Summer Success Guide 2026

SUMMER 2026

SUCCESS GUIDE

TREND REPORTS

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B U S I N E SS E D U C AT I O N

TELEFLORA'S CLOUD PETALS BOUQUET T26F110

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TOP 10 BEST SELLERS

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F LO R I S T F E AT U R E

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CALENDAR JULY 01 CANADA DAY 04 U.S. INDEPENDENCE DAY 06 FLOWERBUYER AUCTIONS Check them out every Monday, Wednesday, and Friday. Save on flowers this summer.

14 BUY THE BUNCH Create small, customized orders through Flowerbuyer. Perfect for summer events!

20 CODIFICATION DEADLINE To order, call 800.333.0205.

AUGUST 03 GET FLOWERS FAST Order Flowerbuyer Priority Overnight for next-day delivery Monday–Thursday.

18 FLOWERBUYER TUTORIAL Schedule a Flowerbuyer Auctions tutorial by calling 877.625.3243.

SEPTEMBER 13 GRANDPARENTS’ DAY 15 FSG KITS ARRIVING! Open your FSG Kit for fall and Christmas.

CONTENTS 04

TREND REPORTS See what’s trending this summer with merchandising tips for customer-favorite bouquets

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FLORIST FEATURE Archibald Flowers

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BEST SELLERS Teleflora's projected best sellers for Summer 2026

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DESIGNING FOR THE UPSELL Turning occasions into higher-value experiences

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PROOF OF DELIVERY: How florist point-of-sale technology delivers success

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SUMMER TREND REPORTS POISED PETALS

Teleflora's Cloud Petals Bouquet T26F110

MERCHANDISING TIP: Soft ivory blooms and lush greenery create a naturally effortless statement. Style this arrangement with calming, scented candles for a serene moment.

CONTEMPORARY CITRUS

Teleflora's Garden Gem Bouquet TEV77-4

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2026 SUMMER SUCCESS GUIDE

MERCHANDISING TIP: This lively mix of citrus tones and a neutral vase creates a vibrant, modern statement. Bring out its promising beauty with complementary houseplants.

BRIGHT AND BUTTERY

Teleflora's Sunshine Dreams Bouquet TEV77-1

MERCHANDISING TIP: This cheerful blend of buttery yellows and airy pastels creates an uplifting aura. Style this vibrant cube alongside a teddy bear and a get-well-soon card for an inspiring display.

REFINED ROMANCE

Teleflora's Whimsical Lovelies Bouquet TEV77-6

MERCHANDISING TIP: This blend of rich purples and silvery greens creates a romantic, elevated feel with a trendy edge.

This arrangement pairs perfectly with an anniversary card and champagne bottle for a thoughtful presentation.

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FLORIST FEATURE ARCHIBALD FLOWERS

When Lori Novak moved to California in 1978, she already had a feel for the floral business. Her summer vacations away from Michigan were

often spent with her aunt, Lynne Kraus, who worked in a busy flower shop

in North Long Beach, California. Lori would visit the shop, clean flowers, wash buckets and, eventually, make bouquets. By the time Lynne opened

Archibald Flowers in Rancho Cucamonga in 1979, Lori had already begun learning the business stem by stem.

The transition was natural, but the work was not always easy. When Archibald Flowers first opened, Lynne could not afford to pay Lori, so Lori came in after finishing her other job and worked for free

for the first six months. The hard work paid off. Within the first five years, the shop incorporated, and Lori became a partner in the business.

More than 40 years later, Lori is still the owner of Archibald Flowers, carrying forward the foundation her aunt built while shaping the shop with her own creative style.

“My aunt was an old-school florist focused on the mechanics,” Lori said. “I wanted to break out from the traditional designs to build arrangements with more creativity.”

That creative drive helped Lori expand the shop into weddings and events, while also building a design career beyond Rancho Cucamonga. She became involved with the American Institute of Floral Designers after attending their AIFD National Symposium and deciding she wanted to be part of the organization. Since then, she has served on the AIFD National Board, chaired the

National Symposium multiple times, received AIFD’s Distinguished Service Award, and provided flowers for two presidential inaugurations.

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2026 SUMMER SUCCESS GUIDE

“In a lot of ways, it was a personal goal,” Lori said. “I became a member of AIFD, then I

became involved as a volunteer. I got to see all sides of the organization. I worked in the flower rooms, helped designers, and served on committees. Every time I get back from the Symposium, I see something that I want to try in my shop.”

That willingness to keep learning has helped Lori stay energized in a business that she

finds both rewarding and demanding. She loves working with people, helping them choose flowers, and appreciating the beauty that comes through the door each day.

“It’s never boring with flowers,” Lori said. “I’ve been designing for all these years, and I still get these amazing roses and think they’re beautiful.”

Archibald Flowers has also become deeply connected to its community. Lori supports local

schools, nursing homes, assisted living communities, Loma Linda Children’s Hospital, and Meals on Wheels. She often repurposes flowers from events, giving arrangements another chance to brighten someone’s day.

After decades in business, Archibald Flowers is more than a retail shop. It is part of people’s life stories.

“We are fortunate enough that our customers will tell us that not only did I do their wedding, but I also did the flowers for their prom,” Lori said.

That is the legacy of Archibald Flowers: family roots, creative growth, and a lasting place in the community it serves.

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DELIVERING THE TELEFLORA EXPERIENCE As the largest floral network, Teleflora is committed to helping every recipient receive an arrangement that feels thoughtful, beautiful, and true to what was ordered. We know the care, creativity, and expertise that goes into every design, and we appreciate your partnership in maintaining the high standards our members and customers count on.

To help protect the recipient experience and ensure consistency across the network, please keep the following guidelines in mind with every order:

FOLLOW THE RECIPE A recipe for success! Please follow the recommended stem counts, flower varieties, color palette, design style, greenery, and specified container whenever possible. Customers choose arrangements based on the overall look and feel of the design, and consistency helps ensure their expectations are met.

USE THE APPROPRIATE CONTAINER The container plays an important role in the overall presentation and value of the arrangement. Size, balance, stability, and visual impact can all change when a different vessel is used. Teleflora containers are carefully selected and tested by both consumers and florists to best support the intended design, so using the specified container helps create the best possible experience for the recipient.

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2026 SUMMER SUCCESS GUIDE

MAINTAIN THE SPIRIT OF THE PHOTO One of the most important aspects of floral quality is preserving the emotional feel of the arrangement. Customers understand that flowers are seasonal and naturally vary. What matters most is that the final design still captures the style, mood, and sentiment of the arrangement they selected.

In addition to design quality, the overall delivery experience is just as important to ensuring customer satisfaction. Please also keep the following best practices in mind:

DELIVER WHEN REQUESTED – Timely delivery is an important part of the customer experience and helps ensure the arrangement arrives for the intended occasion.

CONFIRM DELIVERY – Accurate delivery confirmation helps provide peace of mind for both the sender and recipient.

TAKE A PROOF OF DELIVERY PHOTO – Clear delivery photos help document successful deliveries and support service quality.

COMMUNICATION IS KEY – Proactive communication regarding substitutions, delivery challenges, or delays helps build trust and avoid misunderstandings.

DECLINE THE ORDER QUICKLY – If you are unable to fulfill an order, promptly declining it allows additional time for reassignment and helps avoid delays for the customer.

Thank you for your continued dedication, artistry, and commitment to delivering meaningful experiences through every order.

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LOVE OUT LOUD: YEAR IN REVIEW

Over the past year, Teleflora’s Love Out Loud campaign continued to celebrate the uniquely powerful role flowers play in people’s lives. From inspiring America to experience the magic of giving, to shining a light on the heartfelt moments that often go unsaid, to reminding moms that love, not perfection, is what matters most.

Our national campaigns brought fresh, meaningful ways to Love Out Loud to every holiday season.

MOTHER’S DAY 2026 IF YOU’VE WORRIED

This year’s Mother’s Day spot, If You’ve Worried, taps into a question so many moms quietly carry: “Am I a good mom?”

The campaign brought to life the everyday, deeply relatable worries of motherhood—feeling too strict, not present enough, or simply not enough. It acknowledged the invisible load moms carry while navigating the chaos of daily life and self-doubt. At its heart, the message is simple and powerful: it’s love, not perfection, that makes a great mom.

VALENTINE’S DAY 2026 TELE-FLORA

The Valentine’s Day campaign reminded us that in an uncertain world, love is too important to go unsaid.

In the Tele-flora spot, a floral phone booth is transformed into an intimate space where people could open up and share what's truly in their hearts.

Through candid, unscripted moments of gratitude, admiration, and affection, the campaign encourages everyone to leave nothing unsaid— and to Love Out Loud.

CHRISTMAS 2025

THE BOY AND THE BOT With The Boy and the Bot, we continued our national partnership with MakeA-Wish®, inviting audiences to experience the joy of making a wish come true.

This heartfelt story is a moving reminder of the power of compassion, hope, and human connection. It captured the true spirit of the holiday season— showing how granting wishes for children with critical illnesses can uplift not just the child, but entire families. We were proud to play a small part in spreading that joy, love, and hope.

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2026 SUMMER SUCCESS GUIDE

SUMMER 2026 PROJECTED BEST SELLERS

Teleflora's Citrus Sunset Bouquet TEV75-5

Teleflora's Enchanting Garden Bouquet TEV73-1

Teleflora's Pastel Paradise Bouquet TEV76-7

Teleflora's Whimsical Lovelies Bouquet TEV77-6

Teleflora's Sunshine Dreams Bouquet TEV77-1

Teleflora's Sunset Serenade Bouquet TEV72-6

Teleflora's Aurora Blooms Bouquet TEV76-8

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Teleflora's Forever Enchanting Bouquet TEV77-7

Teleflora's Garden Gem Bouquet TEV77-4

Teleflora's Cloud Petals Bouquet T26F110

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DESIGNING FOR THE UPSELL TURNING OCCASIONS INTO HIGHER-VALUE EXPERIENCES

Floristry today is experience-driven retail. It is less about the product and more about the occasion. Most customers aren’t thinking about stem counts or container types. They are thinking about what the flowers represent: Is it a birthday, funeral, celebration, or thank you? If you focus on that, the rest of the sale becomes easier.

The first rule of profitable upselling is to lead with context, not budget. Start by asking what’s happening and who it is for. Once you understand the story behind the purchase, you can confidently make a clear recommendation. Customers are usually relieved when someone takes the lead. Price should matter, but it should come after value is established.

Offering a few well-defined options helps people decide. One trick to use is the rule of three tiers because it tends to give structure without overwhelming the buyer. The middle option often becomes the default, but staff should not hesitate to present the highest tier as the most complete expression of the occasion.

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2026 SUMMER SUCCESS GUIDE

UPSELLING ALSO EXTENDS BEYOND SIZE. Consider add-ons that enhance the experience and increase average order value:

PREMIUM CONTAINERS CHOCOLATES OR CANDLES UPGRADED RIBBON OR WRAPPING HANDWRITTEN CARD SERVICES GUARANTEED DELIVERY WINDOWS Online sales strategy matters just as much as an in-store conversation.

Your website can be your strongest sales associate. For most shops, their website is the first and most frequent point of contact. Clear photography that shows scale, upgraded options displayed visually, and visible premium variations all make highervalue choices easier. When a customer can see the difference, they are more likely to select it. Teleflora’s eFlorist websites help support visual merchandising that makes upselling seamless.

The goal is not to push customers to spend more. The goal is to help them feel like they are buying the best value for their important moments. That’s where long-term trust is built. Customers remember when a gift felt impressive.

Shops that intentionally design their sales systems around value expansion—not discounting—can outperform those competing on price alone. Track your average order value, attachment rate for add-ons, and margin by tier. Dove POS reporting tools can make it easier to see where value is being created and opportunities are being missed.

Upselling, when done correctly, is service. It aligns the weight of the occasion with the scale of the design. Florists who understand they are shaping experiences can help protect their own profitability in the process.

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PROOF OF DELIVERY: HOW FLORIST POINT OF SALE TECHNOLOGY DELIVERS SUCCESS

As a florist, you know every order represents more than a transaction. Customers trust you to deliver fresh flowers accurately and on time for life’s special moments. As customers expect faster, more transparent service, florists need technology that supports sales and dependable flower delivery.

That’s what makes robust Florist Point of Sale technology and delivery management tools key to building customer confidence.

THE ROLE OF PROOF OF DELIVERY IN FLOWER DELIVERY Today’s customers have three key questions when placing flower orders: When did my flowers arrive?

Who received them?

Were my flowers delivered as expected?

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2026 SUMMER SUCCESS GUIDE

That's why proof of delivery has become a cornerstone of reliable flower delivery.

This is especially true for shops offering same-day flower delivery, where timelines are tight and emotions run high. Proof of delivery helps florists confirm: Delivery completion and delivery time Recipient or signee acknowledgment Visual confirmation through delivery photos

HOW FLORIST POINT OF SALE SYSTEMS SUPPORT BETTER CUSTOMER EXPERIENCES By connecting day-to-day operations and delivery management, flower shops benefit from: Enhanced delivery status tracking Accurate order tracking from shop to door Faster and more accurate responses to customer questions

eDELIVERY: EXTENDING FLOWER DELIVERY BEYOND THE SHOP While point of sale systems manage orders inside the shop, eDelivery allows drivers to: Access their assigned deliveries Update delivery statuses Document each stop as it happens Delivery photos and recipient confirmations give florists confidence—and give customers peace of mind.

For florists, reliable proof of delivery supports trust and credibility, stronger customer relationships, and increased repeat business. It’s an essential part of delivering quality customer service in a competitive service industry. Teleflora's point of sale options and eDelivery integration help guarantee quality service for any special event or occasion.

Contact us today to schedule a free demo!

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FLOWERBUYER STANDING ORDERS:

CONSISTENT FLOWERS. PREDICTABLE COSTS. LESS STRESS. If you find yourself often ordering the same flower varieties to create your everyday Teleflora designs, a standing order with Flowerbuyer is a great way to save time on ordering while keeping your product costs low and predictable during the upcoming holiday seasons. With Flowerbuyer, bi-weekly or weekly standing orders are available, offering incredible benefits that boost your business performance.

SAVINGS Lock in competitive year-round prices on the fresh-cut flowers you use most often, controlling your budget and protecting your margins.

PEACE OF MIND Knowing what you are going to pay each week for a delivery you can count on is a vital way to have peace of mind in an unpredictable economy and busy schedule.

CONSISTENCY Feel confident you will receive the high-quality flowers you need from growers you personally handpick, helping you create a high-quality bouquet for every customer you have.

We have had an amazing experience working with Flowerbuyer for the last 3.5 years. They have been extremely patient and helpful in meeting our every need. We regularly receive 14-20 boxes every week, and during the holidays we might receive anywhere between 30-100 boxes. Every week, they send us our base flowers that we know that we will need, and, with our standing order, we know that we will always have the essentials. Not only that, but because we buy in bulk, every year we save a lot of money on these flowers that we use so frequently. We have been so grateful for our partnership with Flowerbuyer and will continue to use them in the years to come!

- LYUBA, MY DISTINCTIVE DESIGNS, NORTH CAROLINA

Interested in learning more about Flowerbuyer standing orders?

Visit www.flowerbuyer.com or call 877.625.3243 to speak with an experienced sales representative.

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2026 SUMMER SUCCESS GUIDE

SUMMER CONTENT PROJECTS FOR YOUR WEBSITE One of the best things you can do for your site is personalize the content to your shop. Take a few hours this summer to refresh the content on the following pages of your eFlorist website:

INCREASE THE IMPACT OF YOUR HOMEPAGE Your homepage is the perfect page to customize with additional details specific to you. You can emphasize which neighborhoods or cities you serve, how long you’ve been in business, or even what your specialty services are—right on your homepage. Including this information, along with popular and seasonal arrangements, can boost your shop’s visibility in search.

CREATE AN ABOUT US PAGE THAT BUILDS TRUST Your About Us page is one of the most important trust-building pages on your site. It is how you show off your personality and highlight your passion for what you do! Update your page to share information, videos, and photos about you, your team, the history of the shop, and your connection to your local community.

CUSTOMIZE THE CATEGORIES AND PRODUCTS THAT MATTER MOST Giving search engines more information about popular categories can help ensure these pages appear in search for the right occasion. Additionally, did you know that every product description is editable inside eSAT, giving you full control over how your arrangements appear online? Start with a few categories and best-selling arrangements and measure the impact.

Be sure to leverage your eFlorist team for help!

Check out these helpful blog posts on using AI to assist you, as well as what type of information to add to your product descriptions and About Us page.

Need assistance with any of these tasks?

Call eFlorist Web Support Services at 866.983.3932 (option 2) or email us at eflorist@teleflora.com.

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HELPFUL CONTACT NUMBERS Customer Service:

eFlorist: 866.983.3932 800.421.2815 U.S. and Canada

DovePlus: 800.720.9410 Monday – Friday: 8 a.m. – 7 p.m.

(CT)

Saturday: 8 a.m. – 2 p.m. (CT) Products: 800.333.0205 Flowerbuyer.com: 877.625.3243