Words by Tonneli Grüetter
Your guide to marketing ideas that you can use to generate enthusiasm—and sales—for this often under-promoted annual worldwide holiday honouring women and their contributions to society
International Women’s Day, sometimes referred to as IWD, is a global celebration, held annually on March 8 (which this year will fall on a Saturday), that spotlights the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating women’s equality. It was inspired by the women’s suffrage movement and fight for workplace equality that blossomed in Europe and the Americas during the early 20th century. Today, this celebration serves as an opportunity to pay respect to the progress made and remind us of work yet to be done in women’s struggle for gender equality.
Beginning in the 1910s, International Women’s Day celebrations and demonstrations debuted across Europe, leading to the first country, Russia, to declare IWD as a nationally recognised holiday on March 8, 1917, after granting women the right to vote. It spread quickly to other neighbouring socialist countries as an effort to empower working women, where it remains deeply entwined with culture to this day, rivalling the popularity of other great flower holidays such as Valentine’s Day and Mother’s Day. Elevated beyond the Iron Curtain by the energy of the women’s movement in the 1960s, enthusiasm for IWD soon spread around the world, and, in 1977, it was declared a global holiday by the United Nations. Today, International Women’s Day belongs to all groups collectively everywhere. IWD is not country, group or organisation specific.
In North America, IWD has recently experienced a rising tide of popularity, with cities, states and provinces recognising the significance of the day through special celebrations. And the UK is beginning to follow suit too giving you ample marketing opportunities.
It is only natural that flowers, with their timeless symbolism of beauty and resilience, should play a central role in these commemorations. Flowers have long been associated with expressions of femininity, appreciation and empowerment. Incorporating floral elements into International Women’s Day celebrations adds a layer of meaningful symbolism, connecting participants with the historical roots of the movement while emphasising the beauty of unity and solidarity among women.
The theme for International Women’s Day 2025 is “Accelerate Action.” According to the International Women’s Day Community’s website, internationalwomensday.com, “The aim of the IWD 2025 #AccelerateAction campaign is to emphasises the need to make faster and more effective progress towards gender equality. At the current rate of progress, it will take 134 years, which is roughly five generations from now, to reach full gender parity in 2158, according to data from the World Economic Forum. Focusing on the need to Accelerate Action emphasises the importance of taking swift and decisive steps to achieve gender equality. It calls for increased momentum and urgency in addressing the systemic barriers and biases that women face, both in personal and professional spheres. So, together, let’s Accelerate Action and speed up the rate of progress worldwide.”
Sales opportunities for International Women’s Day are huge for two reasons:
- there is no particular colour palette, so you can use whatever flowers you have available for Women’s Day arrangements. This means that you can be much more creative than for example at Valentine’s Day or Mother’s Day
- the tradition at Women’s Day is to give flowers to all the women in one’s life, even if the giver is a woman. Instead of flowers for a spouse or a mum, for Women’s Day, men, women and kids can call give flowers to the awesome women in their lives. Such fun!
Use this guide to ramp up your social media growth for International Women’s Day. Try adapting one of the following five promotions to boost your sales and spread appreciation for the women in your community. And for even more IWD marketing help, including additional ideas for hosting events in your community and professionally designed “Event Packs,” visit internationalwomensday.com.
1. Fall in Love with International Women’s Day
During the Valentine’s Day rush, pass out coupons to paying customers extending special pricing for repeat orders during the second week of March in honour of International Women’s Day. Using this tactic, flower businesses of all sizes can encourage customers to build a floral habit that stretches well beyond Cupid’s arrow. Thanks to the close proximity of Valentine’s Day and IWD, special offers for repeat customers will have little time to get lost. For businesses that offer email order confirmation, follow up your Valentine’s Day orders on February 15 with a thank-you message extending your special offer.
2. Crown Your Queen
Encourage your social media followers to show appreciation for the women making a difference in your community by nominating them for a free flower delivery to their workplace, awarded on March 8, 2025. To effectively launch this type of contest, be clear in your rules, lay out clear instructions, such as: “Nominate a special woman in your life or community to receive a custom premium flower arrangement, in honour of International Women’s Day, by posting a nomination and tagging our shop in your post. Winners will be selected on March 6.” Encourage participation by inviting your best customers and local civic groups to enter. Be sure to engage with customers who enter with any special offers you develop, and repost and share the best nominations, to build buzz!
3. Sit Pretty with Early Orders
Well before March 8, begin publicising signature IWD floral offerings on social media. Encourage the tradition of gifting flowers on International Women’s Day. Individuals can present flowers to the influential women in their lives, expressing gratitude for their contributions. This gesture not only fosters personal connections but also contributes to the strength of your community. Create a call to action by urging your customers to place their orders several days ahead of the big day. Engineer exciting and accessible designs in advance that will wow your customers, and immediately following Valentine’s Day, begin daily posting a countdown to IWD highlighting your special IWD designs and reminding consumers of the important role flowers play in International Women’s Day celebrations.
4. Show Your True Colours
When was the last time you started a new tradition? This March 8, show authentic appreciation by partnering with a non-profit organisation in your community that works to advance women by hosting a ticketed flower workshop that is open to the public and benefits a charity of your choice. Floral design workshops in which participants learn to create arrangements can provide a platform for creative expression and foster a sense of empowerment as women craft their own floral masterpieces, symbolising the diversity and uniqueness of every woman. Get your partner organisation on board by cross-promoting the event to their supporters, too, which can provide you with a new opportunity to find potential new customers with shared values! For extra impact, collaborate with a local photographer who can capture content that you will be able to share in a press release to local news and in support of continuing the tradition next year.
5. Turn Up the Volume
With more people than ever celebrating International Women’s Day each year, the opportunity to multiply sales is sizeable. Grab the opportunity and celebrate International Women’s Day in full bloom!
