Marketing to Men for Valentine’s Day: A Practical Guide for Florists

Valentine’s Day is one of those moments in the floristry calendar that can feel equal parts exciting and intense.

It’s a big sales opportunity, but it also brings a very particular type of customer — often shopping under time pressure and keen to “get it right” without overthinking it. And while men aren’t your only Valentine’s buyers, they are a significant part of the picture for many florists.

The challenge? Men aren’t always following your Instagram, signed up to your emails or browsing your website for inspiration. When they do show up, they’re often on a mission — and your marketing needs to meet them where they are.

We’re not here to lean into stereotypes. But buying behaviour does differ, and at Valentine’s Day in particular, many male customers want the experience to feel easy, reassuring and stress-free.

This guide sits within our wider approach to marketing for florists, focusing on practical, real-world strategies that help you sell more flowers without adding pressure to already busy days.

1. Make Buying Flowers Feel Foolproof

Many men aren’t browsing for pleasure, they’re problem-solving. They want a clear answer to “What should I buy that won’t let me down?”

You can help by removing as many decisions as possible.

·       Offer ready-made options
Create simple, confident choices like “The Romantic One” or “Our Most Popular Valentine’s Bouquet”. Bundles that include a card, chocolates or a vase feel reassuring and make the decision feel “complete”.

·       Show, don’t explain
Clear visuals do a lot of the heavy lifting. Display finished bouquets in-store and online so customers can see exactly what they’re getting. Confidence comes from clarity.

·       Streamline the journey
A dedicated Valentine’s web page, clear in store signage and QR codes that link directly to ordering pages all reduce friction. Fewer steps = fewer drop-offs.

·       Don’t overcomplicate it
Avoid technical flower names or long explanations. A simple “Florist’s Choice — she’ll love it” option can be a lifesaver for someone who doesn’t want to get it wrong or feel daft.

2. A Little Humour Goes a Long Way

Valentine’s shopping can feel high-pressure and humour helps take the edge off.

Playful, knowing language can grab attention, particularly when marketing to men, and make the experience feel lighter.

·       Use humour where it fits
An A-board with “Don’t be THAT guy - get her flowers now!” or “She says she doesn’t want anything for Valentine’s Day…trust us, she does!”

·       Think beyond your shop window
Gyms, barbers, cafés or sports clubs are full of potential Valentine’s shoppers. A cheeky poster or flyer in the right place can act as the nudge they didn’t know they needed.

3. Reassure Them They’re in Safe Hands

Trust matters, especially when someone is buying on behalf of someone they love.

Your marketing should quietly say: “You’re in the right place. We’ve got this.”

·       Show your work
Share examples of real bouquets, past Valentine’s designs and/or and your most popular styles. Seeing your work builds instant confidence.

·       Use familiarity
If someone has bought from you before, they’re far more likely to return. Gentle reminders via email, postcards or even a friendly phone call can make all the difference.

·       Be easy to find
Many Valentine’s shoppers will search things like “best florist near me” or “Valentine’s flowers [location]”. Make sure your Google Business Profile and website are up to date with clear opening hours, location and contact details.

·       Say the quiet bit out loud
Phrases like “No fuss. No stress. Just flowers she’ll love” work because they speak directly to how the buyer is feeling.

·       Let others do the talking
Reviews and testimonials that highlight how easy and stress-free the experience was are especially powerful at this time of year.

4. Price Isn’t Always the Deciding Factor

Unlike female shoppers who might compare prices, men are more likely to focus on getting the gift “right” and are more likely to choose premium options if it feels like the safest choice.

·       Clear size or price brackets help
Small / medium / large options make decision-making easier. Many will choose the middle or top option simply because it feels safer.

·       Make add-ons effortless
One-click upgrades like chocolates, wine or a handwritten card feel like thoughtful extras, not hard sells.

5. Be Ready for the Last-Minute Buyers

Let’s face it: many men are last-minute shoppers. Plan for them.

This is where thoughtful marketing for florists really comes into its own; removing friction for customers while protecting your time during busy seasons.

·       Extend opening hours where you can
Even one or two later evenings can capture a whole wave of after-work buyers.

·       Shout about convenience
Same-day delivery, click-and-collect and express options all ease anxiety.

·       Think about search behaviour
Optimising your site for phrases like “last-minute Valentine’s flowers” helps customers find you exactly when they need you.

·       Have grab-and-go options ready
Pre-made bouquets at the counter can be a lifesaver for customers walking in on 14 February.

Less Noise, More Clarity

Valentine’s Day marketing to men doesn’t need to be clever, it needs to be clear.

Small changes like clearer collections, visible pricing cues, gentle reminders and a bit of well-timed humour can make a big difference during busy moments.

Men often approach Valentine’s shopping with limited time and a strong desire to get it right. Small changes like clearer collections, visible pricing cues, gentle reminders and a bit of well-timed humour can make a big difference. And bonus: you’re not only making their lives easier but also building trust and loyalty for future purchases…did someone say Mother’s Day?