The other day I was thinking about what factors motivate men to buy flowers. Are they just trying to be nice guys? Do they think that flowers make the world a more beautiful place? Or is there a hidden agenda? My little brain came to the conclusion that masculine flower buying focuses around the three things that I think drive our productive beings: money, power, sex. Sometimes one, two or all three.
We love our floral art, creating beauty that adds value to the world. Awesome isn’t it? But with that art comes the reality of having sales to continue the journey. Internet floral sales rise daily and we need to keep as many of those sales as possible. One thing I’ve found to be a huge asset is YELP. Continue reading Yelp It, My Friends
Okay my friend…..I hear you about the wire service conundrum! If you’re new to the industry, you’re wondering if you should join one. If you’re a veteran, you either have a very definite distaste for these entities, have resolved yourself to accept them, or have worked the system to increase your own brand. So where does that leave us?
These companies began as an asset to the floral industry, companies that connected florists across the globe to send and receive orders by working on their own brand to be a landing spot for the general public. Sounded great and truly was in the purest sense. Continue reading Bim, Bam, Boom: Wire Service Gone….
There ain’t no doubt about it: Roses are still a huge favorite in our floral world. Centuries have proved their sustainability and I still get comments like “Will the arrangement have roses in it?”. It’s that ever lovn’ perceived visual value that gives roses their place among today’s admired flower choices. Continue reading Rose Designs For The 21st Century
Designing flowers can make you money while satisfying that artist I know is hiding somewhere in your psyche. You just need some info to keep that artist alive and well. One of the key facts about designing flowers for profit is to understand the perceived value of the design. What that means is that the flower arrangement looks so cool it doesn’t matter what the sender paid for it……they are so excited they will come back for more while knowing they will get their money’s worth. In order to make money, you have to make sure the right amount of product is placed in the arrangement without putting too much in. Continue reading The Perceived Floral Value
I started this site to help anyone who would listen how to design flowers and decor for fun AND profit. How to take something from nothing, create it into a viable design that will capture your audience (and those audiences do vary around the world) in the cheapest way possible that will turn an exceptional profit for the product, time and energy spent. Continue reading Heads Out of our Bummies…
Taking care of the awesome cut flowers you just purchased is so important for your floral design career. The better they are processed (cut, cleaned, placed in water) the longer they will last and stay beautiful for your friends or clients. It is amazing how well flowers and greens hold up in designs if they are chosen fresh with continued proper processing. Some people just don’t get it because they’re lazy and let them lay around on the counter for an hour or so. UH UH, NO NO! Be good to them, they will be good to you! Continue reading Cut Flowers Need Love
The saying “the right tool for the right job” is so true! There is no question that it’s a must to have the correct tools to create flower arrangements and all types of designs. You don’t have to spend a fortune to have quality tools, just the knowledge of how to use them properly for different design elements. Continue reading Your Tools For Floral Success
Designing flower arrangements is a wonderful career, but making money from these creations is even better. Whether you’re a home florist or brick and mortar retailer, proper mark ups are key to your financial success. I know you’re captivated by the floral artist gig, striving for kudos from your clients, friends, and peers. Throw that ego aside for a bit while we discuss this important part of your floral world.
There are different markups (the amount of times you multiply your original cost for a profit) for various types of arrangements, as well as all the items you use in the designs: fresh flowers, greens, supplies and hard goods. This post will focus on general markups for product with a later post explaining labor charges on various types of designs. Below is a general list of items and the minimum industry markups I recommend:
- FRESH FLOWERS—-cut flowers that you purchase need to have a markup of at least 3.5 times the cost of each flower. So, if you purchase sunflowers for $3.99 a 5 stem bunch (+ sales tax when you buy from your local grocery store) the retail price you charge needs to be $2.80 ($3.99 ÷5= $.80 x 3.5 = $2.80. Smart to bump it up to $3.00/stem for easy calculating. If you use the whole bunch, figure $15 for the bunch. If I get a good deal on something I will mark up 4 or 5 times if I can. “Buy low and sell high” is one of my favorite sayings!
- GREENS AND FILLER—-greens and filler (like leather leaf, lemon leaf, baby’s breath, waxflower, statice) are as important as any of the flowers in your arrangements, requiring a 2.5 time markup. These items always come in bunches…..dividing the bunches into fourths for figuring their cost is a good way to do it. If a bunch of baby’s breath costs $10.00, each section has a cost of $2.50. Get an idea of how many stems in a quarter bunch; it will vary, but don’t worry, your markup will be fine. Let’s say there is 4 stems in a quarter bunch, which is a cost of 63⊄ for each stem. Multiply this 2.5 times ($.63 x 2.5 = $1.58) and you have your proper markup per stem. You can decide if you’d like to go up to $1.75 or even $2.00 retail per stem for ease of addition. Bunches of leather leaf generally have 10 to 20 (depending on supplier) stems in each, with the cost being $4.00 to $8.00 or more per bunch. So here we go: let’s use $8.00 for our cost with 20 stems in the bunch, which makes each stem cost $.40 ea. $.40 x 2.5 = $1.00 per stem retail (what you need to charge).
- SUPPLIES AND HARD GOODS—-this includes all “non fresh” items you use to design your arrangement like fresh foam, baskets, vases, wire, pins, ribbon. This product should have a markup of 3 times the cost of the item. If a basket costs $3.50, the retail amount you should charge in your design is $10.50 (3 x $3.50 = $10.50). Charge for ribbon by the yard, cost x 3 and write it on the bolt of ribbon, even on your least expensive satin ribbons. You can divide your box of wire into 4 sections, then get an idea of what you should charge for a small group of wire.
Profit margins are so important in any business, but can really be overlooked in the floral industry. You might say “why worry about a piece of wire, its only a small thing”….the fact is, every item you use costs money and the customer needs to pay you for it. Buying smart is extremely important: the cheaper the item, the more profit you make. The less we use while making the arrangement look awesome, the more money we make and the happier everyone will be. Now, we don’t want to cheat anyone, we just want to be creative artists who have money to keep creating!