The economy may be improving on paper, but many florists are experiencing a different reality at the sales counter. As consumers increasingly fall into two distinct spending groups, floral businesses must rethink how they price products, build offerings and serve customers to remain profitable. 

“The market is fragmenting,” writes Derrick Myers, PFCI, president of Crockett, Myers & Associates in the July/August issue of Floral Management. That shift, often described as the “K-shaped economy,” means affluent customers continue to prioritize quality, convenience and exceptional design, while more budget-conscious shoppers are carefully weighing every purchase. 

Myers encourages florists to develop strategies that reflect the needs of each customer segment. Premium buyers often value artistry, reliability and service over price, while value-minded customers still want beautiful arrangements — but at accessible price points. Smart product engineering, disciplined pricing and intentional customer targeting can help businesses protect margins without sacrificing perceived value. 

As economic pressures continue to shape consumer behavior, florists who understand their customers and align pricing with their target market will be better positioned for long-term success. Those who try to be everything to everyone may find it increasingly difficult to compete. 

Read “Sell Through the Divide” in the July/August issue of Floral Management to learn how to adapt your pricing strategy for today’s K-shaped economy, protect profitability across customer segments, and position your business for long-term growth. 

Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.