The main way to increase your revenue to cover costs and pay yourself is, you guessed it, raise your prices! So, I’m here to talk you through the basics of pricing for a profit in this floral pricing guide.
6 Non-Negotiables When It Comes to Floral Arrangement Prices
Flower Costs
Vase/Container Costs
Other Supplies- this covers any non-floral non-vase materials including, but not limited to, wire, tape, chicken wire, flower-frog or kenzan, ribbon, etc.
Labor/ Design Fees
Overhead- this covers all your business costs like rent, marketing, water, internet, clippers, and knives…you get my drift.
Profit- the money you use to pay yourself and re-invest in your business.
How to price flowers?
You are creating works of art that enhance the human experience. Potential clients that want to express emotions through flowers see value in that art form. This means in exchange for that value they pay you for your time and a markup on your materials.
First off, I want you to know that a margin goal for each sale is an efficient way to ensure that you price every floral design for profit.
How to price flowers for luxury events?
Custom floral designs are different than essential needs. They are custom-creations, unique works of art, each one-of-a-kind. Custom floral designs are typically purchased when there is an occasion, celebration, or emotional want in someone’s life. You must not only sell the product, the flowers themselves, but also the value they bring. It’s the experience, the service, and the emotional high that comes along with the flowers that drive the customer to pay a premium price. What do I mean by a premium price? Let me give you an example. A simple dozen roses at the grocery store retails for $25. A skilled designer who creates a custom arrangement with a dozen roses and other seasonal flowers should be charging somewhere around $125.
Your ideal customer is not looking for a quick bunch of flowers to toss in a vase. She’s looking for an experience.
Luxury floral design pricing language examples.
Solabee Flowers:
The descriptions of the beautiful designer's choice options on their website are filled with expressive phrases like “supporting the local farms that grow the fantastic blooms that make a Solabee arrangement so special” and “allow our floral designers to create something previously unimagined, especially for you.” draw the client into a luxury mindset.
How can Solabee’s customer not feel attended to after reading this? The price points seems so very reasonable for such luxe blooms designed by-hand. They are using the both concepts of pricing for profit and selling their customers on the premium features of their bespoke floral designs at the same time!
Amy McLaughlin Flowers:
This sales page draws the customer in with a promise that “each arrangement is custom designed by the owner and crafted to tell its own special story”.
Amy continues to sell her price point by describing her containers as being unique hand-crafted pieces. Then, she wraps it up neatly by assuring her customer that the “florals will exude feelings of joy and gratitude” and “will take the recipient’s breath away”. The epic sized arrangement is clearly worthy of this enticing description.
How to Sell Your Price?
So, the way to sell flowers is not by price alone, but by conveying the value, skill, and experience you put into your floral design. The emotional nature built into the reasons why people buy flowers is what drives the industry. Use that to ensure you are expressing value through your prices and make sure your customers experience a level of service above their typical purchase experience. That's how you give them an experience they will feel confident is worth the price!
Use language that Sells the Experience.
You’ll want to look at your offerings and start to use language that sells the experience of sending and receiving flowers.
So, you must use descriptive words to describe your floral design skill and level of commitment to the craft. This descriptive language grabs the customer’s attention and heightens their purchasing experience.
Photos alone cannot tell the story of a $125 dozen rose arrangement. Yes, it’s beautiful. But why should they spend $125 when they can get that $25 grocery store arrangement?
Give them a reason to buy. Tell them it’s because each bloom is hand-selected for quality and freshness. Explain that the design is composed of locally grown blooms and set into a hand-crafted ceramic vase that will delight her. That is how you sell your floral designs at prices that will allow you to pay yourself and reinvest in your business.
