According to new U.S. Census figures, the number of florists in Rochester has dropped drastically.
In 2002, there were 89 florists. That number dropped to 49 by 2012.
Rockcastle Florist in Greece has been in business for more than 60 years.
Current owners - Wendy and Keith Rockcastle - say the industry continues to change.
They no longer grow flowers in greenhouses but buy flowers from other sources.
They also say marketing -- especially through social media and their website plays a huge role in sustaining business and growing it.
"I don't know if this was the case, but if you are not keeping your eye on trends and not keeping eye on internet presence it can easily sneak up on you," said Wendy Rockcastle, a co-owner.
Keith Rockcastle says the challenge is to stay up on technology, even if you have a small business.
"I think because they didn't stay up with the technology or what the customers were looking for, they struggled to survive," said Keith Rockcastle, a co-owner.
The flower shop recently hired someone to help with their branding and social media presence.
This is a trend that is happening nationwide.