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By following the industry standard formulas as taught in Flower Math, florists routinely attain 70% profit margins on the cost of flowers and supplies, however, your total profits will be based on what you spend above and beyond the cost of flowers and supplies.
When considering how to negotiate with wedding vendors, our best advice is that honesty is the best policy. Instead of trying to haggle with a wedding vendor (which very rarely works), calmly and politely tell them, in your first conversation, the exact amount you'd be able to spend on their services.
You should come prepared to your consultation with the estimated floral counts as well as any other potential decor items that you will need your florist to provide. How many bridesmaid bouquets, boutonnieres, centerpieces, wreaths, hanging lanterns, table numbers, mirrors, votives, etc.
FeffAccording to our friends at Weddingwire.com, the average cost of wedding flowers in the U.S. is around $1,500 for small to medium size weddings and up to $5,000+ for large weddings. Whatever your wedding budget is, it is safe to start with 8-10% of your total budget dedicated to the florals.
According to industry standards this is a sustainable profit margin. $5000 retail - $2,500 (flowers at cost and supplies) = $2500. Take that $2500 and divide by your total wedding retail of $5000.