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Florists often dread summer for one big reason: it’s slow. But July can actually be a power move month — if you use it to get ahead on your holiday strategy.
"Christmas in July" isn’t just a catchy phrase. It’s your opportunity to clear out the old, fine-tune your holiday buys, and position your shop to have its best Q4 yet.
Here’s an actionable checklist to get you started and make it work for you.
Clear the Shelves — Now, Not Later
Still holding onto holiday leftovers from last year? Get rid of them — fast. That old Christmas candleholder isn’t gaining value in a box.
Mark down all dated holiday items — even by 75% if you need to. Remember: a small profit now is better than storage costs and dead shelf space later. Only save hard goods that can work for Valentine’s Day or Mother’s Day.
Top Off Your Holiday Orders (Strategically)
If your holiday buying is mostly done, use July to spot any gaps or trends you missed. If it’s not done, prioritize that now.
Reserve 20% of your budget for late-season trend items or must-haves. Don’t accept every vendor substitution — if it doesn’t match your theme, send it back. Use this time to check orders as they arrive: verify quantity, quality, and fit.
Shift Your Mindset: Earlier Is Better
Retail giants are putting out holiday merch in September — because it works. You don’t have to go full Christmas early, but you do need to get ahead.
Begin fall displays in Late July Set small holiday teaser displays in September Have the major Christmas set-up completed in October
The key is to never be late to the party. Being early keeps you top of mind.
Start a Holiday Buyer’s Journal
You can’t rely on memory and sticky notes. Keep a holiday planning journal that tracks what was ordered (and from whom), when it arrived, what sold fast and what flopped, notes on presentation, display ideas, or promo timing.
This tool will pay off year after year as you become a better buyer and trend spotter. Be sure to ask your team members for their opinions.
Use the Daily Deal Strategy
From now through December, post something every day — just don’t overdo it in one place. Instead, rotate your message across platforms:
- Monday: Facebook Halloween teaser
- Tuesday: Instagram fall florals
- Wednesday: Website banner swap
- Thursday: Email about seasonal specials
- Friday: Pinterest board update
- Saturday: Mailer or Open House invite
This keeps you visible without overwhelming your audience.
Promote Smart, Not Hard
Customers don’t need constant coupons — they need inspiration. Use fun language, beautiful photos, and themed ideas to draw them in. And remember: It’s not about “selling a sale.” It’s about “selling the season.”
It’s July. Don’t wait for the holidays to hit — lead the way.
