Stop Winging It: How to Price Your Floral Work for Real Profit

The Floral Hustle

In this real, unfiltered episode—recorded straight from the new farm—Jen shares a whirlwind update about life, animals, and a big pricing lesson after a client balked at a $225 tall centerpiece. She dives deep into the psychology and math of floral pricing, why “cheap” isn’t the word to use (say “value-based” instead!), and how to build confidence by pricing for profit, not panic.

If you're feeling confused or frustrated about pricing—or underpaid for your talent—this episode is a must-listen.

🔑 Key Takeaways:

• Value-based language matters: Use terms like “value-based flowers” instead of “cheap” to elevate perception.
• Clients don’t know what flowers cost—pricing transparency helps.
• Your perception of “affordable” may be completely different from your client’s.
• Stick to your formulas: Jen explains her go-to pricing method (3x markup, double hard goods, + labor percentage).
• Labor isn’t optional—price it in. Tear downs, deliveries, installations all carry cost.
• Repurposing ≠ free: If you’re moving florals post-ceremony, charge for that time.
• Expenses add up: Car maintenance, freelancers, gas, rentals—it all cuts into your bottom line.
• Confidence is cash: Knowing your worth and standing firm attracts the right clients.

📌 Pricing Formula Recap:

1. Flowers: Wholesale cost × 3 (or more depending on your market/expenses).
2. Hard Goods: Double your cost (i.e., $7 vase → $14).
3. Labor: Add 25–35% of the subtotal (or more depending on setup complexity).
4. Delivery/Setup/Tear Down: Charge based on time, staff, venue logistics, and stress level (yes, that matters!).

💡 Resources Mentioned:

• ✅ Free Pricing Guide: http://thefloralhustle.com/pricing
• 💪 Floral CEO Mastermind: http://thefloralhustle.com/mastermind