How to price a bouquet: from cost price to the price tag

To price a bouquet, take the flowers and greenery at a multiplier that covers waste, add wrapping at its own multiplier and a fixed charge for the florist's work, then add VAT and round; delivery goes on a separate line. Your average bouquet price is a different number: bouquet turnover divided by the number of bouquets sold, and it depends on which bouquets your customers actually choose.

What goes into a bouquet's cost price

Cost price is everything that went into the bouquet, at purchase price. Split it into four parts, because each one is marked up differently.

Take the purchase price from the latest invoice, not from memory. The same rose at 50 and at 70 cm, from different growers, costs different amounts, and a €0.20 error per stem in a 25-rose bouquet is €5 of cost. If your purchases are recorded in the Petala CRM for flower wholesalers, each delivery sits there with supplier, invoice, delivery day and sum, so the latest cost is a click away rather than in a pile of paper. How to keep records item by item is covered in our article on flower shop inventory.

How to price a bouquet: the formula

Start with the cut-flower multiplier. If 15% of every purchase ends up in the bin and you want to earn 100% on everything you buy, multiply the stems you sell by 2.35, not 2: 2 ÷ 0.85 ≈ 2.35. Where these numbers come from and how to adjust them to your own waste is explained in our article on flower markup.

Then build the price step by step:

1. Add up the cost of flowers and greenery and multiply by the cut-flower multiplier.
2. Add up the cost of wrapping and sundries and multiply by 2.
3. Add the florist's labour charge for the level of complexity.
4. Add VAT at your national rate: in the Netherlands the reduced 9% rate on flowers and plants, in Germany the reduced 7% rate on cut flowers and plants; elsewhere, check your rate.
5. Round to a price that reads easily on the tag, usually to the nearest 50 cents or whole euro.
6. Leave delivery out of the bouquet price and show it separately by zone.

Use purchase prices net of VAT if you are VAT-registered and reclaim it on purchases; your accountant will confirm how this works in your case.

Labour is easiest to handle as fixed charges: a simple single-variety bouquet, a mixed bouquet, designer work, a box or basket. Then you do not have to work out how to price a bouquet from scratch every time, and the florist knows what they are paid for. If you charge a percentage on materials with no separate labour line, a complex bouquet that takes half an hour and a five-minute bunch earn the same, and you build the first one for free. The labour charges in the examples below are illustrative; set yours from your own wage costs, which vary widely by country.

Example: pricing three bouquets

The purchase prices below are illustrative round figures, not a price list: rose 60 cm €0.80, spray chrysanthemum €0.90, spray rose €1.80, hydrangea €3.50, eucalyptus €0.60 a stem. Use your own invoices.

Now check the result in the same terms you use in your records.

The difference is not profit yet. It pays the florist's wages, the waste already built into the multiplier, rent and everything else. But the table shows the main thing: all three bouquets follow the same rules, and none of them sells at a loss.

Average bouquet price: how to calculate it and why

The average bouquet price is not the price of a "standard" display bouquet. It is bouquet turnover for a period divided by the number sold, and it shows what your customers really spend.

Say that in one week the shop sold 60 budget, 40 standard and 10 premium bouquets from the example above.

Average: €2,480 ÷ 110 ≈ €22.55. It sits below the standard bouquet because more budget bouquets sell. If the figure rises next month while the number of bouquets holds, customers are choosing more expensive ones. If it rises while the number falls, you may simply have raised prices and lost the budget buyers.

There is no single market average, and national "average bouquet" figures are best ignored. As a rough guide for a large city, autumn 2026, an everyday bouquet typically costs €15–35, an occasion bouquet €35–75, and designer or large pieces more. Prices run higher in Amsterdam, Paris or London and lower in small towns, and a station kiosk and a studio working to order live in different price bands again.

Pricing a bouquet of roses: count by the stem

The simplest way to price a bouquet of roses is from one stem. At €0.80 per 60 cm rose and a ×2.35 multiplier, each rose in the bouquet is €1.88 net; wrapping and labour come on top.

The average price of rose bouquets in your shop depends on which sizes people buy. If most customers take 6 or 12 stems, it sits between about €17.50 and €31, and the odd 50-rose order barely moves it.

Large bouquets of 50 roses are usually ordered in advance for anniversaries, proposals and weddings. Then you buy exactly for the order, nothing is binned, and you can use ×2 instead of ×2.35: €80 for the roses plus €12 for wrapping and labour is €92 net, about €100 with Dutch VAT instead of €115.50, and you still earn 100% on the purchase. It is an honest pre-order discount that costs you nothing.

Price ladder: budget, standard, premium

A customer at the display chooses between what they can see. If every bouquet costs around €45, someone with a €20 budget simply leaves. So keep ready-made bouquets in three or four price steps, with two or three options in each.

• Budget: single-variety and simple mixed bouquets from fast sellers such as spray chrysanthemums, alstroemeria and spray roses. Their job is to sell quickly what needs to go today.
• Standard: the bulk of sales, roses and mixed bouquets of 7–15 stems. Availability matters most here.
• Premium: seasonal and expensive flowers, designer work, boxes. There are fewer of them, but they raise the average spend and show what your florist can do.

A useful habit: make budget bouquets from stems that will be waste in a day or two. Selling them at a modest markup beats binning them. How to keep a display with real choice at every step is covered in our article on the flower shop product range, and how to raise the average spend without pressuring customers in our guide on how to sell more flowers.

How to show bouquet prices on your website

A customer choosing a bouquet on their phone in the evening goes where the price is visible straight away. "Price on request" on a ready-made bouquet puts people off: nobody wants to phone just to find out whether they can afford it.

What works:

• A price on every ready-made bouquet and on every step of the ladder, without "from".
• Delivery shown separately by zone, not as a surprise at checkout.
• Availability: if a bouquet cannot be made today, say so rather than take the order and phone later about a substitute.
• Prices that follow purchase costs, not ones updated once a season.

If you also sell loose stems to florists, venues or trade buyers, pricing gets harder: some items change price almost daily. On a Petala website the product card shows the price and stock that come from your own system, and for stems whose price changes daily you can show "price on request" instead of an outdated figure. You can see how this looks to a buyer on the demo website.