If your content strategy is just "post when there's a holiday," you're leaving money—and momentum—on the table.
Yes, promotions like Valentine's Day and Mother's Day drive a surge in sales.
But what about everything in between?
That’s where evergreen content comes in.
Knowing the difference (and how to balance the two) is the foundation of a smart, sustainable florist marketing strategy.
Let’s break it down.
What Is Evergreen Content?
Evergreen content = content that stays relevant no matter the season.
It doesn’t rely on urgency.
It doesn’t expire in 3 days.
It quietly works in the background to build trust, SEO, and brand loyalty.
Examples of evergreen content for florists:
- “How to Make Roses Last Longer”
- “Best Flowers for a New Baby”
- “What’s the Difference Between Peonies and Ranunculus?”
- “Our Florist Story: Why We Do What We Do”
- Behind-the-scenes of your design process
What Is Promotional Content?
Promotional content = seasonal, time-sensitive content meant to drive sales right now.
It creates urgency.
It’s tied to a specific event.
And it disappears once the date passes.
Examples of promotional content:
- “Order Now for Valentine’s Day 💘”
- “Mother’s Day Bouquet Pre-Sale”
- “Limited Spring Arrangements — Ends Sunday!”
- “Black Friday: 20% Off All Flowers”
Why You Need Both (Not Just One)
Imagine your content as a garden.
🌱 Evergreen content is like your perennials — always there, always bringing people in.
🌸 Promotional content is like the seasonal blooms — they attract bursts of attention, but only for a short time.
You need both for a thriving brand.
Too much evergreen? You’re informative, but maybe not driving action.
Too many promos? You risk sounding salesy or desperate.
The mix is what makes it work.
How to Build a Balanced Content Calendar
Here’s a simple framework florists can follow:
Content Calendar Example (Spring)
Evergreen Post Ideas:
- “How to Care for Spring Flowers at Home”
- “Our Top 5 Spring Color Palettes”
- “Florist Q&A: Why We Never Use Floral Foam”
Promotional Post Ideas:
- “🌸 Mother’s Day is May 11 — Pre-Order Now”
- “Limited Cherry Blossom Bouquets — This Week Only!”
- “Our Spring Pop-Up at XYZ Café — Come Say Hi!”
Evergreen That Supports Promotional
Here’s the magic:
Great evergreen content actually makes your promos work better.
- A blog post about “Best Flowers for Mom” helps your Mother’s Day ads convert.
- A reel about your flower wrapping process boosts trust before customers buy on Valentine’s.
That’s how you get people to care before they click “order.”
Quick Tips to Keep Your Content Mix Working
✅ Use evergreen to warm up your audience year-round
✅ Use promos to activate action when it counts
✅ Recycle evergreen posts regularly (don’t post once and forget)
✅ Time your promos early (7–10 days before peak)
Final Thought: Don’t Post Just to Post
Every florist post should either:
- Build connection
- Build trust
- Drive a sale
Evergreen content builds the relationship.
Promos give people a reason to act now.
You need both.
Want Help Creating a Content Calendar That Actually Converts?
We help florists build smart content systems—SEO blogs, seasonal promos, behind-the-scenes stories—tailored to your style.
