Lowering you prices isn't the "nicer" thing to do for your clients

I recently jumped on a Strategy Session with a floral designer who wanted me to review a quote they'd sent out to one of their dream clients and immediately I flagged that the labour line was looking a little light for the quantity of florals.

I asked why and they explained that this was one of the highest quotes they'd put together and they felt the client was going to be upset about the total and to that I said

“charging less isn't doing you any favours and it also isn't doing your client any favours.”

Let me explain…

In the world of wedding floristry, there’s often pressure to lower your prices to win over clients.

It might seem like a good strategy - after all, you want to make your services accessible and “win” the booking, right? You might also think it's kinder or nicer to charge less and convince yourself you're a good person for doing so (I'm looking at you people-pleasers hiding behind the “I just want do make flowers to make people happy” bit).

But the truth is, charging less is not only harmful to you as a business owner, but it's also doing a disservice to your clients for multiple reasons.

1. Lowering the Price Reduces the Perceived Value

We’ve all had this experience: You’re shopping for something you know the typical price of, like a basic white tee, you spot it at an unexpectedly low cost. What’s your first thought? "What’s wrong with it?". Cheap material? Bad work conditions? Dodgy construction? Bad brand rep?

That same psychology applies when you slash your prices as a wedding florist.

When couples are planning their wedding, they aren’t just looking for the cheapest option—they’re looking for something beautiful and meaningful that will enhance one of the most important days of their lives. By lowering your price below market value, you unintentionally send the message that your services are worth less, that your quality might not be up to par, or that you lack confidence in your work.

People generally associate higher costs with higher value. So, when you’re offering a service that’s a fraction of what they expected to pay, it can create doubt about whether you’re the right person for the job.

Even if your designs are stunning, when they line up your quote with other quotes from florists of similar skill levels they're going to subconciously question the quality of your work if it's noticibly lower.

2. It's Your Responsibility to Educate Clients on Costs, Not on What You Think They Can Afford

Many clients walk into a consultation with no real idea of how much wedding florals actually cost. They might have a rough number in their heads, based on what they've read on a wedding blog or vague recommendations, but the truth is, it’s your responsibility as the expert to educate them about what’s required to bring their vision to life.

If a client shares a budget that doesn’t align with their dream, your role isn’t to shrink down your offering to meet it. Instead, you need to communicate what their desired look actually costs. They may not realise that the lush, abundant arrangements they pinned come with a higher price tag because of the premium blooms and time-consuming designs. 

You’re the professional, and part of that professionalism means helping them understand the true cost of what they want.

It's also not fair on them to assume what's in their wallet. Just because you personally might not spend that much on florals or the diy brides you see attempting to save a dollar dismiss the pricing of proffessional floral services, this doesn't mean that the couple who have enquired with you don't have the money and intention to invest in your amazing floral skills.

You never know, they might have saved for years to prioritise this celebration, their family might have gifted money or they might simply have disposable income and are in a different tax bracket to you.

3. Cutting Corners Isn't Fair to Your Client

When you lower your prices, you’re then forced to work with fewer resources. This may mean opting for lower quality flowers, reducing the size of arrangements, or cutting back on time or freelancers for detailing and setup. While this might allow you to technically meet a lower budget, it almost always results in a compromise on quality.

The problem? Your client might not realise the corners being cut. They’ll remember the final product—the arrangements that weren’t as full, the bouquets that didn’t last, or the designs that didn’t quite live up to their expectations. And at the end of the day, you’ll know that you could have delivered something better if you’d had the budget to work with.

This doesn't only impact your reputation—it affects the client's experience, too. They deserve the best version of what you have to offer, and that requires pricing your work appropriately to cover the costs of quality materials and time.

The Bottom Line

Pricing yourself lower doesn’t just hurt your bottom line—it hurts your clients as well. You risk devaluing your own expertise, delivering less-than-stellar results, and setting yourself up for burnout (which will also negatively impact all of your other clients)

Instead, focus on educating your clients about the real costs involved in their floral vision, and let them decide how to prioritise their budget. At the end of the day, they’ll appreciate the transparency and the care you put into ensuring their wedding flowers meet and exceed their expectations and their florist has given them their absolute best.

So funnel that desire to be kind into fact-based costing (no emotions allowed), clear communication and an amazing client experience - it's the nicer thing to do.

Want an easy pricing strategy that removes emotion and ensures a healthy profit? Take dive into our pricing and quoting modules within the Wildflower Membership - you'll have instant access to all of our trainings when you sign up.

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