A Short Guide to Finding Gaps in the Flower Market

Weddings and events are almost back to full production, but there will always be an opportunity for growth in other markets.

  • Make a list of businesses you frequent. Write down where you get your morning coffee, your afternoon snack, and your usual dinner spot at [insert restaurant here].
  • Try out a trading system. Building community takes time, but it’s quicker with a buddy system. Start by trading goods or services with one local business.
  • Look beyond traditional marketing. The world of influencer marketing has arrived. Your IG Reels + doing a partnership with a brand you love = match made in Heaven.

So where are the gaps?

Think of your daily routine

Add a monthly subscription

If you’ve been reading along, you already know our admiration for the floral monthly subscriptions. Where do you spend your time when not at work? Starting small and reaching out to the places we most frequently visit is a great way to build relationships in the community. Over time, you not only create brand awareness but also develop partnerships with businesses you already enjoy. Picture this: you are out to eat with friends and your gorgeous little arrangement is on the table. How great is that? *Remember to put a small branded tag on each vase for memory recall.

Coffee Shops. Most shops will have plants or flowers around. Particularly during the week, these establishments are popular from morning until afternoon and generally have the space needed for small bouquets at each table. 

Restaurants. Out of the thousands of places to eat and drink in Texas, florists will be able to create standing orders with several of them. There are several ways to accomplish this, but the easiest would be to build a relationship with the restaurant owner or manager beforehand. Then, make your ask. Any excuse to eat at the restaurant, right? 

Retail/boutiques. High-end and luxury shops (think: The Domain & Highland Park Village) will be more open to recurring floral arrangements. Be mindful that your brand will be attached to that space, so choose retailers that resonate with your brand. Providing flowers for shops downtown and in neighboring cities can be beneficial in expanding your business.

Hotels/corporate events. Foot traffic may be dwindling for some, but that doesn’t mean business has slowed down. On the contrary, events have been ramping up now that people are vaccinated and restrictions have been lifted. Being in a tech hub like Austin, TX, the opportunities for florists to get ahead of corporate gatherings are growing. Most software companies are working remotely until later in 2021, but it would be wise to offer your services now for when corporate events do come back. 

Cities like New Orleans, Houston, and Dallas are showing new signs of life as restrictions are no longer in place. Corporate and destination events are slowly coming back, and we will probably see more traction starting in the new year. 

Trading system

One of our favorite things about small businesses is their natural tendencies to share and trade. Whether it’s a product or service, florists can benefit from these types of relationships by trading flower arrangements for things like haircuts and home goods. Classic pieces — like a unique vase from a nearby boutique— can be a wonderful addition for marketing purposes. 

Trading allows for more contact with other small businesses in general, which promotes future partnerships. The gradual community support will heighten everyone’s business involvement. When you use their product or service, tag them on Instagram as a thank you, and ask them to do the same. After all, if it didn’t happen on social media, did it even happen? #gramislife

Influencer partnerships

Depending on the number of followers you have, working with companies on Instagram may give you the exposure you need to book way in advance. As wholesalers, we are happy to work with you on social media. Micro-influencers are considered accounts with 10-100k followers, and nano-influencers are 0-10k. In the florist industry, a local business will likely be a nano-influencer; however, we love when local accounts go viral.

Build strong relationships with your wholesaler 

We are a quality house, meaning we prioritize early and standing orders. Just like a florist, wholesalers enjoy knowing what customers need for upcoming commissions. If you haven’t already, sign up for our newsletter to get on our pre-booking list. You can expect two emails per week with fresh-cut offerings. 

Wholesalers are the ticket into the flower farms across the ocean. Whatever you are in the market for, try contacting your sales rep first to see what kind of quality and color is available. Typically, we can find out the newest and most interesting varieties before they become popular. Another big key is making friends with the local flower growers. Usually, these farms are a smaller production than the ones in Colombia, but a little planning goes a long way. Coordinate with local farmers and remember to tag them on social media. 

“Innovation: Imagine the future and fill in the gaps.” — Brian Halligan

Miscellaneous gaps

Do you have a newsletter? Now is the perfect time to start one. Though these can be slow to grow organically, they will be worth it to you for repeat customers. MailChimp makes it easy to add birthdays to subscribers’ accounts—a neat feature for the “treat yourself” clientele. Who doesn’t want flowers on their birthday? 

Other gaps may include 

  • Sports award banquets
  • Family reunions
  • Photography sessions (engagement, maternity, senior)
  • Museum openings
  • Picnics
  • Date nights in
  • Hair salons and spa facilities
  • Gyms
  • Country clubs

…and the list goes on! Play around with your niche market, and build from there. If you want to learn more about low-cost marketing strategies for your floral business, read our blog.

We encourage you to sign up for our newsletter → here

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Kellie Sedgwick

Kellie is a writer, strategist, and marketing expert specializing in B2B industries. She enjoys making Spotify playlists, designing interiors, and scouring eBay for home finds.

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