03/17/2026
The floral industry is often seen as very seasonal. 🌸
Most sales happen during a few major holidays. But that also means there are many moments during the year that florists can still activate.
1. Most sales happen during only a few holidays 📅
More than 80% of holiday flower sales happen during just three holidays:
Valentine’s Day
Mother’s Day
Christmas
That leaves many other celebrations with untapped potential.
Source: https://lnkd.in/exeke_xm
2. When the exact flower isn't available, details matter 🎀
For some holidays, demand for certain colors increases and availability can become limited. That’s where hard goods and packaging can help communicate the occasion. A sleeve, ribbon, or small color accent can instantly signal the holiday, even when the exact flower color isn’t available.
3. Know your local market 🌎
Some celebrations are stronger in certain cities or communities. For example, holidays like Chinese New Year are widely celebrated in places with large Asian communities such as Los Angeles, San Francisco, and New York.
Understanding your local market can help florists spot opportunities others might miss.
4. Showing up when others don’t 👀
Everyone sells flowers for Valentine’s Day or Mother’s Day. But when a florist shows up for smaller holidays, customers notice. Sometimes those moments are what build customer loyalty. People remember where they found flowers when no one else had them.
5. Merchandising makes it visible 🛍️
For minor holidays, customers often aren’t planning to buy flowers. But strong merchandising can change that. According to retail studies, visual displays can influence up to 70% of purchasing decisions in-store.
Tip for florists:
Create small themed displays
Offer ready-to-go bouquets
Use simple holiday signage
Visibility helps turn a small holiday into a purchase moment.
6. Plan partnerships and collaborations 🤝
Partner with brands and designers where you can support each other and help give your product visibility during specific seasons. Collaborations can help expand your audience and create new floral occasions.
7. Diversity brings more floral moments 🌍
Flower consumption continues to grow as markets become more culturally diverse and new traditions become more visible. That also means more celebrations happening throughout the year.
The lesson is simple:
Even if a celebration isn’t part of your culture, don’t overlook it. It might be important to your customers, and a great moment for flowers to be part of the celebration.
Minor holidays may not create the same spikes as Valentine’s Day or Mother’s Day.
But together, they create more selling moments and more ways to connect with customers throughout the year. In a seasonal industry, these smaller celebrations help keep flowers moving between the big peaks.
So the real question is:
What minor holiday in your market are you still overlooking?
