What promotions and discounts work in the flower business

Promotions and discounts: a tool, not just a gift to the client

Promotions and discounts are not only a way to attract new customers, but also a full-fledged marketing tool that can increase turnover, build loyalty and even create a sense of a “place of attraction” around the store. However, it is important to understand: not every discount works the same way. If a florist reduces the price “on everything and always,” the business will quickly lose profitability and devalue its own product. It is much more effective to build a system of promotions that takes into account the psychology of buyers, seasonal peaks in demand and the characteristics of a particular store. A discount in the flower business should not be perceived as a banal price reduction, but as a gesture of care, an element of a marketing strategy and part of the overall history of the brand. In this case, it will work for a long-term result, and not just for a one-time sale.

Seasonal discounts and holiday promotions

On March 8, February 14 or September 1, sales skyrocket. Promotions on these days are not always associated with big discounts:

• they give away a free card or packaging;
• they make a "combo" (bouquet + chocolate, bouquet + toy);
• they offer a discount on pre-order.

Important: on holidays, people buy not because of the low price, but for the sake of convenience and availability.

Loyalty programs

Regular customers are the golden asset of the floristry business. For them, the following are available:

• accumulative cards or bonus applications;
• "every 5th bouquet is free";
• personal discounts for the client's birthday.

Such promotions create a sense of individual approach and increase loyalty.

Flash sales

Short-term promotions “only today” or “until the end of the evening” are great for stimulating spontaneous purchases. This is especially true for flowers with a limited shelf life.

Example: “Today — 20% discount on all tulips after 19:00.”

Free shipping

Free delivery is one of the most powerful tools for attracting customers, especially when ordering online. Very often, customers choose a store not only by the price of the bouquet, but also by the cost of delivery.

Various options work well:

• free delivery from a certain order amount;
• "free for an hour within a radius of 3 km";
• as a bonus for regular customers.

Sometimes this option becomes the deciding factor: a person is ready to pay a little more for the bouquet itself, but does not want to spend extra money on delivery. For florists, this is not an expense, but a marketing tool that helps increase the average bill and retain the client.

Subscription for flowers

A trend of recent years. The client pays a fixed amount and receives bouquets regularly - every week or once a month.

• Convenient for corporate clients (offices, restaurants).
• Forms long-term relationships and a stable income for the florist.
• Often, a subscription comes with a 10-20% discount compared to a one-time purchase.

Partner promotions

Joint projects with confectioneries, beauty salons, coffee shops:

• "When buying a bouquet - a discount on a cake."
• "A certificate to a salon when ordering from 5,000 ₽."

Mini-promotions for engagement

• "We'll add a free sprig of eucalyptus to every bouquet of the week."
• "We'll give a little surprise to the first customer of the day."

Conclusion

Personalized offers and promotions related to emotions work best in the flower business: discounts for holidays, birthday bonuses, subscriptions and free delivery. Such formats not only stimulate sales, but also create a feeling of care and attention to each client.

It is important to remember: a promotion is not just “minus a percent from the price”. It is part of the brand’s history, a way to evoke emotion and make the buyer come back again. It is the combination of seasonal offers, loyalty programs and personal bonuses that allows the flower business to grow and retain the trust of customers.

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