As florists, crafting beauty with flowers comes naturally – but keeping up with the ever-changing world of marketing? That’s a whole other bouquet! That’s why we turned to our Industry Partners, Queen Bee, for their expert insights as we gear up for the next big event on the calendar…
Valentine’s Day is fast approaching, and for florists, it’s the next big opportunity to drive sales after the Christmas rush. While men aren’t your only buyers at this time of year, they are traditionally a significant customer base. But marketing to this audience requires a slightly different approach to make buying flowers as easy and appealing as possible.
Why? Men aren’t always following your social media accounts or subscribing to your email newsletters. This means their usual go-to marketing methods may not reach them as effectively. So instead of doubling down on approaches that might miss the mark, it’s time to understand how men shop and tailor your strategy to make it easy, quick, and convenient for them to buy from you.
Of course, shopping habits aren’t one-size-fits-all and it’s important to avoid falling into stereotypes. These tips aim to spark fresh ideas for reaching a wider audience this Valentine’s Day, helping you think outside the box when it comes to attracting and converting potential buyers.
1. Simplify the Buying Journey
Men are less likely to browse and more likely to seek out fast, efficient solutions. They’re operating on a “must-have” basis, prioritising ease over exploration.
- Offer Ready-Made Packages: Create clear options, like “The Romantic Bundle” or “The Ultimate Valentine’s Gift” with a bouquet, card, and chocolates. Bonus points if you include a vase for an extra luxe touch.
- Show, Don’t Tell: Use visuals online or create real-life examples in-store to display your options. Men need to see what they’re buying, and clear displays can help them make confident decisions.
- Streamline the Process: Use QR codes to link directly to purchase pages and create a dedicated Valentine’s page on your website that makes ordering fast and hassle-free. Fewer steps mean fewer chances for them to abandon their mission.
- Don’t Bamboozle: Avoid overcomplicating things with technical flower names or elaborate colour palettes. Many men don’t want to feel conspicuous or put on the spot. Empower them by keeping collections simple and offering a “florist’s choice” design that ensures they can’t go wrong.
2. Tap Into Their Sense of Humour
Humour can be a great way to connect with male buyers. Use playful language in your marketing to grab their attention and add a bit of levity to what can feel like a stressful task.
- POS That Stands Out: Put up an A-board outside your shop with a line like, “Don’t be THAT guy – get her flowers now!” or “She says she doesn’t want anything for Valentine’s Day…trust us, she does!”
- Collaborate Locally: Partner with gyms, barbers, or sports clubs to display products, cheeky posters or flyers that practically trip men up with a reminder to buy their Valentine’s gift.
3. Build Trust with Clarity and Reliability
Trust is key for male shoppers. They want to feel confident that their purchase will impress. .
- Showcase Example Bouquets: Whether online or in-store, showcase your talent and reassure customers about the quality of what they’re buying.
- Follow Up: If a male customer has shopped with you before, they’re more likely to return. Use marketing opt-ins to your advantage – send them a reminder email, postcard, or even make a friendly phone call to prompt them.
- Keep Your Online Presence Sharp: Men will search for “best florist near me” or “florist in [location],” so make sure your Google Business Profile is up to date with accurate location, opening hours, and contact details. Optimise your profile and your website with these and similar SEO terms to give your business the best chance of being found.
- Guarantee Simplicity: Highlight your reliability with language like, “No fuss. No stress. Just flowers she’ll love.”
- Share testimonials: Highlight reviews from happy customers to showcase your reliability and quality. Choose testimonials that emphasise how easy, stress-free, and rewarding the experience of buying from you was as this will resonate strongly with time-conscious buyers looking for reassurance.
4. Leverage Their Less Price-Sensitive Tendencies
Unlike female shoppers who might compare prices, men are more likely to focus on getting the gift “right” and are more likely to choose premium options if it feels like the safest choice.
- Price Brackets Work: Show clear options for small, medium, and large bouquets, emphasising what they’re getting at each level. Many will automatically choose the larger size to ensure impact.
- Encourage Upsells: Make it easy to add on chocolates, wine, or a handwritten card with just one click or a quick upsell in store. Job done!
5. Make It Easy to Buy Last-Minute
Let’s face it: many men are last-minute shoppers. Cater to their habits with thoughtful solutions.
- Late-Night Hours: Stay open later on the days leading up to Valentine’s Day, ensuring they can stop by after work.
- Express Options: Promote same-day delivery or easy pickup to ease their worries.
- Prepping Keywords: Optimise your website with terms like “last-minute Valentine’s gifts” so your business pops up in searches right when they need you most.
- Pre-Packaged Gifts: Have grab-and-go options ready at the counter for those rushing in on February 14th.
Why This Works
Valentine’s Day is all about making customers feel good—not just the recipients of your bouquets, but the buyers, too. Men often approach Valentine’s shopping with limited time and a strong desire to get it right. By offering simple, streamlined solutions, highlighting your reliability, talent and even injecting a bit of humour, you’re not only making their lives easier but also building trust and loyalty for future purchases.
