Everyone honors their moms on Mother’s Day, but no one celebrates this holiday more than florists and floral designers! Aside from Valentine’s, Mother’s Day is the most important date on the calendar for the floral industry, with Americans expected to spend up to $2.9 billion on flowers alone this 2023. With this in mind, you are presented with a massive opportunity to increase sales by connecting with your customers through unique and creative marketing ideas.
Ready to take on this bloom-filled holiday? Here are a few marketing tips to help grow your sales and get your flower business out there just in time for Mother’s Day.
1. Update Your Website For Mother’s Day
Redesign your homepage—and make it festive!
Remind your customers that Mother’s Day is coming and that they need to stay ahead of the game by adding Mother’s Day themed banners, creative pop-up messages, and other celebratory decorative elements.
One of the best ways to help first-time visitors navigate your website is by creating a dedicated landing page for your Mother’s Day products. It will also help convert your regular visitors into Mother’s Day shoppers.
Pro Tip: Since Mother’s Day is in May, lean into the spring floral motif by using colorful pastel hues reminiscent of seasonal flowers and elongated font styles resembling stems!
2. Ramp Up Engagement On Social Media
Social media is your best friend when it comes to holiday marketing! Facebook, Instagram, and Pinterest are the particular targets for showing off your Mother’s Day bouquets and spreading your promotional content.
With this, increase engagement by using different visual assets; including static photos and videos of your stunning floral arrangements. Pair these with sentimental and joyful captions to engage your audience.
For Facebook and Instagram, using trending hashtags (such as #MothersDay) will help boost impressions and improve your products’ searchability. For Pinterest, which is focused on image sharing, creating a pinboard that displays your floral arrangements is a great way to expose potential customers to your business.
Pro Tip: Sending countdown emails is also a great way to create a sense of urgency for customers to place their flower orders with you as soon as possible! Content like, “Only 10 days left until Mother’s Day — order your flowers now!” makes a compelling call to action that is sure to drive up sales.
3. Cater To Last-Minute Shoppers
The reality is that a whopping 48% of people don’t shop for Mother’s Day until the last week or a few days leading up to the holiday. Therefore, this is the best time to kick your marketing up a notch!
For in-store customers, make it easy for them by creating an “I Forgot It’s Mother’s Day” flower bar. Set up your Mother’s Day floral arrangements near the front of your shop where last-minute shoppers can rush in, choose what they want, and pay instantly.
For online customers, help take the burden off by compiling a last-minute gift guide and creating a separate category for them on your homepage. making it easy for last-minute shoppers to browse and purchase!
Pro Tip: When preparing your gift guide, remember to target different mom personas (fitness enthusiasts, travelers, cooks) and provide floral arrangements that fit the personality type of each.
4. Collaborate With Other Local Businesses
Teaming up with other shops in your area can get your business a lot of extra exposure to customers that you don’t usually deal with. You can offer package deals and promote each other’s products!
Jewelry stores and candy shops make the ideal holiday partners — if their customers are getting chocolates or jewelry, they’ll need flowers too!
Working with local restaurants can also help boost customer engagement. Provide a free arrangement on the weeks leading up to Mother’s Day — and make sure it’s prominently displayed with your shop name.
Pro Tip: If you have the extra budget, you might want to consider some local-based digital ads, like Google Maps or Waze.
It’s going to be one of the busiest floral holidays of the year, and these tips will make sure your marketing is on point!
Need help meeting the influx of orders this Mother’s Day? Check out our vast selection of flowers here at Berkeley Florist Supply!
We have provided high-quality wholesale flowers to South Florida and other surrounding areas since 1947. With hundreds of varieties of fresh cut flowers from all over the world, we offer an array of different options for the perfect Mother’s Day arrangement. We also sell silk and dried flowers — making us your one-stop shop for cut flowers and supplies. For inquiries about opening an account with us, don’t hesitate to reach out to us on our website! Our friendly staff will be happy to cater to all your floral needs!