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Why Decreasing Your Floral Designer's Responsibilities Boosts Your Profits

You can boost your profits by decreasing your floral designer's responsibilities to only floral design.

In a typical florist’s shop, each employee is running around, accomplishing whatever tasks they can while meeting walk-in customers, maintaining showroom presentability, taking phone calls, and designing flowers. This means a great many of these tasks will be interrupted before completion, done hastily, or not done at all.

If your shop is large enough, look into employing a “dedicated designer” who does only design work. A dedicated designer does not wait on customers or deliver arrangements but focuses their time on fulfilling arrangement orders.

A Tried and True Formula For Production Goals

To maximize your employee throughput (revenue generated per hour of the designer’s work) and your shop’s profitability, set a goal for the designer to accomplish every hour they work. Setting a challenging but attainable goal will motivate your designer to fulfill more orders in less time without compromising quality.

Try this formula as a starting point: a designer should produce four arrangements per hour at an average price of $60.00 per arrangement. A designer working at this pace will produce about $240.00 of revenue per hour and $1,92o per eight-hour workday.


If your shop has $1500 in flower sales per day and the shop is open 5 and one-half days, your weekly sales are $8,250. According to our formula, about 34.5 hours of design work are needed to produce these revenues [$8,250/$240.00 (4 arrangements x $60.00) = 34.375 hours].

The Formula is a Target, not Law

Remember, this is only a target based on a formula; you should expect everyday sales — and your designer’s productivity — to vary. Mondays, Thursdays, and Fridays are generally busier for florists, and some weeks can be busier or slower than other weeks. In addition, busy mornings followed by dead afternoons and last minute or timed deliveries can create irregularities in order flow.

These inconsistencies should even out in the end, but don’t be afraid to adjust your dedicated designer’s goals or work hours to suit your shop’s individual needs.