The Christmas season, far from concluding on December 25th, historically marks the start of a twelve-day festival extending through January 6th, the Feast of the Epiphany. This period, which traditionally commemorates the journey of the Three Wise Men, offers rich, extended opportunities for floral professionals to engage clients through diverse cultural traditions and centuries-old greenery symbolism. Top-tier florists are capitalizing on this extended timeline by offering specialized arrangements that honor the historical significance of evergreens, the celebrated arrival of the poinsettia, and the grand finale of Twelfth Night.
Evergreen Trinity Sustains Ancient Roots
Three key evergreens—holly, ivy, and mistletoe—form the powerful historical backbone of winter floral traditions across Europe. Their use predates Christian observance, rooted in ancient Winter Solstice celebrations where the persistent life of the greenery offered hope and protection during the year’s darkest days.
Holly (Ilex): Prized for its glossy, dark-green leaves and vivid red berries, holly carries profound dual symbolism. Its prickly leaves are associated with Christ’s crown of thorns, while the berries represent His blood. For florists, sourcing high-quality holly requires selecting stems with firm, vibrant berries. Ensuring continuous hydration is paramount, as cut holly foliage is prone to dropping quickly if allowed to dry.
Ivy: Denoting fidelity and eternal life, ivy’s trailing nature makes it indispensable for creating dynamic, flowing garlands and wreaths. In medieval Europe, ivy was often paired with holly in a playful tradition representing the balance of the feminine and masculine within the household. Variegated varieties offer bright, textural contrast in darker winter arrangements.
Mistletoe: This sacred parasite, traditionally linked to Celtic Druid rituals and Norse mythology, holds a romantic place in modern custom. The familiar kissing tradition emerged in 18th-century England, originally requiring the removal of one white berry for each kiss. Florists must handle mistletoe carefully, as the berries are toxic and the plant itself is difficult to cultivate, primarily being wild-harvested.
Poinsettia’s Journey from Aztec Dye to Holiday Staple
Across the Atlantic, the poinsettia (Euphorbia pulcherrima) has become synonymous with Christmas, primarily due to its striking crimson bracts. Originally cultivated by the Aztecs as cuetlaxochitl for dye and medicinal use, the plant was adopted by 17th-century Franciscan monks in Mexico, who named it Flor de Nochebuena (Christmas Eve Flower).
The plant arrived in the United States thanks to Joel Roberts Poinsett, the first U.S. Ambassador to Mexico, in the 1820s. However, it was the pioneering marketing strategies of the Ecke family in the mid-20th century—who popularized sending free plants to television studios—that cemented the poinsettia’s status as the definitive modern Christmas flower.
Poinsettia care remains challenging for distributors. To achieve the brilliant bract coloration, the plant requires complete darkness for 12 hours daily for weeks. Furthermore, florists must rigorously protect plants from cold exposure; temperatures below 50°F can cause irreversible chilling injury and leaf drop.
Capitalizing on the Twelve Days
The traditional twelve days provide florists with a cyclical rhythm of demand, culminating in the Epiphany celebration on January 6th, which is the key gift-giving day in many Latin and Spanish traditions.
Key Opportunities for Florists:
- Twelfth Night (January 5th) and Epiphany (January 6th): These final days demand high-impact centerpieces. Arrangements should incorporate rich tones—gold, deep purple, and royal red—referencing the royalty and gifts of the Wise Men.
- Cultural Specificity: Offerings should adapt to diverse communities. British clientele favor the classic holly and ivy wreath, while Mexican communities require massed displays of poinsettias.
- Subscription Services: Introduce “Twelve Days Subscriptions,” providing clients with fresh, rotating greenery bundles or arrangements in the post-Christmas week to maintain the seasonal atmosphere.
- Educational Engagement: Host workshops focusing on historical decoration like the elaborate Kissing Bough, a pre-Christmas tree centerpiece constructed from five hoops and dense greenery, serving as a social focal point for holiday gatherings.
By understanding and honoring the lengthy historical context of the holiday calendar, florists can transform the traditional Christmas lull into a period of sustained business, demonstrating that the abundance of holiday greenery is meant to persist until the final day of the season.