How Do I Price My Florist Services Profitably?

Nate Jones, CPCU, ARM, CLCS, AU
Sep 12
3 min read

Pricing your florist shop services isn’t just about covering costs—it’s about building a profitable, sustainable business that thrives in every season. Whether you're designing arrangements for weddings, funerals, corporate events, or retail customers, understanding how to price your floral services is key to success.

At Wexford Insurance, we specialize in helping florist businesses protect their operations with tailored insurance coverage. But before you think about insurance, let’s explore how to price your services effectively.

1. Calculate Your Cost of Goods Sold (COGS)

Your COGS includes all the materials used to create floral arrangements:

Wholesale flowers and greenery
Vases, ribbons, foam, and packaging
Seasonal specialty items

💡 Tip: Build relationships with suppliers like Flo abundance or Mayesh Wholesale Florist to get competitive rates and consistent quality.

2. Factor in Labor Costs

Floral design is a skilled craft. Labor costs should reflect:

Time spent designing and arranging
Staff wages
Setup and teardown for events

💡 Tip: For large events, consider charging hourly or offering tiered packages based on complexity.

3. Include Overhead Expenses

Your overhead includes:

Rent or lease
Utilities
Marketing and website costs
Florist Shop insurance (more on that below)

These costs should be distributed across your services to ensure you're covering your monthly expenses.

👉 Explore Contractor Back Office for Website Management and Social Media Management.

4. Add Delivery Fees

If you offer delivery, price it to cover:

Fuel and vehicle maintenance
Driver wages
Time spent on the road

💡 Tip: Use delivery management tools like Routific to optimize routes and reduce costs.

5. Research Your Market

Check what other florists in your area are charging. Look at:

Local florist websites
Online platforms like FTD or 1-800-Flowers
Social media pricing posts

💡 Tip: Position your pricing based on your unique value whether it’s eco-friendly arrangements, luxury designs, or fast delivery.

6. Set Your Profit Margin

Most florist shops aim for a 30% to 50% profit margin. For weddings and corporate events, margins may be higher due to customization and scale.

Use this formula:

Price = COGS + Labor + Overhead + Delivery + Desired Profit

7. Offer Seasonal and Package Pricing

Create seasonal promotions or bundled packages for:

Valentine’s Day
Mother’s Day
Weddings
Corporate subscriptions

💡 Tip: Packages simplify pricing and increase average order value. You can also upsell add-ons like candles, cards, or gourmet treats.

8. Review and Adjust Regularly

Pricing should evolve with your business. Review your costs and margins quarterly or after major events. Inflation, supplier changes, and customer demand all impact your pricing strategy.

Protect Your Florist Shop with Insurance

Pricing helps you grow—but insurance protects what you’ve built. At Wexford Insurance, we help florist shops find coverage tailored to their needs:

General Liability Insurance – Covers customer injuries or property damage.
Commercial Auto Insurance – Protects delivery vehicles and drivers.
Commercial Property Insurance – Safeguards your shop, inventory, and equipment.
Workers’ Compensation Insurance – Required if you have employees.
Florist Equipment Coverage – Covers coolers, tools, and design equipment.

Final Thoughts

Pricing your florist shop services is a strategic process. By understanding your costs, market, and margins, you can build a profitable business that blooms year-round. And when you're ready to protect that business, Wexford Insurance is here to help.

Contact Wexford Insurance