A Recap of Our Spring Celebration, May 2-10, 2026
The 2nd annual Wellesley in Bloom resulted in an impactful week of stunning storefronts decorated with flowers, exciting floral events, and great partnerships – funded by the State grant provided to stimulate business for Wellesley retailers.
Here are highlights and some of the results.
Excerpts from the Tenant Survey
“We’ve received a lot of great feedback from parents.”
“I love the town-wide event. Events like this are really important branding.”
“I know that some of the customers that came to my hat event found me through the Wellesley in bloom marketing.”
Look What Was Popping Up
Over 50+ Activations – Stores/Restaurants/ Salons/Fitness businesses enhancing the theme, including:
- Isabel Harvey
- Wellesley Holiday Boutique
- London Harness
- Eileen Fisher
- Lux Bond
- Milk Money
- Winston Flowers
First Ever Wellesley Mahjong/Canasta Pop-up
- Sold-out 80 attendees – 40 Mahjong and 40 Canasta players
- Hosted by The Canasta Connection and black & blue Steak & Crab
- Jam-packed Goody Bag with exciting gifts from 15 retainers and restaurants like $25 gift card from black & blue Steak & Crab, free sandwich Shake Shack, $20 gift card Milk Money, and many more + plus individual potted orchid to each attendee from Winston Flowers
- Each attendee received the Wellesley in Bloom brochure listing all the activations
- Extensive eblast and social media campaign by The Canasta Connection and Wonderful Wellesley
Other Features
Food Trucks & DJ
- Captain Mardens and Sweeties Candy Truck
Street Flowerpot Program – Wonderful Wellesley grant funded 20 planted pots bringing the flower theme to life and beautifying the shopping sidewalks, provided by Volante Farms at a discount.
Sponsorships & Partnerships
- Title sponsor – The Village Bank
- Wellesley Hills Juniors Kitchen & Home Tour – Included in 650 goody bags with the official Wellesley in Bloom brochure with all the events
Flower stores partnering with retailers
- Posies with Wellesley Holiday Boutique
- Fran’s Flowers with Wellesley Books
- Decorated Doors with Eileen Fisher
- Sprig & Vine with Laurie Grossman for flower arranging
Other partnerships
- Kenzie & Hope with jeweler Raquel Fauza and Hat Bar by Sal Amore
- Tiny Hanger with Sweet Botanical Bakes
- Dena Pavone with Del’s Lemonade
- Ana Katarina and btone
- Beth Urdang – special flower themed exhibit
- Engle & Bolkers Wellesley – special exhibit
Charity Tie-ins
- Winston Flowers – Health Care Without Walls
- Fran’s Flowers – Ellie Fund
Marketing Produced a 282% Increase Over Last Year*
*A 282% increase in visitors to the blog post with all Wellesley in Bloom details.
An integrated campaign delivered high impact impressions and brand visibility pre-promoting Wellesley in Bloom.
The campaign generated blog post visitors from many sources, including:
- Facebook boosted posts
- Instagram boosted posts
- The Swellesley Report
- ShopWellesleySquare.com
- WellesleyMA.gov
- The Natick Report
- Patch
- Emails from Wonderful Wellesley, Wellesley Square, Linden Square
- Emails from participating businesses that tied-in with the theme
- Multiple event calendars
- ShopLindenSquare.com
High Volume META Advertising: click to view the PDF report.
Strong & Efficient Results
Google Ads Results
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Clicks: 675
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Imp: 8,626
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Ave. CPC: $0.64
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Google Ad Avg. CTR: 7.83% “Excellent”
Email Marketing
- 5 emails from Wonderful Wellesley
- 4 from Wellesley Square
- 2 from Linden Square
- Avg CTR: 4.3
Advertising
- The Swellesley Report
- The Natick Resport
- Hometown Weekly
- Patch
“Guess the # of Daffodils” Contest
- 340 entries = over 300 additions to our email list
Influencers Did “Bloom” Posts, Including…
- Kat Sullivan on Tik Tok did a video montage of shops highlighting flower and Mother’s Day gift items
A Signage Program was Extensive
- Window signs and large posters were seen in all shop areas and throughout town
More Events and Specials Coming Soon
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