Navigating Economic Shifts as a Flower Farmer: Insights, History, and Strategies for Success

Whether or not the United States is officially in a recession, many of us are feeling the squeeze of inflation and the lingering impacts of recent global events. Rising costs affect nearly every aspect of daily life, from the gas pump to the grocery store—and flower farming is no exception.

In our household, we’ve noticed the shift firsthand: gas prices climbing higher (with our area ranking among the highest in the nation), prioritizing meals at home over dining out, and cutting back on non-essential expenses. Even small changes, like using our wood-burning stove more frequently, have become necessary as we navigate financial challenges while running a flower farm.

The reality is, we’re not alone in tightening our budgets. Many of our customers are doing the same, and as much as I’d like to believe flowers are an untouchable luxury, they’re often one of the first things people cut.

But flowers hold an interesting place in people’s lives. During the pandemic, when uncertainty loomed, flowers became a source of comfort, joy, and connection to the world around us. With vacations canceled and more disposable income at hand, customers turned to small local flower farms like ours to fill that void—and we saw sales soar.

Now, as we face a different economic landscape, I find myself asking:
Is there still a place for a small-scale flower farmer during a recession?

Zinnias are an affordoable crop for the flower farmer to grow that also has great demand in the local market!

The Global Cut Flower Market and Its Challenges

Global flower chains have largely recovered post-pandemic, but the “cheap flowers” from places like Colombia and Ecuador have become more expensive due to rising costs. Even so, they often remain more affordable than our eco-conscious and humanely grown flowers—at least for now.

Since the early 1980s, the global cut flower market has pushed many domestic growers out of business. Growers either moved their operations to southern regions, pivoted to specialty crops that don’t store or ship well, or left the industry altogether. As small-scale growers, we may eventually face similar decisions as economic trends challenge our businesses.

Our flower farm is already feeling the pinch: fuel costs have exceeded $5 per gallon, affecting product offerings and delivery. Prices for essentials like seeds, tubers, compost, and packaging materials have risen sharply. While we’re seeing fewer “kitchen table” purchases, there’s an uptick in custom orders and event work.

These trends leave us with questions:

• Are customers still finding value in our flowers when grocery prices are climbing?

• Can we strike a balance between profitability and affordability?

• Should we focus on premium services like weddings, which justify higher price points?

• Even as grocery costs rise, will the demand for “cheap imported” flowers persist?

These challenges are real but not insurmountable. By understanding the past and adapting to the present, we can carve a path forward.

Past Recessions and the Flower Industry

To navigate a slowing market, it helps to look at past economic downturns. What caused them? What were their effects? Did they impact consumer demand for cut flowers—especially those grown domestically, where costs are higher?

First, let’s define a recession. According to Merriam-Webster, it’s “a period of reduced economic activity.” While the definition is simple, the causes and solutions are anything but. Understanding these complexities helps us prepare for challenges and identify opportunities.

Four Types of Economic Recessions

Economic recessions generally fall into four categories. Here’s a breakdown:

1. Boom & Bust Recession
This type follows an economic boom when inflation rises, and growth becomes unsustainable. The cycle looks like this:
BOOM → END OF BOOM → BUST → RECOVERY

• During the boom phase, businesses expand.

• At the end of the boom, sales peak.

• The bust phase sees consumers tighten spending, affecting discretionary purchases like flowers.

For small businesses, recognizing where the economy is in this cycle can guide better decisions. For example, expanding during a bust might not be wise, but focusing on lean operations and adaptable offerings can be.

2. Balance Sheet Recession
This recession occurs when banks give out bad loans, leading to reduced cash flow for lending. The 2008 “Great Recession” is a prime example, where many businesses struggled due to restricted credit.

• Recovery can take years, leaving the economy vulnerable to a “double-dip” recession.

• For flower farmers, running a lean, debt-free operation is critical to weathering such conditions.

3. Depression
Unlike a recession, a depression is marked by prolonged economic downturns and rising unemployment. The Great Depression of the 1930s serves as a stark reminder.

• To survive something this severe, flower farmers should prioritize slow growth, budget-friendly varieties, and minimal debt.

• Historical lessons show how lean operations and home gardens helped families endure tough times.

4. Supply-Side Shock Recession
Triggered by events like natural disasters or pandemics, this type sees essential supply costs skyrocket. An example is the 1970s oil crisis, which caused “stagflation”—a mix of persistent inflation and stagnant demand.

At the moment, some experts suggest we’re facing a mix of all these recession types. Preparing for uncertainty while staying flexible is our best defense.

Soil blocking: a sustainable and economical way to start seeds. Learn how to get started in our Soil Blocking Blog

The Flower Industry and Economic Trends: A Delicate Balance

The question of whether flowers are “recession-proof” is one with no definitive answer. Some believe flowers are a luxury that can weather economic storms, while others argue they’re among the first expenses to be cut when times are tight. The reality likely lies somewhere in the middle. Flowers are undeniably a luxury, but they’re also a relatively accessible one compared to other indulgences, such as vacations or fine dining.

Historically, essentials and vices—like food, clothing, household goods, and alcohol—tend to thrive during economic downturns. More recently, affordable indulgences like sugary drinks and fast food have also shown resilience. Flowers exist in an odd space: they can be seen as an unnecessary splurge or a more affordable luxury, depending on the customer’s perspective and priorities.

In my experience as a farmer-florist, the demand for flowers is deeply intertwined with the overall health of the economy. That said, this doesn’t mean growers and florists can’t survive—or even thrive—during tough times. Success requires adaptability, attentiveness to market shifts, and a willingness to innovate.

While it’s tempting to turn away from the negative noise of economic uncertainty, doing so could leave your business unprepared for challenges. This isn’t a glamorous topic, but it’s a critical one. Let’s take a closer look at the history of floriculture in the U.S. to better understand how we got here and what lessons we can carry forward.

The History of Floriculture and Floristry in the U.S.

During a conversation with a history-loving friend over coffee, I mentioned my research into the intersection of flowers and economic trends. She lit up and shared a story about the once-thriving cut flower industry in California’s Lompoc Valley—a cautionary tale for modern growers.

Before we dive into Lompoc’s rise and fall, let’s take a step back to understand the broader history of the U.S. cut flower industry.

The Modernization of the U.S. Cut Flower Industry

Decades ago, cut flowers were primarily grown near the cities they served—mostly in the northeastern U.S., in states like New York and Pennsylvania. Without refrigeration or advanced transportation, local growers focused on heirloom varieties that thrived in nearby climates, such as sweet peas and other cottage-style flowers. However, these operations often required energy-intensive greenhouses to produce blooms outside the growing season.

The advent of trains and refrigeration shifted the industry westward to places like California and Florida. Warmer climates offered cost-effective growing conditions, and railroads enabled flowers to reach markets across the country. This was the first wave of “imported” flowers within the U.S., marking a significant shift in the industry’s landscape.

The Lompoc Valley Boom and Decline

In the 1970s, California’s Lompoc Valley became a hub for cut flowers and seed production. Crops like sweet peas, zinnias, and marigolds thrived, and the valley earned a reputation as a floral powerhouse. But by the 1980s and early 1990s, a new challenge emerged: international competition.

President Reagan’s policies to combat the drug trade inadvertently reshaped the agricultural industry. By removing tariffs on imported vegetables and cut flowers from South America, the U.S. government aimed to encourage alternative economic activity in those regions. The unintended consequence? A flood of inexpensive imports that undercut domestic growers. Established supply chains and affordable labor in places like Colombia and Ecuador made the transition seamless—and devastating for U.S. flower farms.

The Lompoc Valley, once vibrant with blooms, struggled to compete. Many growers closed their doors, joined larger corporations, or moved their operations abroad. Today, only a shadow of its former industry remains.

Lessons for Small-Scale Growers

The global cut flower model, while cost-effective, isn’t sustainable in the long term. The events of 2020 highlighted vulnerabilities in this system: as global supply chains crumbled, small-scale growers adapted and thrived by meeting local demand.

Now, as global chains recover, another shift is on the horizon. While imported flowers continue to dominate in affordability, their reliance on finite resources—such as land, energy, and synthetic fertilizers—makes them increasingly fragile. For small-scale growers, this presents an opportunity to prioritize sustainability, flexibility, and community connection.

Navigating Current Trends in the Flower Industry

As the economy feels the strain, many flower farmers, including us, are seeing shifts in customer behavior. While everyday “kitchen table” bouquets have slowed in sales, custom orders and event-focused offerings are picking up. This reflects a broader trend: people are becoming more selective about how they spend their money.

For flower farmers, this raises several questions:

• Can we balance profitability with more budget-friendly products?

• Should we focus entirely on high-value offerings like weddings?

• Will even the “cheap imported” flowers remain in demand as grocery bills rise?

These aren’t easy questions, but they’re worth exploring. Economic downturns are inevitable, so preparing your flower farming business to weather the storm is essential. Here’s how we’re approaching the current climate and why this time of change could be an opportunity rather than a setback.

Recession Survival Strategies for Flower Farmers

Past challenges in the flower industry reveal a key truth: adaptability and innovation are crucial for survival. Whether facing inflation, supply chain issues, or shifts in consumer spending, successful growers respond by getting lean, pivoting their offerings, and deepening customer relationships.

Get Lean

In times of economic uncertainty, keeping your business lean is critical. This might mean holding off on major expansions, carefully budgeting resources, and avoiding unnecessary debt. For us, that meant:

• Reducing reliance on employees, opting for freelancers for weddings instead.

• Eliminating non-essential offerings, like vegetables or edible flowers, to lower insurance costs.

• Cutting unused memberships and subscriptions.

By focusing on what we already had and finishing in-progress projects, we streamlined operations without sacrificing quality.

Just starting out? Learn how to craft a budget for your first year of flower farming with our blog here. Are you a flower farmer in their second or beyond year? We have a budgeting blog for you too!

Value Your Customers

Loyal customers are the lifeblood of any business. It’s not just about making sales—it’s about creating lasting relationships. Studies show it’s far more cost-effective to retain existing customers than to acquire new ones. Additionally, loyal customers spend up to 67% more than first-time buyers.

Consider creative ways to show appreciation, such as:

• A surprise bouquet for subscription members.

• Exclusive discounts or offers.

• Special events, like a farm-to-table dinner for loyal customers.

When customers feel valued, they’re more likely to stick with you—even during tough times.

Innovate and Pivot

The pandemic taught us the power of adaptability. From porch pickups to selling seedlings, flower farmers across the country found ways to meet customers where they were. Today, it’s no different.

• Offer more budget-friendly varieties like sunflowers and zinnias.

• Create affordable bouquet options that match their value.

• Explore new sales channels or partnerships that align with shifting demand.

Adaptability isn’t just about survival—it’s about seizing opportunities to grow in unexpected ways.

Indian Runner ducklings enjoying a cozy spot among freshly harvested zinnia heads—an eco-friendly way to repurpose spent blooms while keeping our farm lively and fun!

The Role of Sustainability and Locality in a Shifting Market

As global supply chains face strain and consumers look for meaningful purchases, the spotlight is once again on locally grown flowers. Small-scale flower farmers have a unique advantage here: flexibility, sustainable practices, and a direct connection to their communities.

Why Local and Sustainable Matters

Global flower imports rely on intensive resources—chemical fertilizers, energy for cooling and transport, and significant labor costs. In contrast, local flowers offer:

• Reduced environmental impact with fewer transport miles.

• Fresher, higher-quality blooms that last longer.

• A chance for customers to support their local economy directly.

In times of uncertainty, customers increasingly look for purchases that align with their values. Local and sustainably grown flowers offer a compelling alternative to imported blooms.

How Small-Scale Growers Can Stand Out

Rather than trying to compete on volume or price with imported flowers, focus on what makes your offerings unique. For example:

• Seasonal Variety: Highlight specialty blooms that aren’t widely available or don’t ship well, like cosmos, dahlias, or sweet peas.

• Storytelling: Share your journey as a farmer, your sustainable practices, and the community impact of your work. This emotional connection often resonates with customers.

• Diverse Offerings: Pair budget-friendly roadside bouquets with premium wedding packages to appeal to a broad customer base.

By emphasizing your values and offering meaningful choices, you can thrive even as the market shifts.

Preparing for Future Challenges

The current economic climate is a reminder to plan for the long-term sustainability of your business. Consider strategies like:

• Investing in Resilience: Focus on regenerative agriculture to reduce reliance on external inputs.

• Gradual Growth: Let your business grow naturally rather than rushing into debt-heavy expansions.

• Community Building: Build loyalty and trust within your local customer base to create a strong foundation.

Economic slowdowns may seem daunting, but they also present opportunities for reflection, reinvention, and growth.

How to Recession-Proof Your Flower Farm

Running a flower farm in a slowing market or an uncertain economy can feel daunting, but it’s also an opportunity to pivot, innovate, and strengthen your business for long-term success. Here are tips to help your flower farm not just survive but thrive during challenging times:

1. Get Lean

• Trim unnecessary expenses: Go through your budget line by line and identify where you can cut back. Cancel unused subscriptions, delay non-essential purchases, and focus on projects that don’t require new investments.

• Minimize debt: Avoid taking on new loans or large financial commitments unless absolutely necessary. Let your business’s growth fund itself wherever possible.

• Simplify operations: Streamline your processes and reduce labor costs by leveraging tools like weed cloth, automation, or self-serve farm stands.

Looking for ways to stretch your dollars without sacrificing quality? Read our tips for flower farming on a budget.

2. Focus on Value

• Highlight your unique selling points: Emphasize what makes your flowers special—locally grown, eco-conscious practices, or unique varieties. Make sure your marketing clearly communicates this value.

• Strengthen customer loyalty: Invest in your existing customer base. Offer loyalty programs, special discounts, or exclusive events to make your customers feel valued and encourage repeat purchases.

Not sure which flowers your local market will love? Check out our top flower varieties.

3. Pivot Product Offerings

• Budget-friendly bouquets: Grow more affordable varieties like zinnias, sunflowers, or cosmos, and create smaller, lower-price-point arrangements that are accessible to budget-conscious customers.

• Premium products and services: While offering budget-friendly options, don’t abandon high-margin products like wedding florals or subscription services that cater to customers willing to spend more.

• Seasonal diversity: Extend your offerings by planting flowers that thrive in different seasons, reducing reliance on one peak sales period.

4. Innovate and Adapt

• Flexible sales channels: Consider roadside stands, pop-ups, or even delivery services to meet customers where they are. Porch pickup and local delivery worked wonders during the pandemic and may be equally effective in a tight economy.

• Educate and engage: Offer workshops or sell seedlings to tap into the growing interest in gardening and sustainability. Position your farm as a community resource.

5. Grow Your Skills

• Invest in education: Hone your floral design or farming skills to create more value-added products or streamline your processes. Advanced floral designers and knowledgeable growers are more likely to weather economic downturns.

• Collaborate and learn: Network with other local growers or join associations to exchange tips and gain insights from those who’ve navigated similar challenges.

6. Be Resourceful and Resilient

• Rely on sustainable practices: Reduce dependency on costly inputs like chemical fertilizers by implementing regenerative farming practices. This benefits both your wallet and the environment.

• Maximize what you already have: Focus on perennials, existing stock, and self-seeding varieties to minimize the need for new purchases.

• Stay patient and strategic: Rather than rushing into expansions or large investments, let your business’s current earnings guide your next steps.

Want to dig deeper into your farm’s financial health? Our profitability analysis guide can help you identify what’s working—and what’s not.

7. Keep the Beauty Alive

Above all, remember that flowers bring joy, even in tough times. By finding ways to adapt and offer value, you can maintain your place in the hearts and homes of your community. Keep growing, stay positive, and trust that your work—and your flowers—matter more than ever.

Recessions and economic slowdowns are part of the natural cycle, but they don’t have to spell doom for your flower farm. By staying flexible, focusing on your strengths, and building strong customer relationships, you can navigate through challenging times and come out stronger on the other side.

We are looking forward to sharing more blooms with you soon.

Jessica & Graham