The Delivery Problem
Ask most florists what delivery costs them and you will get a vague answer about fuel. The truth is that most florists are losing money on every single delivery without realising it. When you add up fuel, driver wages, vehicle depreciation, insurance, maintenance, and packaging, the real cost per delivery is often double or triple what you charge.
Breaking Down Every Cost Category
Before you can fix your delivery pricing, you need to understand every cost involved.
Fuel
At current UK diesel prices and a delivery van averaging 35 miles per gallon, a six-mile round trip costs roughly £1.36 in fuel alone. That figure rises in stop-start urban traffic.
Driver Wages
Whether you deliver yourself or employ a driver, that time has a cost. A 35-minute round trip at £12 per hour (true cost closer to £15.50 including employer NI and pension) works out at roughly £9.00 per delivery. Your hour behind the wheel is an hour you are not making arrangements.
Vehicle Depreciation
A van costing £18,000 with a five-year life depreciates at £3,600 per year. Over 800 deliveries, that is £4.50 each. For lease agreements, divide your annual cost by your delivery count.
Insurance and Road Tax
Commercial van insurance typically runs £1,200-£2,000 per year. Add road tax at £300. Across 800 deliveries, that is roughly £1.90-£2.90 each.
Maintenance, MOT, and Tyres
Budget £1,500-£2,500 per year for servicing, MOT, repairs, and tyres — another £1.90-£3.10 per delivery.
Packaging
Aqua packs, cellophane sleeves, and carrier bags for transport add £1.00-£2.00 per delivery.
A Worked Delivery Cost Example
| Cost Element | Cost Per Delivery |
|---|---|
| Fuel (6 miles at ~35mpg) | £1.36 |
| Driver time (35 mins at £15.50/hr true cost) | £9.04 |
| Vehicle depreciation | £4.50 |
| Insurance and road tax | £2.40 |
| Maintenance, MOT, and tyres | £2.50 |
| Packaging | £1.50 |
| Total | £21.30 |
Most florists charge £5-£8. At £6.50, you lose £14.80 on every delivery. Over 800 deliveries per year, that is nearly £11,850 in hidden losses.
Run your own costs through our Delivery Profitability Calculator.
What to Do About It
Charge Closer to the True Cost
A £12-£15 delivery fee reflects reality. Frame it as a premium, hand-delivered service. Customers paying £50 or more for flowers generally accept a reasonable delivery charge.
Delivery Zones and Tiered Pricing
Zone-based pricing is the fairest approach. Define clear zones from your shop and publish them on your website:
| Zone | Distance | Charge |
|---|---|---|
| Zone 1 | Up to 3 miles | £8.00 |
| Zone 2 | 3-6 miles | £12.00 |
| Zone 3 | 6-10 miles | £16.00 |
| Zone 4 | Over 10 miles | £20.00+ |
Some florists add a premium for timed deliveries — an extra £5 for a specific one-hour window is entirely reasonable.
Build Into Product Prices
"Free delivery" on a £55 bouquet is psychologically more attractive than a £45 bouquet plus £10 delivery. If most of your orders go out for delivery, building the cost into your product prices simplifies everything.
Set Minimum Order Thresholds
A minimum of £35-£40 for delivery ensures enough margin on every run. Below that threshold, the delivery cost can easily exceed the profit on the arrangement itself.
Optimising Delivery Runs
Even with better pricing, efficiency matters:
- Batch deliveries by area — never send a van out for a single drop unless the customer pays a premium
- Plan routes with apps like Google Maps or Circuit to minimise mileage
- Offer time slots (morning or afternoon) to batch geographically
- Define your delivery area and stick to it — saying no to a loss-making 15-mile delivery is good business
Use the Delivery Profitability Calculator and Operating Cost Calculator to see your full picture.
