The Big Occasion Marketing Hack Most Florists Miss

For most florists, big occasions like Valentine’s Day and Mother’s Day look like this:

You plan.
You prep.
You sell beautiful flowers.
You deliver exceptional service.

And then… it’s over.

Despite stunning bouquets and happy customers, many of those orders turn out to be one-offs. Once-a-year buyers. Lovely transactions that never quite turn into relationships.

Bummer.

But there is a different way we see florists approach these big occasions. A simple mindset switch that, once you understand it, completely changes how you see marketing during key sales periods.

It’s not about selling more flowers on the day.

It’s about designing what happens next.

A Small Shift That Changes the Bigger Picture

The shift isn’t complicated, and it doesn’t require more work during your busiest weeks.

It’s this:

Treat occasions like Valentine’s Day and Mother’s Day as the start of the relationship - not the end.

These instances bring people to you because:

  • they need help with an important moment

  • time is short

  • the stakes feel high

Some are first-time buyers. Some are last-minute.

Which makes these occasions powerful. You have a chance to create trust. And in so doing, quickly earn yourself a repeat customer.

And the difference between florists who see repeat custom and those who don’t isn’t necessarily better flowers. It’s what happens during and after the sale.

During the purchase

This is often the easiest moment to get customers on your email list.

Ideas that work well:

  • “Get 10% off today when you join our email list.”

  • “Join our mailing list at checkout and receive a thank-you on this order.”

  • “Tick here if you’d like to join our newsletter and be in with the chance of winning a bouquet every month!”

You’re catching them while they’re already engaged, offering them something they can’t refuse and, once you have their email, you can nurture that relationship and drive future sales.

Where to introduce it

  • Sign up form pop-ups on key web pages

  • Sign up form banners

  • Tick box at checkout

  • In store – Tell them about your newsletter & use POS in store. Have a QR code or an iPad where they can sign up.

Your emails are algorithm free… and with easy to click links, they are a super easy way for your customers to tap and buy.

After the purchase

Thank them forward with a reason to return.

This is one of the simplest and most overlooked loyalty tactics.

Instead of just thanking customers for their Valentine’s or Mother’s Day order, thank them towards the next one with an incentive to come back and shop again (soon!).

Where this fits

  • Printed thank-you cards

  • Order confirmation emails (see below for an example)

  • Packaging inserts

What works well

  • “Here’s a xx% off towards your next bouquet.”

  • “We’d love to create flowers for you again. Spend £xx and get a free <insert offer> with your next order.”

  • “Free upgrade to a vase design on spring flowers.”

Key details that keep this premium & drive action

  • Set a time limit / expiration on the offer to get them back quickly

  • Framed as appreciation, not discounting

  • Linked to everyday gifting, not just big dates

This gently shifts you from occasion florist to go-to florist.

Your Confirmation Email

This email is almost always opened…and almost always underused.

Instead of being purely transactional, it can:

  • Reinforce your brand personality

  • Invite one clear next step (like the incentives above)

  • Keep the relationship warm

For example:

“Thanks so much for your Valentine’s order. But the love just keeps on giving! To show our appreciation for your order today, we’re giving you <insert your offer, how to redeem it, an expiration and any T&Cs>.

And there’s another reason this shouldn’t be goodbye. If you sign up to our newsletter you’ll get exclusive subscriber only offers, be entered into our monthly draw to win a bouquet and get all the floral inspiration you’ll ever need. <Add sign up link>

Why This Works (Without Feeling Pushy)

This approach works because, you not only delivered what you promised, you’ve put things in place to make it easy for customers to stay with you at a time when trust is at its highest.

Valentine’s Day and Mother’s Day bring people to you…smart marketing is what keeps them with you after the flowers have faded.

Pssst – like the idea of harder-working emails? Check out our email courses HERE

Helen Burton