How to Create Consistent Momentum in Your Floral Business

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When I talk about momentum, I’m not just referring to a buzz or a fleeting burst of sales. Momentum is the steady, reliable flow of profit and progress in your business - the kind of forward movement that builds on itself, creating a cycle of growth and opportunity.

It’s about understanding exactly where your profit is coming from, how often it arrives, and then having smart strategies in place to maximise that profit, again and again. Momentum means building a business that doesn’t just survive day today, but grows stronger and more sustainable over time.

In essence, momentum is both the speed and strength of your business’s financial engine - the rhythm of sales, the consistency of customers returning, and the reinvestment that fuels your next steps. When momentum is working well, your business feels alive, vibrant, and full of potential.

I want to break down how to build that momentum step-by-step. How to bring in new customers, keep them coming back, increase what each customer spends, and then how to reinvest your profits to create even more growth.

Because momentum isn’t magic - it’s method. And once you understand the method, you can start steering your business toward lasting success.

We’re diving right on into one of the most important aspects of running a floral business in this blog: building momentum. How can we really get things going, generate profit, and set up systems that keep cash flowing steadily? It feels right to start at the very beginning - by defining what momentum really means and why it matters.

To be honest, momentum in business can be understood in two key ways. First, it’s about the rate at which profit flows into our business, how much, and how quickly that profit arrives. But there’s a second side to momentum too that’s equally as important: how we maximise and strategise that profit to fuel further growth. I think so often, we as florists love everything about floral design - the colours, the textures, the shapes - but sometimes maybe we don't spend enough time thinking about the business side. 

So, we want to ask ourselves: how do we make sure profit flows into our business consistently? And in good amounts? And how do we put strategies in place that maximise that profit, to secure ongoing growth? That’s the essence of momentum.

Building momentum is really a straightforward process with a few key steps. At its heart, it’s about knowing our customers, executing a sales strategy that secures those customers, generating profit from those sales, repeating that process either with the same customers or new ones, and then reinvesting those profits to create more profit.

Whenever we do any transaction in our business, it’s based on this cycle: knowing the customer, selling well, generating profit, repeating, and reinvesting. If we don’t have a strategy for building momentum, then growth simply won’t happen. Yet, in our education and training as florists and floral designers, the business side is often a tiny fraction of the whole. I remember when I started college, business studies made up just two per cent of the curriculum. We love the floral side, but we need to spend more time learning the business side too.

I want you to come away from this with a clear set of steps that can help you make more sales, generate more profit, and put systems in place that ensure repeats keep rolling through your business.

Of course, not every strategy will work for every business. Your target customer, the nature of your sales (whether one-off or regular), seasonality, product availability, and your goals all shape the strategy you need. What I hope is that some of the strategies I share will resonate and work well for you, and if not, you can adapt and tweak them to suit your unique business.

One important thing to remember is that there is no one-size-fits-all strategy. We want to build the right strategy that generates the right results for our particular business - whether it’s the business we have now or the business we want to build.

With that said, I want to share with you my three-step process for building momentum through a growth strategy: clarity, strategy, and consistency.

Clarity: Know Your Customer, Product, and Brand

Clarity comes first. We must identify our target customer, our ideal client with precision. If we don’t know who we’re aiming to sell to, we won’t be effective. We need to know exactly who we're doing this for. Alongside that, we create the perfect product or service fit for that customer, and we make sure our brand is aligned to attract them. Our brand, product, and target customer all need to be in harmony - that’s when everything flows.

Many business owners think they know their customers, but they haven’t really drilled down. So I urge you to get very detailed. Start by creating a customer profile or avatar. Ask yourself:

• What is their age, gender, and location?
  
• What is their occupation, income bracket, and lifestyle?
  
• Where do they shop? What brands do they identify with?
  
• How often do they buy flowers? What flowers do they love?
  
• How do they like to be communicated with - email, social media, in-store?
  

The more detailed the profile, the more you can tailor your offers and your marketing. This clarity also makes it easier to say no to customers who aren’t your ideal fit - and that’s okay too. Serving your ideal customer well is far more valuable than trying to be all things to all people.

Similarly, your product must align with your customer’s desires and expectations. If you’re targeting luxury brides, your floral designs, packaging, and brand experience should feel premium, indulgent, and beautifully crafted. If you’re selling to busy city dwellers who want quick, affordable bouquets, your product needs to be convenient, fast, and affordable.

Finally, your brand: everything from your logo to your tone of voice, your website to your social media - should all clearly reflect and appeal to your target customer. There’s no point having a high-end, elegant brand if your customer is looking for casual, fun, and affordable. Alignment here builds trust, desire, and ultimately, sales.

When you have that clarity about the customer, product, and brand - all in perfect alignment - your business flows more easily. You make more sales, and you make more profit.

Strategy: Crafting and Communicating Compelling Offers

Once you have clarity, the next step is crafting offers that will appeal to your target customers. We have many types of offers available, but I want to focus on three that are absolutely essential for every floral business, no matter the size or stage.

Attracting New Customers

Offers designed to bring in new customers are crucial. These offers need a low barrier to entry - something that makes the decision easy and quick for someone who’s never bought from you before. They’re usually time-sensitive and not available forever.

Think of common examples: a 10% discount on your first order, a free delivery for new customers, or a special introductory bouquet at a reduced price. You might have seen the familiar popup on websites offering 10% off for signing up to the mailing list - that’s classic.

It’s important to track these offers carefully. You want to make sure you’re not giving the same offer repeatedly to the same customer, which can eat into your profits. The goal here is to get people from “I like this” to “I’ll buy this” as smoothly and swiftly as possible.

Encouraging Repeat Customers

Once someone has bought from you, the next step is keeping them coming back. Repeat customers form the backbone of a sustainable business because they provide steady, predictable cash flow.

Offers here tend to be available longer - perhaps permanently on your website or displayed in-store - encouraging regular purchasing.

Examples might be a “return customer” discount, a loyalty card, or bundled offers like “buy a Valentine’s bouquet, get 10% off your Mother’s Day order.” Another example is “buy one Christmas wreath, get 50% off your centrepiece.” These offers are designed to keep people ordering from you throughout the year and to encourage bigger orders.

It’s worth thinking carefully about how you present these offers. Are they clear and obvious? Are they easy to claim? A complicated or confusing offer will kill momentum fast.

Upselling: Increasing Average Order Value

The third essential offer is the upsell - an offer that encourages customers to add something extra at the point of purchase. Upselling can massively increase your average order value, and even a small bump - say 5% - across all orders can transform your bottom line.

Upsell offers need to be low barrier and time-sensitive - they’re available only right there and then, not to be clicked back to later or shared with friends.

Examples include offering a discounted vase with a bouquet, adding a little box of chocolates with a gift, or prop hire for weddings and events offered at a reduced rate when booking. This might be lantern hire, mirror plates, or other items that can be cleaned and reused.

If you imagine your average sale is £40, and you can increase that by just 5%, that’s £2 more per order. Multiply that by hundreds (or thousands) of orders a year, and you’re talking serious additional revenue.

Communicating Your Offers Effectively

Having great offers isn’t enough if nobody knows about them or they’re hard to claim. Think carefully about the where, when, and how of communicating your offers.

Where will the offer appear? For example, upsells belong at checkout, or in a phone call conversation. Repeat offers might live on your website banner or at the checkout counter. New customer offers might be pushed through email signups or social media ads.

When will your customer see the offer? Is it a one-time popup, a weekly email, or a permanent feature?

And how easy is it for the customer to accept? Make it as simple as possible: one click to add to cart, or a quick “yes” on the phone. The easier you make it, the more people will take it.

Reinvesting Profit: Growing Momentum Further

Once your offers start bringing in profit, the next step is reinvesting those profits wisely. Without reinvestment, momentum stalls.

There are two key ways to reinvest:

Expand Your Audience
If your current offers are working, put resources into reaching more people. This might mean new marketing channels, reaching a new geographical area, improving your website, or investing in sales training.

Many florists shy away from investing in sales skills beyond the basics. But the more you invest in learning how to sell effectively, the easier it is to grow profitably.

Expanding audiences doesn’t always mean paid ads. Host events, collaborate with other businesses, run competitions, or grow your social media following with compelling content.

Enrich the Customer Experience
The second reinvestment path is to delight and enrich the customer experience. Happy customers come back and bring friends.

This might mean upgrading your customer service, sending thoughtful follow-up emails, or refining your checkout process to be smoother. Or it might be enhancing your brand experience, sending luxurious proposals for weddings, adding complimentary extras like bud vases or tea lights with orders, or improving packaging.

Encourage reviews and feedback and use that information to keep improving. A brand that truly delights customers grows organically, creating momentum without extra spending on ads.

Consistency: The Final Ingredient

Consistency is the glue that holds everything together. You can’t expect to put an offer out once and hope the business grows forever. Sales is a game, and you want to play it daily.

View income like a game. If you miss a target, it’s not failure, it’s just feedback. Adjust your approach and try again.

Repeat after me: It's Not Failure, It's Just Feedback.

Rotate your offers. Keep some available all the time, tweak others for seasonality, and introduce new ones regularly. Monitor which offers perform best and why.

Make notes, review sales numbers and customer feedback regularly. Consistency in review and adjustment is key to sustainable growth.

Final Thoughts

If you build clarity around your ideal customer and product, craft offers that attract new customers, encourage repeats, and boost order value, reinvest your profits wisely, and approach the process consistently without fear, you’ll create a system that builds real momentum.

Momentum that delivers steady sales, repeat business, and ongoing profit is a business that doesn’t just survive, but thrives.

This, I believe, is the path to building a successful floral business in today’s world.  If you'd like support implementing all of this, come and join me inside Flower Class.