The art of flower arranging has stayed the same over time, but the way flowers are sold has changed a lot. With the rise of online flower delivery, more people enjoy the convenience of ordering flowers from their homes and having them delivered. While some aspects of flower delivery remain unchanged, others have become more detailed and refined. We spoke with Kevin McCarthy, President and COO of Family Flowers and a fourth-generation florist, about the best ways to handle online flower delivery. Keep reading for useful tips on creating an easy-to-navigate online menu, managing deliveries, and everything in between.

1. Organize Your Online Flower Menu for Easy Browsing

“One of the great things about our business is that customers buy flowers for others,” Kevin says. “Studies show that flowers brighten people’s day, and we love being part of that process.” Since most flower purchases are for special occasions, it’s helpful to organize your online store around these moments. Consider sorting your flowers into categories like Mother’s Day, Valentine’s Day, birthdays, and anniversaries. Family Flowers groups their offerings by occasion and flower type, such as Roses, Mixed Bouquets, and Sympathy Flowers. This setup makes it easy for customers to find what they need or discover something new. Kevin notes that shopping online allows customers to see a wider variety of options than they would in-store. “In a flower shop, customers often have a specific item in mind or choose from what’s available in the cooler. Online, they can browse everything we offer, which often leads to bigger purchases.” Online ordering also allows customers to schedule flower deliveries up to two weeks in advance, making it even more convenient for them to plan ahead.

2. Use High-Quality Photos and Creative Product Names

Making it easy for customers to find what they want is essential. Eye-catching images, unique product names, and clear descriptions can help. Tips for Online Flower Photography Kevin emphasizes the importance of natural-looking photos. “We want our customers to receive exactly what they see online,” he explains. “Authentic photos help build trust.” Some of Family Flowers’ best-selling bouquets don’t even have pictures. Their “Designer’s Choice” category lets local florists create custom arrangements, and customers trust the company enough to order without seeing an exact photo. How to Name Your Products Choosing creative product names can set your brand apart. Instead of a generic name like “One Dozen Red Roses,” try something more engaging. Family Flowers takes inspiration from people, places, and emotions, using names like “Love Love Love” for a bouquet of red roses, “Purples in Paris,” and “Erin,” named after Kevin’s mother. Handling Substitutions Since flower availability can change, focus on communicating the overall look and quality of your arrangements rather than guaranteeing specific flowers. “We always aim for bright and cheerful designs,” Kevin says, ensuring customers are happy with their bouquet even if substitutions are needed.

3. Plan Your Flower Stock Wisely

Adding online orders to your business can change how and when customers buy flowers. A service like DoorDash allows orders to be placed up to two weeks in advance or on the same day. This convenience can increase demand, especially for last-minute purchases. To stay prepared, keep best-selling flowers like red roses in stock and have enough staff available to manage orders. At Family Flowers, florists create each bouquet fresh when ordered, prioritizing arrangements based on delivery time. Kevin highlights how DoorDash helps manage same-day orders efficiently. “Dashers usually arrive within an hour, so our florists can make fresh arrangements and hand them off quickly,” he explains. “This allows us to fulfill more orders faster than using our own delivery trucks.”

4. Make Pickups Quick and Easy

Fast deliveries require an efficient pickup process. Kevin recommends clearly marking your pickup area with signs so delivery drivers can find it easily. Labeling orders with names and order numbers also prevents confusion and speeds up the process.

5. Package Your Flowers with Care

Since most orders are delivered within 45 minutes, flowers usually arrive in great condition. However, a few packaging tips can help ensure they look their best. Smart Packaging Strategies Kevin considers how flowers will be transported when designing packaging. Vases are placed in holders to keep them stable and prevent spills, while bouquets are wrapped to protect their shape. Choose Hardy Flowers for Delivery Some flowers hold up better during transport than others. Family Flowers selects varieties that can handle moderate temperature changes, ensuring they arrive fresh and beautiful. Secure Arrangements for Transport Kevin trains delivery drivers on how to safely position flower arrangements in vehicles. He often secures vases with seat belts or places them at the foot of the front seat to keep them upright. As a DoorDash flower delivery partner, you can also add specific instructions for Dashers to ensure proper handling of your arrangements.

6. Stay Available for Your Customers

Even though customers are ordering online, they may still want to speak with a person. They might have questions about an arrangement or need help with an order. A service like DoorDash allows for easy communication between customers and florists through the Order Manager App. Kevin notes that many customers first find his shop online and then call for more details. “Many people like what they see but want to customize it slightly before placing an order,” he says. Adding a personal touch can also build customer loyalty. Family Flowers includes a thank-you card with each delivery and is experimenting with QR codes that provide more information about their business and care tips for flowers. Kevin wants customers to remember that each arrangement is handmade with flowers sourced from around the world. These small details can make a big impact, helping customers feel connected to your business and confident in their purchase.