Stem to Success

How to Plan a Seasonal PPC Calendar for Your Flower Shop

Running PPC ads for a flower shop without a plan is like stocking up on roses after Valentine’s Day.
By the time you launch, your competitors are already drowning in orders—and your budget barely scratches the surface.
This article walks you through a month-by-month PPC calendar designed for florists. It covers:
  • 🗓️ When to start building each campaign
  • 💰 How much to allocate (roughly)
  • 📣 What kind of ads to run (Google, Meta, retargeting)
  • 🚨 How to avoid last-minute panic

Why Seasonality Matters in Flower Shop Advertising

Floristry is one of the most seasonal industries in eCommerce.
There are 3–5 huge spikes a year where:
  • Ad costs skyrocket
  • Search volume explodes
  • Buyers act fast and emotional
If you don’t plan ahead, you’ll either overspend or miss out.
But if you prep early, you can ride the wave—at a profit.

Key Flower Holidays to Anchor Your PPC Calendar

Let’s get one thing straight: Valentine’s Day and Mother’s Day aren’t just holidays.
They’re full-blown floral frenzies.
Here are the biggest dates to plan around:
Holiday/Event
Peak Order Window
Start Ads By
Valentine’s Day
Feb 10–14
Jan 20
International Women’s Day
Mar 6–8
Feb 20
Mother’s Day (US)
May 8–12 (varies)
Apr 15
Eid
Shifts yearly
2 weeks before
Thanksgiving
Nov 20–28
Early Nov
Christmas
Dec 20–24
Dec 5
Back-to-School
Aug–Sep
Aug 1
Local Events
Varies
2–3 weeks before
Also include off-season brand building (retargeting, evergreen promos) in:
  • July (low season)
  • September
  • Early January

Budgeting by Season

Florist PPC budgets should flex with the season.
Here’s a rough allocation guideline for the year:
  • 💘 Valentine’s Day – 25–30% of yearly PPC budget
  • 💐 Mother’s Day – 20–25%
  • 🎄 Christmas/Holiday – 10–15%
  • 🧕 Eid / Women’s Day – 5–10%
  • 📆 Evergreen (Year-Round) – 20–30%
Don’t spread your budget evenly.
Instead, frontload big months—and scale back during slow periods.

What to Do Each Month: PPC Campaign Checklist

January

  • Prep Valentine’s creatives (Google + Meta)
  • Build retargeting audiences
  • Update delivery policy pages

February

  • Run V-Day ads from Feb 1–14
  • Add urgency: countdowns, “Order by 2pm” lines
  • Shift to evergreen/thank-you ads after Feb 15

March

  • Short burst for Women’s Day (3–5 days)
  • Run “spring refresh” or “just because” themes
  • Test engagement creatives for IG

April

  • Prep Mother’s Day: finalize photos, offers, UGC
  • Start early lead gen (email signups, SMS)

May

  • Mother’s Day push (May 1–12)
  • Retarget abandoned carts post-holiday
  • Launch “teacher gift” and graduation ads

June–July

  • Low season = brand building
  • Run low-budget retargeting + test new creatives
  • Collect reviews and update testimonials

August–September

  • Back-to-school themes: “New routines, fresh flowers”
  • Push subscriptions or “weekly joy” bouquets
  • Launch early fall promos

October

  • Prep holiday branding (photography, visuals)
  • Run harvest/fall-themed ads
  • Push floral décor for events

November

  • Thanksgiving table arrangements
  • Start Christmas prep campaigns
  • Build “gift early” segment

December

  • Christmas & New Year gifting
  • Promote delivery deadlines
  • Launch “year in flowers” recap campaigns

Ad Types That Work Best By Season

Season/Event
Best Platforms
Ad Style
Valentine’s
Google + Meta
Emotional, urgent
Mother’s Day
Meta + Email
Warm, gift-focused
Eid
Meta + WhatsApp
Culturally relevant
Christmas
Google + Retarget
Giftable, service-driven
Evergreen
Meta + Google DSA
Trust-based, benefit-led

Tips to Avoid Last-Minute Panic

  • ⏰ Create all major campaigns at least 3 weeks early
  • 🧪 Test creatives in off-peak times (use A/B results later)
  • 🔁 Templatize your campaigns so you can reuse structure
  • 📦 Sync ads with inventory and delivery zones
And always keep delivery cut-off dates clear and visible in ad copy.

Final Thoughts: Flowers Deserve a Smarter Ad Calendar

Planning your florist PPC ads shouldn’t feel like scrambling every February.
A clear seasonal calendar:
  • Saves you money
  • Improves ROAS
  • Keeps your brand top-of-mind year-round
Need help building and managing seasonal campaigns that actually convert?
Let’s make your PPC bloom beautifully. Get in touch and we’ll plan your best floral year yet.
2025-08-27 23:31