Ordering flowers for a funeral is something most people do only a handful of times in their lives. Customers often feel uncertain about what to send, how much to spend, and what the conventions are. As a florist, you are in a position to guide them with confidence and sensitivity.
This guide covers everything from arrangement types and pricing to cultural differences and modern trends, whether you are a florist building your sympathy offering or a customer looking for guidance.
Types of Funeral Flower Arrangements
Hand-Tied Sheaf
A loose, natural gathering of flowers and foliage laid flat, often wrapped in cellophane or paper. The most informal and affordable option. Suitable from friends, neighbours, and colleagues.
UK price range: £40-100
Posy
A compact, rounded arrangement, usually in a small container or arranged for placing directly on a grave. Available in various sizes from 10" to 16".
UK price range: £50-125
Wreath
A circular arrangement symbolising eternal life. The most traditional funeral tribute. Available as open wreaths (ring of flowers with an open centre) or full wreaths (completely covered).
UK price range: £55-125
Single-Ended Spray
A triangular arrangement designed to be viewed from one side, typically displayed on an easel or against a wall.
UK price range: £60-180
Coffin Spray (Double-Ended)
A long, elegant arrangement placed on top of the coffin. Usually ordered by the immediate family. Available in lengths from 2ft to 6ft.
UK price range: £90-300
Heart
A heart-shaped tribute, either full (completely covered in flowers) or open (a heart outline). Traditionally from a spouse, partner, or close family member.
UK price range: £55-110
Cross
A cross-shaped arrangement, particularly appropriate for Christian services.
UK price range: £65-150
Letter Tributes
Individual letters spelling out words like "MUM," "DAD," "NAN," or a name. Based on foam or moss-filled letter frames covered in flowers. Typically from children or grandchildren.
UK price range: £35-60 per letter
Bespoke Tributes
Custom designs reflecting the personality or interests of the deceased: a football, a guitar, a garden scene, a favourite animal. These require consultation and a longer lead time.
UK price range: £100-500+
Flower Choices and Symbolism
Traditional Sympathy Flowers
| Flower | Symbolism |
|---|---|
| White lilies | Purity, innocence, the restored soul. The quintessential funeral flower. |
| White roses | Reverence, purity, humility. Universally appropriate. |
| Red roses | Love, respect, courage. Best from a spouse or partner. |
| Pink roses | Grace, gratitude, admiration. Suitable for mothers and grandmothers. |
| Chrysanthemums | Mourning in European tradition, longevity in Asian tradition. The workhorse of tribute bases. |
| Carnations | Red for admiration, white for pure love, pink for remembrance. Long-lasting and affordable. |
| Gladioli | Strength of character. Tall stems make bold coffin sprays. |
| Freesias | Innocence, thoughtfulness. Popular for their scent. |
| Iris | Faith, hope, wisdom. Named after the Greek goddess who guided souls to the afterlife. |
Modern Alternatives
Hydrangeas, gerbera daisies, sunflowers, and garden roses are increasingly popular for celebration-of-life services. Eucalyptus has become the go-to modern foliage, replacing darker traditional greens with a lighter, contemporary feel.
Wildflower meadow-style tributes are a growing trend, particularly for those who want British-grown, seasonal arrangements.
Colour Guide
Always appropriate: White, cream, soft pink, lavender, and pastel shades.
Appropriate in context: Deep red (from a spouse), yellow (for a cheerful personality or close friend), blue (increasingly popular for its peaceful associations).
Use with care: Bright orange or very vivid colours can feel too celebratory for traditional services, though they are perfectly suitable if they reflect the deceased's personality.
The modern direction is clear: if the person loved colour, let the flowers reflect that. The days of funerals being exclusively white and green are fading.
Cultural and Religious Differences
This is one of the most important areas for florists to understand. Getting it wrong causes real distress at an already difficult time.
Christian Services
Flowers are traditional and welcomed. White lilies, roses, and chrysanthemums are standard. Crosses as floral tributes are meaningful and appropriate. The Church of England General Synod voted in February 2026 to encourage parishes to use sustainable, seasonal, locally sourced flowers and to phase out single-use floral foam.
Jewish Funerals
Flowers are generally not appropriate. Jewish tradition emphasises simplicity in burial. Appropriate alternatives include food baskets, fruit baskets, or Kosher food delivered to the family during the Shiva (the seven-day mourning period). Charitable donations in the deceased's name are preferred. Always check with the family if unsure.
Muslim Funerals
Flowers are generally discouraged. Islamic tradition emphasises simplicity, and burial typically takes place within 24 hours. Some families accept flowers; others do not. Food gifts are a more appropriate expression of sympathy. Always check with the family or religious leader before sending flowers.
Hindu Funerals
The family typically arranges floral garlands and wreaths placed around the body. Guests may bring white flowers. After the funeral, fruit baskets or charitable donations are preferred. White is the colour of mourning in Hindu tradition, not black.
Sikh Funerals
Flowers are acceptable at the funeral service. White and yellow flowers are traditional. Food donations to the family or the Gurdwara are also appropriate.
Secular Services
No restrictions. Follow the family's stated preferences. Celebration-of-life services increasingly favour bright, personalised arrangements over traditional white tributes.
Etiquette Rules
When to Send Flowers
For the funeral service: Order at least 48 hours before the funeral. Flowers should be delivered to the funeral director the morning of (or the evening before) the service.
Sympathy flowers to the home: Can be sent at any time before, during, or after the funeral. Sending flowers a week or two after the service is a particularly thoughtful gesture, as grief continues long after the last card has been read.
Anniversary flowers: Flowers on the anniversary of the death, the deceased's birthday, or at Christmas are meaningful and often overlooked.
Who Typically Sends What
| Sender | Typical Tribute |
|---|---|
| Spouse or partner | Coffin spray, heart, or personal wreath |
| Children | Letter tribute ("MUM," "DAD"), coffin spray, or heart |
| Grandchildren | Smaller heart, posy, or contribution to a shared tribute |
| Parents of the deceased | Wreath, cross, or coffin spray |
| Siblings | Wreath, spray, or heart |
| Close friends | Sheaf, posy, or wreath |
| Work colleagues (group collection) | Wreath or spray |
| Neighbours or acquaintances | Posy or small sheaf |
Card Messages
Many customers freeze when faced with writing a sympathy card. Having suggested messages available (on your website or at the counter) converts hesitant customers and reduces friction at a stressful time.
Short and simple:
- "Thinking of you at this difficult time."
- "With deepest sympathy from all at [company name]."
- "Forever in our hearts."
- "With love and fond memories."
More personal:
- "Thinking of you and wishing you strength in this difficult time."
- "[Name] brought so much joy to everyone who knew them. They will be greatly missed."
What to avoid:
- "Everything happens for a reason" (feels dismissive)
- "They're in a better place" (may not align with the family's beliefs)
- "I know how you feel" (presumptuous)
When Not to Send Flowers
Respect the family's wishes. If the obituary states "family flowers only," only the immediate family arranges floral tributes. If it says "donations in lieu of flowers" or "no flowers, please," a sympathy card is still appropriate, but flowers are not.
For Jewish and most Muslim funerals, check with the family first. When in doubt, a sympathy card or a charitable donation in the deceased's name is always safe.
Delivery and Logistics
Where Funeral Flowers Go
The standard process is delivery to the funeral director, who receives all tributes and transports them with the coffin to the service venue. This is the preferred method for most florists.
Sympathy flowers for the home are delivered directly to the family, either before or after the funeral.
Timing
Funeral tributes should arrive at the funeral director at least two hours before the service. Many funeral directors prefer morning delivery for afternoon services. Always confirm the name of the deceased, the funeral director's name and address, the date and time of service, and any specific delivery instructions.
For crematorium services, be aware that services run back-to-back with short gaps, often 30-45 minutes. Timing is critical.
Working with Funeral Directors
This is the single most important business relationship for funeral floristry. The florist who communicates promptly, delivers reliably, and exceeds expectations will get more referrals than anyone else.
Provide funeral directors with a current selection guide including photographs, descriptions, and prices. Be available at short notice. Confirm details rather than assuming. Some funeral directors take a commission or markup on flowers ordered through them, so factor this into your pricing.
Modern Trends
Eco-Friendly Funeral Flowers
Foam-free designs are the biggest shift in funeral floristry. The RHS banned floral foam from Chelsea Flower Show in 2021. The Church of England voted in February 2026 to encourage parishes to phase out single-use floral foam across its approximately 12,000 parishes.
Alternatives include moss, chicken wire, reusable metal pin holders, willow frames, and compostable foam alternatives. Smithers-Oasis launched a plant-based alternative in 2025, but many eco-conscious customers now prefer fully foam-free designs.
British-Grown and Seasonal Flowers
There is growing demand for locally sourced, seasonal British flowers rather than imported varieties. Wildflower meadow-style coffin sprays and wreaths are increasingly popular. Reduced packaging (brown paper or fabric instead of cellophane) signals environmental awareness.
Flower Preservation
Resin keepsakes, pressed flower frames, and jewellery made from funeral flowers are a growing market. Prices range from approximately £30 for simple jewellery to £150+ for larger resin pieces, with turnaround times of 12-22 weeks. Partnering with a specialist preservation company creates a valuable referral opportunity.
Memorial and Anniversary Flowers
Offering a reminder service for the anniversary of the death, the deceased's birthday, or other significant dates creates recurring revenue and deepens customer loyalty. Delivering flowers to a grave, garden of remembrance, or the family home on these dates is a genuinely valued service.
Advice for Florists
Handling Emotional Customers
Patience and empathy are essential. Customers ordering funeral flowers are often in grief, shock, or distress. Avoid rushing decisions. Offer guidance gently: "Would you like me to suggest some options?"
Have a private consultation area if possible. Funeral flower discussions should not happen across a busy shop counter. Train all staff in compassionate communication, not just the lead florist.
Managing Rush Orders
Have a process for expedited funeral work. Same-day capability for simpler arrangements is a competitive advantage. Keep core funeral supplies in stock at all times: white chrysanthemums, white roses, white lilies, mixed carnations, foliage, and funeral ribbon.
For bespoke tributes requiring specific flowers, communicate honestly about lead times. Customers generally understand and accept premium pricing for urgent orders.
Building Your Sympathy Business
The funeral flower market provides steady, year-round demand that is less affected by seasonal peaks and troughs than other areas of floristry. Investing in funeral director relationships, maintaining a clear online gallery with pricing, and training your team in sensitive customer service are the foundations of a strong sympathy offering.
If you want to price your sympathy and funeral work accurately, the Arrangement Calculator and Tribute Calculator can help you cost each design and ensure your margins are protected.
