The market spend on flowers is growing year over year - but so is the competition (and the noise!).

Valentine’s Day isn’t just a busy day anymore. It’s a proving ground. With more florists in the market, more online options, and more noise on social, your business needs to do more than just show up. You need to stand out, stay top of mind, and make it easy for clients to choose you.

Here’s what’s working now for florists in 2026: strategies that simplify operations, elevate the brand experience, and help you set up repeat sales into Mother’s Day and beyond.

(Short on time? Skip to #3 for the highest-ROI strategy to increase your sales this season.)

1. Make the buying options easy for you and your customers.

Florists often think that more choices = more sales. But the truth is, too many options overwhelm customers.

This is called decision fatigue!🥵 And when customers are faced with endless color palettes, flower varieties, and vague sizing options, they delay their purchase - or abandon it altogether.

Here’s what works instead:

• Offer 1 to 5 distinct color palettes (think romantic reds, modern neutrals, springy textures) to create aesthetic variety without design chaos.

• Sell 3 to 4 clearly tiered sizes (Small / Medium / Large / Luxe), with visual references for each.

• Focus on vibe over variety. Let your clients choose the feeling - not every bloom.

Why it matters:

• Simplifies production

• Makes it easier to photograph and market

• Increases conversion by making the decision easier

Fewer choices = faster decisions = more confident buyers. And most importantly, it helps attract the right kind of clients who align with your aesthetic and value your expertise.

2. What’s Your Highest Price Point? (Hint: It Should Be Over $400)

A huge mistake florists make during flower holidays? Capping prices too low.

You don't need dozens of premium orders to make a big impact. You just need to offer the opportunity for someone to invest in something extraordinary.

And because you only design these after they’re purchased, there's no financial risk.

Here’s an updated pricing structure for 2026:

• $125 to $175: Small

• $175 to $250: Medium

• $250 to $350: Large

• $350 to $600+: Luxe

Even if you only sell a few Luxe arrangements, you’ll:

• Elevate your brand perception

• Increase your average order value

• Build trust with higher-budget buyers

And yes - someone will buy it. Especially if it’s styled and positioned well.

3. Email Marketing Isn’t Dead. It’s Your Secret Weapon for Repeat Sales

Instagram gets you seen. But email gets you paid.

Email marketing has an average ROI of 3,600%. That means for every $1 spent, the average business earns $36 back. (Source: OptinMonster)

Yet most florists send one promo email (if that), then wonder why they aren’t getting repeat orders.

Here’s what to do differently this year:

• Start early. Use a warm-up sequence in early to mid January to educate, engage, and sell without being salesy.

• ❌ Keep emailing after they buy! Don’t go quiet. Valentine’s Day is the start of the customer relationship. Use post-purchase emails to thank them, share helpful care tips, and eventually introduce your Mother’s Day lineup.

• Grow your list daily. Use a coupon popup or freebie opt-in to grow your email list before the holiday rush. (It's never too late to implement this for the next holiday!)

Want an easy plug-and-play way to do it all? The Flower Shop Email Marketing Bundle gives you:

• 14 pre-Valentine's Day emails

• 12 post-purchase nurture emails

• 8 lead-converting emails for new subscribers

• Pre-Mother's Day email sequence is coming!

It’s everything you need to warm up cold leads, drive more holiday sales, and turn one-time buyers into loyal customers.

4. Protect the Brand Experience: Deliver In-House

If you don’t deliver flowers regularly, Valentine’s Day is not the time to test a courier.

Every single delivery is a customer touchpoint. You want:

• The flowers to arrive upright, intact, and styled

• The correct name on the card

• A friendly face (or at least someone who understands what they’re delivering)

Courier services are overwhelmed on February 14. And if your arrangement is left sideways in a hot car or delivered to the wrong person, that’s not just a bad experience - that’s a refund request.

In-house delivery = more control, less risk. Use route planning apps like EasyRoutes!

Treat the delivery moment like part of the entire brand and business experience.

View Valentine’s Day like it's a launchpad...not an end game.

The work you do now doesn’t just impact February sales - it sets you up for Q2 and beyond!

Simplify your offerings. Offer a real range of price points. Invest in email marketing. Own the customer experience from first click to front door.

And if you want to automate your email marketing without writing a single email from scratch? Grab the Flower Shop Email Marketing Bundle and set it up now so it’s running before the rush hits!

Don't get beaten down and reactionary by the competition. Strategize now so you stand out, sell more on autopilot and get to actually enjoy the artistry behind your business!

Lys x