Which advertising channels influence the buyer the most

Advertising channels in the flower business work differently: some are great at attracting new customers, others help retain regular customers, and others create a brand image. It is important for a florist to understand where to invest time and money so that advertising actually brings orders. A mistake in choosing a channel can be expensive: budgets will go away, and customers will never come.

In 2025, the market has changed a lot. If 10 years ago banners, leaflets near the metro, and newspaper advertising were considered “kings”, today the main budgets are going to the digital environment. People are used to looking for inspiration and solutions online, and floristry is no exception. But offline still works - especially for local flower shops, where spontaneous purchases are important. Let's figure out which channels really influence buyers today.

Social media: a visual Sales Engine

Instagram* and TikTok have become the main showcase for florists. Here, the buyer sees not just bouquets, but the style, mood, and atmosphere of the brand. Beautiful photos and videos of compositions make you want to buy “here and now,” even without a special reason.

  Formats that work well:

• “bouquet of the day” sections, where a new assembly option is shown daily;
• “live” videos of the bouquet creation process;
• stories with quick polls and interactions.

According to Data Insight, more than 40% of flower buyers aged 20–35 learn about new stores via social media. This generation trusts visuals and emotions, and if a florist is not present on social media, he is simply “invisible” to this audience.

Word of mouth and reviews: trust comes first

A friend's recommendation still works better than any targeted advertising. When a loved one shares a positive experience, the likelihood of a purchase increases several times. That is why word of mouth is called the most powerful free promotion channel.

More than 60% of buyers trust reviews on websites and delivery aggregators (Flowwow, Yandex.Market). Moreover, for many, not only the "stars" are important, but also the photos of real bouquets left by customers.

A good practice for a florist is to actively ask satisfied customers to leave reviews and tag the store on social networks. Each such mention is a small advertisement that works better than any banner.

Search engines: fast sales "from hot demand"

SEO and contextual advertising are a tool for those who want to catch a client “here and now”. Requests “buy a bouquet with delivery”, “roses urgently”, “flowers 24/7” almost always lead to an order.

According to Wordstat, Yandex alone makes more than 1.5 million requests related to flowers every month. This means that clients are ready to buy, and all that remains is to offer them a convenient website and fast service.

What is especially important here is:

• an up-to-date website with clear navigation;
• photos that match reality;
• quick response - if the client can't get through, he will go to a competitor.

Local Advertising: A Showcase That Sells

Despite digitalization, the physical space of the store remains an important advertising tool. The window, the facade design, the bright sign - all this attracts the attention of passers-by.

In small towns, it is the spontaneous purchase "from the street" that forms a significant part of sales. In Moscow and St. Petersburg, the window plays a different role - an image one. It becomes part of the brand positioning: minimalism, brightness or exclusivity.

In fact, the window works as a "silent advertisement" 24/7. And if the store has a gray, unremarkable design, it risks remaining unnoticed even with a large flow of people.

Partnership projects: collaborations that surprise

Joint promotions with cafes, beauty salons, pastry shops or even bookstores are a targeted but effective tool. It works especially well in the premium segment, where customers value service and emotions.

For example: when ordering a cake in a pastry shop, the customer gets a discount on a bouquet, and in a beauty salon, you can add a mini-arrangement to the services. Such collaborations help expand the audience and reach new segments of customers who might not otherwise know about the store.

Conclusion

In 2025, there is no single “best” promotion channel. A successful flower business uses a combination of online and offline tools. Social media and SEO bring in new customers, word of mouth retains old ones, and local advertising increases brand awareness.

For florists, the main conclusion is simple: you can’t rely on just one channel. It’s important to test different tools, measure efficiency, and see what works in your city and for your audience. This strategy allows you to build a steady flow of orders and grow your business even in a highly competitive environment.

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