
I'm thrilled to announce a new series that I'm doing called "Ask Nancy!". You could say it's the Dear Abby column with a wedding floral spin. Please keep your questions coming(and remember there's no silly questions!). Send your questions to
weddings@nancyliuchin.com and I'll be sure to answer them.
We start with a question from a groom, who we will call
Inviting600(yes, the couple are inviting 600 guests to their wedding ).
Inviting600 asks:
"why do some flowers cost so much?" and
"what flowers should I avoid if I am trying to save money?".
Though I've answered this from time to time. I think I should address this again. And I'm sure I'll keep addressing this cost from time to time given our economic times.
The answer is pretty straight forward. Cost of flowers reflect
1) Supply v. Demand.
2) Availability.
3) Overhead costs of suppliers.
4) Shipping.
5) Source.
6) Geography.
7) Seasonality or time of the year.
And a few other things.
Avoid flowers that are
1) High Maintenance
2) Out of Season and must be imported from Europe
3) Low in Supply but High in Demand.
4) Rare and hard to find.
5) Tight buds, doesn't open well.
6) Wilts or bruise quickly.
Let's give you an example. This morning for around $50(at wholesale not retail), you could take home 5 stems of white Peonies, 10 stems of locally grown Garden roses, and 5 stems of imported South American creamy Hydrangea from one of the best wholesalers in the Bay Area, Torchio Nursery. (see image below)

Before I go on, this is not a joke, this is what $50 at
wholesale costs(repeat - not retail). If you were to buy this from a floral shop, I would assume that it would be 2 to 3 times as much depending on the area. If the flowers were old and the shop needed to sale them, you might find a better deal but for our example, let's see this from the floral designer/florist shop standpoint.
I, a boutique floral designer studio, paid $5.00 a stem of peonies, roughly $2.50 for one stem of hydrangea and $1.50 for one small stem of garden roses of which many probably won't open by this weekend. Note, since these are garden roses and not a hothouse variety, not all of them will open at the same time. Some are already open others remain tight.
Keep in mind, the cost of a designed arrangement also needs to factor in all sorts of other costs including the time to select flowers, clean flowers, delivery flowers, vase, overhead, labor charges. This is why it's possible that 5 peonies, 10 garden roses, foliage, 5 cream hydrangea could easily be $100 to $200(think NYC) in today's market.

If you factor that these are for a wedding, then you also have to add more overhead and design costs. On top of the other factors, wedding flowers should include a designer's time, creativity of designer, proposal writing skills, and the overall delivery and setup costs. One factor that is rarely mentioned is the cost of the "used" flowers. Many floral designer(not floral shops) buy flowers for a specific event. If the flowers do not open, the floral designer has to overbuy to ensure that they have flowers in "wedding" condition.
As you can see from the picture available, not all 5 stems of those peonies are perfect or large and open enough to be presented in a bouquet. Because we cannot deliver tight buds, we had to overbuy this particular flowers by 3 times. That means that we actually paid for 3 times as many peonies that we needed so that the one bouquet would be in great condition, I call it delivery wedding condition. Thus, experienced wedding professionals will anticipate this and budget accordingly.
In terms of the garden roses, these locally sourced garden roses are not very plentiful. I don't know how technically difficult it is to grow them but I imagine that there's isn't enough land to grow them in abundance like the hot house roses that we find in corner markets, grocery stores and at the floral market. If you take into account the labor costs to maintain them plus the costs of land in the Bay Area, it doesn't sound unusual for them to cost $1.50 to $2.50 a stem which means that for a customer it is easily $3.00 to $7.50 a stem...if not more.
Note also the size. This bunch of ten stemmed garden roses looks about the size of one hydrangea head. Size is important. It would five times as many garden roses to fill a small vase as it would 6 to 7 stems of hydrangea. Even though hydrangeas can cost more per stem, the size means that you wouldn't need as many total stems. When it comes to flowers, stem count is crucial. As a comparison, many brides want garden roses instead of their inferior cousin, the hot house long stemmed roses. But if it's money are you trying to save, note that even South American imported roses are cost at wholesale a fraction of the cost of a locally grown high maintenance garden rose.
Several years ago, imported hydrangea would cost me $3.00 a stem. Because many of the farms in South American jumped into the market, the cost of hydrangea has dropped over the years since I started buying them. As their
availability has increased, there are more hydrangeas in the market place and thus the cost have decreased. More vendors in the market are carrying them, I get a better price. So ask, what is the availability?
In two weeks, Torchio nursery says that peonies will drop in price. However, the ones this morning were still imported from Europe. Shipping and importing from countries in Europe and Australia is also a factor in why flowers can cost a lot. In the fall when my favorite mini callas are available, it's typically to pay $5.00 for a stem of mini callas. Why is it so much, they are coming from Australia or New Zealand and you better believe that what you are paying for is the shipping not necessarily the flower itself. Another reason why peonies are currently so expensive is that not many vendors in the market are tempted to carry them. I could only find them with two resources. Keep in mind these two resources at the flower market service the entire Bay Area. Because of that, white peonies were especially hard to find. The demand might be high but the availability from a buyer's stand point was minimal and thus my nursery knew that I would pay top dollar for them.
Bottom line: You want to save on flowers for your wedding, find the floral designer who has the best experience, who's body of work that you trust. Because if you trust them, ask them to buy what is best that week in the market. When you have to have something, you might also have to pay a premium. If you have to have a pricey flower, use it where you will get the most impact.