The honey-scented, small flowers of Erica ericoides grow in umbels of up to twelve at a branch end.
The flower colour is white or one of several shades of pale pink. The small sepals are hairy and green, tapering to acute tips, inconspicuous on the back end of the corolla. The four shallowly rounded petal lobes angle out slightly beyond the mouth of the tube.
The dark anthers, brown or reddish brown to almost black, are exserted. The thin, white style protrudes further than the anthers.
Old flowers turn pale brown, giving the shrub a rusty appearance at the end of the blooming stage. Flowering happens from midsummer to winter (Bond and Goldblatt, 1984; iSpot).