VALENTINE'S top tips for business - British Florist Association

VALENTINE’S top tips for business


BFA valentines top tips for business


  • Have you considered contacting local firms to offer valentines flowers to their staff – perhaps offer free delivery to the company location. If you do reception/office flowers you already have a good connection. If you don’t, why not, offer a free reception design as a thank you, they may want to continue with it!
  • Do you target local industrial estates? With the above idea offer Tuesday afternoon deliveries, so they present them first thing in the morning! Supply storage guidelines and Mother’s Day promotion info (You can deliver several at once so it’s cost effective)
  • Supply posters, for company staff areas, leave flyers & business cards.
  • Could you go into workplace and take orders in their canteens at lunch? If this idea makes you cringe, think of it as offering a service that makes these men’s life easier! (Women too, but let’s face it… mainly men!!)
  • Why not visit all your neighbouring businesses with order pad in hand, it’s a good chance to get chatting with them, network and be seen!
  • Use business networking groups to take orders, start with the chap you know will be most generous to have everyone else follow his lead!
  • Contact pubs, restaurants and hotels – offering bulk deals on single red roses, table favours, as gifts (offer a price point they can bulk buy) but is this service only available with advanced ordering with you?
  • Call your clients that ordered last year. You’re likely to have mobile numbers – if you’ve never tried it you’ll be pleasantly surprised how your offer to take the hassle out of the organisation is generally very welcome. OK a few may have a different partner but they might spend more on her!
  • Have you planned all your designs, giving them names to each design to aid sales?
  • Can you Look back at your ‘grab and go’ sales records and schedule the creation of these into your workplan.
BFA Valentines top tips for flowers


  • Think about where your key staff will be, and who is responsible for which tasks. Keep your fastest workers away from the hustle and bustle of the shop.
  • Advice for the newer florists… Keep your staff working on one production line and then switch them over, this way they’re focused on their task, but it doesn’t become mundane. I.e. Rose hand-ties all done at once. Better still pick the flowers in advance for each design. Have a separate wrapping station.
  • Consider printing many copies of each design recipe you create, so every staff member has one, or better still, have the flowers pre-picked ready to be constructed.
  • Put your best seller on the telephone.
  • Look back at your notes from last year (or your invoices) what did you have to restock on at the last moment?
  • If you’re short of space why not consider contacting your local village/scout hall or source an industrial unit to rent which will give you some extra space away from the shop to make-up orders.
  • Working or storing out of the usual premises? … be aware of dropping temperatures and check your insurance covers staff everything, but, having extra space and no interruptions could sky rocket productivity and more than pay for it’s self!
  • For the newbies…. Do anything that you can do in advance now – pre-fold wrappings for hand-ties, attach care instructions to cut flower food, make bows, pre-wrap vases for arranging flowers into, gift wrap items such as teddies and chocolates ready to display.


  • Do you create your own range of Valentines products? Be mindful not just of the pricing but the ease and cost efficiency to produce. E.g. is looping aspidistra better value than other foliage? Can you buy x in bulk and get better savings still?
  • Email your customers to let them know about your valentines ranges is available to order now!
  • Get your website working for you! Have banner adverts on your home page linking through to the valentine’s products.
  • Make sure you have great images on all your social media channels – explain what set’s you apart!
  • Schedule your Facebook posts and instagram and try not to suddenly go silent on your business page just when you need to be ‘out there’ get your posts done in advance!
  • Make up your Valentines range and best sellers and put them on display, name and price them clearly. Don’t forget to show the chocolates, wine, champagne teddies, and balloons too.
  • Spread the word and get customers aware and ordering NOW, social media posts, Facebook competitions?
  • Remember to cater for memorials.
  • Check your stock levels: Ink and paper for the printer, pens, helium for the balloons, Tea, coffee, loo rolls, sanitary products, as well as balloons, teddy bears, wine and champagne, chocolates, vases, care cards, cut flower food, cellophane, gift cards, envelopes, hand tie bags.
  • Are you a member of relay? Why not make a quick reference point for all cut-off times, order and add on codes, and delivery charges.
  • For ease make one person responsible for all customer queries.


  • What else should be on this list – Let your staff look at this and encourage them to add to what can be done to get organised.
  • Have a mini meeting/get together with all your staff to discuss your & their ideas, get the timetables and preparation all set!
  • Could you draft in someone to handle the phones and serve customers, a quick crash course with a sensible customer friendly helper could take the pressure off – your staff might know just the person, if you don’t!
  • Have your vans serviced now! And ensure the tank is full ahead of the day.
  • Have you thought about approaching your local fire station to see if they’re staff who could help you out with deliveries, they have great local knowledge!
  • Negotiate with your local taxi companies in advance if you need their support with deliveries.
  • Again for the newer florists…. Make sure every driver has an emergency kit. Give them something spare of everything to avoid them having to return to the shop, from cut flower food to a box of chocolates.
  • Remember security, we know of a florist that had their vehicle driven off full of orders, when their back was turned for just a minute! Don’t encourage opportunistic thieves. Better still have a runner!
  • Don’t allow large sums of cash to build up in your till.
  • Take care of you and your staff – to get the best out of them and ensure they are working at their best give them breaks, food, energy drinks… take care of your athletes.

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