How Customers Wish Florists Approached Valentine’s Day Marketing

Valentine’s Day can feel exclusive if it focuses only on romantic love. Many customers want to celebrate friendships, family, self-love, or other meaningful connections. Florists who understand this create a more welcoming and inclusive experience.

1. Recognize All Forms of Love

• Not every customer is celebrating a romantic partner. Inclusive messaging acknowledges friendship, family, mentorship, and self-love.

• Phrases like “Celebrate the people you love—romantically or otherwise” or “A day to honor connection and care in all its forms” resonate more widely.

2. Offer Diverse Product Options

• Customers appreciate bouquets and arrangements designed for:

  • Friends (“Galentine’s Day” bouquets)

  • Family or mentors (“Thank You Flowers”)

  • Self-gifting (“Treat Yourself” arrangements)

  • Pets (“Fur Baby Bouquets”)

• Clear labeling and marketing of these options makes it easier for all customers to find something meaningful.

3. Represent Diverse Relationships

• Customers notice and value imagery and campaigns that include same-sex couples, polyamorous groups, single parents, friends, and self-gifting.

• Sharing stories that reflect a variety of relationships helps customers feel acknowledged and included.

4. Provide Flexible Messaging

• Not everyone wants a traditional “Be Mine” or “I Love You” message.

• Customers respond well to customizable notes, such as: “Thanks for always being there”, “You make life brighter”, or “Love yourself today.”

5. Demonstrate Inclusive Communication

• Customers appreciate staff who use neutral and open-ended language when assisting them.

• Questions like “Who would you like to celebrate this Valentine’s Day?” allow all forms of love to be honored without assumptions.

6. Mind Campaign Timing and Tone

• Overly aggressive early promotions can feel overwhelming.

• Customers value softer, thoughtful messaging that encourages pre-ordering for meaningful gifts rather than last-minute romantic pressure.

7. Highlight Community Support

• Customers appreciate when florists partner with LGBTQ+ organizations, mental health initiatives, or other causes that celebrate love in broader ways.

• Seeing these partnerships signals that the brand values inclusion and social responsibility.

8. Ensure Accessibility

• Customers respond positively when promotions, websites, and in-store experiences are accessible to all, including those who are visually impaired, multilingual, or shopping online.

• Thoughtful design demonstrates care beyond the messaging itself.

Key Takeaway

From a customer perspective, Valentine’s Day marketing should go beyond romantic assumptions. Inclusive messaging, diverse products, representative imagery, flexible communication, and attention to accessibility make all customers feel seen and valued. Florists who embrace this approach foster loyalty, trust, and a sense of community.