By Nita Robertson, AIFD

In the fast paced and ever evolving world of floristry, creativity and efficiency must go hand in hand. Whether designing for daily orders, weddings or large-scale events, having a structured approach makes all the difference. That’s where flower arrangement recipes come in—a game-changer for ensuring consistency, controlling costs and streamlining production.

WHY RECIPES MATTER

To run a profitable florist business, it’s essential to create recipes for each arrangement, accounting for all costs, and then applying a consistent markup to ensure a healthy profit margin. An arrangement recipe is a detailed description of all components used to create a floral design, from the stems and greenery to the container, mechanics and finishing touches like ribbon, wire and embellishments. Every item plays a role in both the aesthetic and cost of the final product. By documenting each element that goes into an arrangement, you can accurately calculate costs, standardize designs and ensure consistency across orders. A structured recipe eliminates guesswork and prevents underpricing. While recipes have long been a tool of the trade, in the past they were created with pen and paper. Today, technology makes recipe creation easier and more efficient.

EMBRACING TECHNOLOGY

Corrine Heck, CEO and founder of Details Flowers Software in Ormond Beach, Fla., knows firsthand the challenges that florists face. In her early days as a floral designer, she spent countless hours crafting detailed quotes, only to find that the flowers she’d carefully selected were unavailable. She also encountered the frustration of booking what seemed like lucrative events, only to realize later that miscalculated stem counts had drastically reduced her profits. These struggles inspired Heck to devise a better way.

She spent years developing systems and processes that helped her streamline her business, manage costs and stay organized. Those systems became the foundation for what is now her company—a powerful platform designed for florists just like her.

I recently had the opportunity to use Details Flowers Software to create a procurement list for a stage program at the upcoming American Institute of Floral Designers Symposium. The “Recipe Builder” feature simplified the process by allowing me to manage quantities, colors, prices and flower varieties—all while keeping me on budget. The visual layout helped bring my design vision to life and made it easy to communicate with my team.

Recipe software like Details provides drag-and-drop features, image uploads and cost calculators, helping you visualize your arrangements and create shareable, precise instructions. Whether you run a small boutique shop or a large-scale event business, investing in the right tools can improve your operations, reduce costs and enhance efficiency.

“For florists, creativity is at the heart of everything we do—but turning that creativity into a thriving business takes more than just vision. It requires precision, organization and a solid pricing strategy. That’s where creating detailed recipes comes in. A well-constructed recipe brings your design to life and ensures your business stays profitable and professional. Whether you’re planning a big event, preparing for a busy holiday season or sending a quick quote to a client, Details Flowers Software empowers you to build, price and manage your designs effortlessly,” says Heck.

“We’ve seen how successful florists streamline their operations and elevate their artistry through thoughtful planning and organization. Floral recipes are the secret weapon that keeps creativity and profitability in perfect harmony,” adds Heck.

BUILDING RECIPES WITH DETAILS FLOWERS SOFTWARE

Creating arrangement recipes doesn’t have to be time-consuming or complicated. Details Flowers Software is designed to make building recipes simple—whether you’re starting from scratch or working with an existing design.

Build Forward or Backward—the Choice is Yours: A “Vision-First Approach” starts with your creative vision as the foundation. You begin by designing the arrangement based on your ideal style, color palette and flower selection. Once your design is finalized, you calculate the total cost to determine pricing and profitability. A “Budget-First Approach” begins with identifying your client’s budget before building the arrangement recipe. With the budget set, you can strategically select blooms, quantities and design elements that maximize value while achieving a beautiful result. This flexibility is what makes Details Flowers Software so appealing. You can create recipes your way.

Start with Inspiration: Start with your client’s vision, whether it’s a color palette, a Pinterest board or a collection of ideas. Details Flowers Software simplifies the process of turning that inspiration into a structured recipe. With its fully visual experience, Details allows you to incorporate recipe and ingredient photos alongside your client’s inspirational images. This creates a stunning visual story that not only brings your design to life but also leaves a lasting impression on your client.

Add Ingredients in Seconds: With Details, adding ingredients is quick and intuitive. Simply drag and drop flower arrangement elements from your “Design Board” or use the “Add Ingredient” feature to build your design. Your most frequently used items can be starred for quick access, making the process even faster.

Adjust Costs and Pricing Instantly: Flower prices fluctuate, but Details makes updates simple. Adjust ingredient costs for a specific event without affecting your entire library; the software will automatically recalculate your costs for accuracy.

Save, Organize and Reuse: Once a recipe is created, you can save it in your unlimited recipe gallery, categorize it into collections and access it whenever you need it. Whether you’re referencing past wedding designs or preparing for the next Valentine’s Day rush, finding your saved designs is quick and easy.

GAIN THESE BENEFITS

Heck’s journey reflects the reality many florists face. With Details, she gives florists the tools they need to succeed. Here’s how this software can boost your business:

Accurate Pricing for Maximum Profitability:One of the biggest challenges in floristry is maintaining profitability while providing high-quality designs. Flower arrangement recipes are a powerful tool for accurately pricing designs while maintaining profitability. By detailing the exact number of stems, supplies, labor costs and markups, recipes provide a clear method for calculating true costs. This ensures you never undercharge, safeguarding your profit margins and giving you the confidence to provide precise quotes.

Waste Reduction and Inventory Management: Floral waste is a major concern in the industry, and overordering can lead to unnecessary expenses. Recipes help you determine exactly how many stems and supplies are needed for each arrangement, preventing excess stock and minimizing waste. With proper planning, you can optimize your orders and ensure you are using flowers efficiently.

Brand Consistency: Customers bank on consistency, especially when they fall in love with a specific floral design. By following recipes, you can recreate arrangements the same way, no matter how many times you duplicate them. This is especially important for large events that require multiple identical centerpieces, bouquets or installations. Likewise for event florists and retail shops that offer signature arrangements. By documenting exact stem counts, flower varieties and design instructions, your team can produce consistent, high-quality designs that align perfectly with your client’s expectations.

Faster, More Efficient Production:Time is money, and a well-structured recipe allows staff to assemble arrangements quickly and accurately. Instead of guessing or making substitutions on the fly, designers can follow a clear plan, reducing errors and production time. This is particularly beneficial during peak seasons when efficiency is key.

Simplified Training for New Hires:Training new employees can be time-consuming, but recipes provide a blueprint that help lessen the learning curve. New hires can follow detailed step-by-step instructions, reducing the risk of mistakes and ensuring high-quality work from day one.

Better Planning and Forecasting: For businesses handling large-scale orders, arrangement recipes provide invaluable insights for planning. By analyzing past recipes and sales data, florists can forecast demand for flowers and supplies, preventing shortages or last-minute scrambles to find additional products.

Effortless Holiday Planning and Ordering: In this industry, holidays are among the busiest (and most profitable) times of the year. But without a solid plan, they can also be overwhelming.

“With Details Flowers Software, you can plan your holiday designs in advance, build recipes for your offerings and calculate the exact quantity of flowers and supplies you’ll need. By preparing ahead of time, you can place precise orders and ensure you have everything required to create your holiday arrangements efficiently. No more over-ordering or last-minute stress,” explains Heck.

Quick Quotes for Clients: Speed is crucial when customers request pricing for their events. For example, with Details Flowers Software, you can instantly create a replica of a previous design, modify the details as needed and generate a fast, accurate quote. Whether you’re responding to a bride eager to lock in her floral design vision or quoting a corporate client with a tight deadline, Details makes it easy to provide professional, polished quotes in minutes.

By incorporating flower arrangement recipes into your daily operations, you can enhance creativity while maintaining a structured and efficient business model. Recipes ensure that your designs remain consistent, profitable and easy to reproduce—helping your business stand out in a competitive market. With this blueprint for success, you can focus on what you do best: creating exquisite and memorable floral designs that delight customers.

By Andrew Joseph

THE ADVANTAGES OF ADVERTISING ONLINE

Certainly, you’re aware of the benefits of social media advertising for flower businesses. While there is no “easy” button to push to create the success you want, there are some gains you don’t want to miss out on. If you’re not doing so already, begin reaping these six benefits from online advertising:

1. Increased Brand Awareness: Social media offers businesses access to a vast, diverse audience, expanding brand visibility and breaking geographic limitations. Small-town floral designers can now reach distant customers—as long as they can ship securely. Alternatively, your flower shop can partner with trusted local florists to fulfill orders, sharing the profits while still serving faraway customers.

2. Targeted Advertising: Social media platforms offer advanced targeting options, enabling companies to reach specific demographics, interests and behaviors. Or ads can be set to only target people living in a specific city.

3. Engagement with Customers: Social media allows for direct, real-time interaction with customers through comments, messages and reviews. This two-way communication not only builds relationships but also fosters a sense of community.

4. Showcasing Products: High-quality graphics and videos can display flower arrangements, highlight special offers and sales or promote events. Leveraging images effectively can significantly boost your visibility, attract potential customers and cultivate a loyal following around your brand. It allows customers and would-be customers to see your design skills, as well as the fun to be had in a flower-arranging class you might offer.

5. Lower Costs: Compared to traditional advertising methods, social media advertising can be more cost-effective, especially for small and medium-sized businesses. It allows you to reach your target audience, track performance and engage with customers, all on a smaller budget.

6. Analytics and Insights: Social media platforms provide detailed analytics and insights, helping flower businesses track the performance of their ads and make data-driven decisions.

For example, the following key metrics are especially useful:

Impressions: The number of times your ad was displayed to users, which helps you understand the reach of your campaign.

Clicks: The number of times users clicked on your ad, which indicates the level of interest generated by your ad.

Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it. A higher CTR suggests that your ad is engaging and relevant to your audience.

Conversions: The number of desired actions taken by users after clicking on your ad, such as making a purchase, signing up for a newsletter or filling out a contact form. It helps measure the effectiveness of your ad in driving specific outcomes.

Pay Per Click (PPC) or Cost Per Click (CPC): The average cost you pay each time someone clicks on your ad. Monitoring PPC helps you manage your budget and optimize your ad spend.

Cost Per Conversion (CPC): The average cost you pay to get a user to take a desired action, which helps you understand the cost-effectiveness of your campaign in achieving your goals.

Return on Ad Spend (ROAS): The revenue generated from your ad campaign divided by the cost of the campaign. A higher ROAS indicates a more profitable campaign.

Engagement: The number of likes, shares, comments and saves show how users are interacting with your content. This data can indicate levels of interest and active engagement.

Audience Insights: Information about the demographics, interests and behaviors of the people who interact with your ads. This helps you refine your targeting and create more relevant ads.

Ad Delivery Insights: Data on how and when your ads are being shown, including the devices and locations where they are viewed. This helps you optimize your ad delivery for better performance.

Lifetime Value (LTV): The total value a customer brings to your business over their entire relationship with you. Understanding LTV helps you assess the long-term impact of your ad campaigns.

By leveraging these detailed analytics and insights, flower businesses can make informed decisions, optimize their advertising efforts and achieve better results. Now that’s the why, as in why you need to use social media advertising to increase your business opportunities.

Advertising via social media has become an essential tool for businesses of all sizes—so why should the flower industry be any different? Thanks to platforms like Facebook and Instagram, florists now have access to a wide audience that can be targeted with precision.

Florists’ Review wants you to be confident in how you spend your money on social media advertising. To do so requires a strategic approach and an understanding of the various tools and techniques available.

UNDERSTANDING ONLINE ADVERTISING

Paid online advertising, also known as pay-per-click (PPC) advertising, involves paying a fee each time someone clicks on your ad. This is different from traditional advertising, which uses print, radio and television, and usually requires upfront payment—and a bigger budget—for ads, regardless of engagement. The PPC model allows businesses to drive traffic to their websites, generate leads and increase sales. The most common platforms for PPC advertising include search engines like Google and social media platforms. In this article, we’ll focus specifically on social media advertising. As mentioned in “The Advantages of Advertising Online” (page TK), it’s a less expensive way to reach your target audience, track performance and engage with customers.

SETTING GOALS

Before diving into paid online advertising, it’s crucial—regardless of your flower business scale—to define your goals. Ask yourself and answer: Are you looking to increase brand awareness, drive website traffic, generate leads or boost sales?

You can pick just one or all. And while all are interrelated, getting results for multiple goals takes more time and effort and can cost you more money to achieve. Your choice of goals will determine the type of ads you create, the platforms you choose and the metrics you track.

SELECTING THE RIGHT PLATFORMS

Each social media platform offers unique features and audiences—and there are multiple venues to choose from when it comes to paid online advertising. Here’s a brief overview of some of the more popular platforms to consider.

Facebook: One of the largest advertising platforms, it boasts more than 3 billion active users, with nearly 200 million in the United States. Facebook offers a wide range of ad formats, including image ads, video ads, carousel ads and slideshow ads. The platform’s targeting options are highly sophisticated, allowing you to reach specific demographics, interests and behaviors.

Instagram: This platform has more than 2 billion users globally, with nearly 170 million active users in the United States. It’s a highly visual platform that’s well-suited for brands with strong visual content—so floral designers, take note. Instagram ads include photo ads, video ads and story ads. Because it is owned by Facebook, it shares similar targeting options, making it easy to reach your desired audience.

X: Formerly known as Twitter, this platform offers promoted tweets, promoted accounts and promoted trends. These ads appear in users’ timelines and can be targeted based on keywords, interests and demographics. There are more than 50 million active users in the United States.

LinkedIn: Ideal for business-to-business advertising, this platform allows you to target professionals based on their job titles, industries and company sizes. LinkedIn ads include sponsored content, sponsored InMail and display ads. It has about 230 million active users in the United States. As a florist, you may not be interested in advertising to specific businesses. But if you grow, sell or distribute plants, this might be a platform worth considering.

Pinterest: This is a visual discovery platform that’s great for brands in industries like fashion, home decor and DIY projects. Pinterest ads include promoted pins and promoted video pins. There are roughly 90 million active users in the United States.

CREATING EFFECTIVE ADS

To produce successful ads for social media, you should focus on three key elements: visuals, copy and call to action (CTA). Here’s some advice for each of these elements:

• Visuals: Use high-quality images or videos that are relevant to your product or service. Ensure your visuals are eye-catching and stand out in users’ feeds. Use consistent branding to build recognition and trust.
• Copy: Keep your ad copy concise. Highlight the unique selling points of your product or service. Use persuasive language that encourages users to act.
• Call to Action: Include a clear and compelling CTA, such as “Shop Now,” “Learn More” or “Sign Up.” Make sure your CTA stands out and is easy to find. Test different CTAs to see which ones perform best.

TARGETING YOUR AUDIENCE

In case you didn’t know, your online activities—the websites you visit, the items you browse but don’t buy, as well as the purchases you make—are all tracked by bots. This allows online platforms to monitor your behavior and “assist” you, even if you’d rather not receive any help.

This presents an opportunity for you, as a business owner, to refine your advertising strategy and target your audience more precisely. Why waste money advertising to all 3 billion Facebook users, for example? Even narrowing the scope down to North America gets you users in the United States, Canada and Mexico. Is that your target advertising market? Even then, is every American Facebook user your target? No, of course not.

Effective targeting is key to the success of your online advertising campaigns. Here are some tips for determining your specific audience:

Demographics: Target users based on age, gender, location and language. While you may correctly believe that everyone from 18 to 100 is a potential customer to purchase your flowers, you can still skew your ad messaging to target a specific age group. Maybe your advertising plan caters to women aged 25 to 40 who live in your state. If you are selling flowers for an upcoming ethnic holiday, you could even target the language spoken around that holiday—such as Hindi for the festival of lights known as Diwali.

Interests: Reach users who have shown interest in topics related to your product or service. Perhaps you can focus on those who have previously purchased tropical plants or orchids from you, as opposed to cut flowers. Or maybe you focus on those looking for holiday gift baskets rather than bouquets. The point is that you are in control of how you want to narrow the parameters of your target audience.

Behaviors: Select social media users based on their online behaviors, such as recent purchases or website visits. For instance, you can create an advertising campaign to single out those who may have recently purchased online chocolates, teddy bears or non-floral gift baskets.

Custom Audiences: Use your existing customer data to create tailor-made audiences and retarget past visitors. An example of a customized audience could involve setting parameters to earmark visitors to your website who added items to their checkout cart but did not to complete the purchase. Rather than abandon hope, you can target your ad campaign towards such individuals. After all, they showed enough interest to consider purchasing something. Maybe they were sidetracked by a power outage or second-guessed their budget in the moment. Or perhaps the person they were buying flowers for walked into the room. Whatever the reason, get them back with a targeted abandoned cart campaign. Or, instead, create a campaign that targets your most valued repeat customers—set up a loyalty program. Or focus on everyone who has ever purchased from you and send out an event promotion just for them.

BUDGETING AND BIDDING

How much are you willing to spend on online advertising? After you decide, set a daily or lifetime (of the ad campaign) limit. In addition, select a bidding strategy that aligns with your goals. A bid strategy refers to the approach you choose to determine how much you’re willing to pay for a given advertising placement or action.

Depending on the social media platform, there are different bidding strategies to choose from. Some options include:

Maximize Clicks: This approach aims to get the most clicks possible. It’s ideal for increasing your website traffic or brand exposure, especially on a limited budget.

Cost Per Mille (CPM): Also known as cost per impression, CPM focuses on reaching a larger audience by paying per 1,000 impressions (each time an ad appears on screen, regardless of whether the ad is clicked). This approach pairs well with brand awareness campaigns.

Cost Per Acquisition or Action (CPA): CPA bidding gives you tight control over what you spend. Advertisers only pay a fee each time a desired action, like a purchase, is completed by a user. Essentially, it’s the same thing as cost per conversion.

Monitor your online advertising campaigns regularly. Remember that social media platforms provide detailed analytics and insights, helping businesses track ad performance. Make tweaks as needed to optimize your performance.

TIPS FOR SUCCESS

If only there were a one-size-fits-all solution to guarantee that online advertising would work flawlessly to attract as many new customers as you desire. Unfortunately, no such magic formula exists. However, there are strategies you can try to bring you closer to that ideal of success. Here are some more tips to help you effectively manage your online advertising campaigns:

Test and Experiment: Continually test different ad creatives, targeting options and bid strategies to find what works best.

Stay Updated: Keep current with the latest trends and updates in social media advertising to stay ahead of the competition or just for your own peace of mind.

Engage with Your Audience: Respond to comments and messages to build a relationship with your audience and increase engagement.

Use Analytics Tools: Review the analytics provided by the social media platforms to gain insights and make data-driven decisions to enhance your ad campaigns.

Managing paid online advertising can be a complex but rewarding process. By setting clear goals, choosing the right platforms, creating effective ads, targeting your audience and continually optimizing your campaigns, you can achieve significant results and drive your flower business forward.

In today’s digital landscape, businesses across all industries rely on video marketing as an essential strategy. The flower industry is no exception. Video marketing helps businesses connect with their audience, showcase their products and drive sales. Leveraging video marketing is crucial for thriving in today’s competitive market.

The visual appeal of flowers and the engaging nature of video make this medium especially powerful for florists. Flowers are inherently beautiful, and video highlights their vibrant colors, intricate details and distinctive arrangements in ways that photos cannot. Studies show that videos engage viewers more effectively than text or images. While photos capture a single moment, videos showcase a flower arrangement’s full range of colors, textures and details, allowing potential customers to fully appreciate the artistry and craftsmanship behind each bouquet.

Video tells a story, evokes emotions and provides a sensory experience that resonates with viewers, making them more likely to remember your brand and products. Additionally, search engines favor video content. Posting videos on your website and social media can boost your search engine rankings, helping potential customers find you more easily.

Video marketing lets you showcase your unique style, personality and brand values. Whether through your flower arrangements, the stories you share or customer experiences, videos help set your business apart from competitors. Product videos, promotional content and testimonials all influence purchasing decisions. A well-crafted video that highlights the benefits of your products or services and includes a clear call to action can significantly boost conversion rates—the percentage of digital visitors who transform from prospects into customers.

According to Kelsey Thompson, AIFD, CFD, owner of Bloom Algona, a retail flower shop in Iowa, “video marketing is an important piece of the marketing mix.”  Thompson is also the founder of Petals & Profits, a floral mentorship program that offers business tips and tools for florists. “Audiences are consuming information at a fast pace—and multitasking. Short-form video is eye-catching and doesn’t require much ‘commitment’ from the viewers,” she explains.

“We create beautiful things, and our creative process is unique. Customers love to see what we’re up to in the workroom, new products as we unpack and display [them], and even everyday activities like choosing a playlist for the design room,” adds Thompson. “Video marketing always performs best for us,” she continues. “It’s helped boost traffic on our platforms/pages and creates conversations with customers on social media and in store. We try to post at least three times a week and on our stories daily.”

Types of Videos to Create

Videos are highly shareable and tend to perform well on social media platforms. By creating compelling video content, florists can increase their visibility and reach a broader audience. Social media algorithms often favor video content, giving your posts a better chance of being seen by potential customers.

Content such as tutorials, behind-the-scenes looks, and care tips can educate your audience about flowers and how to make the most of them. This keeps your audience engaged. Engaged customers are more likely to return to your shop for their floral needs and recommend your services to others.

Floral Arrangements Tutorials: Share step-by-step guides on creating popular flower arrangements. These videos position you as an expert in the field.

Behind-the-Scenes: Show the process of how you source, design and prepare your floral designs. This not only builds trust but also gives customers an insight into the craftsmanship and care behind each bouquet.

Customer Testimonials: Feature satisfied customers sharing their experiences. Authentic testimonials can build credibility and encourage new customers to choose your services.

Seasonal and Event Promotions: Create videos highlighting special promotions for holidays, weddings or other events. A well-timed video can drive seasonal sales and increase brand visibility.

Live Streaming: Host live Q&A sessions, workshops or virtual tours of your shop. Live videos allow real-time interaction with your audience, fostering a sense of community.

Maximize Your Efforts

Trust us, video marketing isn’t just a trend; it’s a powerful tool to elevate your business. For the biggest impact, match the best-suited video to the proper platform.

Short, Engaging Videos: Leverage platforms like Instagram, Facebook and TikTok for bite-sized, impactful content.Instagram Reels and TikTok are particularly popular for their quick and catchy formats—perfect for grabbing attention.

Longer, In-Depth Content: Use YouTube to share detailed videos. As the second-largest search engine, it provides an excellent opportunity to reach a wider audience. Optimize your video titles and descriptions with keywords to improve search visibility and make it easier for viewers to discover your content.

Website Integration: Embed videos on your homepage or product pages to enhance user experience, boost engagement and keep visitors on your site longer.

Email Campaigns: Incorporate videos in your emails to increase click-through rates and engagement.Use video content to announce new products, share useful tips or offer exclusive discounts.

Tips to Make Effective Videos

Keep it brief. Attention spans are short, so aim for videos that are under two minutes. For social media, 15 to 30 seconds is often ideal.

While you don’t need professional-grade equipment, ensure your videos are clear, well-lit and have good sound quality. A smartphone with a decent camera and a simple editing app can work wonders.

People connect with stories, so try to tell a compelling story in your videos. Whether it’s the journey of a bouquet from farm to table or a customer’s experience with your service, a good story can make your video more memorable. Always include a call to action, whether it’s asking viewers to visit your website, follow you on social media or make a purchase. Make it clear and easy for them to take the next step. Like any marketing effort, consistency is crucial. Regularly posting videos keeps your audience engaged and helps build your brand over time.

Don’t forget that music sets the tone for the video and adds emotional impact. As with text and other styling elements, music should complement the theme and mood without overwhelming the visuals or narrative. You’ll also want to make sure to balance the music, so it doesn’t overpower or compete with the voiceover volume.

Measure Your Success

Track key metrics to know if your video marketing efforts are paying off. Monitor how many people watch your videos and how they interact with them (likes, shares, comments). Measure how many viewers take the desired action after watching your video, such as making a purchase or signing up for your newsletter. Also review if viewers watch your videos to the end or drop off early. This can help you refine your content for better engagement.

By creating inviting content that highlights the beauty and artistry of your floral designs, you can capture the attention of potential customers and keep your existing clients coming back for more. Embrace video marketing today and watch your flower business blossom!

Sponsored by Fitz Design

Tips to Grow Your Prom Business

For high school students, prom represents a magical night filled with excitement, style and self-expression.  Prom season is about more than just a dance. It celebrates youth and individuality, while creating unforgettable memories that last a lifetime. For florists, it’s a golden opportunity to grow sales and connect with a younger, trend-savvy generation.

Prom is also a prime season for building lifelong customer relationships. By delivering memorable experiences to students and their families, you’re not just meeting a seasonal demand, you’re establishing your shop as the trusted florist for life’s future milestones.

Flowers are no longer just traditional accessories for prom; they’ve become fashion-forward statements. Corsages and boutonnieres are evolving into trendy, customizable designs, while new floral accessories, like wearable flowers for hair, handbags, rings—and even shoes—are growing in popularity. Students want designs that complement their look and express their individuality. This presents a chance to showcase your creativity and offer unique products that stand out in the market.

With the right planning and innovative marketing, you can transform prom season into a blockbuster floral holiday for your business. Position yourself as the go-to florist for every prom goer in your town.

Plan Ahead

Prom dates vary by school, so it’s crucial to start your preparations early. Research the local high schools’ prom schedules and mark them on your calendar. This ensures you’ll have ample time to plan campaigns, stock up on supplies and prepare marketing materials.

Reach out to local high schools and inquire about advertising opportunities. Many schools offer the chance to promote your services in prom programs, newsletters or through their social media channels. Consider sponsoring a prom-related event or donating a floral arrangement to get your name in front of students and parents.

Also, consider partnering with other prom-focused businesses, which can help expand your reach. Dress boutiques, hair salons and photographers are all natural allies. Consider offering mutual discounts or collaborating on social media giveaways to increase exposure.

Price it Right

Pricing your prom flowers correctly is essential to reflect the value of your artistry, materials and time. Consider the time and skill required to design and create each piece. The craftsmanship you bring to each prom design is an art that deserves compensation, so don’t be afraid to charge for it.

Offer three pricing tiers—such as “standard,” “premium” and “luxury”—to cater to different budgets and preferences, while encouraging customers to upgrade for a more personalized experience. This allows customers to select designs based on their budget, but still gives you the chance to upsell.

Bundle popular items like corsages and boutonnieres into packages. Bundling is a smart way to increase sales while offering added value to your customers. By creating well thought out packages, you not only make the buying process easier for prom-goers but also encourage them to spend more on additional products and services. Name your packages to add a touch of personalization and appeal, such as: The Classic Couple: Simple, elegant corsage and boutonniere set; The Luxe Duo: Premium flowers with intricate designs and high-quality accents; and The Trendsetter Pair: Modern designs featuring bold colors and stylish accessories.

Train Your Team

One of the most impactful steps you can take to boost sales is to train your staff on effective upselling techniques. Equip employees with the skills to confidently present all options and add-ons.

Start by teaching employees how to present all options and add-ons clearly and effectively to every customer, whether they’re shopping in-store, over the phone or online. Guide them to approach upselling as a way of enhancing the customer’s experience, not just increasing the order total. Train your team to listen to the customer’s needs, make thoughtful recommendations and highlight the added value of these options.

Daniel Fisher, owner of Fitz Design in Port Charlotte, Fla., a leading supplier in the prom accessories industry, emphasizes the immense potential prom season offers florists. Fisher advises offering a third item in every order to increase sales and create a cohesive look for the customer. For instance, you might ask: Would you like a matching floral hairpiece to complement your corsage and dress?

Update Your Website

Maximize your prom sales by creating a dedicated section on your website exclusively for prom designs. This section should showcase your offerings while making the shopping experience seamless for your customers. Include high-quality photos, pricing and customization details. Streamline the ordering process with easy online booking. Include clear details on colors, styles and pick-up times to minimize confusion.

Be sure to showcase pictures of your prom designs as well as the accessories, ribbons and wristlets you offer. Really talk up the quality of your accessories and the ability to customize a corsage with any accessory the customer might want.

Create In-Store Promotions

Set up a “prom bar” in your shop to provide an engaging and interactive experience for Gen Z customers. Showcase an array of ribbons, bracelets, gems, decorative wires and other accessories to let each prom-goer design a one-of-a-kind look. Today’s prom-goers want flowers that match their unique style and outfits. Highlight your ability to customize designs to complement dresses, tuxedos and accessories. Prominently displaying all your add-on options in a prom bar often leads to higher sales. To streamline the process and track inventory, bag the chosen items as they’re selected and pair them with the corresponding orders.

Enhance your prom bar with sample designs, including corsages, boutonnières, hairpieces, flower jewelry and other creative pieces. Showcase all the possibilities. These samples not only demonstrate trendy flower and color combinations, but they also highlight your artistry and give customers a clear vision of how accessories can elevate the final designs.

Flower jewelry—such as necklaces, bracelets, rings and anklets—is increasingly popular. Promote this trend by showcasing these types of designs in your prom bar and on your website and social media. It’s important to show consumers what is possible because most of them probably don’t even know these types of wearable flower designs exist.

Host in-store events to promote your prom offerings and drive excitement.For example, set up a “Prom Preview Night” where students can see and try on sample designs. Offer free consultations for custom flower orders. Make it a lively event that is appealing to your target audience. Think about playing music they may like and offering teenager friendly snacks. Make it fun!

Plan for Last-Minute Orders

Prom season can require a lot of skilled and labor-intensive design work in a short period of time, so organization, efficiency and speed are critically important. To maximize your sales and profits, ensure that you are prepared to take and fill as many orders as possible. Keep extra supplies on hand for students who are ordering at the last minute; you know there will be many. 

For shops dealing with labor shortages, consider Fitz Delightzz bracelets by Fitz Design. These bracelets come prepped with bows and are offered with or without rhinestone sprays. You just glue in fresh botanicals and whatever other accessories a customer might want. Fitz Delightzz are a great option if you’re looking to speed up design time, increase efficiency, reduce labor—or fulfill last-minute orders.

Leverage Social Media

Prom season is the perfect time to boost your online presence and connect with your target audience. Platforms like Instagram, TikTok and Snapchat allow you to engage directly with students. Meanwhile, Facebook provides the perfect avenue to reach parents who are often involved in the decision-making process.

Your social media strategy should go beyond just posting; it’s about creating an interactive, inspiring and shareable experience that captures the magic of prom season. By showcasing stunning designs, engaging with your audience and encouraging user-generated content, you can transform your online presence into a powerful marketing tool that drives sales and builds lasting connections.

Encouraging customers to share their prom flowers on social media can dramatically boost your brand’s visibility and engagement. Here are a few simple ways to make it happen.

Send a Personalized Thank-You Note: After the purchase, send a photo of the finished prom flowers to the client along with a thank-you message. Include a branded hashtag (e.g., #PromFlowersBy[YourShopName]), so they can tag you in their posts.

Include a Sharing Card: With every order, provide a small card featuring your shop’s social media handles and a call-to-action encouraging customers to post photos of their flowers and tag your business.

Create a Hashtag Challenge: Develop a unique and memorable hashtag for your prom flowers. Incentivize sharing by offering a discount on future purchases or a chance to win a small giveaway for those who post and tag you.

By making it easy—and fun—for customers to showcase their prom flowers, you’ll extend your reach to their friends, followers and beyond, while creating a buzz around your shop during the busiest season.

Content Ideas for Prom Season

Use your blog or social media to educate customers on how to choose the right flowers for their outfits and trends for the season. This positions your shop as a trusted source for all things prom.

Focus on the experience: prom is about making memories. In your marketing materials, emphasize how your flowers contribute to this special event. Highlight the emotional value of your designs—how they complement outfits, enhance photos and add to the magic of the evening.

Showcase your designs by highlighting trendy corsages and boutonnieres and other prom designs on your posts or stories.  Highlight trending colors, materials and accessories, such as metallic ribbons, rhinestones or eco-friendly designs.

Create short, captivating videos showcasing floral techniques and trending looks to significantly boost your visibility and engagement. For example, you canmake videos demonstrating how to style various floral hairpieces, such as crowns, clips or combs. Include tips on flower selection and securing the piece for different hairstyles. Show viewers how to pair floral hairpieces with specific outfits, makeup or accessories. You can offer guidance on how to properly attach and wear boutonnieres, catering to different attire styles, such as lapels or pockets.

Use vertical video for mobile-first platforms and horizontal for more traditional channels.

Focus on good lighting and clear visuals. Close-ups of intricate details are especially important. Encourage viewers to book consultations for custom floral accessories or purchase ready-made options.

Increase engagement with interactive content. For example, run polls (e.g., “Vote for Your Favorite Corsage Style”) or host contests, such as a giveaway for students who tag your shop in their prom photos.

Finally, use strategic hashtags to gain visibility. Incorporate prom-related hashtags like: #Prom2025, #PromFlowers, #CustomizedCorsages. These tags make it easier for local students and parents to find your business.

By leveraging creativity, social media and strategic partnerships, you can turn prom season into a thriving period for your business. Start planning now to make the most of this exciting time!

Post Ideas

Showcase Popular Styles

Post Idea: “Trending for Prom 2025: Elegant corsages, vibrant boutonnieres and unique hair flowers!  Which style is your favorite? Comment below! #PromFlowers #TrendingNow”

Visual: A carousel post with photos of your most popular designs or a collage of different styles (traditional, modern, boho, etc.).

Color Matching Inspiration

Post Idea: “Finding the perfect match 🌈! Whether your dress is bold red, sleek black or sparkling gold, we’ve got flowers to complement every color. 💐 DM us for personalized recommendations! #PromSeason”

Visual: A grid or reel showing corsages and boutonnieres matched with different dress/tuxedo colors.

Behind-the-Scenes Content

Post Idea: “The magic happens here! ✂️🌿 Watch as we craft custom corsages and boutonnieres designed just for YOU. 💕 #BTS #PromPrep”

Visual: A time-lapse video of your team designing prom flowers or arranging blooms.

Prom Packages Announcement

Post Idea: “Bundle up for the big night! 🎉 Check out our prom packages: corsage + boutonniere starting at $XX. 🕺💃 Order now and get ready to shine! 🌟 #PromPackages #FloristDeals”

Visual: A graphic listing package options with enticing photos of bundled sets.

By Nita Robertson, AIFD

International Women’s Day (IWD), celebrated annually on March 8, is a powerful global observance that honors the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating women’s equality. In fact, the theme for IWD 2025 is “Accelerate Action,” referring to gender parity.

This day, celebrated since 1911, has evolved from a grassroots activist movement in countries across Europe, including Russia, into an internationally acknowledged occasion, embraced by communities worldwide. It serves as a reminder of the ongoing global commitment to gender equality, women’s empowerment and the essential role of women in shaping society.

With its widespread popularity, IWD provides an excellent opportunity for florists to elevate their brands and connect with their communities by crafting specially designed arrangements and offering heartfelt gifts that will enable their customers to celebrate and honor the women who enrich their lives—whether they’re friends, family, colleagues or community leaders.

To establish International Women’s Day as a key flower-giving occasion, florists must approach this event with a strategic and proactive plan. A well-executed marketing campaign that highlights the importance of women’s empowerment, celebrates their contributions and resonates with customers can make March 8 a significant date on your annual sales calendar. From building awareness to engaging customers with exclusive promotions and thoughtfully curated products, the potential to boost sales and foster customer loyalty is immense. NOTE: When designing arrangements and curating other gift options, it is helpful to know that purple, green and white are the colors of International Women’s Day. Purple signifies justice, dignity and being loyal to the cause of gender parity; green symbolizes hope; and white represents purity, albeit a controversial concept.

Following are five key reasons for getting involved with and promoting International Women’s Day this year.

1. Growth Opportunity

IWD is becoming increasingly recognized and celebrated worldwide, making it a strong sales opportunity for florists who encourage floral gifting for mothers, friends, colleagues, and mentors. In fact, it is an official national holiday in many countries and widely observed in many more, including the UK, Italy, Germany, Spain, Poland, Romania, Cuba, Ukraine, Russia, most of the “Stan” countries in Central and South Asia, China, Laos, Cambodia, Vietnam, Madagascar, Uganda, Zambia, Argentina and Chile—and, important to note, flowers are the most widely given gifts in most of those countries.

2. Connection with Core Values

Many flower businesses align with values of empathy, care and artistry. Promoting IWD ties directly into these values, enhancing a company’s appeal and showing genuine support for women and social causes.

3. Brand Differentiation

Special IWD campaigns can help florists stand out in a crowded market, especially if they offer specialty designs, personalized arrangements and even contributions to women’s charities. These things can build an image that a business cares about societal causes, particularly gender equality (which is still an issue of concern worldwide).

4. Expanded Audience Reach

IWD attracts not only individuals but also businesses that want to honor their female employees. Marketing flower arrangements and plants tailored for offices can bring in orders from corporate clients, possibly broadening a florist’s customer base.

5. Seasonal Transition

IWD falls in early March, just before winter transitions to spring, making it an ideal moment to introduce fresh, vibrant blooms that symbolize renewal, especially bulb flowers. It’s also a chance to showcase new product collections and flower types and varieties, enticing customers to think of your business as a source for gifts for other upcoming occasions.

A MARKETING PLAN FOR INTERNATIONAL WOMEN’S DAY

Florists’ Review is committed to supporting florists in making International Women’s Day a meaningful flower-gifting occasion. Our comprehensive IWD marketing kit, which will be available soon, will provide resources, ideas and strategies to make this holiday a powerful business opportunity. Visit floristsreview.com for more information.

Objectives

• Increase sales of flower arrangements, plants and other gift merchandise specifically for International Women’s Day.

• Raise awareness of women’s empowerment and celebrate local women.

• Build customer loyalty through special promotions and community engagement.

Target Audience

• Individuals looking to celebrate women in their lives (friends, family, colleagues, community leaders, etc.).

• Local businesses and organizations wanting to honor female employees or clients.

• Community members interested in supporting women’s causes.

Product Offerings

An exclusive “International Women’s Day Collection”: Design a specialty collection of flower arrangements for IWD. Include personalization options like custom notes, empowering messages and/or symbolic flower choices. As mentioned earlier, in the third paragraph of this article, the colors of International Women’s Day purple, green and white.

Gift Bundles: Offer specialty IWD packages that include a bouquet and a small gift item (like chocolates, a candle, a personalized card, a journal, etc.).

Workshops: Host an event that allows women in the community to connect, share stories and create flower arrangements together. Consider organizing a floral design workshop, with a portion of the proceeds going to a women’s charity.

Corporate Packages: Offer special product packages for businesses wanting to recognize female employees. Market these packages through LinkedIn, business newsletters and direct outreach to corporate clients.

Promotional Strategies

Social Media Campaign: Launch a campaign highlighting the history and worldwide importance of International Women’s Day. Share stories of inspiring women, your curated IWD product collection and customer testimonials.

Email Marketing: Send out newsletters featuring special offers, stories and workshops related to IWD. Target existing customers, especially corporate clients, with exclusive offers, reminders and personalized content.

Local Media: Reach out to local newspapers, magazines, and radio and TV stations to create a series of IWD news stories and promotional events. Appearing in print media and/or on broadcast media programs can establish you as the local authority on this worldwide celebration and your business as the local go-to source for gifts. Come armed with lots of interesting information, including the history of IWD and how the holiday is celebrated in various countries around the world (a quick internet search and/or a visit to internationalwomensday.com will yield plenty of information). Also bring samples of your curated collection of IWD gifts.

In-store Promotions: Offer discounts on specialty IWD flower arrangements and other gifts, or, better yet, donate a percentage of your IWD gift sales to a women’s charity.

Partnerships

Early Partner Outreach: Identify and approach women-focused organizations, local businesses, charities and local media to build partnerships. Start forming alliances now for co-branded promotions, charity tie-ins or events that will gain traction by March.

Collaborations with Female Entrepreneurs: Highlight partnerships with women-owned businesses in your community whether it’s through bundled products (like pairing flowers with local artisanal chocolates or candles) or cross-promotions.

Local Influencers: Partner with local influencers to create some buzz about IWD (as well as your curated selection of gifts).

Website Updates: Create a dedicated International Women’s Day section on your company website featuring your gift offerings, workshops and other special IWD events. Create a landing page for an IWD gift guide, and stories about the history of IWD and the historical significance of flowers in celebrating women.

IWD Social Media Content Ideas

Content Creation: Begin producing interesting yet informative content about the history and importance of International Women’s Day. Use blog posts, email newsletters and social media to inform your audience why this day matters and how flowers can be an important part of celebrating the women in their lives.

Monthly Highlights: Feature different types of flowers associated with empowerment, growth, or beauty in your monthly newsletters, subtly planting the seed for March purchases.

Run a Social Media Series: Launch a social media campaign showcasing influential women, both locally and globally, and pair their stories with flower arrangements that symbolize their achievements. Encourage user-generated content by asking customers to nominate women they admire.

Social Media Contests: Develop contests leading up to Women’s Day, such as “Nominate an Inspiring Woman” where followers can nominate women in their lives and win a free bouquet.

Daily Countdown: Utilize social media to count down to International Women’s Day with special posts featuring daily deals or last-minute gift ideas.

Share Inspirational Stories: Publish stories of women in your community or historical figures in your blog or social media. Position flowers as a traditional way to express admiration and gratitude, linking back to the empowerment theme.

Video Marketing: Create short, engaging videos showing behind-the-scenes flower preparation, customer testimonials, and “Why Flowers Matter” stories in the context of International Women’s Day.

International Women’s Day presents florists with a powerful opportunity to celebrate their communities, deepen customer relationships, and grow their business while honoring the spirit of the day. Together we can make IWD a bigger flower giving holiday.

An Abridged History of International Women’s Day

International Women’s Day (IWD) has been observed since the early 1900s, a time of great expansion and turbulence in the industrialized world that saw booming population growth and the rise of radical ideologies. In 1910, at the second “International Conference of Working Women” (ICWW) in Copenhagen, Denmark, Clara Zetkin, the leader of the Women’s Office for the Social Democratic Party in Germany, proposed that every year, in every country, there should be a celebration on the same day—a “Women’s Day”—to press for their demands. Her proposal was greeted with unanimous approval from the more than 100 women in attendance, representing 17 countries, and International Women’s Day was born.

The first International Women’s Day was celebrated in 1911, in Austria, Denmark, Germany and Switzerland on March 19. More than one million women and men attended IWD rallies campaigning for women’s rights to work, vote, be trained and hold public office—in short, protesting gender discrimination. Then, in 1914, the ICWW declared that International Women’s Day—originally a day of activism for advancing women’s equality—would be marked annually on March 8, and that has remained the global date for International Women’s Day ever since. While IWD still marks a call to action for accelerating women’s equality, is has also grown into a global day celebrating the social, economic, cultural and political achievements of women.

by Christi Lopez, EMC

The magic of what we, as florists, do often lies in how we bring beauty and emotions to life through flowers. Whether it’s a wedding, a funeral or a special celebration, we are there to create moments that people will remember forever. Yet—especially during peak times like Valentine’s Day, Mother’s Day, Christmas and the wedding season—it can feel like a constant race against time, clients and our own personal limits. The pressure can be intense, and without some stress management, it can lead to burnout.

Florists are not only artists but also business owners, event planners and customer service experts—wearing all the hats. While managing all these roles, it’s easy to neglect the one thing that can keep us performing at our best: our mental and emotional well-being. As a florist myself for more than 35 years and now as profit and growth strategist who works closely with florists, I’ve seen firsthand how critical it is to adopt effective stress management strategies, particularly during peak times. Following are several insights that I’ve gleaned over the years inspired by Brendon Burchard’s High Performance Habits—a framework for staying focused and thriving under pressure. These habits can help you not only survive but also thrive during the busiest times of the year.

1. CLARITY: Know Your Outcomes

One of the core concepts of high performance is having clear goals and knowing what success looks like. For florists, that often means getting specific about what you want to achieve during peak seasons, both for your business and your personal well-being.

• SET CLEAR INTENTIONS

Before diving into a busy season, ask yourself the following questions:

a. What do I want to accomplish? (e.g., how many weddings/events or orders you can realistically handle)

b. How do I want to feel during this time? (e.g., calm, focused or energized)

This might sound simple, but clarity about the outcomes you want helps you avoid feeling overwhelmed by the sheer volume of work. Break it down: If your goal is to handle 10 weddings in a month or 350 deliveries for a holiday, ensure you plan for the necessary manpower, resources and time to maintain the quality you pride yourself on. I know, we can put the best plans in place and still have things go awry; however, having a plan is so much better than the alternative where nothing is thought out ahead of time.

2. ENERGY: Manage Your Physical and Emotional Energy

One of the challenges florists face during peak seasons is the physically demanding nature of the work: long hours on our feet, hauling buckets of flowers and arranging intricate designs. It can be easy to neglect self-care, but as Burchard says, “The power plant doesn’t have energy; it generates energy.”

• PRIORITIZE SLEEP AND NUTRITION

a. Sleep: During busy periods, sleep often feels like a luxury, but it’s essential for maintaining both your energy and creativity. Aim for at least seven hours per night and stick to a consistent schedule—even during peak times. Consider power naps if you’re facing long days. This was a lifesaver for me at times.

b. Nutrition: High-stress periods call for fuel. Avoid the trap of quick unhealthy snacks. Instead, plan for foods that sustain you, such as nuts, fruits and whole grains. Staying hydrated is also crucial when you’re in “go mode” all day.

• SAFEGUARD YOUR EMOTIONAL ENERGY

Working with clients who are emotionally invested in their events and special orders can be draining, so you must establish boundaries to protect your emotional energy. This can be as simple as scheduling buffer times between appointments or phone calls or creating automated systems for client communication to reduce repetitive tasks. Sometimes just a quick one-minute “walk-away” is all that’s needed to regroup or recoup your energy focus.

3. PRODUCTIVITY: Work Smarter, Not Harder

Peak seasons demand efficiency. You don’t just need to work harder; you need to work smarter. Florists often juggle multiple tasks: creating orders, designing arrangements, coordinating deliveries, maintaining inventory and managing teams. This is where systems and processes come into play.

• CREATE AND OPTIMIZE SYSTEMS

a. Automate: Use tools like online ordering systems or scheduling apps to reduce manual workload. For example, offering clients a pricing tool or a pre-event questionnaire can streamline your intake process.

b. Delegate: Don’t hesitate to outsource tasks like social-media management, bookkeeping or even hiring freelancers for busy weekends. Your time is better spent on high-value tasks, such as creating stunning arrangements or managing key client relationships. Burchard emphasizes that productivity isn’t just about doing more; it’s about doing the right things. I help my clients identify the tasks that move the needle and focus on putting those into avenues of productivity.

4. INFLUENCE: Build a Strong Support Network

Florists often feel the weight of the world on their shoulders during peak seasons. But remember, you’re not alone. Surrounding yourself with a strong support network can be one of the most powerful ways to manage stress.

• LEAN ON YOUR TEAM

Your staff, freelancers and/or fellow florists can be incredible assets. I often had friends come in and help on holidays, too. You want to clearly communicate your expectations and empower them to take ownership of certain responsibilities. Trust is key here. If you’ve trained your team well, rely on them to handle some of the load.

• PARTNER WITH SUPPLIERS

Maintain close relationships with your wholesalers, growers and other suppliers. These partnerships can make or break your ability to handle stress. When you know you can count on them for timely deliveries or last-minute orders, you can eliminate one of the biggest stressors of the business.

• MAINTAIN CLIENT COMMUNICATION

It’s also important to maintain clear and open communication with your clients. Setting boundaries (yes, I said setting boundaries first) and managing expectations upfront can help prevent stressful last-minute demands. For instance, use email templates and FAQ sections to educate your clients about your processes, helping them feel informed while reducing your time answering the same questions repeatedly. Or, establish specific cut-off times for same-day deliveries, and stick to them. These things will go a long way toward teaching your clients how you do business and having a team that can rely on your word. This way, the team can support you on this when dealing with clients, as well.

5. COURAGE: Tackle Challenges Head On

During peak seasons, challenges are inevitable. Whether it’s an unexpected flower shortage or a difficult client, how you handle these situations will define your ability to manage stress.

• FACE PROBLEMS PROACTIVELY

Rather than avoiding challenges, embrace them with a problem-solving mindset. If you know you’ll need specific flowers for a wedding during a busy holiday weekend, communicate with your supplier(s) ahead of time or have backup options ready. Prepare for worst-case scenarios, but don’t dwell on them.

• TAKE CALCULATED RISKS

Don’t be afraid to innovate, even in stressful times. For instance, if you’re swamped with orders, try batching your flower arrangements or grouping client consultations to save time. Experiment with new ideas that could save you energy and streamline your workflow.

6. NECESSITY: Remember Your “Why”

In the hustle and bustle of peak seasons, it’s easy to lose sight of why you became a florist in the first place. Reconnecting with your “why” can give you the emotional strength to push through the toughest days. This is what I call the “internal state” of your business. Know what you are feeling around your business and bring it back to your “why.”

• REFLECT ON YOUR PURPOSE

Take a few moments each week to remember the joy your work brings to others. Reflect on your happiest clients or your favorite projects. This practice can reignite your passion, giving you the emotional fuel to keep going when stress levels are high.

• VISUALIZE THE OUTCOME

When things get overwhelming, visualize how good it will feel once you’ve completed the season and delivered beautiful work. This positive reinforcement can help you stay motivated and keep the stress at bay.

FINAL THOUGHTS

Stress during peak seasons is a reality for every florist. However, by incorporating high-performance habits into your routine, you can maintain your energy, productivity and passion. Remember, stress management is not about eliminating the pressure; it’s about mastering it. By staying clear on your goals, managing your energy, optimizing your systems, building strong relationships and staying connected to your purpose, you’ll not only survive peak seasons but also thrive in them. After all, the best arrangements are created when the florist is just as vibrant as the flowers themselves.

Text and floral design by Amy Balsters

The Floral Coach

Alexandria, Va.

Photo by Akbar Sayed Photography

You can gingerly process and handle your flowers. You can hand-select the most beautiful, novelty blooms. You can painstakingly fuss over stem placement in a bouquet—but color is what any bride, client or recipient will first notice about a flower arrangement. Color is what makes a design pop in an Instagram photo or garner a cult-like following on Pinterest. Color can evoke emotional responses, reflect a season or holiday, represent a culture or community, and carry deep personal meaning to us all.

Color theory allows us to assess, observe and understand how colors interact. Once we understand these interactions, we can leverage them to create pleasing, intentional color stories for our clients, be they a soft, earthy ambience for a wedding, a flash of color in a hotel lobby or a romantic gesture in a vase arrangement.

Even if you have an inherent “knack” or sense of color stories and palettes, knowing color theory can be a great asset, regardless on your skill level. It can help you accurately meet clients’ wants and expectations; improve communication with your wholesale sales rep; make substitutions with ease; and help educate your staff, ensuring they produce and deliver your style.

Color theory is a robust, complicated study, and it can even be quite controversial. So, allow me to share four key tips that have helped me use color theory to elevate my floral design skills over the years.

TIP 1: Use a Color Wheel

I’m a firm believer that a color wheel is an essential tool in any floral designers’ palette-building process. Simple color wheels are composed of six segments: the three primary colors (red, yellow and blue) and the three secondary colors (orange, green and violet). A 12-segment color wheel adds tertiary, or intermediate, colors (like red-orange, yellow-green, blue-violet, etc.). The more segments, or spokes, a color wheel has, the more intermediate colors it will comprise. I prefer a minimum of 12 colors on a wheel, or, even better, an 18-segment color wheel. It has enough specificity without being too detailed and overwhelming.

My favorite color wheels also you tints, tones and shades of the primary, secondary and tertiary hues (we’ll dig into this in a bit). While you can use a digital version, I prefer a color wheel I can hold in my hand, so I can lay flowers directly on it or next to it. It also enables me to define color harmonies (the basic of which are monochromatic, analogous, complementary, split complementary and triadic) based on a single specific color, regardless of whether that color is a primary, secondary or tertiary color, or a tint, tone or shade of that color. This helps me understand the true color of that flower, which informs how I build palettes.

Keep in mind, there is no perfect color tool. Most color wheels are made for mediums like print or paint. And unlike paint, we can’t mix until we get the perfect color flower. Furthermore, we work with changing perishable products. Roses of the same variety can vary in undertone from grower to grower, largely depending on grower’s location and that location’s climate and soil conditions. In addition, flower color is not constant and can change as blooms develop and age. Lighting also greatly impacts flowers, causing the colors to appear different in various settings (e.g., natural outdoor light versus a lighting in a ballroom). After all, color is a quality of light. All of these factors contribute to the unique challenge of floral color theory; however, a color wheel still helps us understand a flower’s color objectively so that we can make intentional decisions about how to build color palettes that are pleasing to the eyes.

TIP 2: Understand the Core Color Principles

Color can be understood through three main principles: hue, value and saturation. Hue and color can sometimes be used interchangeably, but while all hues are colors, not all colors are hues, Hues are, technically, pure primary, secondary and tertiary colors that have not been changed in value or saturation (we’ll dig into this in a moment). So, if you look at a red, orange or even red-orange segment on the color wheel, that is a hue.

Hues violet-red, red and orange-red are softened with the addition of tints peach, apricot and blush and the tone rust.

All colors have a hue (I like to call it “core hue”) from which they are derived. Any color that deviates from those pure colors on the color wheel can still be traced back to a “core hue.” The deviations can be understood as value and saturation.

Value is the lightness or darkness of a color, expressed by the addition of white (tint) or black (shade) to a color. Take the color red, for example. Add white, and you get pink. Add black, and you get burgundy. The color pink is a tint of the hue red, and the color burgundy is a shade of the hue red.

Around and around the color wheel, you can apply this process.

Red + white = the color pink (a tint). Red + black = the color burgundy (a shade). Similarly, blue-green + white = the color robin’s egg, and blue-green + black = the color jade.

Common tints are like pastels: peach, butter yellow, baby blue, sage green, lavender, etc. Common shades are like jewel tones: eggplant, maroon, gold, hunter green, navy blue, plum, etc.

Coral, peach and dusty pink are tints, tones and shades of the hues violet-red, red and orange-red. Together, they create a soft and beautiful blended palette.

Saturation refers to the intensity of a color. The hues on the color wheel have pure, unaltered intensity. They can be understood as vivid, clear, rich, intense and/or bright. You can change the intensity of a hue by adding gray (tone). Tonal colors can be understood as earthy, muddy, vintage, muted and understated (every color that’s popular right now!).

Red + gray = the color brick (a tone). Blue-green + gray = evergreen.

Saturation and value can simultaneously modify a hue, resulting in colors like dusty rose, mauve, “greige,” olive or rust, as illustrated in this graphic.

Hues can be modified in limitless combinations with varying amounts of white, black or gray. This results in the vast gamut of what we perceive as color.

When we understand how value and saturation affect a color, we can better select the right products for our palettes. When a customer wants peach, we can analyze if her request is more a tint of orange-red or of yellow-orange. Or does she mean blush, which is really just a tint of red, after all? When a wholesaler tells you, “I have a purple cremon for you!” well is it a true violet? Or is it a tone of red-violet that will look muddy and dull next to purple lisianthuses?

This is especially important when you determine how much of each color to choose for any given palette. Ratio and proportion tell us that it’s often best to consider a 10:30:60 ratio or the Fibonacci sequence 3/5/8 … (the Golden Ratio of approximately a 20:30:50) of any given color. But don’t just consider how much of the “core hue” is contained in any palette; be sure to account for its tints, tones and shades, as well.

Also consider the saturation of the palette. If all the flowers being used are pale and muted, you may need to add a bright saturated color to the palette for a much needed contrast, and vice versa.

Even polychromatic flower arrangements benefit from such ratios. Notice, there is the highest proportion of the red/orange-red family, even in the pink tints.

The tint of the pale sweet pea adds visual interest and softness to an otherwise loud palette.These principles can also guide your stem placement when arranging. Vibrant, pure hues tend to pop in arrangements. The darkness of tones and shades can recede in designs, creating depth. Tints aid transitions from one vibrant hue to another, softening otherwise loud, contrasting combinations.

TIP 3: Warm or Cool?

Temperature is a key consideration when analyzing and choosing colors. Temperature refers to undertones in a flower that lean toward either the warm side of the color wheel (reds, oranges and yellows) or the cool side (greens, blues and violets).

Warm and cool reds, violet-reds, and orange-reds blended together create contrast in a monochromatic palette.

Temperature becomes critical for many florists when using white. All white flowers are typically a “tint” of another hue because “pure white” doesn’t likely exist in the natural petals of most flowers. If a florist orders white flowers for a wedding, the flowers will likely arrive in varying forms of ivory, cream and/or even hints of pale yellow. This can be acceptable for some clients, but if there is an expectation of “pure classic white” (typically more cool-toned whites), a client might be upset that her flowers look “yellow.” In my online color theory course for florists, “Color Theory Confidence,” I created a “White Temperature Flower Guide” of more than 50 white flowers, so any florist using the guide can quickly design and order based on warm or cool whites.

Understanding temperature is important when working with any hue. A palette can quickly shift to muddy or confusing when not selecting an appropriate ratio of warm and cool colors. Temperature is often missed or left out of the color conversation, but it’s critical to know how to navigate this important aspect of color theory.

TIP 4: When in Doubt, Use a Color Harmony

Nature is my greatest inspiration for color, and it often proves a simple fact: Color harmonies work! When I look at a flower, I often observe color harmonies contained directly in the flowers themselves. Like a pansy, comprising a striking and beautiful combination of violet and yellow (complementary colors).

Don’t believe me? Take, for example, this bouquet, which is based on the double-complementary harmony yellow, green-yellow, violet, and red-violet.

You might be thinking, “Um, this is hardly the combo you mentioned in pansies.” Well, actually, it is. By utilizing tints, tones and shades of yellow and green-yellow, it creates a subtle, pleasing contrast with the soft violet larkspurs, tonal red-violet ‘Café Latte’ roses and sandy pink/lavender ‘Loli’ spray roses. It’s really just a variation on the yellow-and-violet complementary color harmony.

Color harmonies are often dismissed because they are usually depicted using the brightest, most saturated version of the colors to achieve that harmony. But when you are designing, you can include varying tints, tones, shades and temperatures of your “core hues” to add subtlety and blend colors without deviating from your color harmony. 

Let’s look at a soft, pastel, spring version of this same color harmony.

By leaning on the tints of this blue-violet, violet, orange-yellow and yellow combination, this palette has been adapted to be light and soft while still embracing complementary contrast.

If I’m ever struggling to build a palette from the flowers in my cooler or can’t seem to make two colors “connect” visually, the color wheel and color harmonies are the first place I go. I assess my bloom (or blooms), finding the “core hue” the color is derived from. From there, I find it on the color wheel and explore different harmonies for that hue. Then I get to work, making sure to include some tints, tones and shades in my pull. It’s a surefire way to quickly and seamlessly build a stunning palette.

Conclusion

Color is complex, but as florists, we can use it to elevate our work and create a portfolio that stands out and catches the eyes. Furthermore, color theory is not only an aesthetics issue but also an economics one. With rising costs of doing business, it’s more important than ever that florists manage their costs well. When florists know how to create compelling color stories, they don’t have to rely on expensive flowers to do all the heavy lifting in a design. By using accessible, humble blooms, florists can still create on-trend, stunning work with color alone.

By Nita Robertson, AIFD

Your brand identity is the foundation of your flower business, shaping everything from your logo and color scheme to your messaging and customer interactions. Branding for florists involves creating a unique and cohesive identity that reflects the essence of the business, appeals to the target market and differentiates the florist from competitors.

In the vibrant world of floristry, standing out can be challenging. With countless designers offering exquisite floral designs, how does a florist carve out a brand that not only attracts customers but builds loyalty? The answer lies in crafting a unique brand that communicates your values, style and vision—one that speaks directly to the hearts of your ideal clients. In today’s competitive market, creating a memorable and authentic brand is essential to long-term success. Build a strong brand identity and use storytelling to make your mark.

At The Hidden Garden in Los Angeles, Calif., owner Amy Marella says, “Building our brand has been such an important part of our growth. When you build a brand in the flower business, customers will feel confident in not only the quality of the products and the design but also the level of service they will receive.

“I have always taken great pride in what our brand represents,” Marella continues. “Our five core ‘brand values’ are the fundamental principles that we build off every day. For us, they are integrity, resourcefulness, service, teamwork and creative innovation. Our clients know when The Hidden Garden is on the job. they will receive a quality product, a beautiful design, a professional delivery or installation. and a friendly experience from our team. This goes for everything from daily orders to massive wedding installations. Everyone is treated the same, which allows our clients to receive consistent customer service and product.”

Marella adds, “We also work really hard inside our social platforms to showcase our brand voice to our clients. I love when they get to see ‘behind the scenes’ of what it takes to make our gorgeous floral designs, and showcasing our team gives a glimpse into the brand of The Hidden Garden.”

Your brand starts with the unique style and personality you bring to your work, Marella states. “Are your designs classic and timeless, or do they embrace bold, modern trends? Do you favor lush, romantic blooms or sleek, minimalist arrangements? Understanding your signature style is the foundation of your brand.”

To do that, Marella suggests looking at your favorite projects and the feedback you’ve received from clients. What are the common threads? Also, identify the colors, flower types and textures you gravitate toward. Are there certain emotions or themes you like to evoke through your arrangements? “Once you have a clear picture of your personal style, let it guide everything from your logo to the types of events you specialize in,” she advises. “By being consistent in your aesthetic, you will attract clients who resonate with your vision and trust you to deliver a product that fits their tastes and styles.”

What drives you as a florist? Perhaps it’s a deep love for nature, a passion for sustainability or the joy of helping people celebrate life’s special moments. Your values are the emotional core of your brand, and they should be woven into your business at every level.

Customers today, particularly Millennials and Gen Z (those 43 years of age and younger this year), are drawn to businesses that stand for something. They want to connect with companies that reflect their beliefs and values. Whether you prioritize eco-friendly practices, support local farmers or give back to your community, make these values a prominent part of your brand story. Let your customers know what sets you apart on an ethical level, and they’ll gravitate to your business—as long as you are truthful, sincere and authentic, and actually practice what you preach.

Your brand’s visual elements—logo, colors, website design and social media aesthetics—are critical in creating a cohesive and recognizable presence. A well-though out visual identity gives your audience a sense of what you stand for, even before they’ve met you. Start with a professional logo that reflects your style and values. Next, select a color palette that reflects your floral aesthetic. For example, if you specialize in delicate, pastel-colored arrangements for weddings, soft hues like blush pink, sage green and ivory may suit your brand. If bold and vibrant flowers are your trademark, consider brighter, more energetic colors. You get the picture. Also, ensure that everything from your storefront and interior, merchandise selection, employee dress and grooming, packaging, and delivery vehicles to your website and social media are unified and convey the image you want to create across all touchpoints. This consistency conveys professionalism, builds trust and makes your brand instantly recognizable.

In a competitive market, people don’t just buy flowers; they buy from people with whom they connect. This is where storytelling comes in. Sharing your journey, your passion for floristry and the reasons you do what you do allows customers to see the person or people behind the flowers. This humanizes your brand and builds a deeper connection.

Start by crafting your “why”—the personal or professional story that motivated you to become a florist. Was it a lifelong love for nature, a family tradition, a desire to express creativity through floral design or something else? Let your clients know what makes your journey special.

You can tell your story on your website’s “About” page and via blog posts and social media platforms. Use photos, videos and captions to share glimpses into your daily life as a florist whether it’s behind-the-scenes of an event setup, a trip to the flower market or the process of creating a custom arrangement. These authentic moments help clients feel more connected to you and, therefore, your brand.

Your brand is not just what you say about yourself; it’s also about how you engage with your audience. Social media provides the perfect platform for interacting with potential clients, sharing your work and showcasing your brand personality. Post regularly on Instagram, Pinterest and Facebook, and use your brand’s visual identity to keep a consistent aesthetic. Encourage interaction by asking questions, hosting polls or offering giveaways. Respond to comments and messages in a professional manner—timely, friendly and knowledgeable. The more your audience feels heard and valued, the more likely they are to trust and recommend your services.

In Fayetteville, Ark., a community of around 100,000 people in the northwest part of the state, the wife-and-husband team of Brittany and Doug Murray have established a distinct brand for their floral design studio, The Flowerslinger. Combining their talents and experiences from careers in varying artistic fields, their goal is to create cohesive stories through flowers that evoke an otherworldly experience for their customers.

“We have always believed that a brand is a feeling, and that’s where we started,” share the Murrays. “From day one, we asked ourselves, ‘How do we want people to feel when they interact with The Flowerslinger?’ Yes, we spent time on logos, colors and visuals, but a brand is more than aesthetics. It’s how we talk, how we capture our work, how we design and how we push ourselves creatively. At its core, building a brand means having a clear sense of who you are and sticking with it consistently. When we leaned fully into our strengths and stopped worrying about what everyone else was doing, that’s when things really started happening.”

The Murrays continue, “In a world where people can have anything delivered overnight, they crave things that feels rare, personal and unique. That’s what we do best. Our clients want florals that are custom-tailored to them, something that feels like it couldn’t come from anywhere else. We’re not trying to appeal to everyone, and that’s OK. That’s what makes us different.”

Summing up their sage counsel, the Murrays add, “Coming up with a vision for your brand is actually the easy part. The real challenge is living it and delivering on it every single day. Building a brand is as much about storytelling as it is about design. As much as you know what makes your business special, no one else will unless you’re intentional about putting it out there.”

Keep this in mind, too: Your brand is not static. As you grow as a florist, your brand identity may evolve, but it should do so with intention. Stay true to your core values, and allow your brand to naturally adapt to new trends, technologies or markets—without losing its essence. Check in periodically to ensure that your visual identity, messaging and services still reflect your goals and the needs of your audience. By consistently refining your brand, you’ll stay relevant and maintain a strong presence in the competitive flower industry.

Building a successful brand as a florist is about more than just beautiful flowers. It’s about creating a unique identity that resonates with your target audience, communicating your values and using storytelling to forge emotional connections. By defining your style, sharing your story and engaging honestly and authentically with your audience, you can carve out a lasting place in the market—one that reflects your passion for floristry and the personal touch you bring to every floral design.

Why is Branding Important

Stand Out in the Market: A distinctive brand identity helps you rise above the competition by highlighting what makes your business different and special. Whether it’s your floral designs, eco-conscious approach or personalized service, a distinctive brand draws customers to you.

Build Trust and Credibility: Consistent branding creates trust and loyalty. When customers easily recognize and resonate with your brand, they feel confident in your products and services, encouraging repeat business and word-of-mouth referrals.

Foster Emotional Connections: Your brand story deepens your business’s emotional connection with customers. When your business’ image, style and values are clear, it will attract customers who align with those characteristics—customers who will be loyal and advocate for your business.

Elevate Perceived Value: A strong brand identity allows you to command premium pricing. Customers value not just your flowers but the overall experience and reputation your brand represents.

Ensure Consistency Across Platforms: A cohesive brand ensures smooth experiences across all touchpoints. Consistency of style and values throughout your entire operation, from website and social media to in-store experience, on-site interactions and more, enhances customer satisfaction and brand loyalty.

By Nita Robertson, AIFD

The flower industry has long embraced various forms of complementary décor to enhance floral arrangements, and balloons have become an increasingly popular choice. Once considered a staple of children’s parties, balloons have evolved into sophisticated and artistic elements used in both everyday floral designs and décor for special occasions, special events and even holidays. Today’s balloon trends reflect the growing demand for creative, eco-friendly and visually impactful displays.

Staying informed about balloon trends can help you integrate balloons seamlessly with flowers. In recent years, balloons have become a key element in wedding and event décor ranging from fun and festive to elegant and sophisticated, blending effortlessly with flower arrangements to create visually striking settings. For florists, keeping up with balloon design trends is essential for expanding the options they can offer to their clients, enabling them tap into new markets and attract a wider range of clientele

With the rise of social media, the demand for personalized and unique wedding elements has surged. Kacie Carswell, marketing manager at burton + BURTON in Bogart, Ga., shares, “Each wedding is unique and features a look that carries throughout the entire event. Balloons are a now an important part of that curated look, with colors that match and tie into any wedding’s theme effortlessly. The variety of balloon colors available today is greater than ever to meet this demand for color accuracy and cohesion.”

Custom balloon designs that echo a nuptial couple’s style and theme—whether whimsical, elegant or bohemian—are increasingly sought after. Balloon installations, including garlands, arches, centerpieces and novelty structures can serve as stunning focal points at wedding venues and make a memorable impact on guests. Florists who embrace these creative arrangements can position themselves as leaders in the evolving landscape of wedding décor.

Balloons are no longer an afterthought in the flower industry but are, instead, becoming an integral part of modern event décor design. And yes, they can create be designed to create an air of sophistication and elegance—or any aesthetic, for that matter. By combining the timeless beauty of flowers with the myriad aesthetics that balloons offer, you can create unforgettable displays that will capture your clients’ imaginations for a wide range of events.

BALLOON INDUSTRY TRENDS

• Eco-friendly and sustainably produced balloons

Environmentally friendliness and sustainability has become issues of interest for many consumers today, as well as many in the flower industry, and the balloon industry is innovating with biodegradable balloons made from 100 percent natural rubber latex and sustainable production methods, both of which minimize harm or damage to, and even help, our planet and its environment. Although, as of yet relatively uncommon, other natural materials that can be used to make biodegradable balloons include rice paper, bamboo, cornstarch, cassava starch and seaweed.

Chrystie Sebek, product coordinator at Betallic, a balloon manufacturer in St. Louis, Mo., says, “At Betallic, we are dedicated to constant innovation whether it be original designs, captivating shapes or new trends and colors. For example, Betallic’s 18-inch MAX Float and holographic foil balloons are now made with 40 percent recycled materials, which represents a giant leap forward for our industry and consumers.”

With the increased focus on the safe use and disposal of balloons, particularly in outdoor settings, education has become a vital part of the conversation. Carswell notes, “Efforts to inform clients about the proper handling and disposal of balloons have proved effective, helping to mitigate environmental concerns.” As florists, it’s essential to share such practices with clients, ensuring that their celebrations are not only beautiful but also responsible.

Florists who advertise the use of eco-friendly and/or sustainably produced balloons alongside sustainably sourced flowers are tapping into the green movement. They attract clients eager to reduce their event’s environmental footprint.

• Organic Balloon Arches and Garlands

These organic-style balloon installations have taken over the décor space, especially for weddings, corporate events and milestone celebrations. Balloon structures, characterized by their uneven balloon sizes and flowing shapes, are often paired with lush greenery and flowers to create striking, natural installations. For example, combining balloons with botanical materials in a cascading design that appears to “grow” naturally along walls, tables, or backdrops gives events a fresh, creative look.

• Customized Balloons with Branding or Personalization

The trend for unique, customized décor will continue to grow. Expect to see a rise in demand for specialized balloons, including those with unique textures, patterns and even printed designs that reflect a client’s personality or a company’s brand.

For corporate events, weddings or product launches, custom-printed balloons have become a popular way to make a visual statement in centerpieces, backdrops and entryway designs. From logos to personalized messages, balloons are used to create a unique and memorable element that ties into the overall theme of an event. This type of customization offers a new revenue stream for florists, allowing them to upsell balloon printing services alongside floral décor. The versatility of balloons, in terms of size, color and design, makes them a flexible medium for conveying messages while complementing floral displays.

• Balloon Backdrops with Botanical Embellishments

Event decorators and florists are increasingly creating dramatic large-scale balloon backdrops adorned with fresh, permanent, dried or preserved botanicals as focals for weddings and corporate events, especially photo booths and backdrop walls. They can range in style from playful, fun and festive to sophisticated and elegant.

To fully immerse yourself in the world of what’s trending in balloon design and décor, make plans now to attend one or more of the following upcoming balloon conventions.

• The Florida Super Jam 2025

Jan. 8-11

Orlando, Fla.

thefloridasuperjam.com

• Fulcrum

(an official function of FLOAT)

Jan. 13-15

St. Louis, Mo.

floatconvention.com

• Twist & Shout 2025 Balloon Convention

Feb. 19-23

Atlanta, Ga.

balloonconvention.com

International Balloon Month

The International Balloon Association (IBA), a nonprofit trade association for distributors and manufacturers of balloons and balloon accessories, has declared September as “International Balloon Month.” The goal of the monthlong celebration is to promote the balloon industry and raise awareness of balloons as they are used in the flower, party goods and event industries, as well as to promote responsible practices. It is a time to recognize the vibrant and uplifting role of balloons in creating memorable moments, from birthdays to grand openings, weddings, and beyond.

Balloons have long been a staple of festive décor, but their influence extends far beyond just party supplies. The balloon industry contributes significantly to the global economy, supporting businesses of all sizes, from retail stores to international manufacturers. According to industry data, balloons account for a multi-billion-dollar market.

For almost 15 years, Maxine Burton, founder and president of burton + BURTON in Bogart, Ga., has been at the forefront of aligning “Balloon Month” in Georgia with International Balloon Month. Thanks to her efforts, in August of this year, Georgia Governor Brian Kemp issued a proclamation declaring September as “Balloon Month” throughout the state. To read Gov. Kemp’s proclamation, visit gov.georgia.gov/executive-action/proclamations.