The Secrets to a Profitable Flower Farming Business
How to Start a Flower Business
Starting a flower business requires planning ahead to simplify your operations once you launch your business. Consider how you wish to sell flowers online and in-person, whether you want to offer cut flowers or a U-Pick option (or both) and how you will target and connect with potential Buyers within your community. First, revisit your aspirations, and what is the motivating factor(s) to start a flower Farm. This will keep you going even when challenges arise. Determine what flowers will grow best in your region, and what conditions are required to maintain healthy and sustainable harvests for extended durations.
Choose an eCommerce platform that is specifically built for Farm products and offers capabilities to help you build a recurring base of revenue and streamline your inventory management. Consider what pricing and packaging will be most effective for your target Buyers. Are they looking for one-time-purchases (for special events and holidays), or do they desire Subscriptions to fresh flowers on an ongoing basis? Provide a range of pricing and packaging options to help move all your inventory to ensure you can sell year-round. With effective marketing, you can build loyal relationships with Buyers to command a premium. Connect in-person and online to consistently engage customers and spur more orders.
Listen: Farm Storefront Best Practices
Here are some things to consider when flower farming for profit:
1. The Foundation of a Profitable Flower Farm
Building a successful flower Farm business requires a strong foundation of product offerings, access to ideal Buyers, and a strong Farm brand. What sets your Farm apart from other alternatives at the local grocer? Be sure Buyers understand that your products are sustainably and locally grown, and you can offer a personal experience to your Buyers. At your core, this will set your business apart and help you stand out, provided you give Buyers convenient access to your products and consistently market to your target audience.
To grow a profitable flower Farm business, you must have software in place to allow Buyers to conveniently shop your products. An eCommerce platform will enable your customers to browse available offers, facilitate sales anytime, anywhere, simplify Q&A, and automate order management. eCommerce allows your Farm to streamline the process with clear product listings, price lists for various Buyer types and provide easy payment and fulfillment options.
Your website should be a landing page for Buyers to learn more about what you grow, your practices and how to contact / find your products. Link out to your store and social media platforms so potential customers can further connect with your brand. Focus on local sales, as you may lose money trying to reach a wider audience when everything you need is already within your community.
Farm fresh flowers are perishable, so concentrate on local fulfillments, for sale at local markets, available at local pick-ups or direct delivery (for a fee). Know what flowers grow best in your region, and start with those when exploring what you want to grow and sell. Once you establish a strong foundation, identify your products and your target sales channels, then you can begin to set up your store.
2. How to Package and Price your Flowers
Determine the types of Buyer you want to target for purchasing your flowers. Some Farms will focus on retail customers, and others on wholesale Buyers, while many do a mix of the two. Retail flower sales will allow your Farm to have more power in the selling process, and move different types of purchase options (single bouquets, by the stem, or Subscriptions). Retail Buyers can be accessed at local Farmers Markets, through online and in-person marketing efforts and with effective partnerships (e.g., selling bouquets at a local bakery). Consider which sales options will be most profitable for your Farm, or offer a mix of Subscriptions and single orders to please a multitude of Buyers.
When selling flowers direct to consumer, you can offer a range of purchase options to fit their many needs. You may choose to offer one-time purchases (small, medium and large bouquets), special events (baby, wedding, birthday, get well, funeral), or stem purchases, where Buyers can browse and purchase in-season flowers available on your storefront. Most Farms only sell bouquets online (one-time purchase or subscriptions), and reserve stem purchases for in-person sales only (on-Farm store or markets).
Selling direct to retail customers allows you to command a premium on smaller orders, while most wholesale orders will expect a discount on bulk purchases. For your retail items, consider offering seasonal or holiday bundles (e.g., Christmas wreaths or Mother’s Day bouquets) to help spur emotional sales for a given season, holiday or event.
For wholesale, target wedding planners, florists, restaurants and other local businesses that may consistently need a large quantity of flowers. Your wholesale Buyers will typically need bulk orders of flowers and be more consistent with ordering than retail customers. Leverage an eCommerce solution that allows you to offer different price sheets and product offerings among your Retail and Wholesale Buyers. Some Wholesale Buyers may elect to purchase bulk orders of stems and bunches to create their own bouquets and arrangements for clients, depending on their specific business needs.
3. Marketing and Selling your Flowers Online and In-Person
Online Flower Marketing
Selling flowers direct to your local community gives you the opportunity to access customers through multiple sales channels, including online and in-person avenues. Online, you can connect with local Buyers through social media, email marketing and partnerships with other local businesses within your community. Consider sharing photos and videos of your flower offerings on social media platforms.
Your followers are more likely to interact with clear, professional-looking photos (even from your phone!) that showcase your inventory offerings, daily chores and life on the Farm. Keep your social media followers and newsletter subscribers engaged with weekly posts, consistent story uploads and regular emails. Keep your profile up to date and well branded with your logo and links to your website and store to convert followers to Buyers. Hold giveaways on social media by encouraging followers to share your post and tag friends for a chance to receive a promo code or a free Farm gift. This will be a low-cost way for you to attract new Buyers within your community.
Send weekly email newsletters to your Buyer list to keep them updated with current inventory offerings, Farm events and life stories that will engage readers. With an eCommerce built for your products, you can link directly to products within your email to make it easy for your readers to shop. Barn2Door enables you to sync your Buyers into Mailchimp to easily segment Buyer types based on their purchase history, so you can effectively market to customers who may be loyal or have not purchased in a while.
In-Person Flower Marketing
In-person marketing efforts will allow you to build a personal relationship with local Buyers, let them engage with your brand and give them first-hand experience with your Farm fresh flowers. Many successful Farms invite their community onto their Farm to give them a peek into their daily chores, how their product is harvested and their sustainable practices. Many flower Farms offer a U-Pick opportunity, where visitors can pay a fee and pick flowers straight from the field to take home. This can encourage Buyers to invite other community members on the Farm as well, or serve as a great field trip opportunity.
Consider inviting community members on the Farm for a tour of your land. This can be an educational experience where potential Buyers can learn about the flower growing and harvesting process, better understand what seeds grow well in your region and the story behind your Farm business. Consider selling tickets for these tours and marketing them online and at local events, such as the Farmers Market. You may also offer flower arrangement classes on-Farm, and for a flat fee, attendees can pick flowers for their own bouquet arrangement, and learn what makes a good bouquet. At the end, encourage class attendees to share their arrangements on social media (and tag you!).
Set up Farm stands and attend Farmers Markets (if they are worthwhile for your business) to sell directly to Buyers in-person, meet other local businesses and share your brand with the local community. Ensure your booth, banners and flyers are clearly branded with your logo, QR codes for your email list sign-up, your website link, and social media handles. These will be prime places to meet other local businesses to form partnerships. For example, you can partner with a dairy to offer a bi-weekly Flower Subscription alongside their routine Milk deliveries. This will help your Farm expand your reach within your community.
Frequently Asked Questions about Flower Farming
Is flower farming profitable? Yes, flower farming can be a highly profitable business if you price your products at a premium, maintain a simple inventory, and build a loyal base Flower Subscriptions. Communicate the value of your flowers to your local Buyers, and build a personal relationship through marketing efforts to make it simple for them to spend more with your Farm. If they feel connected to your brand, and appreciate the value of your local Farm fresh Flowers, they will spend more to support you.
How do I find customers for my flower Farm? When you sell your flowers direct to consumer, focus on local marketing efforts. Attend local events, hand out flyers leading to your store, collect emails to communicate with Buyers and consistently upload to your social media platforms (and encourage others to share!). Partnerships will allow for you to reach new audiences, and you can always offer promos for every new Buyer a community member leads to your store. Offering your own events will help new customers connect with your brand.
What are the biggest challenges for starting your own flower Farm? Every flower Farm may encounter different challenges when it comes to growing flowers in their specific region. There will be much trial and error in the beginning, so you should expect struggles. However, the biggest challenge for your business is one-time-purchases. The number one goal should be repeat buyers (aka Subscriptions). Utilize eCommerce to serve Buyers anytime, anywhere, with clear inventory listings that will answer any questions customers may have. In the backend, streamlined operations will save you the headache of troubleshooting every step from planting to delivery.
Conclusion
Ensure you have a firm foundation for your flower sales by deploying eCommerce that will streamline sales, utilizing consistent marketing efforts to attract local Buyers and build up a strong base of recurring subscriptions. There are many options for local flower Farms to thrive, but it is important to stay true to your mission and choose sales avenues that best fit your vision for the Farm.
Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.