Introduction
The difference between a struggling florist and a profitable one often comes down to one thing: a consistent, data-backed pricing formula. Guessing at prices or copying competitors leads to thin margins and burnout.
This guide breaks down the exact markup formula used by successful wedding florists.
The Core Formula
Retail Price = (Flower Cost × Flower Markup) + (Hard Goods × HG Markup) + Labor + Overhead
Flower Markup: 3x to 4x
The industry standard for fresh flowers is a 3x to 4x markup on wholesale cost.
| Florist Type | Recommended Markup |
|---|---|
| New (building reputation) | 3.0x |
| Established (consistent bookings) | 3.5x |
| Premium/Luxury market | 4.0x |
| High-risk designs (installations) | 4.0x - 4.5x |
Example: Wholesale roses at $4/stem → Retail at $12-16/stem (3x-4x)
Hard Goods Markup: 2x to 2.5x
Hard goods include vases, foam, wire, tape, ribbon, and containers.
| Item | Wholesale | Retail (2.5x) |
|---|---|---|
| Glass cylinder vase | $6 | $15 |
| Floral foam brick | $2 | $5 |
| Ribbon (per yard) | $1.50 | $3.75 |
| Wire, tape, pins | $3 | $7.50 |
Labor: Hourly Rate or Percentage
Two approaches:
Hourly Rate Method:
- Calculate your desired hourly rate ($35-75/hour depending on market)
- Track time per arrangement type
- Add labor to each item
| Arrangement | Typical Time | Labor at $50/hr |
|---|---|---|
| Bridal bouquet | 1.5-2 hours | $75-100 |
| Bridesmaid bouquet | 45-60 min | $37.50-50 |
| Boutonnière | 10-15 min | $8-12.50 |
| Low centerpiece | 30-45 min | $25-37.50 |
| Tall centerpiece | 60-90 min | $50-75 |
Percentage Method:
- Add 20% of subtotal as labor
- Simpler but less precise
Overhead: 10-20%
Overhead covers expenses that are not directly tied to one arrangement:
- Studio rent and utilities
- Vehicle costs (gas, insurance, maintenance)
- Business insurance
- Software subscriptions
- Marketing costs
- Equipment depreciation
Most florists add 10-20% of the subtotal to cover overhead.
Complete Pricing Example
Bridal Bouquet — Garden Romance Style
| Component | Calculation | Cost |
|---|---|---|
| Garden roses (8 stems × $6) | $48 × 3.5x | $168 |
| Ranunculus (6 stems × $4) | $24 × 3.5x | $84 |
| Eucalyptus (4 stems × $2) | $8 × 3.5x | $28 |
| Ribbon, tape, wire | $5 × 2.5x | $12.50 |
| Labor (1.5 hrs × $50) | — | $75 |
| Overhead (15%) | — | $55.13 |
| Retail Price | $422.63 → $425 |
Common Markup Mistakes
- Not tracking wholesale costs — You cannot markup what you do not measure
- Forgetting hard goods — Tape, foam, and containers add up
- Undercharging labor — Your time has value, including consultations and admin
- Ignoring overhead — Rent, gas, and insurance eat profit if not allocated
- Discounting to win jobs — Competing on price attracts price-shoppers
Tools for Consistent Pricing
Manual pricing with spreadsheets works but is slow and error-prone. WPro.AI automates the markup formula and generates accurate proposals in minutes. Our Flower Cost Calculator can analyze any arrangement photo and apply industry-standard markups automatically.
Conclusion
A consistent markup formula is the foundation of a profitable florist business. Use the 3-4x flower markup, 2-2.5x hard goods markup, track your labor, and allocate overhead. Your artistry deserves fair compensation.
Related: How to Price Wedding Flowers | Wholesale Flower Pricing Guide | How to Calculate Florist Labor Costs
