Are you a new florist or an event florist preparing for your first major flower holiday this Valentine’s Day? This guide will help you execute your Valentine’s Day strategy with clarity, confidence, and profitability. Whether this is your first or fifth year in the game, these tips will ensure your holiday rush is smooth and successful.

For even more guidance and support, join Flowering Minds for a complete Valentine’s Day marketing plan, over 150 floral design classes, personalized coaching, and a community of floral experts to help you thrive.

1. Choose a Sales Strategy and Commit

Valentine’s Day success starts with a clear plan. It’s tempting to accept every request, but this can lead to overwork, confusion, and reduced profitability. Instead, define your sales structure and stick to it.

Proven Strategies:

• Single Color Palette: Offer one cohesive style, like “romantic reds” or “modern neutrals.” Pre-order just enough flowers for your best estimate (e.g., 20 arrangements). Once you sell out, you’re done—no risk of overbuying or losing money on excess stock.
• Pre-Order Cutoff: Provide a curated selection of designs for pre-order, with a cutoff one week before Valentine’s Day. After the cutoff, simplify: one size, one price, one style.
• Pop-Up Shop: Partner with a local coffee shop or bakery to sell pre-made bouquets. Decide if you’ll take preorders or focus on walk-ins. Price smaller bundles around $25 for easy, spontaneous purchases.

Why It Works: These strategies help you manage inventory, streamline operations, and focus your energy on executing high-quality work. Simplicity is your ally during high-pressure holidays.

2. Offer High-End Pre-Order Options

Pre-orders are your ticket to guaranteed sales, but don’t limit your potential by capping price points too low. Some clients are willing to splurge on exceptional arrangements—if you give them the option.

Why High Prices Are Safe:

You don’t have to buy flowers for premium arrangements until they’re ordered, so offering a $350 or $500 design carries no financial risk. These higher-end options cater to clients looking for something extraordinary, and without them, you may miss out on lucrative sales.

Suggested Pre-Order Pricing:

• $25: Small bouquets, ideal for pop-ups or pick-up-only orders.
• $65–$95: Mid-range designs for most pre-order customers.
• $150–$200: Elegant arrangements for clients wanting something special.
• $350–$500: Luxury designs that cater to high-end buyers.

Pro Tip: High-ticket items don’t just boost revenue; they elevate your brand. Offering premium options shows you’re confident in your value as a designer.

3. Prepare Your Supplies Early

Preparation is the key to reducing stress and ensuring smooth operations during Valentine’s Day. Order and organize your supplies at least three weeks in advance.

Essential Supplies Checklist:

• Branded Care Tags: Include instructions (e.g., “add water daily,” “keep flowers cool”) and your contact information.
• Eco-Friendly Wrapping: Use recyclable or compostable paper like butcher paper.
• Tying Materials: Twine, raffia, or pre-cut ribbons save time during busy moments.
• Prepped Mechanics: Assemble vases and foam-free structures ahead of time. Foam-free designs require extra prep, so don’t leave this until the last minute.
• Business Cards: Hand these out with every order to encourage word-of-mouth referrals.

Pro Tip: The more you prepare in advance, the more time you’ll have to focus on designing beautiful arrangements during crunch time.

4. Handle Deliveries In-House (If You Don’t Deliver Regularly)

Delivery can be one of the most stressful parts of Valentine’s Day, but it doesn’t have to be. If your business doesn’t deliver regularly, Valentine’s Day isn’t the time to test a new system or driver. Managing deliveries in-house gives you more control over the process.

Why Deliver Yourself?

• Control: You ensure every arrangement arrives in perfect condition.
• Care: If there’s a spill or breakage, your team can address it immediately.
• No Guesswork: Hiring and training a new driver on Valentine’s Day is risky. Without prior experience, they may struggle to meet your expectations under pressure.

If you do have regular delivery operations, make sure your driver is reliable and understands the extra care required for delicate floral arrangements.

Tools for Route Optimization:

• Route4Me
  Known for its robust features and flexibility, Route4Me is a favorite for businesses of all sizes. It allows for custom route planning, multi-stop optimization, and even integrates with various business tools.

• Circuit Route Planner
  Perfect for individual drivers, Circuit is easy to use and offers powerful route optimization. It integrates seamlessly with navigation apps like Google Maps and Waze for a smooth experience.

• Routific
  Designed for delivery operations, Routific offers real-time traffic-based routing and progress tracking. It’s an excellent choice for florists managing multiple delivery stops.

• RoadWarrior
  RoadWarrior’s proprietary algorithm takes into account variables like traffic patterns and delivery priorities. It’s ideal for florists looking to save time and ensure prompt deliveries.

Pro Tip: Test your route-planning app and delivery system before Valentine’s Day to ensure smooth operations.

5. Go All-In on Marketing

The most beautiful arrangements won’t sell themselves—your customers need to know about them! Marketing experts agree: people need to see your message 7–10 times before they take action. That means you can’t be shy about promoting your Valentine’s Day offerings.

How to Be Seen and Heard:

• Email Your Past Clients: Your past clients are your warmest leads—even if you’re primarily a wedding florist. Don’t hesitate to reach out to everyone on your email list, reminding them of your Valentine’s Day offerings. Many will appreciate the direct communication and are more likely to buy because they already know your quality.
• Daily Social Media Posts: Share photos of your designs, behind-the-scenes videos, and reminders to order.
• Showcase Your Expertise: Talk about what makes your designs special, like foam-free mechanics or locally sourced blooms.
• Use Stories and Reels: Create engaging, short videos showing the creation process or happy clients receiving their flowers.
• Remind, Repeat, and Reinforce: Don’t hesitate to post daily for a month leading up to Valentine’s Day. Your audience needs those reminders to act.

Pro Tip: Inside Flowering Minds, we provide a step-by-step Valentine’s Day marketing plan tailored for florists. Join us for content ideas, social media templates, and expert guidance to make your marketing unforgettable.

6. Consistency is Key

Success on Valentine’s Day requires commitment and consistency. Half-hearted efforts won’t yield results. Here’s how to stay consistent:

1. Plan Your Strategy: Write down your offerings and stick to them.
2. Create Clear Messaging: Use Canva to design visually appealing social media posts that clearly communicate your products and pricing.
3. Test Your Systems: Ensure your website is easy to navigate. Add a prominent “Order Flowers” button and walk through the process yourself to catch any issues.

Pro Tip: Consistency builds trust. The more visible and reliable you are, the more confident your customers will feel about ordering from you.

Growing your floral business takes time. Don't stay small for fear of not succeeding. Go all in, boldly.

Valentine’s Day is a golden opportunity to grow your business, connect with new clients, and showcase your designs. With a clear plan, thoughtful preparation, and confident marketing, you can make this holiday a profitable and rewarding success.

For even more support, join Flowering Minds, where you’ll find all the tools and resources you need to thrive this Valentine’s Day and beyond.

Good luck—you’ve got this!

Lys x