With Christmas just around the corner and Valentine's Day not far behind, there's some encouraging news for Australian florists and flower growers selling directly to the public.
According to Shopify's 2026 Global Holiday Retail Report, Australian shoppers are becoming more selective about where they spend their money. And while price certainly matters, it's not always the deciding factor.
The research found that 57% of Australian consumers associate good value with getting better quality than expected for the price, while 54% say they're choosing independent or niche brands more often than last year.
Even more interestingly, 85% of Australian shoppers would rather wait for the right product than settle for the easiest option, compared with 79% globally.
That's something worth thinking about when planning your Christmas flower sales and Valentine's Day offerings.
As a florist, you're offering more than just a bunch of flowers. Your creativity, design skills, beautiful combinations of colour and texture, and the personal service you provide are all part of what makes your flower business special.
And for flower growers selling directly to customers, there's another opportunity. Locally grown, seasonal flowers, interesting varieties and the story behind where those flowers come from can make your products stand out. Sometimes it's the unusual, the unexpected or the connection to the person who grew the flowers that makes them worth choosing.
But here's the thing. Are you making it easy for customers to see what makes your flowers different?
How Customers Find Your Flower Business Is Changing
The report also highlights a shift in how people research and compare purchases.
Some 62% of Australian consumers expect to use AI for at least one holiday shopping task, compared with 65% globally. Younger shoppers are particularly interested in using AI tools to discover products and compare options.
That doesn't mean everyone is suddenly ordering flowers through ChatGPT, but it does mean having a clear, informative and up-to-date online presence matters.
Whether you run a retail flower shop, an online florist business or sell flowers directly from your farm, your website needs to do more than simply look beautiful. It should help customers understand what you offer, how much it costs and why they should choose you.
Getting Your Flower Business Ready for Christmas and Valentine's Day
Before the busy season arrives, here are a few simple things worth checking on your flower business website.
Show what makes your flowers special. Use current, beautiful photographs and descriptions that reflect your floral design style, seasonal availability or locally grown products.
Make pricing and ordering easy. Whether you're selling bouquets, arrangements or flowers straight from the farm, customers should be able to find prices, ordering information and delivery or collection options without too much effort.
Keep your customer reviews up to date. Genuine reviews help build confidence and show potential customers what others appreciate about your flower business.
Make sure people can find you. Keep your website and Google Business Profile updated with the flowers you sell, your location and the areas you service.
These simple steps can also help search engines and AI tools find and understand your business, making it easier for potential customers to discover your flowers when researching their options online.
As we head towards two of the busiest selling periods in the Australian floristry calendar, perhaps it's worth spending a little time looking at your business through a customer's eyes.
You don't necessarily need to be the cheapest flower shop in town. You need to show customers what makes your flowers worth choosing.
Source: Shopify 2026 Global Holiday Retail Report. Research conducted by Sapio Research in July and August 2026, including 2,000 Australian consumers and 500 Australian businesses. These findings reflect general retail shopping behaviour, not flower purchases specifically.