Digital Strategy BY SARAH SAMPSON MAKE YOUR WEBSITE WORK HARDER


> Your website isn’t just another branch of your business — it’s the front door, the sales floor, and the checkout counter, all rolled into one. For today’s florists, a thriving digital storefront isn’t optional — it’s essential. “Your website nowadays is your


biggest storefront,” says Travis Wilson of Breen’s Florist in Houston, Texas, where more than half of all business comes through online orders. “It’s definitely our biggest focus.” In a competitive e-commerce land-


scape, florists who actively manage their websites — and use tools to engage, inform and convert customers — are seeing the payoff. From homepage mer- chandising to live chat and transparent pricing, every digital detail matters.


E-commerce Is Booming Online shopping continues to outpace brick-and-mortar. In the fourth quarter of 2024, e-commerce sales totaled $324.8 billion — up 7.2% from the same quarter in 2023 — while overall retail sales rose just 3.2%, according to the U.S. Census Bureau. Floral businesses are feeling that same momentum.


Retailers responding to a Society of American Florists survey about Mother’s Day sales said 37% percent of their sales came from their website — more than in-store purchases. Rachel Martin, owner of Ballard


Blossom in Seattle, puts it simply: “Our website is my life. It’s the first thing I look at in the morning and the last thing I see before I go to sleep.”


Push What You Want to Sell If your homepage still looks the same as it did two weeks ago, it’s time to get hands-on. Successful florists say their homepage reflects what’s actually in the cooler — not just what’s pretty. “You, as the florist, tell the customer


what to buy,” says Kami Martin, director of membership at Flower Clique. “That’s something a lot of florists don’t realize.” Wilson visits his site four to five


times a day, changing featured products based on what’s in stock and what’s moving. Holidays, school dances, and even community events influence what gets spotlighted. Kami Martin suggests making the “best sellers” section a blend of true top sellers and items you want to


move — giving shoppers a curated mix of options across price points.


Let Your Brand Shine With so many options online, it’s critical your website instantly conveys your unique identity. “A lot of effort goes into driving people to your site,” Wilson says, “so you need to make sure they know they’re in the right place.” At Breen’s, that means clear visuals


— like the company’s logo, colors, and locations — reinforcing their brand. Flower Clique recommends using custom banner images and a robust “About Us” page to build trust and authenticity. While some florists are building


custom sites from scratch, Kami Martin urges caution: “There are plenty of great platforms already available. A lot of time and money goes into building a site, and it has to reflect the specific needs of a flower business.”


Be Upfront About Pricing Budget matters — especially for gift givers. Chris Beals, CEO of Komet Sales, says florists should offer filters by price, flower type, or size to help customers navigate easily. Just as important: Don’t surprise them with fees. Wilson uses a zip code tool on every


page so customers can instantly check delivery availability. To simplify things further, Breen’s adopted a flat delivery fee of $19.95. That model won’t work for everyone, but clarity is key. “Be trans- parent about delivery zones, times and pricing,” Kami Martin advises.


Chat Is the New Checkout After launching a live chat feature on her website, Rachel Martin saw immediate impact. “Most of the people who chat are ordering,” she says. From discount codes to custom design questions, the real-time format lets her guide custom- ers straight to checkout — or even offer products not listed online. “It’s a game changer,” she says. “We


can target customer needs faster and better and streamline everything.”


Sarah Sampson is a contributing writer for Floral Management.


40 FLORAL MANAGEMENT | July/Aug 2025 | WWW.SAFNOW.ORG


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