For florists, the holiday season isn’t just one event. It’s a marathon of opportunities, from Thanksgiving and Hanukkah to Christmas, New Year’s, and corporate gifting. The shops that see the most success aren’t necessarily the ones with the biggest budgets. They’re the ones with a plan.

Now is the perfect time to create a marketing strategy that keeps your business visible, organized, and profitable.

Step 1: Define Your Holiday Goals

Before sending emails or posting on social media, take a moment to determine what success looks like for your shop.

Ask yourself:

• Do you want to increase holiday sales revenue?
• Grow your customer database?
• Increase website orders?
• Sell more holiday centerpieces or gifts?
• Attract more corporate clients?

Establishing clear goals will help guide every marketing decision you make throughout the season.

Step 2: Plan Your Promotions in Advance

One of the biggest mistakes florists make is waiting until December to start marketing Christmas products.

Create a holiday calendar that outlines:

• Product launch dates
• Promotional emails
• Social media campaigns
• Customer ordering deadlines
• Staff scheduling
• Inventory ordering

Planning ahead gives you more time to market your products effectively while reducing stress once orders begin rolling in.

Step 3: Focus on Your Best-Selling Products

The holidays can make it tempting to offer everything, but sometimes less is more.

Review last year’s sales and identify:

• Top-selling centerpieces
• Best-performing gift arrangements
• Popular holiday plants
• Corporate gifting opportunities

Instead of creating dozens of new offerings, focus your efforts on the products that have already proven successful. Feature them prominently in your marketing and make them easy for customers to find.

Step 4: Get Ahead on Inventory Planning

Holiday success often comes down to preparation.

Take time now to review your needs for:

• Containers and vases
• Holiday décor
• Floral supplies
• Fresh flowers and greens
• Packaging materials
• Delivery supplies

 

Planning ahead can help reduce last-minute scrambling and give you greater flexibility when customer demand begins to increase.

Step 5: Build an Email Marketing Schedule

Email remains one of the most effective ways to drive holiday sales.

Consider sending:

• Holiday preview emails
• Early-order promotions
• Gift guide emails
• Last-chance reminders
• Corporate gifting offers
• Delivery deadline announcements

Start communicating before customers begin actively shopping. Being top of mind early can help you capture orders before competitors.

Step 6: Refresh Your Online Presence

Before the holiday rush begins, take time to review your digital storefront.

Make sure:

• Holiday products are easy to find
• Product photos are current and appealing
• Ordering information is accurate
• Delivery deadlines are clearly communicated
• Your website and social media channels are up to date

Customers are more likely to purchase when they can quickly find what they’re looking for and feel confident placing an order.

Step 7: Don’t Forget Local Marketing

Holiday marketing isn’t just digital.

Consider ways to connect with your local community, such as:

• Partnering with local businesses
• Reaching out to corporate accounts
• Participating in holiday events
• Promoting seasonal décor services
• Building relationships with event planners and venues

These connections can help generate both immediate holiday sales and long-term customer relationships.

Step 8: Prepare Your Team for Success

A strong holiday season requires more than great marketing.

Review staffing plans, delivery schedules, customer service processes, and fulfillment workflows before business picks up. Preparing your team in advance can help ensure a smoother experience for both employees and customers.

Your Holiday Success Starts Today

The holiday season rewards preparation. By establishing goals, planning promotions, securing inventory, strengthening your online presence, and streamlining operations, you’ll put your shop in a stronger position to finish the year on a high note.

The good news? You don’t have to do it alone.

From wholesale containers and supplies through Marketplace to fresh floral sourcing through Flower Exchange, along with Mercury HQ and Mercury Online technology solutions, FTD offers resources designed to help florists prepare, sell, and succeed throughout the holiday season.

Ready to Start Planning?

Contact your FTD representative to learn how Marketplace, Flower Exchange, Mercury HQ, and Mercury Online can help support your holiday strategy and position your shop for a successful season.

Discover how AI can simplify daily tasks, strengthen your marketing, and free up more time for the creative, personal work that makes your shop special.

Running a flower shop means juggling hundreds of daily decisions—from managing inventory and scheduling designers to writing social media posts and preparing for holidays.

Artificial intelligence (AI) can help lighten that load. In FTD’s AI Basics for Busy Florists webinar, Cameron Pappas of Norton’s Florist, Events & Gift Baskets in Birmingham, Alabama, shares practical ways to use AI to save time and simplify everyday business tasks.

His message? AI isn’t about replacing florists. It’s about freeing them up to be florists.

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