In today's competitive retail landscape, florists are constantly searching for ways to create steady income streams and build lasting customer relationships. Floral subscription programs offer a powerful solution. If you've tried subscription models in the past without success or are considering implementing one for the first time, this guide will walk you through four proven approaches that can be tailored to your shop's unique strengths.

Why Subscription Programs Work

● Predictable cash flow: Receive payment upfront for services delivered over time, or lock in dependable monthly income

● Reduced waste: Plan your purchasing with confidence, knowing exactly what you'll need

● Consistent staffing needs: Schedule your team more effectively with regular fulfillment days

● Customer retention: Create ongoing relationships instead of one-time transactions

● Higher annual spend: Subscription customers typically spend 3-4 times more annually than non-subscription customers

● Marketing opportunities: Each delivery becomes a social media moment and a chance for referrals

Subscription Pathways

1. Single Variety Subscriptions

The Concept: A "flower of the month" club featuring one gorgeous variety of seasonal blooms.

Why It Works: This model offers the highest profit margins and lowest labor costs of all subscription types. By focusing on a single variety, you can negotiate box pricing with your wholesaler and dramatically reduce design time.

How to Implement:
● Plan your flower varieties for the entire year, focusing on seasonal availability and durability
● Offer three price points: single bunch, double bunch, or triple bunch
● Include a complimentary vase such as the Haven when customers sign up
● For a premium option, offer an add-on where your designer arranges the stems with complementary greenery or filler flowers

Pro Tip: Average out your costs across the year to maintain consistent pricing that's easier for customers to commit to.

2. Mixed Florals Subscriptions

The Concept: A varied bouquet of 3-5 flower types and greens delivered (or picked up from your store-front) on a regular schedule. This could be monthly, bi-monthly, or implement a quarterly option that celebrates the changing of the seasons.

Why It Works: Customers love variety, and this model allows you to leverage pre-made mixed bouquets from wholesalers while adding your shop's unique touch.

How to Implement:
● Source pre-wrapped mixed bouquets or mixed boxes from your wholesaler at volume pricing
● Upgrade the wrapping to match your store branding or “chop and drop” into a Haven vase
● Maintain consistency by giving every subscriber identical flowers each month
● Offer the subscription with or without a vase (at different price points)
● Photograph each month's bouquet for marketing next year's subscriptions
● Display one bouquet in your cooler with signage explaining the program

Pro Tip: Partner with a local radio station to give away a "birthday bouquet" each month for free publicity and subscription awareness.

3. Custom Florals Subscriptions

The Concept: Unique designs created for specific dates throughout the year featuring the recipient's preferred colors or flower types.

Why It Works: This model helps customers pre-plan their entire year of gift-giving, ensuring they never miss an important occasion while providing your shop with advance orders and payments.

How to Implement:
● Create a simple form where customers can note important dates, color preferences, and recipient information
● Call a few days before delivery to confirm details and card messages (this often leads to add-on sales!)
● Use the Haven vase as your signature vessel, creating a cohesive look across all gift occasions. You could pick up the previous empty vase when you deliver the next one, continually cycling both vases and highlighting sustainability.
 ● Optional: Offer discounts for customers who pre-pay for an entire year of occasions

Pro Tip: Launch this program in December or January when customers are thinking about the year ahead and may be looking for a holiday gift for partners, parents or grandparents.

4. Vase Refill Program*

The Concept: A premium initial design with multiple included " free refills" over a set period.

Why It Works: This model creates regular return visits to your shop (leading to additional purchases) while offering tremendous perceived value to customers.

How to Implement:
● Sell a design in the Haven vase at a premium price (e.g., $250 for an arrangement that would typically cost $65)
● Include 6-8 “free” weekly or bi-monthly refills within a specific timeframe (e.g., February 14th through April 14th)
● Balance premium blooms with cost-effective flowers throughout the refill period. The upfront price of the initial design should cover the refills. Not every customer will refill every week.
 ● Create a special display area in your cooler or in-store that highlights the value of this program.

Pro Tip: Offer in-store specials or value-add bonuses that only apply to program participants to encourage them to shop every time they come in for a refill, and set a specific number of available spots in the program to create urgency.

*Shoutout to Holly Haveman from Kennedy's Flowers and Gifts in Grand Rapids Michigan for this program!

Subscription Pathways

The terms you use matter when promoting these programs. While they function as subscriptions, that word can sometimes feel like a commitment that makes customers hesitate. Customers are often watching their finances and looking to trim “subscriptions” they aren’t using; there’s even companies and apps that help them do just that. If the word “subscription” seems to be a barrier to purchase, think about using an alternative name:

● Flower of the Month Club
● Bloom Club
● Petal Pass
● Seasonal Flower Service
● Vase Refill Program

Here are additional marketing strategies to launch your program:

1. Create an in-store display showcasing the Haven vase with example arrangements from each subscription type. Dedicate one shelf in your display cooler or create permanent botanical designs that can be showcased all year.

2. Train all staff to suggest subscriptions for appropriate purchases (e.g., "Did you know you could receive flowers like these every month?")

3. Offer a first-month trial at a reduced rate to overcome initial hesitation

4. Develop gift certificates specifically for your subscription programs

5. Feature subscribers' arrangements on social media (with permission) to create FOMO (fear of missing out) amongst your social media followers.

 6. Partner with local businesses for corporate subscriptions to reception areas and offices. Be sure to include your business card!

Remember that your recipients are your next best customer. When delivering a subscription gift, be sure to include FloraLife Flower Food and some basic care tips to help them get the most life and value from their flowers. You may also consider including a small coupon or online discount code at either the start or end of their subscription to encourage recipients to interact with your shop in other ways.

Start Small, Scale Successfully

If you're new to subscription programs, start with just one model that best aligns with your shop's strengths, brand, and customer base. Perfect your processes before expanding. Track your results carefully, noting which flowers perform best, which price points sell most easily, and which customers tend to renew.

Your floral subscription program can become the cornerstone of a more profitable, sustainable business model. The Haven vase from Oasis provides the perfect foundation for this recurring revenue opportunity—beautiful enough to showcase your designs and practical enough to make your operation more efficient.

Ready to revolutionize your shop's revenue stream? Start a subscription program and watch as one-time customers transform into loyal, year-round patrons.