As the busiest season of the year approaches, florists across the UK are bracing themselves for long hours, creative challenges, and the annual balancing act between demand, competition, and pricing pressure.
With the rise of big-box retailers and online giants offering deep discounts, it's easy to feel the pressure to compete on price – but slashing your prices doesn't just reduce your profits, it can devalue your skill and your time.
Instead, this Christmas, the British Florist Association want to encourage its members to think differently by focusing on value, not volume, and by building loyalty, not loss leaders.
So, they have teamed up once again with Helen and Jane from Queen Bee, who've put together 12 creative and practical ways to boost your Christmas sales – without taking a hit on profits.
© British Florist AssociationHelen and Jane from Queen Bee
While discounting has become the default setting for retail marketing in December. But while 50% off might look good in a headline, it can hugely eat away at your profit margins (and your energy).
The good news? Florists have something that supermarkets and online giants don't – heart, creativity, and human connection. That's your edge. And these 12 ideas are designed to help you make the most of it.
Reward loyalty
Start with your existing customers. Add a handwritten thank-you note, include an extra festive flourish with select orders. Loyalty grows from feeling seen, not from saving money.
Big up your hand deliveries
Your delivery isn't just a drop-off – it's part of the experience. In a world where boxes get chucked at doorsteps, your flowers arrive by hand, with care. That's your superpower. So show it off. Share stories from those lovely doorstep deliveries, the extra mile moments, the human touch, and remind people their flowers arrive ready to enjoy – no unboxing, trimming or guesswork required – they're ready to display.
Solve their problem
What are your customers really looking for right now? Listen to what they ask for, then position your flowers and gift sets as the answer. A gift for mum who misses pottering in her garden, a Christmas gift for the host who loves interior trends, an all-in-one gift from all the siblings? When you show customers you understand their real needs – and make choosing feel simple – you're not just selling flowers, you're solving Christmas for them.
Offer experiences, not freebies
Run a mini workshop, wreath demo, or "Christmas wrapping skills" open day. Meet your customers face to face and give them a reason to visit you. You'll strengthen relationships and generate natural word-of-mouth.
Add value instead of cutting price
Look for simple ways to upgrade the customer experience. Set a minimum spend and offer something that enhances the arrangement such as a premium wrap, a few extra stems or a link to a "how to style your Christmas flowers" guide.
Collaborate with local businesses
Team up with complementary local businesses to create cross-promotions or shared 'shop local' gift bundles with the savings built-in. Work with a local illustrator to create a limited edition Christmas gift tag or card that's bespoke to your area – a lovely keepsake promoting your village/town. You'll reach new local audiences and strengthen your local business network.
Make them feel like VIPs
Open pre-orders to your mailing list before everyone else, give them early access to your shop/event. They're your VIPs so treat them as such. Other ideas could be an exclusive giveaway e.g. your shop local bundle. A little exclusivity goes a long way in making customers feel valued – and proud to be supporting local.
Share your story – people buy from people
Keep showing up. From your team prepping for Christmas, to your early-morning market runs, or even your favourite festive playlist. It builds emotional, human connection – and that's what customers remember.
Introduce a "Festive Favourite" feature
Highlight one product each week in the run-up to Christmas – share what inspired it, who's behind it (from the grower to the florist who made it), how to style it, or who it's perfect for. Showing the people behind your products make it so much more than 'flowers'.
Pick up the phone
When was the last time M&S or Freddie's Flowers gave you a call?
That's the beauty of being a small business – you can speak directly to your customers, and it feels genuine. Make a list of your top customers or those who ordered from you last Christmas and give them a quick ring. Try something like:
"Hi, it's [Name] from [Business Name]! You ordered from us last year, which honestly meant the world to us. I just wanted to let you know we've got [new product or similar idea] in for this Christmas – and I thought of you straight away."
It's personal, memorable, and the kind of service bigger brands simply can't match.
Create urgency with limited editions
You know what your local customers like (more than the big retailers could ever do) so release a small-batch, one-week-only design – once it's gone, it's gone. By creating something that's brilliantly 'them' or uniquely local to your area. It creates excitement – without needing a price slash.
Celebrate community kindness
Donate a bouquet or wreath or even a percentage of proceeds from the sale of a product to a local care home or charity and share the story of why. It reminds people that when they buy from you, they're supporting something much bigger.
Final thoughts
Discounts might win short-term sales, but connection and human touch (especially in a world of AI) are what build long-term customers.
So this Christmas, skip the race to the bottom. Focus on showing your customers why your flowers are worth every penny.
For more information:
British Florist Association
https://britishfloristassociation.org/
