Exploring Direct-to-Consumer Sales: Finding the Right Fit for Your Flower Farm
Figuring out where to sell your flowers can feel overwhelming, especially when you’re just starting. Each sales outlet comes with its challenges and rewards, and it can take some trial and error to find what works best for you and your farm.
In this post, I’ll share the direct-to-consumer sales outlets that have worked for us—farmer’s markets, online shops, pop-ups, and farm stands. Selling direct-to-consumer is a great way to build your brand, connect with customers, and gain valuable experience with your flowers. Whether you’re just getting started or looking to expand your sales, I hope this guide helps you figure out which options feel like the right fit for your farm.
Sunset harvest in the feverfew patch—moments like this make all the hard work worth it!
Why Start with Direct-to-Consumer?
Selling direct-to-consumer means there’s no middleman—no florists, event planners, or shop owners between you and your customers. While it might sound like more work, it’s also the best way to control your brand, learn about your product, and connect with your community.
Here’s why it’s worth starting this way:
Control: No one will care more about your flowers or your business than you do. Selling direct lets you ensure your blooms are presented at their best and your brand is represented the way you envision.
Learning Curve: Your first year of flower farming will come with plenty of hiccups. Selling directly helps you navigate those challenges while staying flexible with your customers.
Reputation Building: You only get one chance to make a first impression. Selling directly lets you build your reputation for quality and reliability from the start.
Starting with direct-to-consumer sales gives you the chance to experience your flowers firsthand, from harvesting and handling to designing. The knowledge you gain will make you even more prepared if you decide to pursue wholesale in the future.
Why Wait on Wholesale?
It’s tempting to jump into wholesale sales right away—steady income and fewer customers to manage sounds appealing. But wholesale is a completely different ballgame, and it’s important to approach it when you’re ready.
Here’s why waiting makes sense:
Higher Standards: Florists and shops depend on consistent quality and professionalism. As a new flower farmer, you’re still learning about your crops, harvesting techniques, and post-harvest care. Take time to understand your product and ensure you can deliver what wholesale buyers expect.
Knowledge Gaps: You may still be figuring out bloom times, vase life, and the nuances of handling different flowers. Direct-to-consumer sales give you the opportunity to gain experience and confidence with your blooms.
Consistency & Volume: Wholesale requires having enough flowers to sell regularly. For micro-growers, this can be tough to achieve, especially in the early years.
By focusing on direct-to-consumer sales first, you’ll gain the experience needed to eventually work with florists or shops on a professional level. When the time comes, you’ll feel prepared to meet their expectations and grow those relationships successfully.
When it comes to selling your flowers, there are two main types of outlets to consider: in-person and online. While they each have unique benefits, they can also overlap—for example, promoting your farm stand or pop-up through your website or social media. Depending on your goals, you may find one that fits your business better—or a combination of both. Let’s start by exploring online sales and how they can work for your flower farm.
Setting up for our holiday wreath pop-up—lush evergreens, dried oranges, and festive cheer ready for pre-order pickups!
Online Sales
Selling online has become one of our biggest sales outlets. It’s convenient for customers and provides a flexible way for us to sell flowers without the hustle of in-person events. However, building an online presence takes time, especially when you’re just starting out.
Tips for getting started with online sales:
Build Your Website: A simple, user-friendly website is key. Make sure it includes your product offerings, farm story, and contact information.
Leverage Social Media: Platforms like Instagram and Facebook can drive traffic to your online shop. Use them to showcase your flowers, share availability updates, and post behind-the-scenes content that engages your audience.
Start Small: In the early days, we offered a few items like bouquet subscriptions, our Signature Arrangement, and a la carte bouquets. These smaller sales added up and helped us grow.
Use Email Marketing: Building an email list is one of the most powerful tools for online sales. Regular updates about new offerings, seasonal blooms, or special events keep your customers engaged and encourage repeat purchases.
Why Customers Love Online Sales:
An online shop doesn’t just offer flexibility for you—it’s a win for your customers, too. Pre-orders allow them to secure their flowers without worrying about you selling out and let them pick up at a time that works best for their schedule. For us, this has also made it easier to gauge how much product to bring to events, reducing waste and improving efficiency.
Today, our website also serves as a hub for booking weddings, custom orders, and events. It’s a one-stop shop for clients to learn about our availability, pricing, and minimums before reaching out. Selling online may take time to build momentum, but it’s absolutely worth having as part of your sales strategy.
Looking to boost your online sales? Check out our Marketing Basics blog series for tips on building your brand and connecting with customers online! Read More
Wrapping up a fresh bouquet at the farmers market—nothing beats the buzz of market day!
In-Person Sales
There’s something special about connecting with your customers face-to-face. In-person sales not only allow you to share your flowers but also your story, creating memorable experiences that build lasting relationships. These outlets provide the perfect opportunity to get immediate feedback—whether it’s about your flowers, pricing, or packaging—which can help you refine your offerings and grow your business.
Each in-person sales outlet comes with its own unique benefits and considerations, so let’s explore a few:
Setting the stage at the farmers market—small bouquets, cheerful posies, and plenty of Nevada-grown charm!
Farmer’s Market
Farmers markets are a fantastic way to dive into selling your flowers. They provide a fast track to learning how to market and sell your products while connecting with your local community. Customers at farmers markets are supportive, love to share feedback, and can become some of your most loyal buyers.
For us, spending three seasons as vendors taught us a great deal about our business, product, competition, and customers. While markets can be a lot of work, they are an incredible opportunity to get your flowers in front of people and start building your reputation.
Want to know more about making the most of farmer’s markets? Check out our in-depth guide here.
Purple dahlia magic at our pop-up—sharing blooms and smiles at Eddy Street Vintage Market!
Pop-Up Sales
Pop-ups are a versatile and exciting way to sell flowers while reaching a different audience than farmer’s markets. They’re often held at local businesses or events, offering flexibility and the chance to build relationships with like-minded creators and customers.
Our most memorable pop-up wasn’t at a business but in our field! These casual events can be an excellent way to move extra flowers, build buzz, and share the story of your farm with your community.
Curious about hosting your own pop-up event? Read our full blog on pop-ups at Bootstrap Farmer here.
Our first flower stand—simple, charming, and filled with fresh blooms for the community!
Farm Stand
A farm stand can be a casual and flexible way to sell flowers directly from your property. Whether it’s a one-time field pop-up or a regular roadside setup, this outlet gives you the chance to stay close to home while sharing your blooms.
For us, our first farm stand experience was an impromptu field pop-up. After sending an email to our customers, we set up a canopy in the field and planned to sell bouquets for a few hours. What we didn’t expect was an overwhelming turnout—neighbors and community members came all day, and the sales didn’t stop until late into the evening!
If you’re considering a farm stand, here are a few things to keep in mind:
Check Regulations: Be sure to research any local rules or permits required for roadside or on-property sales.
Keep It Simple: A casual setup can be just as effective as an elaborate one, especially when starting.
Be Realistic About Time: Unless you have a self-serve system, hosting a farm stand every day may not be feasible. Choose times that fit your schedule.
A farm stand is a great way to stay connected to your flowers while engaging with your local community in a low-pressure environment.
Surrounded by blooms and laughter—every flower and every moment is part of the journey!
Finding Your Fit
Exploring direct-to-consumer sales outlets is an exciting part of growing your flower farm. Each option—whether online or in-person—offers unique opportunities to connect with your customers, share your story, and build your reputation.
Remember, you don’t have to do everything at once. Start small, experiment with different outlets, and find what works best for you and your farm. What matters most is that you’re building a business that reflects your values, serves your customers, and helps your flowers find happy homes.
Bonus Tips for Success
No matter which outlets you choose, these tips can help set you up for success:
Always Carry Business Cards: Include your website, social media, and contact info. They’re a simple but powerful way to keep your farm on customers’ minds.
Build an Email List: Whether through in-person events or your website, capturing customer emails gives you a direct line to share updates, availability, and special events.
Stay Flexible: Things won’t always go as planned—crop gaps, weather, and unexpected challenges happen. Keep your communication open and your sense of humor intact!
Learn as You Go: Use customer feedback to refine your products, pricing, and presentation. Every sale is a chance to learn and grow.
We are looking forward to sharing more blooms with you soon.
Jessica & Graham
