Nothing damages a florist’s reputation faster than flowers that wilt too soon. When a customer says, “The arrangement only lasted a couple of days,” it’s rarely said directly to the shop. More often, they simply don’t return — and they tell others about the bad experience. Preventing that scenario comes down to two critical areas: conditioning flowers properly and keeping your shop environment spotless.
By building good habits around freshness and cleanliness, you not only protect your product but also reassure customers that their purchase will bring joy for days to come.
Freshness begins the moment flowers arrive. When flowers arrive at your shop, they should be put in the refrigerator immediately until they are processed. Roses, for example, should be conditioned immediately. Prepare clean buckets first, cut the stems, and place them in cold water with the proper solution. Remove only the leaves that would fall below the solution level, keeping as much foliage as possible to support hydration. Guard petals should remain unless blemished.
Other flowers require special handling. Gerberas, popular in fall tones of orange, yellow, and burgundy, are notoriously prone to drooping if not treated correctly. Their hairy stems harbor bacteria, and their stems can clog easily, cutting off the solution supply. Using special flower food designed for Gerberas helps prevent drooping heads.
This principle of care and handling applies across all varieties: cut stems properly, use the right hydration solutions, and always handle product with speed and care.
Even perfectly conditioned flowers will fail if your shop isn’t clean. Bacteria thrive in buckets, on tools, and in cooler environments if not managed.
Buckets should be scrubbed with a horticulture detergent. Coolers should be thoroughly cleaned at least once a month using the same horticultural detergent and disinfectant, paying attention to drip pans and mechanical parts.
Design areas should be cleaned throughout the day, not just at opening and closing. Keep a ready-to-use floral cleaner in spray bottles within easy reach. Wipe down tables, clippers, and counters after large orders or events. Sweeping alone won’t suffice — bacteria are spread by residue, not just debris.
Managing the temperature and humidity of your coolers is paramount for the longevity of flowers. The proper storage temperature for most flowers is 34–38°F with a relative humidity of 75-85%. Tropical flowers and orchids should be stored at 55-60°F. Have two thermometers in each cooler to check temperatures at an easy glance.
Avoid using misters or foggers in coolers, as they create excess humidity that encourages bacterial and mold growth.
A clean shop and long-lasting flowers don’t just protect your product — they build trust. Customers may not notice spotless buckets or sterilized tools, but they notice when their arrangement lasts a week instead of three days. Those extra days of beauty often become the reason they return and recommend your shop.
By contrast, even one negative experience can quietly undermine years of loyalty. Most unhappy customers won’t complain; they’ll just disappear. The preventative effort of daily cleaning and proper conditioning is far less costly than losing repeat business.
The best way to ensure cleanliness and freshness isn’t to add more chores but to make these practices automatic. Educate and train your staff to:
With repetition, these actions become second nature. Over time, they save hours of rework and protect thousands of dollars in potential lost sales.
Sending out flowers that last longer than expected is one of the best customer retention strategies a florist can have. Clean habits and proper flower conditioning aren’t glamorous, but they ensure your designs represent your shop at its best. By investing in freshness and cleanliness, you invest directly in your reputation and long-term success.