What is the primary role of a retail florist?

The primary role of a retail florist is to sell floral goods and services. This encompasses a wide range of responsibilities, including providing customers with fresh flowers, arrangements for special occasions, and personalized service that enhances the buying experience. Retail florists often assist clients in selecting flowers based on personal preferences, budget, and occasions such as weddings, anniversaries, or funerals.

While designing complex floral installations and conducting workshops are valuable skills and services that some retail florists may offer, the essence of the retail florist's job centers around the sale of floral products. Managing floral supply chains is also an important function but typically falls under the responsibilities of florist managers or business operators rather than the frontline retail florist engaging directly with customers. Thus, selling floral goods and services effectively represents the core duties and focus of a retail florist's role.