Should You Charge for Delivery? A Florist’s Guide to Pricing Models
One of the most debated questions in any florist pricing strategy:
Do you charge a separate delivery fee—or bundle it into your bouquet prices?
Both models have their loyal fans. Some florists swear by simple, all-inclusive pricing that makes checkout seamless. Others prefer to break delivery out as a separate line item, making it easier to cover transportation costs and protect margins.
In this guide, we’ll help you choose the model that fits your business—and show you how to communicate it clearly, without scaring off customers or devaluing your work.
Option 1: Charging Delivery as a Separate Line Item
Pros:
- Transparent cost breakdown
- Customers see exactly what they’re paying for—bouquet vs delivery.
- Easier to adjust for distance
- You can charge more for extended zones or priority delivery.
- Protects your profit margin
- Especially when prices of gas, labor, or packaging fluctuate.
Cons:
- May feel like a surprise fee
- If not introduced early in the checkout, it can trigger drop-off.
- Psychological friction
- $95 + $15 delivery feels more expensive than $110 “all-in.”
Best for:
- Shops that offer tiered delivery zones or premium delivery options
- Florists with high delivery volume or wide geographic coverage
- Businesses that want flexibility in future pricing changes
Option 2: All-Inclusive (Bundled) Pricing
Pros:
- Smoother checkout flow
- One number. No surprises. Less friction.
- Easier for gifting
- Customers often don’t want to “feel” fees when buying for someone else.
- Better perception of value
- $115 bouquet with free delivery feels like a luxury gift.
Cons:
- Harder to scale profitably
- If you deliver far or frequently, margin erosion happens fast.
- Lack of pricing transparency
- Customers may compare you unfavorably to cheaper bouquets + fee competitors.
Best for:
- Luxury florists offering premium packaging flowers and seamless white-glove service
- Shops with consistent, flat-rate delivery needs (small zones or fixed routes)
- High-end clients who value simplicity over cost parsing
Delivery Fee Pricing Model: How to Find Your Sweet Spot
You don’t have to go 100% in one direction.
Some florists now use hybrid pricing models, such as:
- Free delivery above a threshold (e.g. $150+ orders)
- Tiered zones: $10 local, $20 extended
- Priority fee add-ons: $25 for timed delivery
- “Delivery included” on select products only
“Florists who offer free delivery above $150 see 17–24% higher average order value.”
— Society of American Florists, 2024 Operations Report
Tip: Set your flower shop order minimum with delivery baked in
For example, if your design time and materials cost $80, and your delivery is $20—set your minimum at $100 and frame it as all-inclusive.
What Luxury Florists Do Differently with Delivery Fees
For premium flower brands, delivery isn’t a commodity—it’s part of the experience.
Key Elements:
- Designer’s note or card message
- Custom ribbon or wax seal
- Premium gift box or wrap
- Branded delivery bag or tissue lining
- Optional “delivery photo” to sender
This allows for luxury bouquet pricing that absorbs delivery while enhancing perceived value.
Example Script:
“Our $185 Signature Arrangements include hand delivery in our custom wrap, with a handwritten note and image confirmation upon arrival.”
If you're charging more, show more—visually and verbally.
How to Communicate Delivery Pricing (Without Scaring People Off)
No matter which model you choose, the key is to explain it early, clearly, and confidently.
Where to display delivery pricing:
- On your FAQ page
- Below each product (if delivery is included)
- In cart preview
- In confirmation emails
- On your delivery zone map (with zip codes or radii)
Scripts to Use on Site or in DMs:
“Do you offer free delivery?”
“Our arrangements include local delivery starting at $95. For orders beyond 10 miles, we charge a small zone fee to ensure timely handoffs.”
“Why is delivery extra?”
“We don’t outsource our deliveries—we hand them off ourselves to protect the flowers and presentation. That’s part of what makes our gifts unforgettable.”
“Can I pick it up instead?”
“Of course! If you’d prefer pickup, just select that at checkout and we’ll have everything ready in-store.”
Checkout UX Matters: Avoiding Surprise Fees
Even the best delivery fee pricing model will backfire if the customer sees a new charge after emotionally committing.
Use visual cues:
- ✅ “Free delivery included” badge on key product tiers
- ✅ Progress bars for free delivery thresholds
- ✅ Collapse/expand delivery pricing details (but never hide them)
Bad UX:
“$85 arrangement” → Cart total: $120 (after surprise fees)
Better UX:
“$120 all-in” → or → “$95 + $25 delivery, shown upfront”
Bundle Smart: Use Delivery to Incentivize Higher Orders
Don’t just cover costs—use delivery fees to guide buying behavior.
Upsell Tactics:
- “Free delivery over $150”
- “Buy 2 arrangements, get delivery free”
- “Add a gift card and we’ll waive the fee”
- “Free delivery with our Deluxe tier”
Combined with gift packaging florist upgrades like custom tags, keepsake boxes, or bouquet accessories, these can raise your average spend without sounding pushy.
Conclusion: Delivery Isn’t a Cost—It’s Part of Your Brand
You’re not just transporting flowers. You’re delivering emotion, memory, and moment.
Whether you choose bundled pricing or a delivery fee model, what matters most is clarity, intentionality, and presentation. Customers are happy to pay when they know what they’re getting—and feel it’s worth it.
At Bloom Rush, we help florists craft pricing strategies that protect margins, drive growth, and reflect the true value of your craft. From delivery models to luxury positioning, we’re here to help you price with purpose.
