How to Return to Marketing After a Break
If you’ve taken a break from marketing - posting, emailing, showing up online - don’t feel like you’re the only one. Floristry is seasonal, intense, creative, exhausting… and sometimes marketing is the thing that quietly slips to the bottom of the list.
But when you’re ready to come back, there’s one thing we see florists do all the time that makes it harder than it needs to be:
They apologise.
So let’s start with this:
You don’t need to apologise for being quiet.
No explanation. No guilt. No “sorry we’ve been rubbish at posting lately.”
Here’s how to return to marketing with confidence and without making it a bigger deal than it needs to be.
No one was keeping score
Your audience didn’t notice your absence in the way you think they did. Feeds move fast, people are busy and silence is normal.
Apologising instantly puts you on the back foot, when actually, you’re just doing what every small business owner does from time to time.
You haven’t failed. You’ve just had a pause.
Start where you are, not where you “should” be
You don’t need a grand relaunch or a perfectly planned comeback. You don’t need to “catch up” on everything you didn’t post.
One post.
One email.
One story.
That’s it.
Momentum comes from what you do next, not from trying to make up for what’s already passed.
A simple “hello again” is more than enough
If you want to acknowledge that you’ve been quiet, keep it light and human:
“Hello, it’s good to be back.”
“January felt like the right time to start again.”
“We’re easing ourselves back in.”
Short. Warm. Done.
You don’t owe your audience a backstory.
Talk about now, not the gap
Your customers care far more about what’s happening right now than why you weren’t posting last month.
What’s in the shop?
What flowers are you loving?
What season are you heading into?
What can they buy, book or enjoy?
Look forward. The gap doesn’t need airtime.
Real is better than polished
After a break, there’s often pressure to come back with something impressive. But honestly?
A bucket of flowers arriving.
A bunch you enjoyed making.
A messy workbench mid-prep.
That’s more than enough.
Real, everyday floristry is exactly what people want to see, especially when you’re finding your rhythm again.
Pick one channel and start there
You don’t need to return to Instagram, email, blogs and everything else at once.
Choose one place, get comfortable there again. You can layer the rest in later.
Consistency matters more than frequency
Posting three times a week, every week, will do far more for your business than posting daily for ten days and then disappearing again.
Choose something you can stick to.
Small and steady always wins.
Your people are still your people
Customers who love your flowers, your style, and your business don’t disappear just because you went quiet.
You’re not starting from scratch. You’re picking up a conversation.
Marketing can be seasonal too
Floristry has peaks and quieter moments and your marketing is allowed to reflect that.
Stepping back doesn’t mean you’ve failed.
It means you’re running a real business with real energy levels.
The hardest part is pressing publish
The first post back will always feel the most uncomfortable. After that, it gets lighter, easier and far more natural again.
You don’t need a comeback.
You don’t need a big announcement.
You just need to show up.