· 8 min
Most florist customers buy twice a year — Valentine's Day and Mother's Day — and nothing in between. A loyalty programme can change that. Here is how.
Ask any florist and they will tell you the same thing: two weeks before Valentine's Day and two weeks before Mother's Day, the shop is overwhelmed. Every other month, footfall is quiet. A loyalty programme does not eliminate seasonal peaks — but it can turn those peak-season customers into regulars who visit all year.
The Seasonal Buying Problem for Florists
The challenge is not that seasonal customers are disloyal — it is that they have no visible reason to think of a florist outside of gifting occasions. A loyalty programme gives them a reason: unspent points, progress toward a reward, and a gentle reminder at the right moment.
Why Standard Loyalty Programmes Need Tweaking for Florists
A café loyalty card works because customers visit weekly. A florist needs to bridge gaps of months. This means the reward cycle must be adjusted: a programme that requires 10 visits to earn a reward will never activate a customer who visits twice a year. Consider a points-based system where a single large purchase can earn meaningful progress.
Specific Strategies for Florists
Bonus Points on Non-Peak Dates
Offer double or triple points for purchases made outside the two main gifting periods. A customer who buys flowers in July — perhaps for a dinner party or simply to brighten the house — should be visibly rewarded for that off-peak loyalty.
Birthday Flower Reminders
When a member joins, collect their birthday and the birthdays of their immediate family. Send an automated reminder 10 days before each date: 'Your partner's birthday is next week — we have your favourite arrangement ready to order.' This turns passive customers into repeat buyers.
Corporate Account Loyalty
Local businesses — restaurants, estate agents, funeral homes — order flowers regularly. A dedicated loyalty tier for business accounts, with volume bonuses and priority ordering, can convert occasional corporate buyers into anchor accounts.
In-Store QR Placement for Florists
Place your loyalty QR code on the wrapping counter, on the card display stand, and at the payment till. A customer choosing a message card is already in a purchasing mindset — they are receptive to a programme offer at that moment.
The funeral and sympathy arrangement customer requires sensitivity. Never send automated 'you have unused points' reminders within three weeks of such a purchase. Set a suppression rule in your programme for these transaction types.
3× more annual visits from loyalty programme members vs non-members in seasonal retail businesses — operator data
Frequently Asked Questions
How do I track purchases when customers pay anonymously?
You cannot retroactively add points for anonymous purchases. The programme only works for members. Focus on converting first-time buyers during checkout — a brief mention and QR code scan takes under 30 seconds and captures the majority of willing joiners.
How do I handle the surge in sign-ups during seasonal peaks?
Use peak season sign-ups as a feature, not a problem. Offer a limited-time welcome bonus: 'Join this Valentine's week and get 20% extra points on your first purchase.' Capture email and phone at sign-up to re-engage after the peak passes.
Turn seasonal florist customers into year-round regulars — start free