How Florists Can Flourish on Colour Friday

In the world of floristry, the pressure to compete with larger retailers and big brands during Black Friday can feel like navigating a thorny garden. But here's the twist: Colour Friday! And an approach to marketing that isn't about slashing prices; it's about celebrating the vibrant uniqueness of small, independent, and local businesses.

Championed by small business ambassador, Holly Tucker, Colour Friday is the antithesis to Black Friday, standing up for small businesses and the colour they bring to the UK.  As a florist, you have the opportunity to bloom brightly in your community by celebrating all your uniqueness and talent. So here are seven ways to market your floral fabulousness and differentiate yourself from the big boys!

Celebrating Being Different

Embrace the freedom to let your marketing bloom without the constraints of big brand guidelines. Infuse your content with personality, quirkiness, and individuality. Engage your audience by making marketing a fun and inclusive experience. Get your team involved, share behind-the-scenes stories, and let your business's distinct charm shine through.

Things to try: Fun reels with trending audio, stories showing behind the scenes, quirky sidenotes on your web copy or humorous signage designed to get a reaction.

Focus on High-Quality Customer Service

As a small, independent florist, your relationship with customers can be deeper and more personal than larger companies. Maximize on this strength by offering high-quality customer service. Ensure your customers not only receive beautiful blooms but also feel a genuine connection to your business. A positive, personalised experience is a significant factor in deciding where to shop.

Things to try: Loyalty cards, reward vouchers, extra touches and flourishes, personalised emails, thank you notes.

Shout About Your Passion

Your drive for success, innovation, and profound knowledge of your craft is what can set you apart from more faceless organisations. Clearly define and proudly showcase your values, ethics, and passion in your marketing. Consumers are increasingly drawn to businesses with a genuine and authentic story to tell.

Things to try: Thought-provoking POS, charity donations or fund-raising initiatives, talk to camera, host LIVES, collaborate with like-minded businesses, a compelling about us and backstory, a #meetthemaker social post

Offer Sustainable Choices

In a world where eco-conscious choices are gaining momentum, your commitment to sustainability is an easy win. Highlight your eco-friendly practices and showcase how your floral arrangements provide an environmentally conscious alternative during a season marked by excess. This is where small businesses can outshine larger competitors struggling to prove their green credentials.

Things to try: highlight innovative packaging such as beetroot paper stationery, biodegradable water bubbles or recyclable wrap, create a branded recyclable stamp to add to gift bags or message cards, tag products that are an eco-choice on your website or in your shop

 Leverage Your Roots

While big businesses strive to create a personal connection, your local roots run deep. Use the power of your connection to the local community. They want to see you succeed, keeping their high street vibrant and buzzing, so remind them frequently to vote with their money! You can also use your local knowledge to tailor your offerings to the uniqueness of your locality.

Things to try: Local events such as winter fairs and light switch-ons, business neighbour collaborations for giveaways or late night shopping events, lonely bouquets or stems, flyers in local businesses, sponsorship of local teams, clubs or societies, dress local statues or landmarks.

Share Kind Words

Let the positive experiences of your customers bloom in your marketing. Share testimonials and reviews on your website and social media platforms. Purchasers are highly influenced by the positive experiences of others, especially when it comes to gifting. Make sure the world knows about the joy your blooms bring.

Things to try: Scrolling testimonials on website, #TestimonialTuesday, Google reviews, share user generated content in Stories, highlight customer favourites on your website, ask your recent customers to share a few kind words on Colour Friday!

 Home in on Your Niche

Define your niche and target your ideal customer. Big businesses have to appeal to broad demographics, but you have the opportunity to reach specific audiences more effectively. Identify your unique selling points and tailor your marketing to resonate with those who are most likely to appreciate your floral artistry.

Things to try: The Queen Bee’s Own Your Marketing course! Not only helping you to identify who your ideal customer is, but how to market to them with bloomin’ confidence! Read more here.

Wishing you a Colour Friday filled with blooming success and vibrant growth.