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Dates are described by their rule (for example, the second Sunday in May), so the calendar works every year. The timing advice is a suggested starting point from my own work with florists, so adjust it to your shop's size and capacity.

• A simple weekly rhythm

  One post that shows a product, one that shows the people or process behind it, and one story or reel. Small and steady beats big and rare.

• Weddings and events

  Inquiries arrive all year, so keep a clear way to inquire in your bio, your website, and your posts.

• Sympathy flowers

  Keep your sympathy page and ordering steps easy to find. People often need them in a hurry.

• January: Reset and get ahead

  Key dates: New Year; Valentine's Day is about six weeks out.
  What to post: Show the studio after the holiday rush, a first look at Valentine's designs, and the cutoff date for preorders.
  What to email: Announce Valentine's preorders and the last day to order.
  Tip: Choose your Valentine's offers and photograph them now, while the shop is quiet.

• February: Valentine's Day

  Key dates: Galentine's Day on February 13; Valentine's Day on February 14.
  What to post: Gift ideas at different prices, delivery cutoffs, arrangements being made, and a last call post two days before.
  What to email: A reminder email a week out, then a final cutoff email. Keep each one short.
  Tip: Start teasers three to four weeks ahead. Post the order cutoff more than once, because most people miss it the first time.

• March: Spring arrives

  Key dates: First day of spring around March 20; Easter lands in March or April depending on the year.
  What to post: Spring stems, seasonal color stories, and Easter arrangements.
  What to email: A spring welcome email, with Easter ordering details when it falls in your window.
  Tip: Check the Easter date for this year first, then work backward three weeks.

• April: Easter, proms, and the Mother's Day runway

  Key dates: Administrative Professionals Day is the Wednesday of the last full week of April; Easter in some years.
  What to post: Prom flowers, an office thank you idea, and the first Mother's Day teaser at the end of the month.
  What to email: Administrative Professionals Day for office buyers, and a Mother's Day preview to your list.
  Tip: Mother's Day is a top date for most florists, so begin teasing about four weeks out.

• May: Mother's Day and graduations

  Key dates: Mother's Day is the second Sunday in May; graduations run May into June; Memorial Day is the last Monday.
  What to post: Mother's Day gift ideas, delivery cutoffs, graduation bouquets, and a last call post.
  What to email: A cutoff reminder email, then a day of delivery email for anyone still deciding.
  Tip: Put the cutoff time in every post and email. It prevents a lot of late messages.

• June: Wedding season and Father's Day

  Key dates: Father's Day is the third Sunday in June; summer begins around June 21.
  What to post: Real weddings you have done (with permission), a look at your wedding process, and a Father's Day option.
  What to email: Share your wedding inquiry steps with your list, plus a short Father's Day note.
  Tip: Show how to inquire in at least one post a week, so interested couples know the next step.

• July: Weddings and summer blooms

  Key dates: Fourth of July; peak wedding weekends.
  What to post: Garden and summer bloom posts, behind the scenes at a wedding install, and a patriotic color story if it suits your style.
  What to email: A summer bloom email, or a simple thank you to recent customers.
  Tip: A quieter retail month, so use it to bank photos and video for fall.

• August: Late summer and fall planning

  Key dates: Back to school; fall wedding season begins.
  What to post: Teacher gifts, dahlias and other late summer stems, and early fall color palettes.
  What to email: A fall preview email, and a note to fall wedding clients about timelines.
  Tip: Order your holiday supplies and plan your Thanksgiving and holiday photos now.

• September: Fall weddings and autumn color

  Key dates: Grandparents Day is the first Sunday after Labor Day; autumn begins around September 22.
  What to post: Fall palettes, wedding florals, and a Grandparents Day gift idea.
  What to email: An autumn welcome email, and a reminder that holiday preorders are coming.
  Tip: Draft your holiday offers before October gets busy.

• October: Fall weddings and holiday prep

  Key dates: Sweetest Day is the third Saturday in October and matters mainly in parts of the US Midwest and Northeast; Halloween on October 31.
  What to post: Autumn arrangements, a Halloween themed post if it fits your brand, and a sneak peek at holiday designs.
  What to email: Announce holiday preorders, if you offer them.
  Tip: Check whether Sweetest Day matters in your area before you spend time on it.

• November: Thanksgiving and holiday orders

  Key dates: Thanksgiving is the fourth Thursday; Black Friday and Cyber Monday follow.
  What to post: Centerpiece ideas, holiday preorder reminders, and Thanksgiving delivery cutoffs.
  What to email: A Thanksgiving centerpiece email, and any Black Friday offer you decide to run.
  Tip: Only run a sale if it fits your margins and your capacity to produce.

• December: Holiday season and year end

  Key dates: Christmas on December 25; Hanukkah and other holidays vary by year.
  What to post: Wreaths and holiday arrangements, delivery cutoffs, and a thank you to your customers.
  What to email: Holiday cutoff emails, then a thank you at the end of the year.
  Tip: Save a few days to look back at what sold, so next year's calendar starts with real notes.

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