Florists
9 florist marketing ideas that bring repeat orders
Most florist marketing advice is about finding new customers: more Instagram posts, more ads, more offers. But the cheapest order you'll ever get is the second one — from someone who already loved your flowers.
Flower buying comes back round every year: the same birthdays, the same anniversaries, the same Valentine's and Mother's Day. That makes repeat orders unusually easy to win, if you stay in touch. Here are nine ideas that do exactly that.
1. Collect email addresses everywhere
Your email list is the one marketing channel you own. Instagram can change its rules overnight; your list stays yours.
Ask for an email address:
- at checkout, with a clear "Keep me posted" tick box,
- with a sign-up box on your website — a small welcome offer, like 10% off a first bouquet, works well,
- in the shop, with a QR code by the till or on the card that goes out with every bouquet.
Only email people who've said yes, and make unsubscribing easy. Small, willing lists beat big, annoyed ones.
2. Ask for the dates that matter — and remind people
This is the idea most florists aren't using yet. When someone signs up or orders, ask: "Is there a date you never want to forget?" — a partner's birthday, an anniversary, a parent's birthday.
Then send a friendly email two weeks before, every year:
Sam's birthday is in two weeks Order now and choose the exact delivery day — one less thing to remember.
It feels like a favour, not an advert, and it turns a one-off buyer into a customer for years. Email tools like Klaviyo can send these automatically from a date saved on the customer's profile.
3. Plan your year around the big dates
Write the key dates into your calendar now, and plan your emails two or three weeks ahead of each one:
| Date | Occasion | When to start emailing |
|---|---|---|
| Fri 25 Dec 2026 | Christmas | Mid-November (wreaths, office orders) |
| Sun 14 Feb 2027 | Valentine's Day | End of January |
| Sun 7 Mar 2027 | Mother's Day (UK) | Mid-February |
| Mon 8 Mar 2027 | International Women's Day | Late February |
| Sun 28 Mar 2027 | Easter | Mid-March |
| Sun 20 Jun 2027 | Father's Day (UK) | Early June |
A simple pattern for each big date works well: an early "it's coming up" email, a "pick your delivery day" reminder a week before, and a short "last order date" email for anyone who clicked but didn't buy.
Note that Valentine's Day 2027 falls on a Sunday. If you don't usually deliver on Sundays, decide now — and tell customers early.
4. Send a thank-you that's actually useful
The day after someone orders, send a short email with care tips: trim the stems, change the water, keep the flowers away from radiators and fruit bowls.
It's genuinely helpful, it makes your flowers last longer (which makes you look good), and it keeps your name in their inbox at exactly the moment they're happiest with you.
5. Ask for reviews a week later
About a week after delivery, ask for a quick review. Point people to your Google Business Profile — reviews there help you show up when someone nearby searches "florist near me" — and to your website, if it shows reviews.
Keep the ask short and personal. A line like "It takes 30 seconds and helps a small shop a lot" works better than a long form. My post on customer reviews for Shopify stores has more on getting reviews onto your product pages.
6. Don't let abandoned baskets go quietly
Plenty of people add a bouquet to their basket and get distracted. A friendly reminder an hour later — with the bouquet, the price and your same-day cut-off — brings a surprising number back.
Still sending them flowers? Your bouquet is saved. Order by 1pm and we'll deliver today.
If your store runs on Shopify, this is quick to set up with your email tool, and it runs by itself from then on.
7. Offer flower subscriptions
Weekly or monthly flowers for homes, offices, restaurants and hotels give you steady, predictable income between the big dates — and subscribers tend to order extras for birthdays too. Even a handful of local office subscriptions can smooth out the quiet months.
8. Team up with local businesses
Look for businesses whose customers need flowers at the same moments yours do:
- wedding planners, venues and photographers,
- cafés, restaurants and hotels that want fresh arrangements,
- estate agents (a welcome bouquet for new homeowners),
- event companies.
A small referral thank-you or a standing weekly order can be worth more than a month of social media posts.
9. Use Instagram to grow your list, not just your likes
Instagram is wonderful for showing off your work, but likes don't pay the rent. Every so often, give followers a reason to join your email list: "Our Valentine's pre-order opens to our email list first — link in bio."
That way your followers become people you can actually reach when it matters.
Where to start
If you only do three things this month:
- Add an email sign-up to your website and your shop.
- Set up a welcome email and an abandoned-basket reminder.
- Plan your Christmas and Valentine's emails now.
The occasion reminders can come next — they take a little more set-up, but they keep paying back every year.
Want help setting this up on your Shopify store? It's exactly what I do for florists — see Shopify for florists, or start with a free check of your store below.