Customer, Customer, Where For Art Thou Customer?
Valentine’s Day can be a tricky one for florists when it comes to targeting the right customers - because they might not be your usual customers.
He may not be following you or engaged with your brand.
She may not be thinking of you as a Valentine’s solution.
So how, short of chasing them down the street, do you market to them in a way that makes them sit up and take notice of your gorgeous Valentine’s blooms?
The answer? Nothing is gained by admiring from afar. Just like Romeo and his balcony, you need to climb to where your audience is hanging out and take their breath away.
Here are five creative ways to get in front of the right people and turn them into Valentine’s Day customers.
1. Be Blatant – Trip Them Up! (Well, Not Literally)
Just like the accidental touch in the supermarket aisle, sometimes you have to stand in their way to get them to look up.
If you’re a retail florist on a busy high street, put an A-board outside with an eye-catching message. Hand out flyers to passers by, or go bold with a cheeky sandwich board sign.
You can also interrupt online. Post in local Facebook groups, use trending audio on Reels, or create content that makes potential customers pause, laugh, and take action.
2. Get Flirty – Tease Them with an Incentive
Encourage last-minute shoppers by making Valentine’s Day gifting too easy to ignore.
Target local offices and businesses by offering a discount for employees who shop with you.
Remind them of the convenience of ordering in their lunch hour - your flowers are way better than that last-minute petrol station grab on the way home.
Don’t limit yourself to your immediate business neighbours - spread the love with a well-placed offer in gyms, coffee shops, or even barbers.
3. Be Seductive – Collaborate with Businesses They Are Engaged With
If your ideal Valentine’s customer is more likely to be following a restaurant, beauty salon, wine shop, or bakery than your florist page, jump into bed with them (metaphorically, of course!).
Think about cross-promotions that could attract new customers, such as:
A giveaway for a meal for two, a luxurious breakfast in bed, or a couples’ spa treatment - with your flowers included.
Joint marketing campaigns - feature each other in email newsletters or social posts.
In-store pop-ups - could you have a small display in a local shop that attracts your ideal customers?
This type of collaboration grows both of your audiences while making Valentine's gifting effortless for potential customers.
4. Flaunt It – Show Off Your Talent
Get your flowers where your target audience is hanging out. Could you create floral displays for:
A reception desk at a local gym (because last-minute gifters are likely there).
A window display for a trendy pub, café, or boutique in exchange for them handing out flyers.
A showpiece at a barber shop—where men will be reminded they need a gift.
By placing your flowers in unexpected but high-traffic areas, you’re keeping yourself front of mind right before purchase decisions are made.
5. Be Cupid – Help Them Drop (Not-So-Subtle) Hints
They want your flowers. They know it. You know it. But does their partner?
Make it easy for customers to nudge their other half in the right direction:
A postcard they can leave lying around as a helpful reminder.
A downloadable wishlist they can email or text.
A giveaway where they have to tag the person who should be buying them flowers!
However you choose to market your Valentine’s Day flowers, the key is to go where your audience is, make it effortless for them, and have fun with it.
And remember—don’t play hard to get! 😉
First posted for the British Florist Association.