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1 Chico, Calif.
Population: 73,316
Median household income: $52,000
Touch of Class Florist
Sandra L. Molen, AIFD, AAF, PFCI, owner
Pricing strategy: 4-time markup for fresh
flowers, 3-time markup for foliages and 2.5-time markup for hard
goods. An additional "makeup charge" comprises labor and
"essentials," which include wires, picks, etc. Labor is based on
the amount of time spent on each design, accounting for a $42
hourly shop charge (70 cents per minute), rather than on a
percentage of the overall cost. For example, arranging one dozen
roses takes about 20 minutes, so the labor charge would be $14.
Easel sprays and hand-tied bouquets each have a $25 minimum
labor charge.
2 Fountain Valley, Calif.
Population: 55,857
Median household income: $61,700
The Flower Place, Inc.
Richard Seekins, AIFD, co-owner
Pricing strategy: 3-time markup for fresh product
and 2.5-time markup for hard goods, plus 20 percent for design
labor. Labor increases to 35 percent for sympathy designs and to
35 percent to 50 percent for wedding work, depending on the
mechanics involved.
3 Big Sky, Mont.
Population: 1,221
Median household income: $58,400
Big Sky Floral & Design
Jennifer Kramer, co-owner
Pricing strategy: 3-time markup for fresh product
and 2-time markup for hard goods, plus 20 percent labor on
everyday designs, 25 percent labor on sympathy designs and 30
percent labor on wedding designs, to account for additional
preparation time.
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 4
Pratt, Kan.
Population: 6,408
Median household income: $49,700
The Flower Shoppe
Lou Lynne Moss, AIFD, AAF, PFCI, owner
Pricing strategy: 3-time markup for fresh product
and 2.5-time markup for hard goods, plus 20 percent for design
labor, rounded to the closest marketable price. Labor increases
to 30 percent for more detailed wedding work. (Note: This
florist buys foliage in prepackaged bundles for greater value
and a more varied assortment than standard bunches.)
 5
Dallas, Texas
Population: 1,232,940
Median household income: $62,200
McShan Florist
Bruce McShan, owner
Pricing strategy: Each arrangement has a base
price that includes hard goods and supplies, foliages, filler
flowers and labor. All other flowers are priced by the stem, and
the total is rounded to achieve a full-dollar price. The base
price for a centerpiece is $7.50, an easel spray (including the
easel stand) is $25 and a hand-tied bouquet is $15. One dozen
roses arranged is always $75.
 6
Janesville, Wis.
Population: 62,998
Median household income: $60,300
Floral Expressions, Inc.
Brad Harnisch, AIFD, owner
Pricing strategy: 3.5-time markup for fresh product and 2-time
markup for hard goods, plus 20 percent for design labor, rounded
to the nearest dollar or half dollar. Labor increases to 30
percent for wedding work.
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 7
Chicago, Ill.
Population: 2,833,321
Median household income: $69,800
Ashland Addison Florist Co.
Bill Sheffield, owner
Pricing strategy: 2.5- to 5-time markup for fresh
product, which varies weekly to keep pricing competitive and
fair (based on product, source and time of year), plus 10
percent for design labor.
 8
New York, N.Y.
Population: 8,214,426
Median household income: $71,300
Irene Hayes Wadley & Smythe LeMoult
Dean Georges, owner
Pricing strategy: 4- to 5-time markup of all
products. For sympathy and wedding designs, a 20 percent to 30
percent charge is added for design labor, based on amount of
time spent.
 9
Radford, Va.
Population: 14,525
Median household income: $55,300
Radford City Florist, Inc.
Jeff Corbin, AIFD, AAF, PFCI, owner
Pricing strategy: 3.5-time markup for fresh
product and 2.5-time markup for hard goods, plus 20 percent for
design labor, rounded up or down to hit a good price point.
Labor increases to 35 percent for wedding work, to compensate
for consultation and planning time.
 10
Orlando, Fla.
Population: 220,186
Median household income: $54,900
In Bloom Florist
Len Morganseay,
AIFD, AAF,
Director of Floral Operations
Pricing strategy: 5-time markup on fresh product,
which covers design labor, plus 3-time markup on hard goods. For
wedding bouquets, the shop figures a 5-time markup on fresh
product, plus the price of embellishments, then adds 40 percent
to cover the presentation, including tissue and cellophane
displayed in a standard box.
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