With Mother’s Day, our biggest day of the year, landing right in the heart of May, it’s safe to say things have been busy here at Daily Blooms!
After more than 10 months of planning, early starts, late nights, endless logistics, marketing magic and (of course) bloom prep, it all came together in one beautiful, chaotic whirlwind.
Here, our CEO, Courtney, takes a moment to pause, reflect, and share a behind-the-scenes look at what it really takes to make Mother’s Day a success.

If you work in flowers, you know there’s one day that towers above all others. The Grand Final. The Super Bowl. The Everest of our industry.

Mother’s Day.

And for us at Daily Blooms, May was nothing short of monumental - the biggest month in our company’s history.

In the lead-up, the pressure builds. Emotions run high. There’s a lot riding on getting it right. If we deliver perfectly, our customers are showered in love, glory… and Favourite Child status for the year. 
But if we get it wrong? We risk the worst fate of all - disappointing someone’s mum.

On this single day, we 12x our usual order volume. Each bouquet must arrive within an 8-hour delivery window - most customers hoping for that magical 10am doorstep moment. The margin for error? Basically zero.

And it all starts 10 months earlier. Before most people have even thought about Mother’s Day, we’re sketching designs, placing orders, and building a cross-functional game plan. As soon as Valentine’s Day wraps up, it’s full steam ahead.

We execute our marketing plan. We book models, stylists, photographers, UGC creators. We finalise our product range - while juggling a barrage of frantic phone calls with growers and suppliers. Has the cold snap spoiled the Chrysanthemums? Are the Peonies stuck in customs? Did the Disbuds make it through quarantine, only to be stranded at the airport? Do we need to redesign our hero bouquet because a hailstorm wiped out an entire field of Snapdragons?

All the while, inventory is uncertain and a tsunami of customers are ordering blooms for the most important person in their world.

Then the big week arrives.

Early starts. Long days. Physically gruelling work. Everyone chips in. Yes, even me - as CEO, I’m carrying buckets, sweeping floors, and pushing flower-laden trolleys. As I like to tell my keyboard warrior friends: it’s like going to the gym… for 12 hours a day, every day, for a week.

We onboard dozens of casuals - senior florists, florist students, drivers, pickers and packers, and a pop-up customer service team. We teach, we create, we pack, we deliver.

And our regular team? They’re pushed to the very edge. And then - by some miracle of grit, grace, and sheer willpower - we make it through.

Utterly exhausted. Depleted. We swear: never, ever again.

But it's done. And it’s (largely) a success. And as we slowly catch our breath, someone dares to say it - maybe we can do it again next year.

This post is an ode to the incredible Daily Blooms team and our partners.

To the hardest-working, most talented florists in the industry.

To our customer service superstars who bring calm to the chaos.

To our expert ops team who somehow make the impossible feel seamless.

To our dynamic, creative, and ever-resourceful marketing team.

To our fast, friendly, and dependable drivers, who deliver not just flowers, but moments that matter.

To our brilliant consultants, trusted advisors, dedicated suppliers, passionate growers, and resilient farmers - thank you.

You are the ones who move heaven and earth (and quite literally, tonnes of flowers) to make May magic.

Courtney xx