Tips and Tricks for Online Flower Delivery

Flower arranging hasn’t changed much over the years — it’s still about creating something beautiful that brings joy. But the way flowers are sold and delivered? That’s come a long way. With more people buying flowers online, florists now have new ways to reach customers. And with delivery apps like DoorDash, sending flowers has never been easier.

We talked with Kevin McCarthy, President and COO of Family Flowers — and a fourth-generation florist — to get his advice on how to succeed with online flower delivery. He shared real tips from his own business that any florist can use to make the most of online orders. Let’s break it down.

1. Make Your Online Flower Menu Easy to Browse

“Flowers make people happy, and we love being part of that,” says Kevin. Since flowers are often bought for special moments — like birthdays, anniversaries, or just to show someone you care — your online store should reflect that.

One smart idea is to organize your menu by occasion. For example, create categories for Mother’s Day, Valentine’s Day, birthdays, anniversaries, or sympathy. You can also group flowers by type, like Roses or Mixed Bouquets. This helps shoppers find what they need quickly or get inspired by something new.

Interestingly, Kevin has noticed that online shoppers often spend more than in-store customers because they can easily see everything that’s available. Plus, with DoorDash, customers can even schedule flower deliveries up to two weeks in advance — so they don’t need to wait until the last minute.

2. Use Great Photos and Fun Names for Your Arrangements

Good photos and creative names make a big difference in how customers choose flowers online.

Keep it real with photos:

Kevin recommends using photos that are beautiful but not overly edited. Customers want the flowers they see online to look like what gets delivered. “We want people to get what they expect,” he explains.

DoorDash even offers a free photo service that helps shops adjust photos to fit the app, making it easier for customers to browse.

Creative product names:

A basic name like “One Dozen Red Roses” works fine, but a fun name can help your flowers stand out. Kevin’s team names bouquets after feelings, places, or people — like “Love Love Love,” “Purples in Paris,” or “Erin” (named after Kevin’s mom). This adds personality to the product and makes shopping more enjoyable.

What about substitutions?

Sometimes certain flowers aren’t available. Instead of focusing on exact flowers, describe the look and feel of the bouquet. That way, even if the flowers change slightly, customers still get something that feels right — cheerful, romantic, or elegant.

3. Stay Stocked and Ready

When you start offering online delivery, you might get more orders — especially same-day ones. That’s why it’s important to keep popular flowers in stock, like red roses, and have staff available to make the arrangements.

At Family Flowers, every bouquet is made fresh, right when it’s ordered. Kevin says his team prioritizes each order based on the delivery time and date. With DoorDash, a delivery driver (or “Dasher”) usually shows up within an hour, making it easy to get fresh flowers out quickly — sometimes even faster than using their own delivery van.

4. Make Pickups Easy for Drivers

To keep delivery fast and smooth, Kevin suggests having a clear pickup area in your store. Use signs so Dashers know where to go, and label each order with the customer’s name and order number. Set up a separate counter or rack just for pickups, so it doesn’t slow down your regular customers.

5. Package Flowers with Care

Most DoorDash deliveries happen in under an hour, which helps flowers arrive fresh. But it’s still smart to package them properly.

Use sturdy packaging:

Kevin’s team wraps vase arrangements to keep them from tipping and spilling. Bouquets are also wrapped to protect the flowers and keep their shape.

Pick hardy flowers:

Some flowers hold up better during travel and in changing temperatures. Kevin focuses on strong varieties — like certain roses — that don’t wilt easily.

Help Dashers deliver safely:

Kevin and his team sometimes show Dashers how to position vases in a car — like buckling them into the seat or placing them on the floor by the front seat. You can even add special instructions to the DoorDash app so Dashers know how to handle your arrangements.

6. Be Available for Your Customers

Even though the order happens online, customers still like to know there’s a real person behind the flowers. Sometimes they have questions or want to customize an arrangement before they buy.

Kevin says many customers call after seeing his business on DoorDash to ask questions or make small changes. That personal touch can make all the difference.

Family Flowers also adds thank-you cards with each delivery and sometimes includes QR codes that lead to flower care tips or info about the business. These little touches help build a connection with customers and show that you care.

Final Thoughts: Choose the Right Delivery System for You

Whether you use a delivery service like DoorDash, handle deliveries yourself, or mix both, the key is finding a system that works for your business. Kevin’s team does a bit of both, and it helps them stay flexible and grow.

With clear menus, great photos, strong packaging, and friendly customer service, online flower delivery can be just as personal and memorable as buying flowers in-store — and maybe even more convenient.

Want to learn how other florists are growing their business with delivery? See how The Flower Shop used DoorDash to increase profits and grow orders every month.