The Ultimate Florist Pricing Guide (UK): Markups, Labour %, and VAT Explained

Pricing flowers shouldn't feel like guesswork. This guide gives you practical, repeatable methods for setting profitable prices in the UK and Ireland — covering markups, labour %, overheads, and exactly how VAT fits in. It includes ready-to-use formulas, worked examples, and rounding tips you can apply on the shop floor today.

Quick win: want the math done for you? Open your Arrangement Calculator and mirror the settings shown in the examples below.

Who This Guide Is For

• Independent florists and studio florists in the UK and Ireland
• Managers training staff to price consistently
• Anyone who's ever asked "2.5x, 3x, or 4x — which multiplier should I use?"

The Two Reliable Ways to Price

1) Multiplier (Markup) Method — Fast & Consistent

Multiply your COGS (cost of stems + consumables you put into the design) by a fixed factor. Then add VAT.

Typical retail multipliers: 2.5x–3.5x in the UK, depending on style, wastage, and service level.

Formula (ex VAT):

Selling price (ex VAT) = COGS × Multiplier

Then add VAT (20%):

Inc-VAT price = Ex-VAT price × 1.20

Example (simple hand-tied):

• COGS = £18
• Multiplier = 3.0
• Ex-VAT price = 18 × 3.0 = £54.00
• VAT (20%) = £10.80
• Customer price (inc VAT) = £64.80

Use this when: you want speed on the counter, you're pricing common SKUs, or you're training new staff.

2) Component (Bottom-Up) Method — Precise & Transparent

Build the selling price from the real costs and target profit, letting labour and overhead be percentages of the selling price (more realistic).

Define:

• COGS: stems/consumables that go into the design
• Wastage %: to cover shrinkage/stems you can't sell
• Packaging/Materials: ribbon, kraft, aqua pack, card
• Labour % of Selling Price: e.g. 25–35% for artisanal pieces
• Overhead % of Selling Price: e.g. 8–15% (rent, utilities, software)
• Target Net Margin % of Selling Price: e.g. 5–12% buffer after costs

Formula (ex VAT): Let S = selling price ex VAT

Pre-labour cost = COGS + (COGS × wastage%) + packaging
S × (1 - labour% - overhead% - margin%) = Pre-labour cost
S = Pre-labour cost / (1 - labour% - overhead% - margin%)

Example (everyday bouquet, precise):

• COGS = £18
• Wastage = 10%
• Packaging = £1.50
• Labour = 25% of S
• Overhead = 10% of S
• Target margin = 5% of S
• VAT = 20%

Workings: Pre-labour cost = 18 + 1.80 + 1.50 = £21.30 Denominator = 1 − 0.25 − 0.10 − 0.05 = 0.60 S (ex VAT) = 21.30 / 0.60 = £35.50 VAT (20%) = £7.10 Customer price (inc VAT) = £42.60 (Implicit multiplier here ≈ 35.50 / 18 = 1.97x — lower than the quick 3x because we modelled costs realistically.)

Use this when: pricing weddings/events, premium designs, or when you want airtight margins.

Choosing Your Multiplier (If You Use Method 1)

Set different multipliers for different product tiers:

Pro tip: Track your implied multiplier from the component method (ex-VAT S / COGS). Use that as a reality check on your fixed multipliers.

VAT in Plain English (UK)

• Standard VAT rate: 20% (most florist retail sales fall here).
• Ex-VAT vs Inc-VAT: Label prices inc VAT for consumers; your till/system should record ex-VAT.
• Back-calculate ex VAT: Ex-VAT = Inc-VAT / 1.20
• Delivery: If delivery is ancillary to the flowers, it usually shares the same VAT rate.
• Disclaimer: Always confirm edge cases with HMRC or your accountant.

Real Examples You Can Copy

A) Quick 3x counter price (gift bouquet)

• COGS = £12
• Multiplier = 3.0
• Ex-VAT = 12 × 3.0 = £36.00
• VAT = £7.20
• Customer price = £43.20
• Round to £43 or £44 depending on your price ladder.

B) Premium hand-tied (component method)

• COGS = £35
• Wastage = 12% → £4.20
• Packaging = £2.50
• Labour = 30% of S
• Overhead = 12% of S
• Margin = 10% of S

Pre-labour cost = 35 + 4.20 + 2.50 = £41.70 Denominator = 1 − 0.30 − 0.12 − 0.10 = 0.48 S (ex VAT) = 41.70 / 0.48 = £86.87 VAT (20%) = £17.37 Customer price = £104.25 (Implicit multiplier ≈ 2.48x)

Labour %: How to Pick It (and Defend It)

• 20–25% for efficient everyday bouquets (skilled florist, minimal faff).
• 25–35% for premium, bridal, or complex mechanics.
• 35–45% for installation work, large events, or weekend/after-hours.

If a client pushes back, explain you price time just like any tradesperson. Having labour as a % of selling price keeps the logic consistent across sizes and stem costs.

Overheads & Wastage: Don't Ignore Them

• Overhead % covers rent, rates, electricity, software, insurance, bank fees. 8–15% of selling price is common for small shops.
• Wastage varies by category and season. Start with 8–12% for bouquets; increase for short-life stems or risky seasons. Track it weekly, not yearly.

Rounding Rules That Keep Till Work Smooth

• Use "price ladders" your team can remember: £29, £35, £42, £49, £59, £69, £85, £95, £120.
• If the precise number falls between two rungs, round to the higher rung for high-touch work; lower rung for market-style bunches.
• Keep VAT-inclusive endings tidy (avoid £42.63); round the inc-VAT number and let the system back-calculate ex-VAT.

Wedding & Event Pricing Mini-SOP

1. Moodboard & palette → Confirm style and stem families.
2. Stem recipe → List stems and counts; multiply by wholesale.
3. Add packaging/mechanics (tape, wire, pins, foam-free mechanics).
4. Choose labour % (often 30–40% for weddings).
5. Add overhead % + target margin %.
6. Apply VAT → Quote inc VAT in proposals.
7. Deposit & revision policy → Price protects your time.

In your Arrangement Calculator, save presets like "Bridal Bouquet 35/12/10" (labour/overhead/margin). Duplicate for centrepieces and buttonholes so your team clicks, tweaks stems, and quotes.

Price Testing Without Panic

• Run A/B price points on one popular SKU for two weeks each.
• Track sell-through, refunds, and average basket.
• If margin % is healthy but sell-through drops, try improving perceived value before discounting.

Common Mistakes (and How to Fix Them)

• Forgetting to include VAT in the ticket price. Always show inc-VAT to consumers.
• Using one multiplier for everything. Segment by tier.
• Labour as a flat amount. Better to use % so it scales with complexity.
• No wastage allowance. Start at 10% and tune per category/season.
• Rounding ex VAT. Round the inc-VAT price customers see.

FAQs

What's a good starting point if I'm new? For everyday bouquets, try 3.0x on COGS, then sanity-check against the component method on a few items. Adjust by tier.

How do I back out VAT from my till price? Divide by 1.20. Example: £60.00 / 1.20 = £50.00 ex VAT.

Are flowers always 20% VAT? Most retail florist goods/services are standard-rated at 20%. Check HMRC for edge cases.

What labour % should I use for weddings? Start 30–40% depending on complexity, logistics, and rehearsal/strike time.

How often should I revisit multipliers? Quarterly. Update with real wastage and wholesale changes.