Wedding florist pricing goes wrong in one specific place: the markup covers the stems but never the labor, the shrink, or the strike. Then a $12,000 wedding nets $900 and nobody can explain why.
The four-part florist price
- Product: hard goods and stems at 3.5–5x wholesale.
- Labor: design, processing, prep — billed hourly, not absorbed.
- Logistics: delivery, install, strike, vehicle, crew.
- Profit: a deliberate margin on top, not whatever is left.
Set a real minimum
Your minimum should reflect the smallest wedding that is still worth a Saturday. In most markets that is $3,500–$6,000 for full florals. Publish it. It ends 80% of the wrong conversations before they start.
Price the install, always
- Installs: charge structure, rental, and rigging labor separately.
- Strike: a real line item, especially for late-night breakdowns.
- Shrink and substitutions: build 10–15% into product, not into hope.
If you cannot state the gross margin of your last three weddings, you are not pricing — you are guessing with flowers.
Proposals that protect the number
Quote in ranges by area (ceremony, reception, personals) instead of itemizing every stem. Itemized quotes invite line-item negotiation. See florist pricing strategy and the wedding florist business guide.
Then make the inquiries steady with floral design lead generation and a website built to rank.