Too often we notice florists getting frustrated when they receive an incoming order for a total of $39.95. This could mean $25-$30 PLUS delivery (hopefully your delivery is no more than $14.95).
In many cases, there is not enough revenue left to create and deliver a bouquet that is profitable and perceives good value.
The answer? Put the margin into the artistic (finishing) touches. When I owned Beneva Flowers, I always used to ask when a designer created a bouquet, "what makes it look Beneva?" Finishing touches are what made a regular design look “Beneva.”
Below you will see an image created by Bloomerang for our florists featuring two Gerber daisies (which you can name whatever you like) next to Springtime Treasures which has the name secured so you cannot customize it and you ride the coat tails of 1-800-Flowers.
We created a bouquet with just two inserts a bud vase, a few greens, and wire. Yet, I actually heard a florist say that they want $50 because that is their minimum and that's it. When I asked why, they answered, "I don't know, it just is."
The truth is, you can show an overstuffed $50 bouquet too. We need to focus on two elements - either a uniquely-designed bouquet, or a florist choice, this is where they can clear out the cooler. Now the shop can work with whatever they have the most available, and who wouldn't like that?
If we continue to argue and reject $39.95 orders, you can't fault FTD, Pro Flowers, and 1-800 for sending flowers in a box.
People who want the price point will not argue unless you over-promise because the filling florist ends up under-delivering trying to watch the $$$ on the order.
Assuming you paid $2 each for the Gerbers, (which is the highest wholesale price I’ve ever seen for Gerbers) you have $4 in product. When you add up the cost of the vase, wire, greens and minimal labor, it costs maybe $10 on top of that.
Professional Admin day is next Wednesday (April 24), you need to consider a lower priced option with a favorable margin. This secures the florist-to-florist order with hopes a customer doesn't have to select flowers in a box.
Retail Florists....we need to step it up and secure those transactions. Anyone can say no, how can you say yes? Please comment below, I would love to hear your feedback! -Art