Let’s talk about the months that start with “J.”

January. June. July.

For most retail flower shop owners, these months feel… off.
Sales slow down, foot traffic drops off, and suddenly you’re wondering if something’s wrong with your business.

Here’s the truth:
It’s not just you.

The J-months are traditionally some of the slowest in retail—especially for florists.

But instead of panicking, what if you used this time to refocus?

Whether your cooler is quiet or your inbox has slowed to a crawl, here are eight things you can do right now to build momentum for the busy season ahead.

1. Audit Your Website

When’s the last time you looked at your homepage as a customer?

• Are your best-sellers front and center?

• Are your delivery details and contact info easy to find?

• Do your images reflect your current style?

A slow season is the perfect time to clean things up and make sure your website is working for you.

2. Update Your Google Business Profile

Google loves fresh content. Upload a few new photos, respond to reviews, and post a quick update. These small tweaks help keep your listing relevant—and more visible to future customers.

3. Schedule Evergreen Social Media Content

Create posts you can reuse all year:

• Flower care tips

• Customer testimonials

• Behind-the-scenes photos

• FAQs and reminders

Use a scheduler or save them in a folder so you're never scrambling for content.

4. Tidy Up Your Email List

This is a great time to clean up your subscriber list. Archive inactive subscribers, tag your VIPs, and draft your next few newsletters. (Need ideas? Check out My Free Caption Guide or the Smart Marketing Guide for florists.)

5. Review Your Pricing

Check in with your cost of goods, labor time, and profit margins.
Are you charging what your work is worth? Are any products or services underpriced?

6. Plan Your Next Promotion

You know the holidays are coming—even if they feel far away. Whether it’s back-to-school, Thanksgiving, or your next big wedding push, use this time to get ahead. Outline your offer, prep your content, and schedule a few teaser posts now.

7. Film Some B-Roll

Don’t overthink it—just record short clips of yourself designing, tidying, chatting with customers, or prepping arrangements. You’ll thank yourself later when you need content for Reels, Stories, or behind-the-scenes posts.

8. Rest (Seriously)

Yes, really.
Sometimes the most productive thing you can do is not hustle. The quiet months are a rare opportunity to refill your creative tank and prep for the next busy stretch.

The J-months may be slow—but they don’t have to feel discouraging.

Use this time to work on your business—not just in it.