Why the Florist Down the Road Isn’t Really Your Competition07 April 2025 Why the Florist Down the Road Isn’t Really Your Competition At first glance, many florists assume the other local florist in the same town is their main competitor. However, if you look more closely at how customers actually shop, especially outside regular opening hours, you’ll see that the real competition often lies elsewhere. Here’s why. When Being “Local” Isn’t Enough A shopper searching for a florist online at 7pm, for example, will often land on Google Maps results or a florist’s website. If that website does not allow them to order online straightaway, the potential sale may be lost. Physical shops can’t answer the phone if they’ve already closed (unless they divert their shop number), which means this prospective customer has nowhere to turn but back to Google or Bing if they actually want to place their order online. Sometimes a telephone number is not enough, and they might now click on: A national flower delivery service that offers same or next-day delivery. Another local florist who has a fully functioning online shop. A large corporate eCommerce site with targeted ads and automated promotions. Essentially, if your site doesn’t cater to online orders at any time of day, you risk losing a shopper who was willing and eager to buy from a local florist. How Lost Sales Harm the Local Florist Community Once a customer orders from a large corporate or national delivery service, it’s highly likely they’ll receive marketing emails, discounts, or loyalty perks urging them to order again directly. This undermines the local-shopping habit: The customer’s habit changes: Instead of searching for “florist near me” or “florist in [town name]” next time, they’ll use the established service again, even if they’d initially wanted to buy locally. The local florist loses out: Not only do you lose that single purchase, but future orders and referrals are also directed to the national competitor. Fewer orders for everyone: If local florists don’t provide an online option, more people slip into the habit of ordering from big, out-of-town services. By not selling online, you’re not only missing your own sales opportunities, but you’re also making it easier for large companies to step in and keep customers in their ecosystem. This eventually affects all local florists in the area. Why an Online Shop Benefits Everyone 24/7 Accessibility: Customers can place orders at 7pm, 11pm, or 3am. Your physical shop hours no longer limit sales. Local Loyalty is Reinforced: Giving customers the option to order from you online helps them maintain their preference for local businesses. Better Customer Service: Some florists divert calls to a mobile after hours. Combined with online ordering, it further ensures you never miss a sale. Community Growth: If more local florists sell online, more local customers stay local. Everyone benefits from keeping those orders in the community. The Bigger Picture It’s important to see that your real competitor isn’t necessarily the florist down the road. It’s the large-scale corporations capturing online shoppers who would have otherwise chosen a local florist. By embracing eCommerce, you can join forces with nearby florists in keeping customers within the community. Shoppers who want a personal connection and fresh, beautifully crafted flowers can continue supporting real florists like you, rather than drifting to faceless national services. Final Thoughts A website is more than a digital shopfront — it’s the key to sustaining and growing your business. If your customers can’t place an order easily, they will go somewhere else. That “somewhere else” will likely be a well-marketed, large-scale service that quickly draws them in for future orders as well. The local florist “down the road” isn’t your biggest threat. In fact, if they’re not selling online, they may be unintentionally encouraging shoppers to leave local retail altogether. By offering an online shop, you help keep these flower orders and the profits within your own community. That’s how all florists can unite to ensure our industry thrives, both now and in the future.