"Many of the challenges holding flower shops back are self-inflicted"

The Bloom Show Takeover with Tim Huckabee, founder of The Profitable Florist and now an official Bloom Show Correspondent, delivered a message for every retail florist: many of the challenges holding flower shops back are self-inflicted.

With over 26 years of coaching experience, 6,000+ flower shop visits, and 7,000+ florists trained worldwide, Tim has seen the same costly habits repeated across the industry. He calls them the Seven Deadly Sins of the Floral Industry—and shared practical solutions any florist can apply today.

Sin #1: Asking "How much do you want to spend?"
Tim shared how most florists open sales calls by asking for a budget instead of focusing on the reason behind the order. He recalled calling 20 shops and, in 18 of them, being asked that question immediately. It's an approach that turns an emotional purchase into a transactional one.

Solution: Start with the occasion, the sentiment, or the story. Recommend a thoughtful design first, and let the customer decide whether to scale it down.

Sin #2: Talking about specific flowers instead of colors
Many customers don't know or care about botanical names. Tim illustrated how people panic when hearing flower names like "scabiosa" but easily connect with color palettes like "bright yellows" or "soft pastels."

Solution: Focus on color schemes and seasonal design styles, giving customers a clear visual while allowing designers creative flexibility.

Sin #3: Asking too many questions
Tim pointed out that well-meaning staff often overwhelm customers with a string of questions. While intended to be helpful, it can feel like an interrogation. Customers typically seek expert guidance, not a quiz.

Solution: Keep it simple: listen to their needs, confirm key details, and confidently recommend designs without dragging out the conversation.

Sin #4: Fearing to offer higher price points
Florists often hesitate to show premium designs, worrying that customers will walk away. Tim explained that in more than 30 years of taking retail orders, he could count on one hand how many people actually hung up over price.

Solution: Confidently offer high-end options first, then adjust if necessary. Don't "sell from your own wallet"—let customers choose what works for them.

Sin #5: Not offering add-ons/finishing touches
Add-ons like candles, chocolates, and balloons are often skipped, yet they personalize the experience and boost revenue. Tim said, "Customers can't buy it if they don't hear about it…we are losing thousands and thousands and thousands of dollars because we're not taking what amounts to 10 seconds…to offer this item to a customer."

Solution: Stop asking "Anything else?" and instead suggest specific finishing touches for every order.

Sin #6: Ignoring design & color trends
Some shops feel stuck in time, with designs that look decades old. Tim compared walking into some coolers to stepping back into 1985 instead of 2025.

Solution: Refresh design offerings regularly, integrate current color trends, and update cooler and website displays to reflect today's floral styles.

Sin #7: Neglecting your website and social media
Tim emphasized that a website isn't optional—it's a revenue driver. Tim noted, "When customers shop on your website, on average, they spend 25% more money than when they call the store or when they visit the store. And this happens universally."

Solution: Treat your website as your "second storefront" and keep it up to date. Use social media to showcase your work, share new designs, and build customer relationships.

Tim said, "Just because your staff is friendly doesn't mean they're doing a good job. Trust me, we can call your store and I can beg and beg and beg your staff to sell me a large design, and they might be friendly and bubbly, but they're not going to listen to me."

"Friendliness is good, but training, confidence, and intentional sales habits are what truly transform a shop's bottom line."