The honey-scented small flowers of Erica ericoides grow in umbels of up to twelve at branch ends.

The flower colour on each of the shrubs of this species is one of several shades of pale pink to nearly white. The small sepals are hairy and green, tapering to acute tips, well back on the corolla. The four petals form a slightly widening funnel towards the mouth of shallowly rounded petal tips.

The dark anthers, brown or reddish brown to almost black, are exserted conspicuously beyond the petals. The thin white style protrudes significantly further out from among 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).