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Easy strategies that can enhance your profits

So, your sales and marketing plans are working like a charm and the shop has plenty of orders for bouquets and other floral arrangements to create and deliver to your customers. Now it’s time to make the most of your sales and marketing efforts...and that means optimizing your bottom line by meeting the challenges of controlling your Cost of Goods (the actual cost of the fresh flowers delivered to your shop).

Controlling Your Cost of Goods

Here are some helpful tips that can increase your profit potential on every order you process:

• As in any business, waste can result in loss of profit opportunities. With that in mind, it’s important to help assure the flowers that are delivered to your shop last as long as possible. Flowers should be prepared by using solutions specifically designed to maximize the freshness, longevity and beauty of blooms. Solutions are available from Napco ( and Chrysal (

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  • Whenever possible, and if space allows, always store flowers in the cooler.  

• Remember to rotate your stock using the first-in and first-out method. This can be a key approach in minimizing the amount of flowers that go unused and end up in the dumpster.

• Follow the recipe; do not overstuff the arrangement. In many types of floral designs, as you well know, less can indeed be more.

• When creating custom work, such as sympathy arrangements, use no more than 25% of the selling price of the arrangement for your flower cost. Example: the retail price of the arrangement is $100, therefore, spend $25 on the cost of your flowers (note: your flower cost should include what you paid for the flowers as well as the cost of transporting the flowers to your shop).

• Regarding replacements, if you have any doubts, go with your instincts and do not use flowers that may not last a long time – in other words, if they look old and tired, they are. Replacements cost you the expense of the flowers again, double cost...not to mention the re-delivery and the disappointment of the customer and the recipient, whom you’ve worked so hard to satisfy and keep happy.


By Charley Howard,

Director, World Flowers and Business Instructor, Floriology Institute