by a few points; the comparison here is like for like.

The week without the Marketplace half is worth noting. The Marketplace accounts that normally get it, and got no other email that week, ordered at 28.3%, against 22.1% and 25.7% in the two weeks they did get it. Marketplace ordering as a whole rose 8% the same week. It is one week and not a test, but it fits everything the opener comparisons have shown: the Market Report is not what decides whether these accounts order that week.

The second reading I promised on the Marketplace emails

Of the 30 accounts that signed into the shop for the first time after the 24 September emails, 5 have ordered online since, 7 orders worth $1,136.85. All but one of those orders came in the first week. Of the 18 that had never bought from us, 2 placed a first order and 16 have not ordered at all. Over twelve days, first orders from the email to accounts that had never bought were level with the same kind of account in the twelve days before (10 of 433 against 10 of 489), and so were first online orders from the phone-buyer email (5 of 87 against 6 of 89). Signing in happened; a new ordering habit has not followed yet. The 16 who signed in and never ordered have shown interest and have an account, which makes them the best list I have for a call from the desk.

This week's picks

Revised on 7 October after Michelle's notes. She moved the feature to lilies, which are greenhouse grown with more supply and more suppliers, and confirmed a frost on the night of 6 October that hit outdoor crops like dahlia and sunflower. Ranunculus moves to plentiful.

For the growers block: 308 (houseplants: sansevieria, philodendron, peperomia, peace lily), 203 (curly willow, birch poles, smokebush and rosehips) and 315 (chrysanthemum and alstroemeria). 281 is left out of the block because it already appears twice in the email. Michelle expects sticks and Christmas greens to be worth featuring soon, since growers need the frost to drop the leaves before harvest; 203's willow and birch are the first of them.

Next

• A Tuesday 8am stock pull, so falling lines can be called as confidently as rising ones.
• Your read on what sets the margin by line, before I take the margin view any further.
• A desk call list of the 16 accounts that signed in and have never ordered, if you want it.
• Thanksgiving weeks against last year, once week 42 closes.

What is in this report

Trading is from the Blue Petal order lines for dispatch 14 September to 6 October, which match the order headers line for line, with the internal demonstration records taken out. Customers who hold two account records are counted once. "What sold" groups order lines on the product name; who supplied it is the grower number on each line. Online orders are those Blue Petal records as placed by the customer on the shop. Stock is from the stock reports of 29 September 10:13, 30 September 11:31 and 6 October 4:36pm, counting parcels inside their ordering window. Margin is Blue Petal's sales and purchase report by product group for August, September and 28 September to 6 October. Email numbers are from the Klaviyo recipient activity export for each send.

The Marketplace emails went out on 24 September, and the first thing they were built to do, get customers into the shop, has started to happen. Thirty Marketplace accounts signed in for the first time this week, against seven the week before. Twenty-nine of those came after the emails went out, and 26 of the 29 had clicked one. Ordering online has not followed yet, and I would rather show you that now than let the sign-in number stand in for it. Trading was down 3.6% on week 38 and is still about 18% above August.

Marketplace: customers moving online

From this week the count is taken account by account from the user export. On that basis 22 September reads 225 rather than 226, so the rise this week is 30.

Most of the rise came from the email to accounts that have never bought anything from us. Of the 439 who received it, 17 signed in for the first time, against 2 from the same kind of account the week before and 4 the week before that. Sixteen of the 17 had clicked it. The email to accounts that buy by phone but have never signed in produced 12 first sign-ins from 859, which is up on the week before but level with the week before that, so it is inside its normal range for now.

Each email against what it was built to do

Each email has one job, so each is measured on that job. "Before" is every account that would have qualified for the same email one and two weeks earlier, measured over the same five days of the week.

What this says so far. The emails can get a customer through the door of the shop. Getting them to place orders there is a separate step, and five days is about one ordering cycle for most of these accounts. I will read the same accounts again next Tuesday on the same basis, which is when the sign-ins either turn into orders or do not.

Replies and phone calls that came from emails 2 and 4 are not in any export. If anyone at the desk remembers a call or a reply after 24 September from an account they did not recognise, that is exactly what those two emails were for.

Email performance

The list was rebuilt this week, so 101 more addresses received it, most of them members whose delivery had been blocked by earlier bounces that are now cleared. Members clicked at 2.9% against 3.1% the week before, so the recovery held, and none of the 101 new addresses clicked. Marketplace clicks eased to 8.7% from 9.6% on its fourth send: the same 19 clickers on a larger list.

On ordering, the same accounts that received all three of the last Market Reports ordered in the week after each one at these rates: members 72.4%, 68.7%, 67.3%, and Marketplace 31.2%, 27.1%, 24.5%. The accounts that open it were already the ones ordering more before each send, so this tracks who reads it rather than what it does, as I set out last week.

The Marketplace emails, 24 September

Emails 3 and 4 reached 92% of their lists. Most of the accounts they did not reach also never received the welcome, which points to the delivery problem still open on my side.

Trading

Week 39 came in at $425,328 in Blue Pedal across all order types, from 641 customers on 1,422 orders. Week 38 was $441,086 from 667 customers on 1,488. That is down 3.6%. Neither week has a holiday in it, so the two compare directly.

On the basis the Blue Pedal weekly screen uses, the six weeks from 34 to 39 run $291,648 · $302,050 · $292,785 · $366,018 · $356,461 · $349,116. Week 39 is 18% above the August weeks and third of the six. Since the step up in week 37 it has eased twice, by 2.6% and then 2.1%.

By segment, full weeks

Period 3 closes, and the auction is back above last year

Cindy's file closes period 3, five weeks against the same five weeks last year, ten trading days on each side.

The last week of the period was up 6.9% on the same week last year, which is what took the period back above zero. More stems at a lower price per stem is still the shape of it. Since this closes the quarter, I would like to give it a proper look of its own rather than fold it into this page. I will have the Q1 review and the first grower reports for you separately.

Week 40, first two days

Monday 28 September did $87,323 from 171 customers, against $87,926 from 177 on Monday 21 September. Tuesday was already at $175,210 from 254 when I pulled the exports at 10am, which is more than the whole of Tuesday 22 September ($158,270). That day is incomplete, so it is a floor rather than a comparison.

Balances

The rise since 21 September is all inside 30 days and follows the statement cycle, the same swing as between 8 and 21 September in the other direction. Over 90 days moved for the first time since I started tracking it, down $1,783.

What is on the floor, and this week's picks

There is about 14% less on the floor than last Tuesday, and Ontario member growers are carrying about 27% less. Most lines are lighter, so the Market Report says so plainly. These are the picks as you approved them.

For the growers block: 315 (chrysanthemum and alstroemeria), 305 (sedum, which doubled, plus snapdragon and ornamental kale) and 334 (lilies, up from 390 stems to 730). None of the three has been in the block in the last four weeks.

Next

• A second reading on the 30 new sign-ins next Tuesday, on the same basis, to see whether they start ordering online.
• The next email in the phone-buyer series, which answers what happens after an order is placed online.
• Two questions for Thursday. Did anyone at the desk hear from an account after 24 September that they did not recognise? And, for the phone buyers who have signed in, why do they still phone? Twenty minutes with the desk on that second one would sharpen the next two emails more than anything I can do from the exports.
• The Q1 review and the first grower reports, separately from this page.

What is in this report

Trading is from the Blue Pedal order headers for dispatch 14 to 27 September, with the internal demonstration and auction-clearing records taken out. Order lines were not pulled this week; the order headers match them to the dollar on every earlier week. Email numbers are from the Klaviyo recipient activity export for each send, never from the list the send was built from, and the Market Report halves are counted from the two send lists. Sign-ins are from the Blue Pedal user export on shop activity. An order counts as placed online when the customer created it on the shop, which matched Blue Pedal's own field on 99% of orders in the two earlier weeks where both were available. The "before" figures for each email are every account that would have qualified for that email on the earlier date, over the same Thursday-to-Tuesday stretch. Availability is from the stock report pulled Tuesday 10:13 against Tuesday 22 September 11:26. Balances are from the debtor report.

The auction figures are from the legacy sales report for fiscal period 3, joined to Blue Pedal on the customer code, with every auction buyer matched. Only the auction rows are compared year over year, since last year's file also holds web and Marketplace lines that have since moved to Blue Pedal. The count of members who bought in both weeks merges the duplicate account records Blue Pedal keeps for some members.

Sending Thursday, for review

Market Report, 24 September

Subject: Market Report | Calla is up, hydrangea is thinning across every grower
Built for a Wednesday evening send, about two hours before the 11pm cutoff.

Open on its own →

The draft

Ontario Flower Growers Market Report   Wednesday, September 23, 2026   Good evening. There is less on the floor this week than last. Rose, carnation, hydrangea, ranunculus and lisianthus are all lighter tonight. If you need any of them this week, it is worth checking the market earlier rather than later. Calla is the exception. There is meaningfully more of it on the floor than last week, with several growers holding it. Below, what is thinner, what is still plentiful, and where the growers are. This week’s signal Calla is the line moving up. Growers 339, 720, 824, 782, 643 and 328 all have it right now. There is meaningfully more calla on the floor than last week, at a point when much of the rest of the market is moving the other way. With six growers holding it, there is more to choose from across colour and form. Six member growers holding it. Ordering for tomorrow? Order by 11pm tonight. Pickup from 6am tomorrow. Six days a week, no Sunday pickups. Shop the market From the market What to move on, and what is still plentiful.   Hydrangea Hydrangea is the one to move on tonight. Ten growers have it: 726, 203, 766, 712, 684, 634, 830, 824, 284 and 351. Every grower that was carrying it last week is holding less this week. There is still useful availability on the floor, but across the category it is clearly lighter than it was a week ago. If hydrangea is on your list, this is one to look at early.   Rose Rose is still the broadest line on the floor. Thirty growers are holding it between them. It is lighter than last week, like much of the market, but there is still plenty available and enough spread across growers to give you options on colour and grade. What else changed this week More in Alstroemeria Up by about half on last week. Growers 651, 782, 315 and 642 are all holding it. One of the few lines moving up this week while much of the rest of the floor has tightened.   More in Celosia Up by about half again on last week. Growers 361 and 305 have it, with 361 holding most of the current supply. Another line moving in the opposite direction from much of the market this week. Thinner Lisianthus Down by nearly two thirds on last week. Growers 485, 376 and 354 have what remains. It is still available, but considerably lighter than it was a week ago.   Thinner Ranunculus Down by well over half on last week. Growers 281 and 817 have it, with 281 holding most of the current supply. Still available, but this is another line worth looking at earlier this week. Thinner Lilies Down by close to half on last week. Six growers still have lilies across Oriental, Asiatic, OT and LA types, so the range is holding up better than the overall volume. Safe to plan around Roses · Carnations · Chrysanthemum · Sunflower Several growers are holding each. Chrysanthemum is up on last week, while sunflower has held steadier than most of the field crops. Gerbera runs year-round here. If you need a variety you are not seeing on OFG Direct, call the desk and we will look for it. Order by 11pm tonight for pickup at 6am tomorrow. Six days a week. No Sunday pickups. Shop this week’s market From the growers Three growers worth a look this week for what they are holding. Grower 339 Calla Dahlia View what’s available →   Grower 644 Rose, large flowered Rose, spray View what’s available →   Grower 361 Celosia Sunflower Milo View what’s available → Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

The auction file you sent this morning covers both of the weeks in this report, so the Reserve numbers below are the first ones that carry both channels. Reserve is down 2.4% rather than the 10.2% Blue Pedal shows on its own, because members moved about five points of their buying to the auction floor. Member clicks came back up after three weeks of falling, and the floor is noticeably lighter than last Tuesday, which shapes Thursday's picks.

Email performance

Full numbers for every send, carried forward so the series is in one place.

The 10 September Marketplace figure reads 197 here and 200 in the last report. Three of the addresses on that list do not match a customer record in Blue Pedal, and they were counted as Marketplace at the time. Both weeks are now counted the same way so the two are comparable.

Members: the fall stopped

Member clicks have gone 4.9%, 2.1%, 1.4%, 3.1% across the four sends, with opens holding between 67% and 72% the whole way. Nine members clicked on 17 September against four the week before. That is a small enough number of people that one more week will say more than this one does, but the three-week slide did not continue.

Opens holding steady while clicks moved is what points me at send time rather than at the writing, which is the question in my note to you this morning. Wednesday evening, a couple of hours before the 11pm cutoff, would put the ordering deadline inside the email. I would try it on the member half only and leave the Marketplace half where it is, since that half is steady.

Marketplace: engagement is steady, and ordering has not moved with it

Marketplace clicks have now held at around 10% across three consecutive sends, which rules out the first one being novelty. Opens are close to 80% every week.

What I cannot see in the ordering data is any change in what those accounts buy in the week of a send, on either audience. The accounts that open the Market Report were already ordering more often than the ones that do not, before the email went out, and that difference is larger than anything that shows up afterwards. So the Market Report is doing its job as a weekly piece of trade information that buyers clearly want to read, and the thing that is moving Marketplace ordering online is the welcome email and the sales desk rather than this.

Marketplace: customers moving online

Nine accounts signed in for the first time between 15 and 22 September, and 388 accounts that had already signed in came back to the shop during the same week.

The welcome email has reached most of the people it works on

Of the 1,375 Marketplace accounts that received the welcome, 89 have now signed in, up six on last week. The shape of that is worth a minute. It produced 65 sign-ins in the week after the sends, then 13, then 6.

The reason is in one number. Of the 72 accounts that clicked the welcome email, 50 have signed in, and that figure has moved by one in the last fortnight. Accounts that did not click have signed in at 3%. So the group that responds to this email has largely responded, and getting more sign-ins out of the same list means finding a different way in rather than sending it again. That is what the five emails further down are for.

Trading

Week 38 came in at $441,086 in Blue Pedal across all order types, from 666 customers on 1,488 orders. Week 37 was $444,672 from 636 customers.

Week 37 included Labour Day, and that Monday traded $41,130 from 65 customers against $73,320 from 186 for the equivalent Monday in week 38. On the five days the two weeks share, Tuesday to Saturday, week 38 came in 8.9% below week 37. Some of the Monday that was lost to the holiday will have moved onto that week's Tuesday, so the fall on the shared days reads a little steeper than the underlying change.

The comparison that avoids the holiday altogether is against August. Weeks 34 to 36 averaged $295,494 on the basis the Blue Pedal weekly screen uses, and week 38 comes in at $356,461 on that same basis, about a fifth higher. It is the second strongest week since late June, behind week 37. September is doing what you said it does.

By segment, on the five days the two weeks share

Both auction days in each week, Tuesday and Thursday, sit inside the five shared days, so the two channels line up without any adjustment.

Non Reserve is the one I would watch. It is the segment where the accounts that buy every week are falling faster than the segment total, and the auction does not change that, because Non Reserve barely uses it.

Across all three segments together, Blue Pedal is down 8.9% on the shared days and the two channels together are down 4.2%.

The auction, year over year

Four comparable weeks now, 24 August to 18 September against the same fiscal weeks last year, eight trading days on each side.

The auction is selling more stems for slightly less money than it did a year ago. Three weeks ago this read as revenue up 0.5%, and the fourth week has taken it to down 0.4%. The June to August figure of up 3.0% I gave you on 8 September still stands for that window. What has changed is the last month, and since growers pay commission on value rather than volume, the price per stem is the line I would watch.

Week 39, first two days

Monday 21 September did $88,145 from 176 customers. Tuesday was at $156,010 from 259 when I pulled the exports at midday, so that day is incomplete and the real figure is higher. Monday and Tuesday together stand at $244,156 against $246,484 for the same two days of week 38, on 365 customers against 422.

Balances

The $112,398 improvement is entirely in the balances inside 30 days. The two older buckets are identical to the dollar after thirteen days. Two accounts make up nearly all of the over-90 figure, both already blocked from the webshop and both past 130 days. Nothing there will move by email, which is worth knowing while the balance reminders are still on hold with you and Nawaz.

What is on the floor, and Thursday's picks

There are about 19% fewer stems available this Tuesday than last, and the fall runs across almost every category. Both readings were taken Tuesday late morning after the auction, so they compare properly.

Worth noting for the copy: the 17 September email named lisianthus, rose, carnation, ranunculus and hydrangea as the products to plan around. All five are lower this week, between 27% and 64%. Thursday's email will say so rather than quietly moving to different products.

Recommended for Thursday's Market Report

The running low slot, and a question for Michelle

Snowberry has fallen further than hydrangea, 78% against 45%, and I have left it out. Grower 203 is the only one holding it, and we went through in September what happens when a single grower's upload timing gets read as a supply change.

The thing the exports cannot tell me is whether hydrangea is genuinely short on the floor or simply not entered yet. That went to Michelle yesterday, and if she says it is fine, or that something else is actually tight, the slot changes.

The Marketplace emails

I have grouped the Marketplace accounts by where each one is stuck rather than by what it spends, so each group gets a different message. These are the five additional emails, on top of the weekly Market Report:

• Signed in and buying from us, but still ordering by phone. This is the biggest group and it gets a short series rather than one email.
• Signed in but has never ordered anything.
• Never signed in, but buying from us by phone.
• Never signed in and never bought.
• An automatic reminder that goes out to anyone who has been quiet longer than usual for them.

The accounts that have been quiet a while are going to the sales desk for a call instead of an email. All seven are built and ready to stage. Every one can be opened below.

The three 1A to 1C emails go to the same 68 accounts in sequence, so the programme is five messages and seven pieces of copy. Emails 3 and 4 go to the two largest groups, so those two are the ones worth most of the attention in a read-through.

What I need from you before these go

Is the Marketplace range showing correctly in OFG Direct right now? Email 1A is built on a buyer being able to see and order the same product online that they would get by calling the desk. If that is right, it is the strongest thing we can say to this group. If it is not, 1A needs rewriting before it sends and the series should start with 1B instead.

Four phone calls. Twenty-two accounts clicked the welcome email, hold a working login, and have never signed in. Eleven of them ordered in the last fortnight. Whatever sits between clicking and signing in is visible in those twenty-two and nowhere else in the data, and it is the thing email 1C is currently missing. A rep phoning four of them answers it in an afternoon.

The emails themselves

Each one below opens to the email as it will send. Subject line and preview text are above it.

1A

Signed in, buying from OFG, still ordering by phone

68 accounts · $362,199 trailing

Subject	Place your Marketplace order online until 11pm
Preview	OFG Direct stays open for orders after the Marketplace desk closes.

The only email in the programme that makes a time argument. The desk closes at 2pm, and midday Saturday, and the shop takes orders until 11pm. The three columns put those side by side so the gap is the point rather than a claim about convenience. Full desk hours sit underneath in small type so nobody has to guess when to call.

Read the email as built

OFG Direct stays open for orders after the Marketplace desk closes.

More time to get your order in. You can place and pay for your Marketplace order through OFG Direct, from your phone or computer. OFG Direct stays open for orders until 11pm, well after the Marketplace desk has closed for the day. Marketplace desk Closes 2pm 12pm Saturday, closed Sunday OFG Direct Open to 11pm 2pm to 11pm, any device Pickup From 6am The next morning Desk hours · Mon, Wed, Fri 7am to 2pm · Tue, Thu 5:30am to 2pm · Sat 7am to 12pm · Sun closed So if the order comes together later in the day, you do not have to leave it until the next time the desk is open. And when you do want to speak with someone, just call 905-670-9556 and we’ll be happy to help! Order through OFG Direct See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

1B

Same group, second email in the series

68 accounts

Subject	Try your next Marketplace order online
Preview	One order is all it takes to see how OFG Direct works for you.

The ask is one order, not a change of habit. These are customers with a working phone relationship, so the email sets out what changes and what stays the same, side by side. Same quality, same growers, same pickup, same team. It removes the thing that is actually being risked.

Read the email as built

One order is all it takes to see how OFG Direct works for you.

ONE ORDER. That’s all it takes to see whether OFG Direct makes your week a little easier. Try one order through OFG Direct. Running a business is hectic enough. OFG Direct gives you more flexibility over when and where you place your order. You can shop from your phone or computer, check what’s available, place and pay for the order online, then pick it up the same way you do now. What changes You place and pay for the order online. Work on your own schedule. Check what’s available while you’re planning your order. What stays the same Same flower quality. Same growers. Same pickup. Same OFG team to help you. Try it once and let us work around YOUR business. Try your next order online If you need any help or would rather call in your order, you can still reach the Marketplace team at 905-670-9556. See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

1C

Same group, third email in the series

68 accounts

Subject	Order online when you want to. Call us when you need us.
Preview	OFG Direct and the Marketplace team are both here when you need them.

Answers the thing nobody says out loud, which is that ordering online might mean losing the person on the phone. Both routes, permanently, no preference stated. This is the one email in the series still short of a concrete argument of its own, and it would be stronger with one thing the desk does that the shop cannot.

Read the email as built

OFG Direct and the Marketplace team are both here when you need them.

Online when you want it. People when you need them. Sometimes you just want to get the order in. Sometimes you want to talk to someone. Both are there. Put the order through yourself Choose what you need and place the order on OFG Direct, any time up to 11pm. Talk to someone Get support by calling 905-670-9556, or reply to this email and someone from the team will help. However you choose to order, the OFG team is here when you need us. Shop online when you want to take care of the order yourself, and give us a call whenever you want a hand. Shop now See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

2

Signed in, never ordered anything through any OFG channel

25 accounts · $0 trailing

Subject	You are all set to order through OFG Direct
Preview	Your account is ready. The next time you need flowers, you can place the order online.

A qualification exercise rather than a campaign. These are accounts, not customers, and some will be staff logins or shops that registered and never opened. The email never says "your next order" or "when you normally buy", because there is no buying history to refer to. Finding out that an account is not commercially real still counts as a result.

Read the email as built

Your account is ready. The next time you need flowers, you can place the order online.

You’re all set up! Your access to the OFG Direct online store is ready to go. That means you can start placing your orders online when it works for you and your business. When you need flowers, you can browse what’s available through Marketplace, build your order and pay online from your phone or computer. Order online until 11PM for pickup from 6am the next morning There’s nothing else you need to set up before you order. Shop Marketplace And if you want a hand with your first online order, give us a call at 905-670-9556 or reply to this email and we’ll happily reach out to give you a hand. See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

3

Never signed in, already buying from OFG by phone

947 accounts, 936 reachable · the largest group in the programme

Subject	You can also place your Marketplace orders online
Preview	OFG Direct gives you another way to put your order through.

Active customers who have never used the shop. Deliberately plain, no hero image, one action, which is to sign in. It leads on ordering fitting around their day rather than around desk hours, and it says the desk is still there, because for this group the phone is the relationship they already have. The only one signed by a person rather than the team, since the phone relationship is the thing being built on. The support line stays with the team so no one is promised a specific person.

Read the email as built

OFG Direct gives you another way to put your order through.

Hi there, When you’re running a business, the last thing you need is to be working around someone else’s schedule. At OFG, we want ordering to work around your business, not the other way around. That’s why you can place and pay for your Marketplace orders online through OFG Direct. You can put the order through from your phone or computer, any time from 2pm up to 11pm, for pickup from 6am the next morning. If you still want help from someone on the team, we’re happy to give you a hand over the phone. OFG Direct is there for the times when you want the flexibility to place the order yourself, outside Marketplace hours or simply when it works better for you. Whenever, wherever it works for you. If you would like to give it a try, click the button below to get started. Sign in to OFG Direct If you have trouble getting in, give us a call at 905-670-9556 or reply to this email and someone from the team will reach out to you. See you at pickup, Ida OFG Marketplace Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

4

Never signed in, never bought

498 accounts, 494 reachable

Subject	Your OFG account is ready
Preview	Set a password and you can start ordering Marketplace online.

Rebuilt on 23 September. These accounts already hold a login they have never used, so the email leads with that rather than introducing the co-op. Four things the account gives them, with shopping Marketplace online first and full width because that is the capability they do not currently have, then hours and range side by side, then the phone number. Three numbered steps to get in. Nothing in it assumes they have ever bought, because they have not.

Read the email as built

Set a password and you can start ordering Marketplace online.

Your OFG account is ready! Your account gives you access to OFG Marketplace, where you can browse what’s available, build your order and pay online from your phone or computer. What your OFG account gives you Shop Marketplace online Browse current product and availability from your phone or computer. Order until 11pm Pickup from 6am.   Ontario-grown + imported More of what you need, all in one place. Real people when you need them Give us a call at 905-670-9556 and we’ll be happy to help. Getting started takes just a minute. Your username is the email address this message was sent to. 1 Set your password Go to the OFG Direct login screen and select Forgot password if you haven’t created one yet. 2 Sign in Use this email address as your username. 3 Start shopping Marketplace Browse what’s available, build your order and pay online. Get started If you run into any trouble getting set up, give us a call at 905-670-9556 and we’ll be happy to give you a hand. See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

5

Automated. Anyone who has gone longer than usual for them between orders

about 26 accounts standing at any time

Subject	Ordering for tomorrow?
Preview	Marketplace orders can go through until 11pm for pickup from 6am.

Fires on each account’s own rhythm, twice their median gap between orders plus ten days, and only once they have four buying occasions on record. A flat nine-day rule would fire on 122 accounts today, 43 of which are not late at all. It sends a couple of hours before the cutoff, and never on a Saturday, because there is no Sunday pickup.

Read the email as built

Marketplace orders can go through until 11pm for pickup from 6am.

Ordering for tomorrow? There is still time to put your Marketplace order through tonight. Order by 11PM for pickup from 6AM tomorrow morning Place your order before 11pm to secure tomorrow morning’s pickup. If you need any help, give us a call at 905-670-9556 and we’ll be happy to give you a hand. Order on OFG Direct See you at pickup, The OFG team Questions? Call us at 905-670-9556 or reply to this email. Ontario Flower Growers Co-Operative 910 Midway Blvd, Mississauga, ON L5T 1T9 No longer want to receive these emails? Unsubscribe.

Not built, and why

Two groups are deliberately without an email. Thirty-three accounts that are signed in, still buying and going gradually longer between orders need something specific about what is on the floor each time, so they cannot be written once and left. Thirty-seven accounts have gone properly quiet, twenty-nine of them past sixty days with a median around ninety, and email has shown nothing at that distance in any bucket I tested. Those go to a rep with a phone.

The automatic reminder works off each customer's own ordering rhythm rather than a fixed number of days, because Marketplace buying gaps run from under four days to over twenty and a single threshold would reach half of them before they were late.

Also this week

• The sales dashboard. Coming along. I would rather take you through it in person next week than send it over.
• Rebuilding the Marketplace send list before Thursday.
• The twice-weekly export for the automatic reminder. It fires on each account's own gap between orders, so the ordering data has to refresh Tuesday and Friday rather than once a week, or it reaches people who are not late.
• Four phone calls from the Marketplace desk to the accounts in the box further up, which would tell us more about why buyers telephone than anything else available this week.

What is in this report

Trading is from the Blue Pedal order lines for dispatch dates 14 to 22 September, with the internal demonstration and auction-clearing records taken out, checked against the order headers. Email numbers are from the Klaviyo recipient activity export for each send, never from the list the send was built from. Sign-in counts are from the Blue Pedal user export, on shop activity. Balances are from the debtor report. Availability is from the stock report pulled Tuesday 11:26 against Tuesday 15 September 12:12, both after the auction.

The auction figures are from the legacy sales report for fiscal period 3, joined to Blue Pedal on the customer code. Every auction buyer in the file matched a customer record. That report also holds last year's web and Marketplace lines, which moved to Blue Pedal between the two years, so only the auction rows are compared year over year.

The headline this week is Marketplace. Customers placing their own orders online went from a steady four to ten a month for the first seven months of the year to 21 in August and 39 so far in September, and the ones who made the switch are buying more often and spending more than comparable customers who did not. Full email numbers below, since you asked for them to travel with the draft.

Email performance

Market Report, Thursday 27 August

Market Report, Thursday 3 September

Market Report, Thursday 10 September

For context, published open rates for business-to-business email run 15% to 36% and click rates 1.25% to 6.21%. Both audiences sit above the top of the open range, and Marketplace sits above the top of the click range.

Six accounts were not delivered to, the same six as the week before. They are all active buyers and I am working through why the email platform will not reach them. Four addresses with typos in them are still uncorrected in Blue Pedal and nobody at my end can guess the right spelling.

Marketplace: we're managing to move folks online

Seven months flat, then a step change, and September is only half counted. First-ever online orders tell the same story: one a month from January through April, then 13 in August and 24 in September so far.

And it is becoming a habit rather than a one-off. Since we rebuilt the welcome email at the end of August, 46 Marketplace accounts have placed an order online and 23 of them have done it more than once, across 78 online orders.

What happens to a customer after they move online

Comparing the 27 Marketplace accounts that started ordering online in August or September against the 495 that did not, both groups buying in both periods:

The obvious worry is that a customer who used to place one large order by phone now places two smaller ones online, which would move the frequency and leave the money flat. That is not what is happening: the average order went up as well.

This is a small sample and I would not build a forecast on 27 accounts. But it is a trend, it lines up directly with the work of the last month or so, and I am optimistic about it.

Customers who have signed into the shop

Two weeks is not a pattern, but first-time sign-ins look like about 15 a week on their own and roughly double in a week that carries a welcome email.

Members: we set out to engage them, and it is working

The goal in May was to build a weekly rhythm with members where there had not been one. The last send before this engagement started reached 335 recipients. The Market Report now reaches nearly every active member every week, and 71.5% of them opened the last one.

Roughly seven members in ten opening a commercial email three weeks in a row is about double the top of the published range for this kind of email, and it has not decayed the way a new format usually does. 86.7% of the members who opened the 10 September report placed an order that week, which is what you would want from a list built on who is currently active.

Clicks, and a question about timing

Member clicks have gone 4.9%, 2.1%, 1.4% across the three sends while opens have not moved. I do not think that is a content problem, because the same email clicks at 11.0% with the Marketplace half.

That is testable rather than something to theorise about. I would like to try the report at a different time of day for the member half and see whether the clicks follow. Worth a conversation about when a member would actually find it most useful, since you and Michelle know that far better than the exports do.

Trading, all channels together

Everything outside Blue Pedal is about a quarter of what customers spend, close to the quarter measured across June to August. Week 37's legacy figure runs to 10 September where your file stops, so it will rise slightly once the full week is in.

By segment

Week 38, the first two days

Monday and Tuesday of this week came to $249,909 from 679 orders and 406 customers. Against Monday and Tuesday of week 36, the last comparable pair of days without a holiday in it, that is up 29.1% on revenue, 25.7% on orders and 21.9% on customers. By segment: Reserve up 26.7%, Non Reserve up 19.3%, and Marketplace up 51.7%.

Two days is not a week and the ramp explains most of it. Marketplace running ahead of the other two for a second week is the part I am watching.

The auction: more stems, less money per stem

Your new file carries three comparable weeks instead of the one the September file had. The auction trades two days a week and both years have six auction days across weeks 9 to 11, so this needs no adjustment.

What is moving at auction, weeks 9 to 11 against last year. Up: dahlia +64%, misc cut flower +32%, garden pot +16%, lisianthus +14%, snapdragon +13%, sunflower +8%. Down: lily rose -91%, aster -70%, chrysanthemum disbud -34%, gladiola -34%, orchid pot -29%, hydrangea -23%.

Recommended for Thursday's Market Report

One for each slot in the format. These are suggestions to replace rather than decisions, and Michelle's read beats mine on every one of them.

The running low slot, and a question for Michelle

Gerbera is the other candidate for the feature slot. It went from 1,870 to 12,480 stems across three growers, the biggest single move on the web shop this week.

Snowberry last week is worth recording. It showed at 860 stems on 8 September and looked to be running out, and Ian's read was that grower 203 had not uploaded yet, so we cut the label from the send. It is now at 3,450 stems across three growers, and ninebark went from 210 to 1,000. He was right and the caution was worth it.

Where I am taking this next

The Marketplace numbers above are the first thing in this engagement that shows a change in customer behaviour rather than a change in email statistics, so that is where the effort goes over the next two weeks.

Alongside that, the work of joining the auction file to Blue Pedal has turned up a few things about how the customer base is shaped that I think are worth a proper conversation rather than a paragraph in a report. Some of it will not be new to you. I would rather put it all in front of you at once, with a suggested plan attached, than drip it out a piece at a time.

I will have that ready for the 29th.

What is in this report

Trading comes from the Blue Pedal order lines for the weeks shown, which is every order type rather than the weekly revenue screen, and it excludes the internal Demo customer group. Auction and the other legacy lines come from the period 3 file you sent on 14 September, matched on buyer number to Blue Pedal customer numbers. Email figures come from the recipient activity export for each send, never from the list I built. Weekly ordering comes from the retention export, which counts orders per customer per week. Sign-in activity comes from the shop activity field on the user export. Stock comes from the Tuesday reports of 8 and 15 September, both taken after the auction. Everything here is what customers spent, not what OFG earned, since commission and fees are in neither system.

The export changes three things last week's report told you, all of them about Reserve. Reserve did not fall again in August, it held level. Reserve places about half its buying online rather than 85%. And the auction is up 3% on the same period last year.

CorrectedWhat the legacy export changes

Last week's report was built on Blue Pedal alone, which turned out to hold about 60% of what Reserve members buy. The export you sent covers 1 June to 28 August for both 2026 and 2025, and every buyer number in it matched a Blue Pedal customer number, so the two can now be read together across the whole summer rather than one sample week.

Trading, all channels together

Every month below covers the 1st to the 28th, because that is where the legacy export ends, and each of those windows contains exactly 24 trading days. That makes the three months directly comparable and it is why the month-over-month figures differ slightly from last week's report, which used whole months on Blue Pedal alone.

Revenue per week by segment, every channel

Each month covers the 1st to the 28th, 24 trading days each, expressed as a six-day week. Grower, employee and demo accounts are excluded. Segment from Customergroup, revenue from Total Price in Blue Pedal order lines and XPRS in the legacy export, joined on Customercode and BUYI.

Ordering through the webshop

Two versions of this number, and they answer different questions. The first is the share of what a segment buys through Blue Pedal that it places itself online. The second is the share of everything it buys from OFG. For Non Reserve and Marketplace they are nearly the same. For Reserve they are not close, and the second shows how much of their buying is still off the webshop.

Marketplace activation

This is where the work has been concentrated since late August, and it is the part of the picture that moved most this week.

Marketplace customers ordering online themselves

Recommended for Thursday

Three products, chosen against the stock report pulled at 12:22 on Tuesday, after the auction had run and unsold stock had moved across to the web.

Not recommended this week

Trailing accounts

Reserve and Non Reserve shops with no order in the last two weeks and a last order between 15 and 60 days back. The list stops at 60 days because past that point no email in this programme has brought anyone back since May, while calls have.

Recency from Last Order in the retention export, capped at today. Duplicate SD- records collapsed onto the base customer number before the test. Auction activity from BUYI and BNNAM in the legacy sales export for the last 60 days. Contact details from Telephone and Email addresses.

What is in this report

Trading and segment figures combine Blue Pedal order lines for 1 June to 28 August with the legacy sales export for the same window, joined on customer number. Every buyer number in the legacy file matched. Customer counts and sign-in history come from the customer and user exports pulled Tuesday 8 September at 12:22. Email results come from the recipient records for each send, not from the lists they were built from. Availability comes from the stock report pulled Tuesday at 12:22, counting parcels that are orderable or whose stock was updated within three days. Every figure traces to a named field in one of those exports. Nothing here is modelled or projected.

August finished ahead of July across the co-op, but Reserve did not take part in the recovery. Reserve members are still coming in at close to the same rate. They are each buying about a third less than they were in June.

Trading

Thirteen weeks, 1 June to 30 August, shown as weekly averages.

By segment