Pricing Strategies That Work

Pricing is one of the biggest challenges in small business and its especially difficult for florists but it is fundamental that you get your pricing right.

Too often, us florists are setting our prices based based on what others are charging or what feels reasonable. But without a clear structure behind your pricing, it’s very easy to end up busy… without actually being profitable.

If your goal is to build a sustainable business, your pricing needs to do one thing above all else: protect your profit.

Markup vs Margin (And Why It Matters)

This is where many florists go wrong.

• Markup is how much you add on top of your costs

• Margin is what you actually keep as profit

They are not the same—and confusing the two can significantly reduce your profit without you even realising. Even a small misunderstanding here can mean the difference between a profitable order and one that just breaks even.

What You Should Be Pricing In

Your pricing should always include more than just the cost of flowers.

Make sure you’re factoring in:

• Flowers and sundries

• Labour (your time counts!)

• Overheads (rent, utilities, software, etc.)

• Packaging and presentation

• A clear profit margin

If you’re only covering the cost of materials, you’re not running a business—you’re funding a hobby, and floristry can become an expensive hobby if we’re not careful.

Watch Out for These Common Traps

• Underestimating how long designs take

• Absorbing small costs (“it’s just ribbon”) that add up over time

• Discounting to secure a booking

• Copying competitor pricing especially without understanding their costs

These habits are incredibly common—but they’re also what quietly eat into your profit.

A Simple Pricing Approach

Instead of guessing, create a repeatable framework:

1. Calculate your total costs

2. Add your labour

3. Apply your markup

4. Check your final margin

Having a consistent system not only protects your profit—it also builds confidence in your pricing.

You don’t need to be the cheapest to book out your services. You need to be clear, consistent, and confident in your pricing.

Because when your pricing is structured properly, every order you take moves your business forward—instead of keeping you busy!