EveryStem Florist Software calculates the price of each recipe using a proven floral design price formula, but it is important for you to understand the formula too. And the more you know the more
likely you are to make smart business decisions.
Let's start with the background information:
EveryStem has two markups, and most florists use the Primary Markup for Flowers and Greenery.
The Primary markup is set to 3 by default in EveryStem. In other words, when you set an item to the Primary Markup in EveryStem the cost of your item is multiplied by 3 to determine the retail price unless you change it in your profile.
The Secondary Markup is for Hard Goods and Supplies/Mechanics and is set to 2 by default in EveryStem.
(Note: Markups in EveryStem are customizable. Change your default markups in your profile and change event markups by clicking on the Event Details button- see this video for more details).
Here is the proven price formula:
Item(s) Wholesale Cost x Markup + Labor Fee = Retail Price
Here's an example based on the default markups in EveryStem:
Let's look at a simple low arrangement in a glass cylinder vase filled with roses, stock, and greenery.
You can add these items into your EveryStem account and follow along by building this recipe.
Price breakdown.
Supply item - Clear glass vase (wholesale price $5.00) quantity 1
Floral Item - Roses (wholesale price $2.00 each) quantity 12
Floral Item - Stock (wholesale price $2.00 each) quantity 5
Floral Item- Greenery (wholesale price $5.00 per bunch) quantity 1 bunch
The wholesale cost of all these items is listed as the Extended Cost in EveryStem.
$5.00x 1 for the vase = $5.00
$2.00 x 12 for the roses = $24.00
$2.00 X 5 for the stock = $10.00
$5.00 x 1 for the greenery =$5.00
Total Extended Cost for this recipe =$44.00
Next EveryStem applies the markup assigned to each item based on Primary (3X) or
Secondary Markup (2X):
vase $5.00 x 2X markup = $10
roses $24.00 x 3X markup = $72.00
stock $10.00 x 3X markup =$30.00
greenery $5.00 X 3X markup =$15.00
Total retail price after markups are applied = $127.00
EveryStem automatically applies the labor fee next when the Labor Fee is toggled on.
Example: Standard 30% labor fee.
30% x $127 = $38.10
$127 + $38.10 = $165.10 Retail Value
The Retail Value is the lowest amount you charge your client for this design to achieve your ideal profit margin.
Round up to include a buffer for price fluctuations.
Quoted Price is the amount you charge the client for the design after rounding up for price fluctuations. In this case, round up to the next $5. Charge the client $170 for this design and enter it into the Quoted Price box.
By entering $170 into the Quoted Price Box in EveryStem, you will see that you have a positive difference between the Retail Price suggested by the software and the Quoted Price you are charging the client. This means you are within your budget for flowers and supplies and you will achieve your target profit margin on this design.
If the Difference Line on a recipe in EveryStem is negative, that means you are over your budget for flowers and supplies and you will not achieve your target profit margin. In this case you can lower your recipe, raise the Quoted Price, or swap out flowers for cheaper varieties to course correct and adjust the recipe to go from a negative difference to zero or a positive difference
To learn more about Floral Pricing click here to read our in-depth blog post.
Markups for Florists: Do you lack clarity around markups? EveryStem is here to help! Here is a guide that defines markups, helps you understand how to apply them in your business, and at the bottom has a little section that will help you determine what your markup needs to be in your business. Here's the link: https://www.everystem.com/s/The-Lowdown-on-Markups-for-Florists-2025.pdf