How Florists Can Stand Out in a World Obsessed With Discounts

Every November, the world seems to shout louder about one thing: discounts.

Black Friday, Cyber Monday, Green Monday… everywhere you look, businesses are slashing prices, fighting for attention, and racing to the bottom.

But florists?

We’re in a different business entirely.

We work with emotion.

We sell moments.

We create meaning.

And you can’t discount meaning.

Here’s how florists can market themselves powerfully during peak “discount season” — without cutting their worth.

1. Lead With Emotion, Not Offers

People don’t buy flowers because they’re cheap. They buy them because:

• Someone deserves to feel loved

• A memory needs to be honoured

• A home needs to feel festive

• A story needs to be told

Tap into this.

Your posts, your captions, your emails — they should speak to why people buy flowers, not how much they cost.

Example:

“Give someone a moment they’ll remember long after the flowers fade.”

Emotion beats discounts every time.

2. Sell the Experience, Not the Stem Count

While big retailers shout about “40% off!”, florists can shift the conversation entirely.

What customers value is:

• Your eye for design

• Your care and craft

• Your ability to translate feelings into flowers

• The luxury of something created just for them

Share behind-the-scenes moments, the design process, the small emotional details that make your work special.

Show the value — so you never need to defend the price.

3. Celebrate Local, Personal, Real

When the internet is full of faceless brands pushing flash sales, your superpower is being human.

Talk about:

• Your team

• Your growers

• Your community

• Your traditions

• Your passion

Local florists sell relationships — and those can’t be discounted.

4. Use Gift-Giving Psychology

People buy more during discount season because they’re already in a shopping mindset.

Tap into that momentum with emotional triggers, not discounts:

• “Treat someone who deserves a surprise.”

• “Say thank you in a way they’ll feel instantly.”

• “Send comfort. Send joy. Send love.”

Flowers are a shortcut to emotion — remind customers of that.

5. Offer Value Without Undervaluing Yourself

You don’t need discounts to stand out. Try things like:

• Free handwritten notes

• Free delivery for VIP customers

• Limited edition designs

• Seasonal bundles

• Personal recommendations

• Priority delivery windows

These feel like gifts, not markdowns.

6. Tell Stories, Not Prices

Black Friday posts look like this:

“SALE! SALE! SALE!”

Florists can go the opposite direction:

• Share a customer story (with permission).

• Share what Christmas flowers mean to you.

• Share a moment from your shop.

• Share why you love creating for this season.

People remember stories. They forget discounts.

7. Show The Emotional ROI

The florist’s advantage is simple: we sell something that gives an emotional return instantly.

A bouquet can:

• Change someone’s day

• Transform a room

• Make an occasion feel intentional

• Bring comfort when words fall short

Emotional ROI is far more powerful than financial ROI — market it proudly.

The IOF Message: Florists Don’t Compete on Discounts — We Compete on Humanity

At the IOF, we champion florists as professionals, creatives, and skilled craftspeople.

Your value isn’t found in a percentage sign — it’s found in your artistry, your service, and the emotional magic you bring into people’s lives.

In a world shouting about bargains, florists have the rare chance to whisper something more powerful:

“This will mean something.”

And customers will always listen.