Retail florists heading into the 2025 holiday season face a budget-conscious consumer base with high expectations, time constraints and more gift options than ever before, according to the National Retail Federation. To compete, retailers will need sharp targeting, creative marketing and timely promotions, especially in December’s final stretch, the NRF said in a press release.
Holiday retail sales are expected to top $1 trillion for the first time, a projected 3.7% to 4.2% increase over last year, according to the NRF’s Holiday Consumer Survey, which polled 8,247 consumers Oct. 1-7. Consumers are budgeting an average of $890 for gifts and seasonal items, including $628 for gifts alone. That’s down slightly from 2024 — a sign that even as spending grows overall, shoppers are tightening budgets.
Florists felt that caution last year. A Society of American Florists survey of 2024 December holiday sales showed that 44% of retailers reported a drop in sales while 33% saw gains. Retailers cited a compressed shopping window, increased price sensitivity and fierce competition from other gift categories.
Know When — and Who — to Target
While many shoppers begin browsing before November, 60% of them don’t complete purchases until December, according to the NRF. That creates a key opportunity for retailers to capture late-season buyers, especially as budget-consciousness eases closer to Christmas.
“We found customers to be more price conscious in the beginning of the month,” Joseph Neidinger of The Secret Garden in Linwood, New Jersey, said in SAF’s survey. “The last week customers began to loosen up and spend more freely.”
Cathy Herrold of Graci’s Flowers and Gifts in Selinsgrove, Pennsylvania, noticed the same trend. “People kept saying they weren’t prepared this year because of the short time between Thanksgiving and Christmas,” she said in SAF’s survey. “We did see increased store traffic, especially the last two weeks. It was almost like panic buying.”
Consumers’ top reasons for early shopping include spreading out budgets and avoiding stress, the NRF found. With another late Thanksgiving this year, highlighting these benefits in floral promotions, such as discounts for preorders and early delivery, could appeal to practical and emotional motivations.
Families with children represent a particularly valuable demographic. These households plan to spend $743 on gifts this year, $115 more than households without children. And they are buying across the board — not just for family but also for friends, coworkers and others.
Where and How They Shop
Online remains the dominant shopping channel, used by 57% of consumers, according to the NRF survey. However, 44% plan to buy from small businesses, making local florists an attractive option if they can stand out.
The most effective marketing tools, according to SAF’s florist survey, were social media (65%), email promotions (48%) and in-store signage (21%). Florists who blended online marketing with community presence also saw results.
“Our core marketing is television promotions mixed with aggressive online advertising using multiple vehicles,” said Monty Pereira, AAF, of Watanabe Florist in Honolulu. “We did more Reels this holiday season which we’ll definitely continue.”
Beach Plum Flower Shop in Newburyport, Massachusetts, drew attention with an in-store sign that simply said: “The Bow Maker is In,” sparking curiosity and customer engagement.
Looking for more holiday help? Visit SAF’s Holiday Planning Package to discover success strategies, social and web graphics and print-ready brochures and flyers dispelling the poinsettia toxicity myth.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
