Ah, January…the month of fresh starts. Last week, millions of people likely resolved to embrace some form of self-improvement in 2021, be it a healthy new diet and exercise routine, financial responsibility, a tidier home or, following an especially rough year, greater attention to their mental wellness. Consider these motivations in your marketing messages.

“We just love the concept of starting over/hitting the reset button and, plainly put, bettering ourselves. It is this very human drive for self-improvement that makes this period a prime opportunity for marketers,” said Benjamin Spiegel, chief digital officer for Procter & Gamble’s beauty line, in an article for MarketingLand.  What’s better: compared to other holidays/seasons, the New Year has “extremely low competition,” he said, “and even small brands can afford to win on the big terms.”

Here are a few pitches to try:

For the customer watching the scale:

Tout a bouquet or arrangement as a decadent, calorie-free treat. Customers can indulge their senses without undoing their hard work. Plus, flowers provide endorphins, not unlike the high that follows a grueling workout.

For the customer pinching pennies:

It’s doubtful that a person who’s vowed to stick to a strict budget will buy flowers “just because,” but he or she might be the perfect candidate to secure an early Valentine’s order —making it easier for you to forecast how much product and how many workers you’ll need next month. Mark Anderson, founder of FloristWare and a pricing enthusiast, recommends using “hurdles” to earn business from frugal customers without sacrificing your bottom line. The psychology is simple: the customer must give up something of value (a specific color or number of roses, for example, or delivery on a certain date or at all) to receive a discount. People with a razor-focus on their bank account will gladly order a “pick-up only” Valentine’s arrangement now for the chance of saving $20 or so in the long run.

For Marie Kondo followers:

Flowers’ perishable nature rarely ranks as a selling point, but, if you’ve decided to rid your home of clutter, a temporary pleasure can be awfully appealing. Play up floral arrangements as stunning works of art that truly shine in clean, minimalist dwellings. Bonus: offer customers a price break on a future order if they return the vase.

For customers committed to showing themselves more compassion:

Being around flowers is an excellent form of self-care. You can find many nuggets of wisdom, perfect for email marketing or social media, from the 2018 study The Impact of Flowers on Perceived Stress Among Women, available here.

Katie Vincent is the senior contributing writer and editor to the Society of American Florists.