Raya Ward, a retail flower manager from Connecticut, left the Society of American Florists’ Next Gen LIVE! event last week in San Diego with new...
Next Gen LIVE! Fostered Ideas, Knowledge and Connections
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Floral Industry News
Valentine’s Day Sales Show Slow But Steady Growth
Another Valentine’s Day is in the books, and with it, evidence of floral sales that for the past two years have showed slow but steady growth. The...
4 Ideas to Boost Easter Sales
The first day of spring (March 19) and Easter Sunday (March 31) are fast approaching, but there’s still time to generate holiday business. Here are...
Mother’s Day Prep: Is Your Staff Building Lifelong Customers?
Your product might be beautiful, your website state of the art, and your store displays stunning, but if your customer service is lacking, you’ll...
Does Your Marketing Have What it Takes to Win $5,000?
With the flower sales boom of the pandemic in the rearview mirror, many floral businesses are deploying clever marketing to capture their customers’...
For Many Florists, Love Was in the Airwaves
Media coverage of Valentine’s Day gave florists the opportunity to encourage early ordering and emphasize why flowers are the perfect gift. In a...
SAF Hires Industry Insider to Build Partnerships
An industry insider and entrepreneur with a passion for flowers has joined the Society of American Florists as its director of development. Maura...
SAF Responds to Sustainability Misinformation in the Media
The Society of American Florists swiftly responded last week to two major media outlets that published misleading opinion pieces about the floral...
Leverage AI to Give Blogs an SEO Boost
Creating blog posts that generate clicks involves a strategic blend of SEO, a unique brand voice, imagery, and a seamless web of internal links —...
SAF Members Ask Lawmakers for Increased Floriculture Research Funding
Building on past successes, members of the Society of American Florists will take to Capitol Hill next month to make a case for increased...
Are You on Your Wholesaler’s VIP List?
The night before a big wedding, florist Tim Healy realized he’d forgotten to order much needed flowers. “You kind of get that sickening feeling in...
2024 Economy ‘Beneficial for Floral,’ Says SAF Chief Economist
Will demand for fresh flowers pick up this year? Will inflation continue to slow? What will freight cost? Charlie Hall, Ph.D., the Ellison Chair in...
How I Run a Flower Shop and Travel the World
Soon after Holly Haveman bought into her family business, Kennedy’s Flowers and Gifts in Grand Rapids, Michigan, she realized something had to...
Survey: Floral Businesses Did ‘Okay’ in 2023, Uncertain About 2024
Business in 2023 was okay or good for most floral businesses compared to 2022, according to the Society of American Florists’ biannual economic...
How I Refreshed Our Brand Through Online Sales
For the last year, Brooke Picard, creative brand manager at All A’Bloom Flowers & Gifts in Lee’s Summit, Missouri, has been focused on tweaking...
Member Spotlight: Angélique Witcher of Accent Decor in Chamblee, Georgia
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Spot an Ad Bashing Flowers? Let Us Know
There shouldn’t be any negative ads about flowers from the undergarment retailer Hanky Panky this Valentine’s Day — and that’s thanks to the Society...
Obituary: Kenneth Royer 1931-2023
Kenneth Royer, AAF, a lifelong industry innovator, educator, author and 2021 inductee into the Society of American Florists’ Floriculture Hall of...
Valentine’s Day Prep: ‘K.I.S.S.’ Your Stress Goodbye
A profitable Valentine’s Day is rarely accomplished without frenzy or hiccups, but Michele Peters, AIFD, of Ambiance Floral & Events in Albany,...
How to Keep Google From Putting Your Email In Jail
Google has plans to implement new email security protocols this year to protect its users, which could have a big impact on your marketing emails if...
Valentine Ad Encourages Viewers to ‘Believe in Love’
This Valentine’s Day, Teleflora delivers a message of hope to those who don’t have a special someone — a demographic that’s risen drastically in...
Young Floral Pros Get First-Hand Look at Flower Farms in San Diego
Sustainability practices, cutting-edge technology, efficiencies and entrepreneurial thinking are hard at work in California floral businesses, and...
Valentine’s Day Prep: Best-Kept Secrets for Success
When the Society of American Florists polled retailers about their December holiday sales, it also asked what lessons they learned to apply to...
Florists Hopeful for Valentine’s Day After Mixed December Sales
December floral sales were mixed for retailers who responded to a Society of American Florist’s survey, but most are feeling optimistic about...
Teachers Get Resources to Talk ‘Green’ Jobs in the Classroom
Seed Your Future is launching a program to train high school science teachers nationwide about the horticulture and floriculture industries and give...
Why You Can’t Get That Coveted Flower (Hint: It’s Complicated)
Carmen Lucia Marquez, marketing manager for the breeder Ball SB, wants to change a decades-long challenge in breeding — the disconnect between...
Want Big Returns from Valentine’s Day? Target Young Adults in Love, Survey Says
Florists wanting to cash in this Valentine’s Day would do well to target marketing to young adults who want to spoil their significant others....
Moving Valentine’s Day Flowers Is a Yearlong Logistics Dance
Delivering the perfect Valentine's Day bouquet involves yearlong orchestration of dozens of entities and meticulous planning to ensure millions of...
Negative Publicity Watch: SAF Calls Out Klarna, Shutterfly and Others for Bashing Flowers
Companies big and small selling a variety of services and merchandise took aim in promotions at what they deemed to be their biggest Valentine’s Day...
Get Ready for the Wedding Rush
Are you ready for the wedding rush? Save time on wedding design training and get guidance on what a polished, up to date and ironclad contract...
Ace Leadership With These 5 Actions
Good leadership is so much more than merely logging record profits when times are good. It’s also about showing up, keeping your door open, setting...
Win Back Sympathy Sales
“In lieu of flowers,” that ubiquitous obituary closing line, has ramifications most grieving families don’t consider when they write it. In the...
Explore Design As a Celebration of Life in Boston
While some florists may feel pressure to provide the perfect arrangement to honor the deceased, Patience Pickner, AAF, AIFD, PFCI, owner and...
SAF Adds Breeder Category to Outstanding Varieties Competition
The Outstanding Varieties Competition at Society of American Florists’ convention annually provides a glimpse at future floral trends. And this...
CEO Discusses Merger of FTD and From You Flowers
Last month FTD and From You Flowers, a large floral ecommerce company, announced a merger — a business move that was considered years earlier but...
Drive Summer Sales
Need help drumming up business this summer? The Society of American Florists’ Floral Education Hub has resources to help, including courses on...
Is Your Business’s Online Reputation Netting Sales?
Chances are you already have a business website and spend time on social media. But do you know how to boost search engine optimization (SEO) and...
Sharpen Your Marketing Tactics
Only 13 percent of family-owned businesses make it to the third generation, according to the SC Johnson College of Business at Cornell University —...
Grow Sales While Incentivizing Employees
By turning to the playbook of common practices used by large corporations, floral businesses can find success in managing employee wages, improving...
Member Spotlight: Talicia McCall of AMBIANCE by Lovie in Montgomery, Alabama
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Young Floral Pros Grow and Connect in Miami
Affirmations of a career path. Insight into efficient retail operations. An insider view of the floral importing scene. And newfound floral friends....
Promote Summer Sales Via Social
Summer is in full swing — don’t forget to remind customers to make flowers part of their summertime fun. The Society of American Florists has social...
Save with Smart Summertime Staffing
For most florists, June 1 marked the beginning of six straight months of non-holiday sales levels. Having too many employees during this period can...
Host How-Tos for Summer Sales Success
Need an antidote for slower summer sales? Lean on the “experience economy”. Projected to be worth $12 billion in 2023, experience economy consumers...
Learn to Elevate Your Customer Experience in Boston
A one-day investment can equal lasting results for your business all year-round—that’s what happened for Amber Micciche of Main Street Flower Market...
Find Your Business’s North Star in Phoenix
Can you start with a dream for your business, and then work backwards, step by step to achieve it? Bart David specializes in helping business owners...
Study: Consumers Prefer and Will Pay More for Sustainable Flowers
It’s not easy being green — but new consumer research suggests it’s worth the effort for florists. A recently...
Member Spotlight: Irving Casiano Flores of Flower Shop Network in Paragould, Arkansas
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Protect Your Digital Work
It takes time to create an original design, photograph it, write compelling copy — and then post it online. Finding your work on another florist’s...
Philly Florist Brings Joy to Detoured Motorists
The morning after an interstate bridge collapsed near her family’s flower shop in Philadelphia earlier this month, Jennifer Kelly was thinking of...
5 Reasons to Compete in the Sylvia Cup Design Competition
The Sylvia Cup Design Competition, the longest-running live floral competition in the nation, offers designers an opportunity to escape the daily...
Sustainability Study Emboldens Florists to Implement Changes
A recent survey that shows consumers prefer to buy — and are willing to pay for — sustainably grown flowers from environmentally friendly florists...
Create a Successful Incentive Program
Employee incentive plans not only help attract and retain motivated workers, but they can also help businesses compete for workers in a tight labor...
Forecast Your Way to Bigger Profits
Are you finding it difficult to forecast sales? Is the increased cost of goods squeezing your bottom line? Do you want to pay your employees a...
Scientific Breakthroughs Give Sea Shipping a Boost
An increasing number of the flowers coming through Miami are entering by boat, and thanks to a slew of scientific discoveries, those flowers can now...
SAF Phoenix 2023 Promises ‘Incalculable’ ROI
A new holiday catalog. A much-needed overtime compensation policy. And connections to suppliers across the chain. These are just some of the...
SAF to Induct 26 AAF and PFCI Honorees
More than two dozen floral professionals from across the U.S. have earned credentials that demonstrate their commitment to the floral industry....
SAF Members to Elect New Leaders
It’s election season — time to select the next group of Society of American Florists leaders, the volunteers who shape everything the association...
Power Through Summer with Creative Ways to Boost Sales
Looking for creative ideas to step up sales during the summer slowdown? A few florists who have turned slumps into successes shared their top tips...
Tips and Tricks to Net Five Star Reviews
Online reviews hold amazing sway over shoppers. According to research by the SEO marketing company Moz, 96 percent of people read reviews and 86...
Member Spotlight: David Register of FernTrust in Seville, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Win Back Time — With AI
Hate sending emails, writing blog posts and crunching data? Artificial intelligence can cut down on the time you spend on those types of tasks — and...
Florists Embrace the Pace of Summer
With its typically slow sales, the summer can be a stressful season— but many florists say it doesn’t have to be. If you plan for the slowdown, it...
Economic Outlook: Sales Down from 2022, But Better Than 2019
First, the good news: Compared to 2019, sales, units sold and profitability were up in the first two quarters of 2023 for the majority of floral...
Find Inspiration and Education to Grow Your Business
Looking for some outstanding flowers for weddings? In need of new services for your business? Need some design inspiration? The Society of American...
Flower Prep 101: Pre-Arrival Must-Dos
A trendy design is nothing without fresh flowers that have been properly cared for so the end customer can enjoy them for up to a week. And many...
3 Ways to Make the Most of Summer Downtime
While a summer slowdown might not benefit your bottom line right now, some florists use it as an opportunity to try new things and seek new revenue...
Make a Plan For Petal It Forward
With three months until the Society of American Florists’ annual Petal It Forward flower giveaway, there’s plenty of time to start planning so you...
Burned Out? Hit a Ceiling? There’s a Tool for That
In the two decades since Liza Roeser, AAF, founded the online wholesaler Fifty Flowers, it has grown to include more than 60 employees in the U.S.,...
Salary Survey Shows Career Opportunities in Horticulture
Most Americans aren’t sure what horticulture is. And those who do know what it is think horticulture is something people do as a hobby, not a...
Create Design Recipes for Success
Do you want to eliminate guesswork for the design and sales team, ensure uniformity in arrangements, and build profit into every design? A new...
Member Spotlight: Megan Gerace of GravityFree in Sarasota, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Obituary: Frankie Shelton 1924-2023
Frankie Shelton, AAF, AIFD, PFCI, an internationally recognized designer, pioneering floral educator and 1989 recipient of the Society of American...
VIDEO: SAF Competition Showcases Never-Before-Seen Varieties
[mom_video type='vimeo' id='848731373' width='900' height='506'] Stephanie Brady, project manager at the Society of American Florists; JD Lecuona,...
Florists Armed with Inspiration and Knowledge After Profit Blast
More than 115 florists from 22 states gathered in Boston on Sunday for the Society of American Florists’ 1-Day Profit Blast, where they learned best...
Florists Get in on Barbie Hype
The nation is in a pink frenzy following the July 21 release of the live-action Barbie movie, and some florists are getting in on the hype with pink...
Boost Back-to-School Sales
Back-to-school season is here, with many college students and children heading back to school in August. Use the Society of American Florists’ web...
Create Content That Sells
Planning a calendar of social media content that engages, informs and sells to your audience can be a tall task. In the July/August issue of Floral...
Put Artificial Intelligence to Work
Is artificial intelligence working for you? From writing emails to crunching data, AI is a useful tool for business owners, including those in the...
Drive Sales With Frictionless Ecommerce Experiences
In the drive to create seamless ecommerce experiences, the smallest details matter. How many clicks does it take to check out? One too many and the...
How I Did It: $3,000 in Sales From 6 Arrangements — In Just 1 Week
Editor’s note: This is a new series to celebrate floral professionals’ ‘wins’ and inspire others with stories of innovations, problems solved,...
Summer Travel and Extreme Heat Impact Flower Sales
Fewer weddings and events, more people traveling and extreme heat are compounding what’s already been a slow summer for flower sales for some amid...
Build a Pipeline of Workers in Your Community
The beginning of the school year is a great time to make connections with teachers and students to bring awareness to career opportunities in your...
‘Gourd-Geous’ Design Inspiration for Autumn
Goodbye summer, hello fall! School is back in session in some areas, and stores have rolled out fall décor. Have you thought about your fall lineup...
Member Spotlight: J.P. Varvarigos of Wellington Florist in Wellington, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
What’s Your Exit Strategy?
Whatever your timeline for retirement looks like, there’s no better time than now to start planning for the succession of your business. That’s...
A+ Ideas For Back-to-School Promotions
Summer break is ending, ushering in a major shopping spree. The National Retail Federation predicts back-to-school spending to reach an unparalleled...
SAF Raises Grower Concerns on New EPA Proposal
The Environmental Protection Agency is proposing a new rule that could drastically inhibit the ability to protect crops from pests and disease — and...
Incentivize Your Employees
Want to offer competitive pay and get the most out of your workers? Many florists have found success with incentive programs, and the Society of...
Does Your Business Need A Checkup?
An annual physical is key to catching any hidden health issues. Your business deserves the same regular checkup. In the July/August issue of Floral...
Price Designs for Profitability
There was a time when Sherry Grimes-Jenkins sometimes lost money trying to build beautiful floral arrangements. She would get a $100 order and...
Digital Marketing That Goes the Distance
When sales are slow at Sweet Psalms Florist in Conyers, Georgia, owner LaToya Ferguson deploys a multi-channel digital marketing strategy — which...
How I Did It: Selling 7 Shops to 5 Staffers
Editor’s note: This is a new series to celebrate floral professionals’ ‘wins’ and inspire others with stories of innovations, problems solved,...
5 Ways to Save Time With AI
Florists are putting the power of artificial intelligence to work in their businesses, tasking it with a multitude of jobs from creating policies to...
Member Spotlight: Barbara Keller of All A’Bloom Flowers & Gifts in Lees Summit, Missouri
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Save the Date For SAF’s 2024 Events
Behind every thriving industry are profitable businesses, and behind those businesses are smart, progressive leaders and their teams in need of...
Is Your Branding Landing Repeat Customers?
Marketing to new customers is hard — and expensive. And studies show that new customers don’t typically spend as much as existing customers who are...
SAF Members Elect New Board and Council Leaders
Members of the Society of American Florists have elected three new leaders to the Board of Directors, and nine new leaders to the Grower, Retailer,...
6 Ways to Save Your Business Money
Many things about Tiger Lily, a Charleston, South Carolina floral shop, have evolved from the pandemic era of business — from floral arrangements to...
How I Did It: A Little Upgrade Goes a Long Way
Editor’s note: This is a series to celebrate floral professionals’ ‘wins’ and inspire others with stories of innovations, problems solved,...
Introducing Floral Management’s Industry Innovators
Earlier this year, Floral Management editors sought nominations for individuals who have identified emerging needs of the industry and demonstrated...
SAF Phoenix 2023 Taps Top Experts
A trend spotter. An artificial intelligence expert. Entrepreneurs. An ecommerce guru. SAF Phoenix 2023, the Society of American Florists’ 138th...
Meet the Contestants Vying for the Sylvia Cup
They are up-and-coming floral designers, successful business owners, college students and teachers. Some are regulars on the design competition...
SAFPAC Gears Up for Election Season with Phoenix Fundraiser
As Capitol Hill enters fundraising season and an election year, the Society of American Florists’ political action committee is gearing up to make...
SAF Publishes Second Sustainability Spotlight
As American consumers start to show an interest in sustainably grown flowers and designs, the industry has well-established practices — and stories...
Industry Pros Share Tips to Find Talent
When Stetson University student Olivia Vardy saw the Details Flowers Software booth at a job fair, she knew nothing about the company or the floral...
Member Spotlight: Marcia Villiers of Beautiful Kreations in Sunrise, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly...
Strategies From ‘the Trenches’ to Put to Work
Amber Morgan didn’t know what to expect from the Society of American Florists’ 1-Day Profit Blast in July. But she certainly didn’t expect what she...
SAF Phoenix 2023 Brings Together More Than 470 Floral Pros
Gina Thresher, AIFD, EMC, has been running a floral event business in Kent, Washington since 2008, and it’s always been her goal to open a retail...
Boost Your Petal It Forward Media Coverage
Petal It Forward is the Society of American Florists’ annual feel-good initiative that spreads the power of flowers — and it can also be a powerful...
Florida Designer Wins Sylvia Cup at SAF Phoenix 2023
Michael Smith, AAF, AIFD, FDI, FSMD, owner of Artistic Designs Unlimited Inc., in Marianna, Florida won the 54th annual Sylvia Cup Design...
CalFlowers Wins SAF’s Marketer of the Year Award
A national marketing campaign that promoted flowers as self-care and gifted the marketing assets to the industry to use at a local level is the...
Stars of the Industry Honored at SAF Phoenix 2023
Consumers can enjoy a vase of flowers longer than ever while florists can minimize shrink, thanks to the research of University of Florida...
‘Amistad’ Double Oriental Lily Wins Outstanding Varieties Competition
'Amistad’, a light pink double Oriental lily presented by Sun Valley Floral Farms, charmed judges with its soft coloring, elegance and grandeur to...
State of the Industry: Plenty of Reason to Celebrate
As the industry takes action to overcome its biggest challenges, there is reason to celebrate, said the Society of American Florists’ CEO, Kate...
Brand Your Oct. 18 Petal It Forward Event
The Society of American Florists’ ninth annual goodwill initiative where participants hand two flowers or bouquets to an unsuspecting stranger,...
Convert Browsers to Buyers with Chat
The average conversion rate across e-commerce sites is a paltry 2%. So how do online retailers turn the many browsers into buyers? By implementing...
Member Spotlight: Kelly Shore of The Floral Source in Olney, Maryland
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
SAFPAC Fundraiser Sets New Record for Advocacy Efforts
[mom_video type='vimeo' id='866422645' width='900' height='506'] The Society of American Florists’ annual fundraiser for its political action fund...
New SAF President Sets Sights on More Industry Collaboration
The Society of American Florists has a new president at its helm, one known for his infectious energy and determination and who has a long history...
5 Reasons to Petal It Forward on Oct. 18
In less than a month, floral businesses nationwide (and around the world!) will hand out free flowers — some for recipients to keep, and some for...
Lean on SAF’s Resources for a Successful Petal It Forward
Petal It Forward, the Society of American Florists’ annual event in which floral businesses nationwide hand out two bouquets — one to keep and one...
Navigate Lower Sales and Higher Costs This Holiday Season
With the sales boom from the pandemic in the rear view mirror, this holiday season is likely to bring back some old challenges as well as some new...
Hacks to Elevate Digital Marketing
Ready to take your digital marketing to the next level? At the Society of American Florists’ annual convention Sept. 6-9 in Phoenix, three marketing...
Colorado Florist Named SAF’s Next President-Elect
An industry leader with a long history of serving the Society of American Florists and a depth of expertise in finance and marketing has been chosen...
How I Did It: Empowering Employees to Think Like a Boss
Struggling to find ways to keep employees invested and engaged with their jobs and the overall success of the business? It is a struggle Nigel...
Tips for an ‘Easy to Implement’ Petal It Forward
Participating in the Society of American Florists’ annual Petal It Forward event on Oct. 18 won’t break the bank or overwhelm staff — especially if...
3 Steps for a Successful Oct. 18 Petal It Forward
The Society of American Florists’ annual feel-good initiative, Petal It Forward, is a chance for floral industry professionals to spread the power...
Convert Browsers to Buyer With These Tips
Is your website working for you or against you? At the Society of American Florists’ annual convention last month in Phoenix, Chris Beals, CEO of...
Struggling to Build a Social Following? Think Like an Influencer
Every florist can be an influencer on social media. That’s the advice Valerie Crisostomo, an Atlanta-based florist, content creator and founder of...
Get Inspired With Día de los Muertos Designs
Día de los Muertos, or Day of the Dead, is a Mexican holiday that’s gained popularity in America as a way to celebrate and honor deceased loved...
How Media Savvy Florists Leverage Petal It Forward
Bangor Floral in Bangor, Maine distributed hundreds of bouquets last year during the Petal It Forward flower giveaway. It was a resounding success,...
Spread the Power of Flowers on Oct. 18
Petal it Forward is just one week away on Oct. 18. It’s not too late to participate in this feel-good event in which participants hand two flowers...
Tips to Manage Your Inventory of Cut Flowers
Buying fresh flowers in bulk can save money — but only if a florist can sell the stems and minimize shrink. In the September/October issue of Floral...
Member Spotlight: Joseph Langlois of Bangor Floral in Bangor, Maine
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Profit Blast Offers Strategies to Conquer the Holiday Frenzy
Leah Van Ness of Montville Florist in Uncasville, Connecticut, is feeling confident about handling the coming holiday frenzy. That’s because earlier...
Florists Showcase Industry Job Opportunities
When he was studying to be an accountant in college, Monty Pereira never imagined he’d find himself in the floral industry. Today, he is the proud...
Last-Minute Advice for Lasting Petal It Forward Memories
The Society of American Florists’ annual Petal It Forward goodwill initiative is a week away! On Oct. 18, more than 500 floral professionals from 50...
Showcase the Value of Sustainable Products
At the Farmer’s Petals in Sarasota, Florida, everything that leaves the shop — even a teddy bear that’s made from organic materials — can go back...
Listen While You Work: The Best of SAF Phoenix 2023 Is Now on Audio
The Society of American Florists’ annual convention in Phoenix last month was chock full of valuable information designed to help floral...
Next Gen LIVE! FOMO is Real — for Good Reason
Looking for ways to inspire and engage your best employees, battle burnout, and teach them more about the floral industry? The Society of American...
Petal It Forward Gives Thousands a ‘Reason to Smile’
From Alaska to Hawaii and California to Maine, 580 floral businesses in all 50 states (and six countries) spread the joy of flowers during the...
Proven Profit Boosters for the Holiday
Dreaming of a profitable Christmas but feeling uncertain about pulling it off? In the September/October issue of Floral Management, contributing...
Safeguard Your Businesses From Cyberattacks
October isn't just about pumpkin spice and fall leaves; it's also Cybersecurity Awareness Month, which aptly fits into the spookiness of the season....
Member Spotlight: Nick Smith of In Bloom Flowers
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Obituary: Kathleen “Katie” Kennicott 1936-2023
Kathleen “Katie” Kennicott, who became a beloved fixture in the floral industry over six decades as she worked alongside her husband, Harrison “Red”...
Media Attention Amplified Petal It Forward Message
Carrie Moore’s store, Jenny’s Floral, is a 45-mile drive from Rapid City, South Dakota, but that didn’t stop an ABC affiliate morning news crew from...
Get Ahead on Holiday Prep
The holiday season is quickly approaching and the Society of American Florists has a Holiday Planning Package with resources to help boost sales....
How I Did It: Increasing Traffic and Sales While Giving Back
As the calendar flips to the month of giving thanks, one florist’s success story serves as a reminder that giving back to the community can come...
The Best Flowers for Vase Life, Value and Versatility
Searching for the perfect blooms that offer a good vase life, value or versatility? The November/December issue of Floral Management features the...
Holiday Prep: Don’t Overstuff the Staffing Schedule
Want to make a difference in your bottom line? Don’t assume brisk holiday business requires overtime. “Too many florists immediately turn to...
Does Next Gen LIVE! Deliver? Bosses Say ‘Yes’
Like many other leaders at floral companies, Mike Black is concerned about getting the next generation of floral professionals to commit to the...
Holiday Prep: 6 Strategies to Increase Conversions
Is your website optimized to capture holiday sales? If not, you could lose sales. More than half (51%) of florists who responded to the Society of...
Member Spotlight: Kristin Gilliland of Gardens America in Doral, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Efficiency Strategies to Support Work-Life Balance — and Profits
When Christina Brown bought Roses Are Red florist 14 years ago in Indiatlanic, Florida, she hoped it would eliminate a long commute and provide time...
Holiday Prep: 5 Hacks to Pump Up Sales
Holiday spending is expected to hit record levels this year — up as much as 4% over last year, the National...
Breeding A Better Berry
Ilex, also known as winterberry, adds a festive accent to wreaths, swags, garlands and other holiday arrangements. And now, there’s an improved...
4 Benefits of Next Gen LIVE!
New connections, world class education, and a bigger perspective of the floral industry — all in a destination city. The Society of American...
Holiday Prep: 3 Ideas for Holiday Gift Sales
The holiday shopping season officially kicked off last week, and consumers are ready to loosen their purse strings, according to market researchers....
Cyber Security Strategies for Social
Earlier this year, Swan Street Florist held a Barbie-themed giveaway on social media to celebrate the release of the Blockbuster movie. Things were...
Member Spotlight: Amber Morgan of Fortin Gage Flowers & Gifts in Nashua, New Hampshire
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Pantone Names ‘Peach Fuzz’ 2024 Color of the Year
Pantone’s 2024 Color of the Year, Peach Fuzz (Pantone 13-1023), exudes comfort and peace — and perfectly matches a shade that floral designers and...
SAF Elevates 2024 Advocacy Presence
The Society of American Florists is planning to take its federal advocacy work—and its annual legislative fly-in event, Congressional Action Days...
Florists Rally for December Sales After a Sluggish November
Florists — many of whom saw sluggish fall holiday sales — are strategizing to give December holiday sales a boost. In a survey by the Society of...
Remembering Those We Lost in 2023
The floral industry lost several professionals whose contributions won’t be forgotten. If there are other professionals you’d like to remember,...
2023 in Review: SAF Advocated, Educated and Connected the Industry
Despite flattening sales, 2023 proved to be a year of evolution for floral businesses that leveraged artificial intelligence, third-party delivery,...
Top 10 Headlines of 2023
We reviewed a year's worth of articles and chose 10 that highlight 2023's news and trends. SAF Advocacy Push Secures Additional $1 Million for...
Keep Botrytis at Bay
Few things make floral professionals’ hearts sink like the sight of gray fuzzy growth on flower petals. Fortunately, new research has identified...
Does Your AI-Generated Content Sound Off-Brand? 6 Tips to Help
Editor’s note: This article by artificial intelligence expert Nicole Donnelly is the fifth in a series appearing in SAF News Now about how to use AI...
Overcome These 10 Leadership Challenges
Be willing to keep learning and growing — that’s the key for leaders to be able to address their biggest obstacles according to floral industry...
Drive Retention and Sales with Behavior Insight
Do you have a customer who is a perfectionist? Or a colleague who is a people pleaser? Do you get anxious when people don't return emails? These...
Mother’s Day Flower Sales Up, Volume Drops
About half of retail florists who responded to a Society of American Florists’ survey reported Mother’s Day flower sales were up over last year —...
Focus on Father’s Day Sales
Father’s Day is quickly approaching on June 18, and although it isn’t the typical flower giving holiday, men love to receive flowers for the same...
Why Are Some Roses So Hard to Find?
Anyone tasked with ordering ‘Playa Blanca’ or ‘Quicksand’ during the height of wedding season knows some roses can be as hard to come by as Taylor...
Plug Into the Power of AI in Miami
[mom_video type='vimeo' id='831924420' width='900' height='506']Exactly what is artificial intelligence, and how can it help floral pros? [gap...
3 Tactics to Rev Up Summer Sales
Whether you’re conducting a post-mortem Mother’s Day analysis or planning how to boost summer sales, there is always room for a few more...
Tap Into Trends
As Wendy Rockcastle left Talmage McLaurin’s 2023 Flower Trends Forecast presentation at the Society of American Florist’s annual convention last...
U.S. Floriculture Sales Inch Up; Cut Flowers Sales and Producers Decline
The U.S. floriculture industry saw a 4.2 percent increase in sales last year over 2021, while cut flower sales fell, as did the number of...
Think Like an Engineer to Get Better AI Results
Editor’s note: This article by artificial intelligence expert Nicole Donnelly is the fourth in a series appearing in SAF News Now about how to use...
Don’t Trust AI Responses? Try This
Editor’s note: This article by artificial intelligence expert Nicole Donnelly is the third in a series appearing in SAF News Now about how to use AI...
Do You Speak AI?
Editor’s note: This article by artificial intelligence expert Nicole Donnelly is the second in a series appearing in SAF NOW about using AI. Read...
Is Your Data Secure on AI?
Editor’s note: This article by artificial intelligence expert Nicole Donnelly is the first in a series appearing in SAF NOW about using AI. With the...
Member Spotlight: Monty Pereira of Watanabe Floral in Honolulu, Hawaii
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Spark Summer Sales on Social Media
Memorial Day weekend is the unofficial start to summer. Remind your customers to celebrate the new season with flowers using the Society of American...
Turbulent Times? Turbo Charge Your Business in Phoenix
There’s little business owners can do to control the inflation and economic uncertainty that’s dominating...
From Conception to Customer: The Story of Floral Hard Goods
Hard goods, from vases to pots and even mechanics like foam and plastic pillows, play a big part in making beautiful arrangements — but how much do...
Florists Get Social for Gen Z Sympathy Sales
Fifty years ago, florists didn’t have to market the comfort and sense of peace that flowers lend to funerals. Mourners sent flowers without...
Step Up Sympathy Sales
Almost no one wants a funeral devoid of flowers, and sympathy flowers provide florists an opportunity to serve families at significant times in...
Negative Publicity Watch: SAF Responds to 11 Companies, Media Outlets
The Society of American Florists and its members actively worked to promote positive messaging around Mother’s Day flowers, reaching out to nearly a...
Talking Points for Wedding Clients Eager to Go Green
Increasingly, couples want Instagram-worthy wedding decor with little environmental impact. It can be done, but there are several factors to...
Go Behind the Scenes of the Floral Supply Chain
Whether they work in retail, manufacturing, wholesale or on a flower farm, busy floral professionals in all segments of the industry are...
Master Media Interviews for Mother’s Day
If the media comes calling in the days before Mother’s Day, be sure you’re ready with answers that inspire viewers, listeners and readers to buy...
6 Tips for A Winning Marketer of the Year Entry
A clear challenge….a nimble strategy…and quantifiable results — that’s what judges will be looking for in the hunt to find a floral marketing...
Will Consumers Spend Big on Flowers for Mother’s Day?
Inflation. Increased interest rates. A looming recession. With all the worrisome economic signals, will consumers want to shell out for flowers for...
AI Gives Mother’s Day Messaging an Assist
The weeks leading up to Mother’s Day can be chaotic, and floral professionals, who are often short staffed, need all the help they can get. Enter:...
Member Spotlight: Sarah Harmon of Rubia Flower Market in West Lafayette, Indiana
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Ad Celebrates Lifelong Journey of Motherhood
“It goes so quickly.” That adage about childhood unfolds in poignant clips of moms and their kids’ milestone moments in Teleflora’s latest Mother’s...
Flower Bashers, Beware
The last thing florists gearing up for Mother’s Day need is other businesses or news outlets disparaging the gift of flowers. And yet, year after...
Learn to Communicate Like a Pro
The most sought-after skill set in business, according to a Wall Street Journal/Harris Interactive poll of top executives and recruiters, is...
Obituary: Wilton Hardy 1936-2023
Wilton Hardy, AAF, AIFD, PFCI, an award-winning designer, well-known educator and the 1994 recipient of the Society of American Florists’ Tommy...
5 Tips to Get the Most Out of Paid Social Ads
Heading into the final Mother’s Day push, are you getting the most out of your advertising dollars? With so many advertising options, it can be...
Drive Mother’s Day Sales on Social Media
Forget to plan your Mother’s Day social media campaign in the frenzy of preparations? Don’t worry — the Society of American Florists has you covered...
Can You Pay Well and Be Profitable?
Do you want to pay your employees a competitive wage, but can’t find the wiggle room in your profit margins? Are you interested in performance-based...
Are You Prepared to Talk Sustainability?
Mother’s Day presents a great opportunity for retail florists to tout their product and services to reporters and customers. But sometimes the...
‘Friendships are Flourishing’ From Next Gen Connections
As a fifth-generation florist at her family business, Nicole Palazzo, AAF, already knew many members of the industry, but she didn’t have...
Industry Trends and Challenges: Enhancing the Consumer Experience
Editor’s Note: This report is the fourth in a series to recap the trends and challenges discussed by the Society of American Florists’ volunteer...
Ward Off Inflation Woes
Inflation — which, in 2022, reached the highest level in 40 years — creates extra challenges for business owners to maintain a healthy profit...
4 Resources to Implement Sustainable Practices
Sustainability is on everyone’s mind, but navigating sustainability standards and practices can feel overwhelming. The Society of American Florists’...
Tap Into the ‘Experience Economy’
We are living in an experience economy, where social media chronicles meals and vacations, and 76 percent of consumers say they'd prefer to spend...
Member Spotlight: Nicholas Chang of Rosaprima in Miami, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Your Mother’s Day Survival Guide
The countdown is on for Mother’s Day, and one question is on everyone’s mind: Will consumers be willing to spend? During an event in late March for...
Industry Trends and Challenges: Succession Planning
Editor’s Note: This report is the third in a series to recap the trends and challenges discussed by the Society of American Florists’ volunteer...
New CEO Shares Priorities for FTD
An ecommerce executive with a track record of scaling large business — including as vice president of Amazon Marketplace — is now in charge of FTD....
Optimize Your SEO Before Mother’s Day
With Mother’s Day coming up, it’s a good time to make sure customers can find you online. The best way to do it? Optimize your SEO. In a course on...
Industry Trends and Challenges: Artificial Intelligence
Editor’s Note: This report is the second in a series to recap the trends and challenges discussed by the Society of American Florists’ volunteer...
Industry Entrepreneur Lands on Inc. Magazine’s Top 200 List
Kim Kardashian and Eva Longoria were among some of the more famous names on Inc. magazine’s recently published Female Founders 200 list — but there...
Grow Your Mother’s Day Sales with Plants
Are houseplants on your Mother’s Day menu? This product category, popular among all demographics, often creates loyal customers who return to grow...
Snap Up Some Spring-Inspired Publicity
With the return of spring flowers and blossoming trees, why not celebrate the season by staging space in or around your shop to lure in visitors who...
Dig In to Digital Strategy in Miami
With 53 percent of the world’s population on social media and 80 percent of consumers buying products in response to seeing social media content,...
4 Tools to Build Corporate Business
Administrative Professionals Week is April 24-28, which makes it a good time to focus on developing corporate clients. SAF has resources to help...
Member Spotlight: Taylor Priest of Cleveland Plant & Flower Company in Parma, Ohio
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Wanted: Nominations to Celebrate Industry Professionals
The floral industry is comprised of hard working, dedicated, innovative and passionate professionals — and they deserve to be recognized and...
Industry Trends and Challenges: Sustainability
Editor’s Note: This report is the first in a series to recap the trends and challenges discussed by the Society of American Florists’ volunteer...
Does Your Customer Service Drive Repeat Sales?
There’s welcome news on the business pages. Not only did the March Consumer Confidence Index rise slightly from February, but the research firm...
You’ve Got That Right, Miley Cyrus…
Miley Cyrus is topping charts with a song in which she croons, “I can buy myself flowers.” Some floral industry marketers couldn’t agree more. And...
Push for Last-Minute Easter Orders
Easter is Sunday, but there’s still time to push for last-minute flower and plant orders for Easter celebrations. Use the Society of American...
ISO Career Development and Industry Peers? Next Gen LIVE! Delivers
At 33, Carrie Moore is a young business owner, navigating the ups and downs and ins and outs of running her Custer, South Dakota flower shop. But...
Florists and Growers Opt for Sustainable Bouquet Sleeves
Growers and florists looking to reduce their environmental impact have many options when it comes to bouquet sleeves. From classic kraft paper to a...
Washington Fundraiser Gives $20,000 Boost to SAFPAC
Attendees descending on Washington, D.C. last week for SAF’s Congressional Action Days showed their support for the association’s year-round...
Posies Are in For Prom
Prom season is here, and as high schoolers prepare for the annual rite of passage, many are forgoing the traditional wrist corsage in favor of...
Florist Shares Their ‘Perfect One-Stop’ Gift For Mother’s Day
A florist in Kennewick, Washington has built on the idea of a traditional gift basket to offer customers a way to personalize gifts for Mother’s Day...
Florists ‘Express it in Flowers’ at Philadelphia Flower Show
Floral designers showed off their craft, the joy they experience from their work, and wowed the audience with their innovative use of colors,...
Floral Pros ‘Show Off’ Size, Global Scope of Industry
Growers, wholesalers, retail florists and others with ties to the industry met with 70 congressional offices in Washington, D.C. on March 21 during...
Member Spotlight: Glad-A-Way Gardens in Santa Maria, California
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Where Did All the Daffodils Go?
Among the tulips and other spring flowers florists use for customers wishing to herald in the season, there is one that is likely missing: the...
Plan Now for Mother’s Day Deliveries
Mother’s Day is quickly approaching on May 14 and it’s not too early to start planning for deliveries. The Society of American Florists has a...
Boost Web Traffic with Smart Questions
Consumers around the world search for businesses by typing questions into Google. One way to increase the odds they find yours? Post some queries on...
SAF to Honor Next Gen Floral Pros with New Award
The Society of American Florists has created a new award to celebrate outstanding Next Gen floral professionals for their professional achievements...
Track and Prep ‘Tricked’ Tulips from Field to Vase
The tulips in your cooler may have been tricked. In the wild, these blossoms are among spring’s heralds, popping from the recently thawed ground and...
Make Third-Party Delivery Work for You
Faced with labor shortages and increased costs, more and more florists are turning to third-party delivery services to grow their business and save...
As Prices Rise, So Do Consumer Expectations
Americans’ pocketbooks have been hit hard by inflation, which last June hit a 40-year high. To keep business from drying up, florists have had to...
SAF’s Advocacy Priorities: Renew the Farm Bill
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Encourage Customers to Welcome Spring with Flowers
While spring isn’t quite officially here, the clock sprung ahead Sunday, and in many parts of the U.S. spring flowers are emerging. Want to get your...
Florist Gets 30 Seconds of Fame on TikTok
A historic Washington, D.C. florist is enjoying a bit of TikTok fame. Lee’s Flowers and Card Shop was featured this month in two videos for Intuit...
Tips to Stay Strong in a Tough Economy
Two-thirds of American households are living paycheck to paycheck, according to data from Pymnts.com. As consumers’ savings dwindle and budgets...
SAF’s Advocacy Priorities: Renewing GSP
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Remind Customers about Lily Toxicity
Easter is just about a month away, which means it’s a good time to remind your staff and customers about lilies and cats. Your customers may not...
Member Spotlight: Adam Baxter of Bagoy’s Florist in Anchorage, Alaska
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Floral Pros Get Proactive to Solve Labor Woes
When Chris Drummond, AAF, PFCI, talks with florists, wholesalers and flower growers, everyone lists labor in their top three challenges “without...
Try This ‘Priceless Investment’ in Your Employees
After losing some employees to retirement and replacing them with young talent, Dave Legge, president of Denver Wholesale Florists, saw the Society...
‘White Glove’ Service That Drives Loyalty
Sure, South Florals’ products are dreamy — high-end blossoms expertly arranged by talented designers. But what really drives repeat business for the...
Marketing Pros: Time to Show Off
A floral distributor that put its employees front and center in company marketing. A television show about cut flowers. A retailer that created a...
Business in 2022 was ‘Good,’ But Uncertainty Abounds for 2023
Business in 2022 was good for the majority of floral businesses across all segments of the industry — but even on the heels of a good year and a...
SAF’s Advocacy Priorities: Preserve Agriculture’s Workforce
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
4 Ways to Drive Sales for International Women’s Day
International Women’s Day is March 8 and this year the theme is #EmbraceEquity, focusing on raising awareness about discrimination and taking action...
SAF Promotes Industry in Valentine’s Day Media Coverage
The media loves to find new angles for its annual coverage of Valentine’s Day, and this year many news outlets honed in on the rising cost of...
IPSOS: Valentine’s Day Flower Purchases Hit 10-Year High
American consumers under pressure from inflation still sought out flowers and plants for Valentine’s Day gifts — and in a big way. The number of...
SAF’s Advocacy Priorities: Protect Floriculture Research Funding Increase
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. Which issues are...
Member Spotlight: Lindsay Irwin of Bitterroot Flower Shop in Missoula, Montana
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Succession Planning: Transitioning an Employee to Ownership
Jenny Behlings, AAF, AIFD, PFCI first began thinking about a successor for her Custer, South Dakota business when she started it 35 years ago....
Bring Industry Priorities to Washington
Preserving a hard-fought increase in floriculture research funding dollars. Price certainty for fresh floral...
Florists Take to Airwaves to Promote Flowers
Media coverage of Valentine’s Day again took aim at the rising cost of flowers, but members of the Society of...
Negative Publicity Roundup: Undergarment Company Apologizes, Removes Social Post
In the week before Valentine’s Day, women’s undergarment retailer Hanky Panky removed its flower-bashing social media ad and sent the Society of...
ISO: The Industry’s Future Leaders
Did you experience another chaotic Valentine’s Day with too few hands on deck? Has hiring been an ongoing struggle that keeps you up at night?...
Succession Planning: Keeping the Family Ties
Many florists are second, third or even fourth generation owners of their family business. But how does a family business ensure a smooth transition...
Recharge With SAF’s Mental Health Webinars
Congratulations! You made it through another Valentine’s Day! Need a mental health break? The Society of American Florists has you covered with a...
Succession Planning: Identify the Right Buyer for Your Business
Upon retiring, many florists sell their business to a relative, a long-time employee, or a peer in the industry. But what if that isn’t an option?...
Ad Campaign Celebrates Student, Teacher Love
Teleflora’s 2023 Valentine’s Day ad campaign diverges from the holiday’s amorous reputation, celebrating, instead, the treasured relationship...
Valentine’s Day Spending to Increase 8.3 Percent, Predicts NRF
The floral industry is poised for a prosperous Valentine’s Day, thanks to the slowing rate of inflation, rising wages, and COVID-19 relief money...
Negative Publicity Watch: SAF Member Calls Out Ad and Receives Apology
When an email from a textile company two miles from Jackie Levine’s flower shop appeared in her inbox suggesting its customers buy robes — not roses...
Member Spotlight: Michael Trogdon, AAF, AIFD, of Burge Flower Shop in Asheboro, North Carolina
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Save the Date for SAF’s Premier Events
Mark your calendar for the Society of American Florists’ two premier events, the second annual Next Gen LIVE! event for young floral professionals...
Connect with Young Shoppers
You might have some customers who’ve been with you for decades. (If so, good job!) But for continued growth, your business needs to attract new,...
Florists Tackle Helium Price, Availability Challenges
Petals & Vines is back in the balloon business — for now. The Monmouth, Oregon florist got its first tank of helium last month after being...
Florists Leverage the Super Bowl for Valentine’s Promos
Lise Neely is a huge Philadelphia Eagles fan and a passionate retail florist eager to celebrate two major upcoming super bowls: the football...
Negative Publicity Watch: Luxury Fragrance Company Apologizes
Hotel Collection, an upscale fragrance and lifestyle brand which sells hotel-inspired home products such as candles and diffusers, apologized after...
Train Your Drivers in Time for Valentine’s Day
Whether a driver is joining your team just for Valentine’s Day or for the year, it’s important to have the right tools to help train them. In a new...
Join Your Peers in D.C. to Protect Industry Funding
The floral industry scored a victory this year with an additional $1 million annually for floriculture research, thanks to SAF’s advocacy efforts....
Florists Find an ‘Army of Drivers’ for Valentine’s Day
Delivering hundreds of Valentine’s Day orders within the span of a few days requires calling in reinforcements. But just how florists go about it...
That Flower Feeling Relaunches Campaign
The That Flower Feeling Foundation has relaunched its award-winning campaign, “Flowers. Self care made easy,” in digital spaces, with a focus on...
Grow Your Career With PFCI
Floral professionals love to talk about their businesses, designs and educate their peers and consumers about the benefits of flowers. Sound like...
Green Career Week Grows Relationships Between Floral Pros and Students
Last fall, Ball Horticulture Company sent five employees to a Chicago high school to talk about careers in the horticulture industry as part of the...
Member Spotlight: Gina Thresher, AIFD, EMC, of From the Ground Up Floral in Kent, Washington
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Texas Florists Gear Up For A Profitable Valentine’s Day
Seeking the best business tips, design ideas and new products and services for a profitable Valentine’s Day, Texas florists stepped away from their...
Valentine’s Day Prep: Inflation Busters to Ease Sticker Shock
Prices have gone up on nearly everything thanks to inflation, and everyone — including your customers — has noticed. While the rate of inflation...
Florists Hopeful for A Profitable Valentine’s Day After Mixed December Results
Inflation and the massive winter storm that swept through country in the four days before Christmas wreaked havoc on December flower sales for some,...
Building a Better Plant
When it comes to sustainability, the floral industry continues to pursue green initiatives with gusto, from recycling water and hardgoods to...
Encourage Early Orders This Valentine’s Day
Valentine’s Day is always busy, but this year the holiday falls on the Tuesday after the Super Bowl. Between that and the unpredictable weather...
See A Negative Flower Ad? Tell SAF!
It’s that time of year when flowers are often portrayed in a negative light to give a competitive edge to other products vying for Valentine’s Day...
Obituary: Del Demaree 1937-2023
Del Demaree Jr., AAF, a second-generation owner of Syndicate Sales and past president of the Society of American Florists whose product innovations...
SAF Advocacy Push Secures Additional $1 Million for Floriculture Research
The floral industry will have an additional $1 million annually for floriculture research, thanks to SAF’s advocacy efforts. SAF’s members pushed...
Member Spotlight: Rick Huisman of Huisman Flowers in Holland, Michigan
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Sustainable by the Dozen: How Two Farms Grow “Green” Roses
Some of the roses being delivered for Valentine’s Day (and year-round) come with a sweet story — a story of sustainability that starts with the soil...
Obituary: Bill Hixson 1929-2022
Bill Hixson, AAF, PFCI, the 1993 recipient of the Society of American Florists’ Tommy Bright Award and a floral design teacher who is remembered in...
What’s Your Business Worth?
There are many reasons why you might want to know the value of your business — whether it be for a sale, a purchase, buyout of a partner, or an...
Elevate Your V-Day Designs with Intriguing Pairings
Fare thee well, Santa and Baby New Year; welcome, Cupid! Is your Valentine menu ready? In a recent issue of Floral Management, a few members of the...
What’s Your Exit Strategy?
There is so much to consider when planning for the sale of your business. Who will buy it? Is it wise to use a broker? Should you sell the real...
4 Ways to Start Your Meetings Right
New year, new projects, new goals — which could mean lots of meetings. Whether meeting to brainstorm new sales strategies or just bring your staff...
Rose Parade Embodies Brighter Days
The Tournament of Roses Parade in Pasadena, California, made a triumphant return in 2022 after being shut down in 2021 because of the COVID-19...
SAF Will Help You Learn, Grow and Connect in 2023
Do you worry about the impact of inflation on your profit margin? Are you looking to connect with professionals across the floral supply chain? Do...
Get Ready for a Profitable Valentine’s Day
Now that the new year has officially begun, it’s time to start preparing for a busy and profitable Valentine’s Day. The Society of American...
2022 in Review: SAF Led in Industry Advocacy, Education and Connections
As the floral industry navigated a year marked by a boom in weddings coupled with historic inflation — and a dip in sales for some — the Society of...
Remembering Those We Lost in 2022
The floral industry lost several professionals whose contributions won’t be forgotten. If there are other professionals you’d like to remember,...
Obituary: Cheryl Van Winkle 1950-2022
Cheryl Van Winkle, who grew what started as a family grocery and flower business into two retail flower locations and a floral wholesale company in...
Florists Strategize to Boost December Sales After a Slow Thanksgiving
On the heels of a disappointing Thanksgiving, florists are strategizing ways to boost holiday sales, control costs and respond to consumers’...
Be Strategic About Last-Minute Holiday Sales
It’s coming down to the wire but you still have holiday merchandise to move. Although you may have visions of inventory collecting dust dancing in...
Make an Impression with Social Ads
Running social media ads may feel like a stab in the dark. These bite-sized ads need to capture the attention of an audience who are constantly...
Member Spotlight: Diane Hess of The Flower Place in New Castle, Delaware
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
4 Tips to Manage Event Work, Clients and Time — and Stay Sane
In the last year, weddings and events at Allen’s Flowers in San Diego, California have skyrocketed, averaging anywhere from three to nine each week....
Save the Date for SAF’s 2023 Events
The Society of American Florists has a full slate of events for 2023 that will help you learn, prosper and connect! The 2023 events include: Virtual...
Member Spotlight: Erik Hagstrom of Albin Hagstrom & Son in Pierson, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Member Spotlight: Eddie Wingrat of Flowers & Fancies in Owing Mills, Maryland
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Want a Profitable Valentine’s Day? Get a Head Start in San Marcos!
It’s not easy to tear yourself away from the shop for education — but meeting fellow industry professionals who “love flowers as much as we do” was...
Holiday Prep Series: Keep Employee Mental Health Top of Mind
Sherry Grimes-Jenkins calls herself a yogi/florist. Her role as yoga teacher and practitioner is an important part of running her floral business,...
Dive Into Data to Increase Web Sales
Trying to reach customers online can feel like you’re screaming into the void. There could be dozens, hundreds, or thousands of potential customers...
Pantone Names ‘Viva Magenta’ Color of the Year
Pantone’s 2023 Color of the Year, Viva Magenta (Pantone 18-1750), exudes confidence and enthusiasm — and brims with possibility in the creative...
Christmas Greens: A Year in the Making
Sharing your products’ origin is a way to interest, engage and impress customers. The latest issue of Floral Management tracks the backstory of...
Find Suppliers with SAF’s 2023 Fresh Product Buyer’s Guide
There’s a world of beautiful fresh product to choose from — but getting to know different farms and suppliers can be a challenge. The latest issue...
New Board Members Bring Diverse Expertise to SAF
A vice president of a floral supply company with a global market outlook. A third-generation florist whose business has grown 149 percent in the...
Holiday Prep Series: Win the Battle Between Payroll and Profit
It’s one of the most wonderful (read: profitable) times of the year to be a florist. As consumers deck the halls, florists are expecting strong...
Five Minutes With J Schwanke on Adding Value to Designs
[mom_video type='vimeo' id='776708598' width='900' height='506'] There are many ways to add value to an arrangement, whether it be through the...
Teleflora Launches Holiday Campaign, Pop Up with Ukrainian Culture Center
For many, the holiday season means celebrating with family and friends. For others, it is the loneliest time of the year. To make this period a...
Remind Customers that Poinsettias Aren’t Poisonous
Poinsettia season is here, which means it’s time to remind customers that the plants are not poisonous to humans or pets. Be prepared to dispel the...
Profit Margin Under Pressure? Learn How to Control Costs
Is the rising cost of goods squeezing your profit margins? Are you looking for ways to cut costs in the face of a possible economic downturn? The...
Holiday Prep Series: Drive Profit with Delivery
From pre-ordered holiday centerpieces to fulfilling the needs of last-minute gift-givers, florists can capitalize on deliveries that serve their...
Florist Roots Design in Native American Culture
Shayai Lucero was on track to pursue a career as a doctor or research scientist when she found herself looking for a job that would accommodate a...
Five Minutes with SAF Chief Economist Charlie Hall on the Year-End Forecast
[mom_video type='vimeo' id='773875132' width='900' height='508']Take a glance at a few headlines and it can be hard to make sense of what’s...
3 Design Room Hacks for a Seamless Holiday Season
Ready or not, the holiday season is upon us. With house décor installations, holiday parties, winter weddings and an influx of walk-in shoppers...
Boost Holiday Sales with the Holiday Planning Package
The holiday season is here and the Society of American Florists can help you boost sales with tips and resources in the Holiday Planning Package....
Streamline Holiday Marketing with SAF’s Social Media Calendar
The winter holidays are quickly approaching, and the Society of American Florists has a social media calendar — including graphics and caption...
Keep Profits on Track with Budgeting Basics
A new year is mere weeks away. Before all the December holiday hoopla gets started, dedicate time to set your business up for success in 2023 by...
Leverage Black Friday, Small Business Saturday for Promo Ideas
Black Friday and Small Business Saturday is next week, giving retail florists an opportunity to push the “shop local” message, get customers...
Holiday Prep Series: Is Your Website a Sales Maker or Breaker?
When Patrick Hall purchased Élan Flowers in 2015, he just wanted to make beautiful flower arrangements. Instead, he spent a significant amount of...
2022 Midterm Election: What It Means to the Floral Industry
While some elections still remain undecided, the make-up of the next Congress is becoming more clear — along with the potential path forward for the...
Europe’s Energy Crisis Threatens Flower Production
With double-digit inflation and crippling energy costs and rations throughout Europe due to the conflict in Ukraine, flower producers are switching...
Rev Up Revenue with Non-Floral Merchandise
Prior to the COVID-19 pandemic, Christy Hulsey, ran a small, but bustling flower shop in Statesboro, Georgia. When the pandemic hit, sales of home...
The Knot Touts Benefits of Working with Florists
Supply chain bottlenecks, the impact of climate change on crops and inflation are all reasons why couples should work closely with florists. That...
Improve Mental-Well Being in Your Workplace
Businesses can’t function effectively — let alone, adapt, compete and succeed — with struggling workers. In October, the Society of American...
Tips to Ensure Lovely Lilies
With its vibrant coloring and open shape, ‘Zelmira’, an Oriental Trumpet lily, captivated the crowd at SAF Orlando 2022 in September, winning both...
Right-Price Flowers to Alleviate Consumers’ Recession Jitters
No retail florist wants to hear that consumers are spending less leading into the holidays, but a consumer confidence poll arrived in September like...
Five Minutes with Jim Del Prince on Sustainable Floristry
[mom_video type='vimeo' id='769057337' width='900' height='506'] Practicing sustainable floristry doesn’t have to be time consuming, laborious or...
How the ‘Art and Science’ of Breeding Affects Availability
Given the high demand of ‘Toffee’, a caramel-colored rose perfect for so many brides’ dusty-neutral palettes, many florists may wait weeks to get...
Flowers of the ‘Dead’ Experience New Growth
Porcupines almost spoiled El Día de los Muertos for some celebrants who were depending on marigolds from Texas Specialty Cut Flowers. A group of the...
Encourage Small Business Saturday Sales
Saturday, Nov. 26, is Small Business Saturday — a day for consumers to celebrate and support small businesses and all they do for their communities....
Member Spotlight: Diana Erazo of Ecoroses, Machachi Valley, Ecuador
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Holiday Prep: Plan Your Seasonal Social Media Calendar
Chaotic might be how you describe your shop in the weeks leading up to the holidays — but it should not describe your social media approach. If...
Pendulum Swings Back on Independent Contractor Rules
If you have independent contractors on your payroll, it soon might be easier for those workers to claim “employee” status — and the benefits, such...
Europe’s Energy Crisis Could Have ‘A Myriad of Consequences’ for Floral Industry
Flower production and exports from Europe — and particularly the Netherlands — are expected to be significantly reduced this winter as flower...
Member Spotlight: Ellen T. Paparozzi, Ph.D. of the University of Nebraska-Lincoln in Lincoln, Nebraska
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Highlight the Joy of Flowers with these Marketing Themes
If you were one of the 580 that participated in the Society of American Florists’ Petal It Forward flower giveaway last week, you saw firsthand the...
Texas Florists to Soak in HR, Customer Service and Operational Hacks
When it comes to retaining customers, the devil can be in the details — and if you’re not paying attention to the little things, you run the risk of...
Petal It Forward Grabs Media Attention Nationwide
As bouquets and stems of free flowers were handed out during the Society of American Florists’ annual Petal It Forward event last week, an important...
What Do Floriculture Jobs Pay? Help Seed Your Future and AFE Find Out
As the year winds down, Raya Ward, general manager of Nielsen’s Florist & Garden Shop in Darien, Connecticut, is preparing for annual...
Petal It Forward Spreads Instant Gratitude Nationwide
Appreciation for the gift of free flowers spread as rapidly as the free bouquets that were handed out during the Society of American Florists’...
Grow Your Brand With Influencers
Want to greatly increase your brand’s reach? Consider partnering with an influencer. Though not necessarily household names, these social media...
The Dos and Don’ts of Responding to a Negative Online Review
If a glowing online review is like fertilizer to a flower garden, a negative review is a weed. Left alone, it can draw attention and resources away...
Five Minutes with Barry Gottlieb on Improving Mental Wellness
[mom_video type='vimeo' id='761898288' width='900' height='506'] [gap height="10"]The pandemic took a toll on workers, prompting a record number of...
Make the Most of Your Petal It Forward Vibes
Is your business among the 578 floral businesses that participated in the Society of American Florists’ goodwill initiative, Petal It Forward,...
Leverage Workshops to Create Loyal Customers
You’ve developed a profitable workshop and a marketing plan to get registrations, and the event was a success! But if you really want to leverage...
Floral Pros Learn ‘Next Steps’ to Adapt to a Changing Market
It’s too easy to get caught up in the daily grind of business — and that’s why florists who gathered in Denver for the Society of American Florists’...
4 Things to Do Before Petal It Forward Next Week
The Society of American Florists’ annual Petal It Forward goodwill imitative is just a week away! There are 516 floral businesses in 48 states,...
5-Star Status: Boost Your Online Reviews
Among the reviews for Ashland Addison Florist is this 5-star review: “This was by far the easiest experience I've had ordering flowers remotely. The...
Encourage Fall Sales with SAF’s Social Graphics
The fall season is in full swing with holidays such as Halloween (Oct. 31), Veterans Day (Nov. 11), Thanksgiving (Nov. 24) and Hanukkah (beginning...
Green Career Week Inspires Budding New Workforce
Seed Your Future’s Green Career Week, held Oct. 3 to 7, gave professionals in the floriculture and horticulture industries an opportunity to speak...
Create Buzz for Your Floral Workshop
You’ve planned a fall-themed workshop with an eye-popping project customers will love to take advantage of the season. But what’s your plan to get...
Hurricane Ian Damages Some Florida Floral and Nursery Businesses
Bella Florals and More took on several feet of water as storm surge from Hurricane Ian swept over Marco Island in Florida last week. Videos by store...
Cut Key Costs to Keep Profitability Up
The boom years for blooms may be coming to end — at least for now. After two years of strong sales, some florists are seeing fewer transactions...
Florists Share 5 Ways to Petal It Forward on Social
Social media is about connections, building community and creating excitement. These elements go hand in hand with the Society of American Florists’...
Make Floral Workshops Work For You
Want to introduce your business and services to new customers, elevate your brand in the community — and bring in extra foot traffic at the same...
Amplify Petal It Forward With Social Strategy
Science has proven that flowers make people happy, and hopefully your business is plans to spread the power of flowers on Oct. 19 with the Society...
Media-Savvy Florists Share Strategies to Net Petal It Forward Coverage
Davonna Lowry still isn’t sure how the media ended up covering her shop’s participation in the Society of American Florists’ 2019 Petal It Forward...
SAF Launches Webinar Series on Mental Well-Being
At Arizona Family Florist, employees are challenged to perform random acts of kindness, treated to massage breaks during busy times and have monthly...
Obituary: Journalist Bruce Wright 1955-2022
Bruce Wright, who had one of the floral industry’s most recognized bylines, died of cancer September 16. He was 67. Wright spent nearly 40 years...
Tools to Boost Your Petal It Forward Media Coverage
Petal It Forward is known as the Society of American Florists’ annual feel-good initiative that spreads the power of flowers, but the event is also...
Tips to Design Dazzling Displays
The winter holidays are almost here, and it’s never too early to think about how you will you display your merchandise to inspire shoppers. In the...
Florists Join the Search for the Next Generation of Floral Pros
George Clements of George’s Flowers in Roanoke, Virginia, developed an interest in the floral business at a young age, thanks to his grandparents....
Amplify Your Brand with a NYC Florist’s Playbook
Nic Faitos likes a big reaction. In both his personality and his marketing strategy, he strives to be unexpected, original and capture attention....
Focus Marketing on Loyal Customers to Maximize ROI
Are you hyper-focused on attracting new customers? If so, you may be neglecting a better source of revenue: repeat customers. Returning customers...
Member Spotlight: Robbyn Rae Repp, AAF, of Petal to the Metal Flowers in North Bend, Oregon
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Leverage Community Partners to Help With Petal It Forward
Friends and customers. Police departments and firefighters. Restaurants and hairdressers. Across the country, florists who are gearing up to...
Design, Delivery and Marketing Hacks on Tap for Denver Profit Blast
Derek Woodruff, AIFD, CF, PFCI, of Floral Underground honed his creativity as a designer — as well as his problem-solving and time management skills...
Brand Your Petal It Forward Event
Looking to brand shirts, signage, flower cards and more with the Petal It Forward logo? The Society of American Florists has you covered. The event...
Stars of the Industry Honored at SAF Orlando 2022
From a happenstance job 66 years ago delivering flowers, Pete Garcia, AAF, rose to become a behemoth supplier of floral hard goods. Over the years,...
HOF Inductee Pete Garcia Paved the Way For a Brighter Future
For most floral professionals, the name Pete Garcia, AAF, calls to mind any tool or accessory they could ever want. For those acquainted with the...
5 Tips to Save Time and Money for Petal It Forward
Don’t let labor shortages and the rising cost and availability of flowers deter you from participating in the Society of American Florists’ annual...
SAFPAC Fundraiser Breaks Record with $40,000 for Advocacy Efforts
The Society of American Florists’ annual fundraiser for its political action fund tallied more than $40,000 in contributions, pledges and...
‘Zelmira’ Wins Best in Show in SAF’s Outstanding Varieties Competition
‘Zelmira’, a salmon Oriental Hybrid lily presented by Oregon Flowers, charmed judges with its vibrant (and in demand) coloring, perfect foliage, and...
Iowa Designer Wins Sylvia Cup at SAF Orlando 2022
Kelsey Thompson, AIFD, owner and head designer at Bloom Floral & Home Studio in Algona, Iowa, won the 53rd annual Sylvia Cup Design Competition...
Maximize the Marketing Potential of Petal It Forward
The Society of American Florists' annual feel-good initiative, Petal It Forward, is a great marketing tool for floral businesses that helps...
3 Steps for a Successful Petal It Forward
The Society of American Florists’ annual feel-good initiative, Petal It Forward, is a chance for floral industry professionals to spread the power...
Jet Fresh Flower Distributors Wins SAF’s Marketer of the Year
A small, family-owned grower, importer and distributor that used employee-driven marketing, YouTube and other unconventional means to grow into an...
4 Tips for Dazzling Displays
Designing your shop’s displays takes time, creativity and inspiration. Becky Hillis, director of visual merchandising at Accent Decor, tackles...
Floral Industry Well-Positioned to Keep Flowers Top of Mind for Consumers
On the heels of two extraordinary years that brought double digit profits — as well as unprecedented challenges — a growing, fortified floral...
Hacks for Better Social Content
Your business’s social media channels offer a new way to sell to customers and build brand awareness with the next generation of customers...
Learn More With SAF’s On-Demand Webinars
Missing out on SAF Orlando 2022, the Society of American Florists’ 137th annual convention this week but craving some education? SAF has on-demand...
Sharpen Your Social Media Skills
Headed to SAF Orlando 2022 next week? Brush up on your social media skills with resources from the Society of American Florists so you can share the...
Green Career Week Calls on Industry to Showcase Jobs
Dozens of agriculture, floriculture and horticulture companies nationwide will connect with high school students in October to showcase careers...
CalFlowers’ Marketing Campaign Boasts Favorable Results
Encouraged by favorable results from CalFlowers’ marketing campaign, “Flowers. Self Care Made Easy,” which promoted the benefits of flowers, a...
Tips for Sourcing Plants
Many trends come and go, but the plant craze, several years old, is holding steady as Americans recognize houseplants’ calming qualities. It...
SAF Orlando 2022 Brings Together More than 400 Floral Pros
Denise Jefferies is back in the flower business after selling her Connecticut flower shop in 2008 and taking 11 years off. Now owner of Bella...
Cash In on Social Shopping
If your social media strategy isn’t generating engagement and, ultimately, sales, then you have yet to tap into its potential — and a growing trend....
The Key to Petal It Forward Success? Location, Location, Location
The premise of Petal It Forward, the Society of American Florists’ annual goodwill initiative, is well established after eight years: surprise...
SAF Members Elect New Board and Council Leaders
Members of the Society of American Florists have elected three new leaders to the Board of Directors, and nine new leaders to the Grower,...
Floral Experts Converge for SAF Orlando 2022
An employee retention specialist. An acclaimed designer. A trend spotter. A researcher. A life coach. Marketing gurus. Entrepreneurs. SAF Orlando...
4 Tips to Generate Back to School Business
Back to school season is in full swing, making it the perfect time to score more sales and connect with a new demographic. The Society of American...
Member Spotlight: William McKinley, AIFD, of Texas A&M University
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Increase Sales Through Social Media Marketplaces
Gone are the days when Facebook and Instagram consisted primarily of family and food photos. Now, among other things, they are convenient places to...
Meet the 2022 Sylvia Cup Contestants
For the 20 floral designers competing in the 53rd annual Sylvia Cup Design Competition at SAF Orlando 2022 — the Society of American Florists’...
Discover SAF’s Hidden Talents in Orlando — for a Good Cause
SAF’s got talent — and it’s being put to work for SAFPAC. As part of the evening’s entertainment at the SAFPAC Party during SAF Orlando 2022,...
X,Y, Z and More: Managing a Multi-Generational Workforce
Baby Boomers are hardworking and strive for stability, prestige and financial reward. Gen X is self-sufficient and resourceful and values a good...
A Beginner’s Guide to Easy and Effective Videos
If you’ve logged onto Instagram lately, you’ve no doubt noticed that short videos called “Reels” dominate the site, as they do on other social media...
Pump Up Profits with SAF Resources
With speculation of a recession on the horizon and some florists reporting a slowdown in sales, it’s important to implement strategies now to boost...
Five Minutes with Sheldon Jensen on Next Gen LIVE!
[mom_video type='vimeo' id='740398026' width='900' height='508'] Since returning from the Society of American Florists’ Next Gen LIVE! event in...
How to Lead When You Are a Young Boss
When Cameron Pappas stepped into a leadership role at Norton’s Florist in Birmingham, Alabama at the age of 27, he says he underestimated his...
SAF to Hold Annual Member Meeting Sept. 8
The Society of American Florists will hold its annual member meeting on Sept. 8 during SAF Orlando 2022, the organization’s 137th annual convention...
Talmage McLaurin: Floral Trends are ‘Not Revolutionary, They Are Evolutionary’
Talmage McLaurin, AIFD, has established a career identifying and understanding floral trends. He spots the up-and-coming aesthetics — whether he...
Hacks to Save Time and Get More Done
Time is one of our most valuable resources. Just ask Eileen Weber, AAF, vice president of Lake Forest Flowers in Lake Forest, Illinois, who in...
Invite Congress to Call and Advocate for Your Bottom Line
The Senate and House’s recent proposed funding increases for the Floriculture Nursery & Research Initiative started with SAF members putting the...
Member Spotlight: Adam Havrilla, AIFD, ICPF, PFCI, of Artistic Blooms in Chicago, Illinois
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
6 Tips for Getting Started on TikTok
Scotts Flowers hasn’t had many sales from TikTok, but it is still an important piece of their marketing strategy, says Taylor Choi, product...
Reach New Customers With These E-Commerce Trends
E-commerce has been on the rise for nearly two decades, with an absolute explosion in 2020 when COVID-19 forced much of the world’s population to...
Planes, Trucks, and a Lot of Logistics: Behind the Miami Flower Importing Scene
Before an imported flower makes it into the hands of a U.S. florist, it goes through a swift and streamlined supply chain that strives to protect...
Next Gen Pros Bring Energy and Experience to Miami
Leadership skills. Productivity hacks. Social media expertise. Design tricks. Networking. Importing tours. And plenty of fun. The Society of...
Flower Buyers and Growers Prep for Outstanding Varieties Competition
One can’t-miss highlight of SAF Orlando 2022 is the Outstanding Varieties Competition — an awe-inspiring collection of the finest flowers, plants...
Plan Now to Petal it Forward on October 19
Save the date! Wednesday, Oct. 19 is the date of this year’s Petal It Forward, the Society of American Florist’s international goodwill initiative,...
Senate Approves $1.5 Million Increase for Floriculture Research
Momentum is building for the industry to secure one of the largest funding increases in the history of the Floriculture Nursery & Research...
Your POS: The Marvelous Marketing Machine
More likely than not, you have a point-of-sales (POS) system. But are you unleashing its potential? If you’re simply using it to record orders,...
Show Off Your Design Skills in the Sylvia Cup
The Sylvia Cup Design Competition has long been recognized as the longest-running, live floral competition in the nation. It started in 1967 when...
Petal It Forward Brings Smiles Nationwide
Smiles abounded as the floral industry brightened their communities nationwide with flower giveaways Wednesday during the Society of American...
Drive Revenue by Wowing Big Budget Brides
From new floral trends to a record number of nuptials this year, the wedding and event industry is changing and booming, offering florists new...
Florists’ Top Tips for Staying Profitable
Focus on customer service. Optimize your online presence. Don’t underestimate what customers will spend. Redefine the retail experience. Re-engineer...
Young Floral Pros Gather in Miami
More than 150 floral professionals from 31 states and Ecuador and Colombia will meet in Miami next week for the industry’s first event planned by —...
Boost Back to School Sales With Plants
Many college students and kids in the south will be back to school in August, making it a great time for florists to promote plants for dorm rooms...
Five Minutes with Manny Gonzales on Staying Profitable
[mom_video type='vimeo' id='733998136' width='900' height='506']With inflation hitting record highs and flower sales slowing, it’s especially...
Retailers React Swiftly as Flower Sales Slow
In the wake of surging gas prices, inflation and slowing flower sales, retailers are reacting swiftly to protect their bottom line by spending less,...
Sustainability in Floriculture: A ‘Responsibility and an Opportunity’
For an industry that markets nature, protecting the natural world is both a responsibility and an opportunity. That was the message Jeroen...
Inspiration to Grow Your Business
Looking for some outstanding flowers for weddings? In need of new services for your business? Need some design inspiration? The Society of American...
Is It Time for a Digital Marketing Do-Over?
Online reviews. Pay-per-clicks. QR codes. For retail florists, driving customers to the digital marketplace requires the same attention to detail as...
5 Must Reads for Floral Business Leaders
Constant learning is the key to success for George Vélez, who heads up software implementation and customer/employee onboarding at Komet Sales in...
US Floriculture Industry Sees Jump in Sales
The U.S. floriculture industry’s sales grew nearly 16 percent from 2019 to 2021, hitting the $6 billon mark for the first time, according to the...
Long-Live Dahlias! Tips for Longer Vase Life
Dig dahlias, but dislike their brief vase life? John Dole, Ph.D., has spent more than 20 years in floriculture research and has learned that the...
Does Your Business Need to do Some Soul Searching?
The pandemic and the resulting surge in flower sales brought into sharp focus for many floral businesses what was working, what was broken — and...
3 Ways to Prepare for Petal It Forward Before the Oct. 19 Event
Fourth of July fireworks may be fresh in your memory, but autumn really is right around the corner — and that means it’s time to start preparing for...
House Supports $1 Million Increase for Floriculture Research
The industry is one step closer to securing a big increase in floriculture research funding after the House announced it is in favor of a $1 million...
Member Spotlight: Jason and Mary Bigham of Penny + Clover in Rochester, Michigan
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Forecast Your Future on Career Connection
Forecast Your Future, the Society of American Florists’ new series of courses focused on profitability, is available now on Career Connection. The...
Retired Floral Designer Gives Back to Patients
Surrounded by carnations, roses, greenery, and other stems, a small group of Parkinson’s patients near Minneapolis, Minnesota are learning the art...
Strong Vendor-Buyer Relationships Help Overcome Supply Chain Hurdles
Lani Callister, AAF, fresh flower manager at Ensign Wholesale Floral, was in constant contact with the Ecuadorian farms that the Salt Lake City,...
Recession-Proof Your Business
Is a recession coming? Soaring inflation, rising interest rates, and the stock market’s worst start in 50 years last week have many economists...
Want to Support Your Next Gen Talent? Invest in Them
Brian Wheat, AAF, PFCI, knows it is going to be tough to have three of his employees away from his flower and garden center business for a few days...
SAF Members to Elect New Leaders
It’s time to elect the next crop of Society of American Florists leaders — the volunteers who shape everything the association does, from developing...
Five Minutes with Camron King on American Grown Flowers and Foliage Month
[mom_video type='vimeo' id='726146641' width='900' height='506']July is American Grown Flowers and Foliage month, a designation that has received...
SAF to Induct AAF and PFCI Honorees
More than 20 floral professionals from across the U.S. and as far away as Australia have earned professional credentials that demonstrate their...
From Breeder to Vase: The Life of a Flower
Customers of florist BJ Dyer, AAF, AIFD, consider him their resident rose expert. When they ask about color variations, Dyer explains the amount of...
Reignite Your Staff
Stress and burnout have taken a toll on workers — and not just on some of the record 47 million people who quit their jobs last year. Even those who...
Encourage Customers to Connect with Flowers this Summer
Summer is in full swing, bringing opportunities to remind customers to make flowers part of their summertime fun. The Society of American Florists...
Five Minutes with Lani Callister on Outstanding Varieties
[mom_video type='vimeo' id='725301394' width='900' height='506']Color and commercial appeal, stem and foliage, bloom, and overall quality — those...
Protests Disrupt Ecuador’s Flower Exports
The U.S. floral industry is experiencing disruptions in fresh product from Ecuador because protesters in and near the country’s capital of Quito are...
Rethink How to Find and Inspire Talent
Signing bonuses. Flexible schedules. Record high wages. Despite businesses’ unprecedented attempts to lure workers the past two years, much of the...
Content Hacks to Drive Web Traffic
An eye-catching window display to drive-by traffic, a website with strong content will capture Google’s eye, and a video will turn heads on social...
Need to Cater to Event Clients? Watch This!
To make the most of your wedding and event business, you need to protect your bottom line and offer excellent customer service. The Society of...
Tips for Tipping
Accepting tips has long been how restaurant workers make a living. Recently, the practice has become more prevalent at flower shops. In the latest...
Access Insider Tips to Drive Summer Sales
Need help driving sales this summer? The Society of American Florists’ Career Connection learning hub has resources to help, including courses on...
Member Spotlight: Doug Cole of D.S. Cole Growers in Loudon, New Hampshire
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Great Customer Service Can Offset Consumers’ Inflation Woes
There may be little retailers can do to bring down inflationary prices while maintaining a healthy profit margin, but a new survey found that small...
Five Minutes With Ellie LaFever on Leadership Superpowers
[mom_video type='vimeo' id='720469524' width='800' height='450'] [gap height="5"]Editor’s note: In this new SAF NOW video series, managing editor...
Floral Industry Rallies Behind Uvalde Florists
Teia Bennett lovingly and expertly arranged her sons’ donated Pokémon collectibles among the yellow, orange, purple and red roses, green hydrangea,...
Tap Into Consumers’ ‘Great Expectations’ in Orlando
Consumer expectations and buying habits have changed since the start of the pandemic, and because of that e-commerce will continue to be a driving...
Next Gen to Get Insider Look at Floral Industry Epicenter
A journey through the life of a flower from breeding to delivery at a retail flower shop. A behind-the-scenes tour in which attendees will follow...
Beware of Offers to Help Claim the Employee Retention Credit
A slew of financial companies are contacting florists offering to file for the Employee Retention Credit (ERC), but floral industry leaders warn...
Prep Flowers to Thrive at Outdoor Events
Beaches, vineyards, gardens, ranches. Summer’s alfresco wedding venues can be brutal on flowers, even when the couple springs for a tent. In the...
Want a Taste of SAF’s Convention? Check Out Career Connection
Continuing education is one of the best investments floral professionals can make in their careers. The Society of American Florists’ annual...
Reinvesting Pays Off for Florists
Sales have doubled in the past year at Blumen Meisters Flower Market, but Mariah Schultz isn’t just banking the profits. She’s reinvesting in the...
Member Spotlight: King William Florist in King William, Virginia
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
SAF Pushes Back on Potential Overtime Rule Changes
With current workforce shortages, supply chain disruptions, and inflation pushing business operational costs higher, the Society of American...
Build a Successful Incentive Program
Employee incentive plans not only help attract and retain motivated workers, but they can also help businesses compete for workers in a tight labor...
Create a Dedicated Wedding Site to Grow Your Business
Tucson, Arizona florist Don Coleman, AAF, knows what phrase newly engaged couples in his community type when scouting for a florist: “Tucson wedding...
Five Minutes with Derek Woodruff on How the Next Gen Can ‘Level Up’
[mom_video type='vimeo' id='716050900' width='900' height='505'] Editor’s note: In this new SAF NOW video series, managing editor Amanda Jedlinsky...
Mother’s Day Sales Stay Strong
Despite inflation, competition from other gift-giving companies, and renewed opportunities to take mom on outings, flowers and plants remained a...
Momentum Builds for FNRI Funding Increase
As Congress weighs budget priorities for 2023, the industry is “well positioned” to receive support for a funding increase for floriculture...
Is Digital Flower Gifting on the Horizon?
Your customers might soon need to give two floral gifts to a recipient for a special occasion — one for the real world, and another for the virtual...
Measure Designer Productivity To Determine Wages
Your designers are likely your most skilled (and highly compensated) workers. You need to put their time to good use. In the latest issue of Floral...
Floral Industry Bands Together to Commemorate Memorial Day
As thousands of stems of roses, lilies, tulips, sunflowers, and more make their way to cemeteries around the country this Memorial Day, Ramiro...
Get Creative to Promote Father’s Day Arrangements
Father’s Day is quickly approaching on June 19 and, although it isn’t the typical flower giving holiday, men love to receive flowers for the same...
Obituary: Redbook Florist Services Founder James Fred Swindle Dies
James Fred Swindle, who owned National Florist Directory and founded its subsidy, Redbook Florist Services, died April 23. Swindle worked for the...
Four Ways to Plan Now for Profitable Summer Events
Being a successful event florist requires more than being able to design beautifully. With the inflationary pressures of today’s economy, business...
Wedding Work: Double Down or Scale Back?
More than 2.6 million weddings are expected this year — the most since 1984 — according to The Knot, whose research anticipates similar numbers in...
Member Spotlight: Eric Fernandez of Continental Flowers in Miami, Florida
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Ramped Up Your Marketing? Apply for SAF’s Marketer of the Year Award
A wholesaler who developed a marketing campaign to encourage consumers to buy from local florists. A grower who thrust proteas into the national...
Boost Graduation Sales with SAF’s Social Graphics
Graduations are back! Make sure your customers know you have the graduation flowers they need to celebrate. The Society of American Florists has a...
Tackle Event, Labor and Inflation Challenges at SAF’s 1-Day Profit Blast
This year is expected to be the biggest year for weddings since 1984, and couples are spending more than ever on flowers. Are you prepared to...
SAF’s Advocacy Prompts Change in Negative Floral References
The Society of American Florists and its members were instrumental in promoting favorable media messaging around Mother’s Day flowers, and SAF’s...
Seed Your Future’s Contest Shows Children the Power of Plants
Seed Your Future’s fifth annual plant drawing contest captured the imaginations of a record 6,050 children — a 36 percent increase from 2021 —...
Profit Margins Suffering? Here’s How Savvy Event Florists Stay Profitable
The past two years have seriously challenged event florists — first with mass cancellations and the (often multiple) reschedule shuffle, followed by...
Learn, Network and Grow With SAF’s Events
The best way to invest in yourself and your team is through continuing education and connecting with your peers. Check out the Society of American...
Tackle HR and SEO Woes with One Click
Struggling with training new employees? Or how to get your website in front of consumers who are ready to buy? SAF has you covered. Two new courses,...
VIDEO: Five Minutes With Jet Fresh Flower Distributors On Company Culture
[mom_video type='vimeo' id='708670525' width='900' height='506'] Editor’s note: In this new SAF NOW video series, managing editor Amanda Jedlinsky...
Tackling Tough Questions About Mother’s Day Flowers?
The media is looking for Mother’s Day stories, and many news outlets seem to be focusing on supply chain issues and inflation — and how that will...
Ocean Freight Helps Meet Demand
According to a National Retail Federation survey, 72 percent of consumers intend to buy Mom flowers this weekend, representing approximately $2.9...
Member Spotlight: Sofia Herrera of Jardines de Los Andes in Madrid, Colombia
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Today Show: Your Florist Will ‘Make It Happen’ on Mother’s Day
[mom_video id='ZGCJuPGAA1U' width='900' height='450'] Millions of viewers across the country who tuned in to the Today Show last week heard some...
Last-Minute Social Posts to Drive Mother’s Day Sales
The two to three days before Mother’s Day are key buying days – stay top of mind with consumers by deploying some easy-to-implement social media...
NRF: Flowers Top the List of Anticipated Mother’s Day Gifts
The National Retail Federation has good news for the floral industry. Flowers ranked second on a list of top gifts for Mother’s Day, just behind...
Industry Innovations Build a Sustainable Future
In any business, it can be easy to ride the current and focus on today’s profits. But to ensure any industry can endure, business owners have to be...
3 Google Tweaks To Boost Your Mother’s Day Ranking
About a week ago, Kelsey Thompson, AIFD, spent 15 minutes making tweaks to her Google Business Profile (formerly known as Google My Business). Three...
Apply for Industry Awards by May 2
Professional awards and accreditations give you and your business clout in the industry and distinguishes you from competitors. The Society of...
Negative Publicity Watch: VistaPrint and American Kennel Club Bash Flowers
VistaPrint, a global company that produces marketing products, and the American Kennel Club were among the five companies recently contacted by the...
Teleflora’s Mother’s Day Campaign Honors the ‘Role of A Lifetime’
[mom_video id='BkagJ_eYcwA' width='900' height='506'] The commercial opens with three real-life moms arriving on set to audition for the role...
Empower Designers to Pump Up Profits
Floral arranging is both an art and a science. Arrangements must not only look beautiful, but they must also be profitable. Does your shop strike...
4 Tips to Rake in Mother’s Day Sales
Need some ideas to jumpstart your Mother’s Day marketing? Here are a few low-cost ways to get your name out in the community. Simple, but Smart,...
Use SAF’s Resources to Promote Prom Flowers
Proms are back — make sure your customers know you have the prom flowers they need to celebrate! The Society of American Florists' has a Prom...
Member Spotlight: Cosentino’s Florist in Auburn, New York
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Floriculture Sustainability Initiative Drives Global Change
When it comes to navigating sustainability standards and practices in the floral industry, it’s easy to feel like a small sprout in a big garden. In...
Video: A Conversation with Black Girl Florists
[mom_video type='vimeo' id='700570503' width='900' height='506']When Valerie Crisostomo entered the floral industry several years ago, she found she...
Are Corporate Accounts Back? Some Florists Say ‘Yes’
Jeanne Ha, AIFD, had a strong portfolio of corporate clients at her flower shop just outside Washington, D.C. until the pandemic shut down...
Your Step-by-Step Mother’s Day Survival Guide
The countdown is on for mom, and the Society of American Florists has compiled a step-by-step Mother’s Day Survival Guide to help you prepare for a...
Florists Use Social Media Shops to Target Prom-Going Teens
The corsage of white spray roses with rhinestone accents, pictured adorning a wrist against a maroon dress, is $40, available through Instagram’s...
Two Reasons to Step Away from the Business This Summer
[mom_video type='vimeo' id='698727046' width='900' height='506']The Society of American Florists has added a second all-industry, in-person event to...
See A Mother’s Day Ad Disparaging Flowers? Tell SAF
A dozen companies, including the upscale retailer Nordstrom and the high-end women’s clothing brand Tory Burch, heard from the Society of American...
How to Identify and Source Sustainably Grown Flowers
You want to offer your customers sustainably grown flowers. How do you go about it? In the latest issue of Floral Management, contributing author...
Boost Easter Sales with SAF’s Resources
There is still time to encourage your customers to hop on over to your shop and pick up flowers for their Easter celebrations. Use the Society of...
Economic Outlook: Inflation, Supply Chain Expected to Improve
Inflation, supply chain stagnation and other negative effects of ongoing global crises are expected to abate, but the floral industry will likely...
Member Spotlight: Abe VanWingerden of Metrolina Greenhouses in Huntersville, North Carolina
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
It’s Time to Build Back APW, Corporate Sales
Flowers are scientifically proven to help create a moment of calm, according to research from the University of North Florida’s Department of Public...
Register Now: SAF’s Next Gen LIVE! and SAF Orlando 2022
Retailers, wholesalers and suppliers looking for a place to connect under one roof have an additional option this year from the Society of American...
Communication Is Key To Avoid ‘Cringe Moments’
Every employee — from owner to the delivery driver — is an extension of a floral business, making clear communication both within and outside the...
Floral Pros Gather in D.C. to Press Legislators for Action
Nearly 70 members of Congress and their staffs heard from floral professionals in Washington D.C. on March 29 about the industry’s need for...
Share Your Flowers’ Sustainability Story
How were your flowers grown? Your customers would like to know. Surveys reveal that consumers care deeply about the environment and are willing to...
D.C. Scavenger Hunt Boosts SAFPAC Funds
With just 90 minutes to solve 14 riddles planted across a five-block radius, about 20 retailers, wholesalers, and growers raced through Washington...
Obituary: Donald E. Hook 1930-2022
Donald E. Hook, AAF, former president of the Society of American Florists and long-time owner of Pittsburgh Cut Flower, died March 20. He was 92....
CalFlowers Brings ‘That Flower Feeling’ to ‘Life in Bloom’
He’s back! J Schwanke, AAF, AIFD, PFCI, returned to national television earlier this month with the fourth season of his award-winning PBS...
Create Care Sheets to Help New Plant Parents Succeed
Year after year, houseplants have a growing mass appeal. But when it comes to caring for them, many people are clueless. In the latest issue of...
Use SAF Tools to Promote Stress Awareness Month
April is Stress Awareness Month and the media will be focused on all things stress-related, including how to stress less. Join that messaging by...
Florists Find Inspiration and Growth Strategies in Albany
Mary Jones’ two younger employees have sought to expand their education through college classes and with training at other flower shops. “I thought,...
Save Time and Boost Business with Email Automation
Between juggling supply chain and staffing issues and the daily logistical challenges of selling a perishable product, many floral professionals...
‘The Sky is the Limit’ for Drones
Though federal guidelines currently limit their size and application, small unmanned aerial systems (UAS) can enhance the safety and efficiency of...
Amplify the Floral Industry’s Voice in Washington
More than 60 floral industry professionals will take to Capitol Hill next week to talk with legislators about key issues that are important to the...
Flowers Spread Message of Peace
Large hearts adorned with flowers and a message of peace took center stage in 40 cities across the world earlier this month, part of a unified act...
Train New Designers Quickly with Flower Prep School
Need to get inexperienced designers to the bench sooner? Looking to cross-train seasonal help? With spring holidays fast approaching and a...
Immigration Reform: Are We Making Progress?
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Obituary: “Joey” Schwanke 1931-2022
Jo Ellen “Joey” Schwanke, AAF, NAFD, PFCI, dedicated her life to flowers. From a childhood spent playing at — and later operating — the family...
SAF’s ‘Marketer of the Year’ Returns
After a two-year hiatus, SAF’s Marketer of the Year competition is back. The coveted award, which honors a marketing-savvy floral industry...
Boost Productivity with a Bonus Program
Labor continues to be one of the floral industry’s toughest challenges. Shop owners around the country are learning to do more with fewer workers....
Boost Spring Sales with SAF’s Social Media Graphics
Spring starts Sunday, promising to bring more sunshine, warmer weather, and more reasons for your customers to celebrate with flowers. Use the...
Member Spotlight: Patricia Houck of House of Blooms in Sugar Land, Texas
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Profit Blast Preview: Hone Your Communication Superpowers
Wish you could read your employees’ minds, and that they could read yours, too? From new hires to veterans, employees need to know what is expected...
Floral Community Raises $40,000 for Ukrainians
As millions of refugees flee her homeland of Ukraine, florist Victoria Clausen designed 560 bouquets of blue and yellow flowers to sell around the...
Interview Hacks to ID, Recruit Top Talent
Employers need to rethink the hiring process given the difficulty finding workers — and the workforce’s new attitude towards their jobs. In her...
Are You Making Money on Delivery?
If done correctly, delivering flowers offers customers a convenience and the business a competitive advantage and extra revenue. Is your business...
SAF’s Advocacy Priorities: Duty-Free Access to Fresh Product
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF’s Advocacy Priorities: Drones and Floriculture
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. Which issues are...
Come to D.C. for a ‘Mind-Blowing’ Experience
[mom_video type='vimeo' id='683859291' width='800' height='450'] Think you are too busy to leave your business for a few days? Intimidated by the...
Profit Blast Preview: Optimize Your Online Performance
Online orders make up a significant portion of florists’ sales these days. A recent survey by the Society of American Florists showed that 66...
Industry Cautiously Optimistic After Strong Valentine’s Day
On the heels of robust 2021 sales and year-over-year increases in Valentine’s Day sales, the majority of respondents to a Society of American...
4 Resources to Promote International Women’s Day
International Women’s Day is March 8, and this year’s theme is #BreakTheBias, which focuses on challenging stereotypes, fighting bias, practicing...
New Leaders To Help Grow Seed Your Future
Seed Your Future, an organization that last year became part of the Society of American Florists to promote the horticulture industry and related...
National Media Spotlights Floral Industry’s Competitive Advantage
A national news story recently detailed the unique position flowers have in Americans’ lives right now, and how national companies and local retail...
Profit Blast Preview: Trendy Designs For All Skill Levels
It can be hard to find good help these days — especially experienced designers. In a recent survey by the Society of American Florists, nearly half...
How to Earn the ‘Olympic Gold Medal’ of Customer Service
You already know that customer behavior and attitudes have changed in significant ways since the beginning of the pandemic. You’ve experienced the...
Supermarket Floral Growth Tightens Supply
There have been several factors affecting the floral supply chain in the past two years, from labor shortages to extreme weather. One reason...
Member Spotlight: Debra Prinzing, PFCI, of Slow Flowers
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Website ‘Musts’ for 2022
Your website is one of your most valuable sales tools. It’s how people find you, get a sense of your style, and place an order at any hour of the...
Time to Recognize – and Celebrate – Our Industry’s Teachers, Leaders
Anyone who’s attended a floral industry seminar – whether a hands-on design session or a social media workshop – knows the power of a great speaker...
SAF, Seed Your Future Join Forces to Strengthen Workforce Pipeline
Seed Your Future and the Society of American Florists have announced plans to join forces to promote increased awareness of horticulture and...
Sharpen Your Team’s Design Skills for Wedding Season
With Valentine’s Day behind you (and newly engaged couples seeking floral services), it’s time to gear up for a busy wedding season. The Society of...
Are You Adapting to the Post-COVID Consumer?
COVID-19 has changed consumer behavior — and with it, the way retail florists sell flowers. Sales expert Tim Huckabee has observed how those changes...
Negative Publicity Roundup: Philly Flower Show Rethinks Messaging
In the week before Valentine’s Day, several florists were shocked to receive an email from the Philadelphia Horticultural Society (PHS) with the...
Memorial Tribute Established for John M. Hodapp, 1957-2022
The American Floral Endowment (AFE) announced a new memorial tribute in memory of John M. Hodapp, who passed unexpectedly on Feb. 11, 2022. John was...
Floral Industry Under Media Microscope at Valentine’s Day
How the floral industry is coping amidst supply chain disruptions was a popular hook in both national and local media coverage in the weeks leading...
Perform a Valentine’s Day Postmortem for Future Success
Congratulations, you’ve made it through another hectic Valentine’s Day! Before moving on to International Women’s Day, prom, and other spring...
Negative Publicity Update: Tory Burch, Mixtiles and Others
With less than a week until Valentine’s Day, businesses are doing whatever it takes to promote their gifts and services—including putting down...
Talking Points to Tackle Tough Media Questions
The media is abuzz with flower-focused Valentine’s Day stories, but some of the coverage is homing in on supply chain issues, availability of red...
4 Tips to Recruit and Retain
When an employee unexpectedly gives notice, you might feel sucker punched. Alas, this unwanted surprise is quite common, as owners and managers...
Find Your Digital Home for Captivating Content
Facebook, Instagram, Twitter, TikTok, YouTube, Snapchat, LinkedIn, Clubhouse, Nextdoor — these only represent a fraction of the dizzying number of...
Member Spotlight: Alejandro Pérez of Komet Sales
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Last-Minute Valentine’s Day Promos Made Simple
The crunch is here. Your shop is busy getting ready for Valentine’s Day, prepping vases with greenery, and analyzing the production and delivery...
Retailers to Gather in Northeast to Tackle Challenges – and Opportunities
Need to do more with a smaller team? Struggling to maintain profits with increasing costs? Join other retailers to learn how to better leverage...
Make Your Voice Heard on Capitol Hill This March
Does the increased cost of running your business keep you up at night? In 2021 consumer prices rose at the fastest pace in more than 30 years....
Negative Publicity Update: The Adventure Challenge Apologizes
A custom guidebook company that sent customers an email discouraging the purchase of flowers for Valentine’s Day has apologized after the Society of...
How the Pandemic Drove Change in the Floral Industry
For all the challenges that have come from the pandemic, it has also helped drive positive change in the floral industry, proving that adaptable...
4 Media Talking Points for Valentine’s Day
Valentine’s Day is the perfect time to take advantage of media opportunities to increase your business’s visibility and promote flowers. As the...
Help Wanted: Industry Professionals to Build the Labor Pipeline
The floriculture and horticulture industries are struggling to find workers. Seed Your Future is working to change that — and wants floral industry...
Member Spotlight: Oscar Fernandez of Equiflor-Rio Roses
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Florists Turn to Crowdsourced Delivery
Crowdsourced delivery is changing the business model for some retail florists, offering new ways to expand their geographic reach, grow sales, meet...
Tap Into Plant Power
Plants continue to be a hot-selling item in flower shops. To help you capitalize on the plant craze, the Society of American Florists’ learning...
Florists Set Sights on Valentine’s Day After Delivering Strong December Sales
On the heels of a successful — yet challenging — December, almost half of the florists surveyed by the Society of American Florists say they are...
Plant Parents Will — and Want to — Pay More
Houseplants have plenty of appeal. They make people happy. They beautify homes. And for the retail florist, they can provide high profit margins. A...
Three Strategies for a Successful Valentine’s Day
Supply issues, staffing shortages, the ongoing COVID-19 pandemic — all these factors once again pushed florists to devise new strategies to handle...
Looking for Valentine’s Day Pre-Orders? Target Men
Clay Atchison III wants men to step up this Valentine’s Day. “Most likely, they haven’t done a romantic thing all year long except for maybe these...
Four Tips to Combat the Rising Cost of Goods
Valentine’s Day profits will be put to the test thanks to the rising costs. How does a florist offer Valentine’s Day arrangements and still turn a...
Houseplant Top Sellers: Flowering Plants that Double as Décor
What makes a houseplant purchaser gravitate to one plant over another? Do consumers care about houseplant containers? Are they buying plants as...
CalFlowers Launches All-Industry Marketing Campaign
It’s bold. It’s bright. It’s fun. And, it touts the benefits of flowers. “That Flower Feeling” — a marketing campaign created and funded by...
SAF’s Idea Exchange Troubleshoots Supply Chain Troubles
Plan and order well in advance. Communicate throughout the supply chain. Update online inventory. Work with what you have. That was the advice from...
Use Social Media Templates to Drive Valentine’s Day Sales
Valentine’s Day is just a few weeks away, and the Society of American Florists has new social media and marketing materials to encourage customers...
Forecast Your Valentine’s Day Sales to Predict Staffing Needs
Valentine's Day falls on a Monday this year, a slower sales day for what is typically one of the busiest holiday weeks for florists. With two years...
Floral Trends to Embrace in 2022
Floral style preferences vary geographically and demographically; still, there are several universal trends in the industry that have come to be in...
See A Negative Flower Ad? Let SAF Know!
It’s that time of year when flowers are often portrayed in a negative light to give a competitive edge to other products vying for Valentine’s Day...
Member Spotlight: Mary Lechliter-King of Lea’s Floral Shop
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Get Ready for a Successful Valentine’s Day
[mom_video type='vimeo' id='665268788' width='800' height='533'] [gap height="10"]Valentine’s Day is always busy, but this year, February 14 falls...
Make Your Shop a Plant Destination
Houseplants fill shelves at all kinds of retail outlets, from supermarkets to home improvement stores and deep discount centers. Retail florists can...
SAF Will Help You Learn, Prosper and Connect in 2022
Are you struggling with hiring and retaining talent? Do you value peer to peer connection? Do you need a “help-line” for all the changes you’re...
4 Financial Resolutions for a Profitable Year
The New Year presents the opportunity to grow from past mistakes and push yourself with new goals. What better goal for your business than to...
Tips for an Easier, More Profitable Valentine’s Day
Now that the trees and wreaths have come down and the New Year’s confetti has been swept away, it’s time to jump on Valentine’s Day prep. This year,...
Attract New Types of Plant Parents
Millennials and Gen Z usually take the spotlight as the market segment that’s driving houseplant sales. While this group is definitely interested in...
Rose Parade Floats Make Spectacular Return Amid Logistic Challenges
Saturday saw the return of floats elaborately decorated with an abundance of flowers as they traveled down Colorado Boulevard in Pasadena,...
Get Help to Make Your Next Hire
Ongoing labor shortages continue to impact retail florists as Valentine’s Day approaches—and the Society of American Florists is here to help with...
Paying Tribute to Those We Lost in 2021
The floral industry lost many bright lights in the last year, including two SAF past presidents. If there are other floral industry member names and...
2021 In Review: SAF Reconnected the Industry with Live Events, Content and Advocacy
The floral industry experienced another extraordinary year. Business was booming amid shortages of staff and at times, flowers and supplies. Still,...
SAF to Take Industry Issues to Capitol Hill in March
Rising costs. Stalled supply chains. Labor woes. Make sure Congress understands the impact of these challenges on your business. Join your peers at...
Veri Peri Named Pantone Color of the Year
All is calm; all is bright. That’s the future we all crave and the mood the Pantone Color Institute struck with Veri Peri (Pantone 17-3938), a...
Houseplant Study Reveals Purchasing Trends
Soaring houseplant sales have the green industry excited. Are the climbing numbers here to stay, or is there a sales slow-down around the corner?...
Florists Forecast Strong Holiday Sales Amid Supply and Staffing Woes
Most florists are expecting holiday revenues to be up compared to last year but they worry that staffing and supply issues will limit sales,...
Calculate Prices to Protect Profit Margins
You’ve no doubt noticed a significant increase in your cost of goods sold. Reduced product availability and rising freight prices have wreaked havoc...
Get Ready for Wedding Season with a Winning Contract
The holidays are a prime time for engagements, which means happy couples will soon be seeking wedding services from florists. The Society of...
Save the Date for SAF’s 2022 Events
The Society of American Florists has a full slate of events for 2022 that will help take your business to the next level, including the new Next Gen...
Florists Use Holiday Spirit to Boost Team Morale
Labor shortages, the ongoing uncertainties of the pandemic, and the challenges of an unreliable supply chain continue to weigh on florists and their...
New York City Florist Touts Shopping Local on ‘Today Show’
Surrounded by cameras and dozens of flower arrangements outside the NBC studios in New York City, the Today Show’s Savannah Guthrie asked Starbright...
SAF’s New Board Members Share Industry Challenges, Opportunities
The Society of American Florists’ volunteer board of directors provides guidance for everything the organization does, from developing events (see...
Decorating the White House Was an “Incredible Experience”
Many people wouldn’t consider working several 10-hour days in a row doing physical labor — while only being paid in refreshments and appreciation —...
Member Spotlight: Sherry Grimes-Jenkins of EMY Custom Flowers
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Floriculture Crops Summary Expands to 50 States
The U.S. floral industry will soon have — for the first time — comprehensive data on domestic floriculture production and sales in all 50 states...
Washington D.C. Florist Showcases Small Business Saturday
Mondays are hectic days for deliveries at Lee’s Flower and Card Shop. The Monday before Thanksgiving is especially busy, and co-owner Stacie Lee...
Florists Get Back to Basics to Leverage ‘Shop Local’ Movement
An eye-catching window display, standout customer care, and well thought out merchandising are still staples of the retail experience, some florists...
Add Visual Interest and Perceived Value with Proteas
Need inspiration to jazz up your designs this winter? Consider proteas. Native to South Africa, this family of flowering plants has 73 genera and...
Control Fresh Product and Labor Costs
As the past two years have repeatedly proven, you cannot predict or dictate global events. But florists who’ve withstood the pandemic and its ripple...
Use Holiday Social Media Resources to Boost Last-Minute Sales
The holiday season is in full swing, and the Society of American Florists has new social media and marketing materials to help you reach last-minute...
Families Reunited in Holiday Campaign and Contest
Many families spent the holidays apart last year. With more people comfortable traveling and gathering with loved ones this year, Teleflora chose a...
Inspire Your Team, Prevent Burnout
As we hurdle toward the busy holiday season, consider measures that prevent burnout. One strategy? Inspire you team to learn new things, such taking...
Jazmin Albarran: ‘This industry is the best kept secret’
Jazmin Albarran came to the horticulture industry in May 2021 when she stepped into the role of executive director for Seed Your Future, which works...
Freight Costs, Concerns, Intensify Ahead of Holidays
The increasing expense and difficulty of moving flowers internationally is a growing concern as the industry prepares for the December holidays —...
Member Spotlight: Theresa Colucci of Meadowscent
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Maximize Sales with the Holiday Planning Package
The holiday season is quickly approaching. The Society of American Florists’ learning hub, Career Connection, is here to help boost holiday sales...
California Suppliers Share Challenges, Opportunities
What happens when strict state regulations and the ever-increasing price of water squeeze profit margins; land values rise and buyers come knocking;...
Webinar Addresses Questions, Concerns, About the Proposed U.S. Floral Board
If the proposal for a national floral promotion order, Floral Board, passes, who will stand to benefit? Will it raise the cost of flowers? What will...
4 Ways to Appeal to Baby Boomers
Older floral customers tend to rely on past purchasing experiences, relish traditional flowers for holidays, and regularly seek to brighten their...
Holiday Success: Hacks to Find Seasonal Help
Jennifer Barnard had been posting job ads for her Wichita, Kansas shop, Tillie’s Flowers, all year without so much as a bite. “We’re always looking...
Wholesalers and Importers Expect Tight Holiday Supply
The supply of flowers and evergreens is expected to be tight this holiday season, importers and wholesalers say. The good news: Several importers...
Remind Customers that Poinsettias Aren’t Poisonous
Poinsettia season is almost here! Remind customers that the plants are not poisonous to humans or pets. Be prepared to dispel the toxicity myth and...
Weathering Workforce Woes During the Business Boom
A file next to the register at The Secret Garden Florists holds the resumes of people interested in working at the Linwood, New Jersey flower shop....
National Floral Marketing Promotion Proposed
For years, flower prices and sales were flat. Industry leaders wondered how they could convince consumers to buy flowers with as much regularity as...
Floral Pros Gather for Design, Staffing and Marketing Tips
“You can never stop learning.” That’s what veteran florist and 4th generation owner Herb Rothe of Rothe Florists in Philadelphia said to fellow...
Member Spotlight: Alan Tanouye of FloraLife
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
5 Ways to Resonate with Gen X
A recently published study by researchers at the University of Georgia and released by The Floral Marketing Fund emphasized that retail florists...
Holiday Success: Develop a Social Plan to Drive Seasonal Sales
Don’t underestimate the power of social media marketing when it comes to your holiday prep. Social media has the ability to help you reach a large...
OSHA Vaccine Rule Raises Labor Issues and Questions
Some business owners in the floral industry anticipate a new federal vaccine mandate affecting businesses with more than 100 employees may...
Seed Your Future Promotes Industry Careers at FFA Convention
Hundreds of high school students considering their plans for the future heard an important message from Seed Your Future at last week’s National FFA...
Study: Consumer Age Is Driving Force Behind Flower Purchases
When it comes to marketing flowers, a one-size-fits-all strategy doesn’t work across age groups. Instead, it’s essential to tailor messaging to...
Profit Blast: Learn Tips for Sustainable and Profitable Design
As florists head into the holiday season two things can be expected: Sales will be strong and staffing will be a challenge. To help florists...
Profit Blast Preview: Incentive Programs to Attract and Retain Talent
Rewarding employees for sales, productivity, and more not only helps attract and retain motivated workers, but it also drives sales and...
PMA and United Fresh Join to Form International Fresh Produce Association
The new organization created by the merger of two major trade associations representing produce and floral in the mass market has a name:...
Holiday Success: Forecasting Holiday Sales
Forecasting sales is an important part of preparing for holiday business. An accurate projection can inform decisions about how much product to buy...
Encourage Fall Holiday Sales with SAF’s Social Media Graphics
The fall season is in full swing with holidays such as Veterans Day (Nov. 11), Thanksgiving (Nov. 25) and Hanukkah (beginning on Nov. 28) coming up...
A Petal It Forward Participant’s Recipe for Success
For one Virginia florist, Petal it Forward was a success in every way. Not only did George’s Flowers in Roanoke, Virginia, give away 4,000 bouquets...
Holiday Success: Deck Your Website for Holiday Sales
It’s almost time to deck the halls — and your website. Web orders have become a major driver of sales for retail florists, especially during...
Profit Blast Preview: Streamline Marketing To Save Time, See Results
When business is strong, and staffing is lean, it can be easy to let some tasks, such as marketing, fall by the wayside. “As we know, the floral...
Member Spotlight: Jeanne Ha of Park Florist
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Florists Predict Strong Holiday Sales Despite Supply Concerns
Florists and wholesalers are expecting strong holiday sales this year — and bracing for potential disruptions in the supply chain. Using Valentine’s...
SAF Receives $250,000 Donation for Marketing, Education
Herman Meinders, AAF, was three weeks into selling subscriptions for his new wire service, American Floral Services, and was ready to give up. “I...
Pandemic Ingenuity Boosts Sales
The pandemic brought with it different challenges for floral professionals from coast to coast. Florists — resilient, resourceful, and flexible —...
Member Spotlight: Andy Fiannaca
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
SAFPAC Fundraiser Nets $35,000 for SAF Advocacy Efforts
The results are in: SAFPAC’s annual fundraiser tallied a record-setting $35,050 in contributions and pledges at SAF Orlando 2021. Twenty SAF members...
Add Ornamental Berries to Complement Any Flower
Available in an assortment of colors, shapes, and sizes, ornamental berries complement almost any flower and foliage, writes Katie Vincent in the...
Floral Professionals From 45 States Prepare to Petal It Forward
Just like the blooms themselves, the plans to participate in the Society of American Florists’ Petal It Forward flower giveaway are unique, not only...
Leverage Petal It Forward Resources for a Successful Event
Press releases sent? Check. Social media plan in place? Check. Signs printed? Check. Petal It Forward, the Society of American Florists’ annual...
Amidst Staffing Challenges, ‘Profit Blast’ Offers Real Solutions
The labor shortage doesn’t appear to be improving much nationwide — or in the floral industry, where florists have been hampered by staffing...
Take Story Time Up a Notch on Social Media
You may have mastered the art of the feed on social media, but what about stories? According to Instagram’s Business Blog, with Instagram stories...
SAF Orlando 2021 Attendees Turn Knowledge Into Action
By the time Janet Woloszyk had returned from the Society of American Florists’ annual convention she had already taken advice she’d gleaned from...
The Last Mile: Packaging for Delivery
When it comes to packaging for delivery, florists follow different strategies depending on their markets and philosophies, writes Bruce Wright in...
SAF Seeks Award Nominations and PFCI, AAF Applications
Professional credentials not only give you and your business clout in the industry, but they also distinguish you from competitors. Ready to take...
Georgia Designer Wins Sylvia Cup at SAF Orlando 2021
Jenna Naylor Temple, owner of Bloom with Jenna in Grayson, Georgia, won the 52nd annual Sylvia Cup Design Competition at the Society of American...
Industry Icons Honored with Awards at SAF Orlando 2021
Florist Kenneth Royer, AAF, was an industry pioneer. As a second-generation owner of Royer’s Flowers & Gifts, in Lebanon, Pa., Royer was the...
Florist Uses Petal It Forward To Pay It Forward For Food Bank
While most of the bouquets handed out during this year’s Petal It Forward event will be given with no reciprocal expectations, Stacey Cofka, a...
Remembering Bob Williams: Industry Leader, Mentor and Servant
Robert “Bob” Williams II, past president and chairman of the Society of American Florists, retired vice president of Smithers-Oasis’ North American...
Member Spotlight: LaToya Ferguson
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
3 Steps for a Successful Petal It Forward
The Society of American Florists’ annual feel-good initiative, Petal It Forward, is a chance for floral industry professionals to spread the power...
AIFD Foundation Contest Pushes Fund Closer to Endowment
The American Institute of Floral Designers Foundation’s “Just Make It Pretty” contest not only celebrates the elements of design, but it also raises...
SAF Orlando Attracts 350 Floral Professionals from 39 States
More than 350 floral professionals from 39 states and 5 countries have gathered in Florida this week for SAF Orlando 2021, the Society of American...
‘Amor Candy’ Chrysanthemum Named Best in Show in SAF’s Outstanding Varieties
A deep pink daisy chrysanthemum with a perky lime green center captured judges’ hearts to win the Society of American Florists’ Outstanding...
5 Questions to Ask Before Hiring to Grow Your Online Presence
Your floral shop’s website is an independent business unit. However, a robust digital strategy and the right team with the right skills is essential...
5 Webinars to Navigate the COVID-19 Delta Variant
The Society of American Florists has a variety of resources — including a COVID-19 webinar series — to support floral industry businesses as the...
Member Spotlight: Marcela López-Vallejo, AIFD, PFCI
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature...
Reduce Shipping Costs With These Tips
You might not be able to do much to reduce the rising costs of flowers, hard goods or even your electric bill. But there is one expense that...
Industry Professionals to Gather for SAF Orlando 2021
Hundreds of industry professionals and experts will gather next week in Florida for the Society of American Florists’ first convention since 2019....
Indiana Businesses Joins Forces to Petal it Forward
Sharon Grubbs, owner of Foister’s Flowers and Gifts, and Jack Surface, owner of two Midas auto shops, are both big advocates and supporters of their...
Optimize Your Exterior With Merchandise Displays
Merchandise displays outside a floral shop can entice customers to linger, make impulse purchases, pop in the store and even share the beautiful...
14 Designers Vie for Sylvia Cup at SAF Orlando 2021
Assemble talented designers, give them flowers, foliage, supplies and a theme for inspiration. Now, make them race against the clock to create...
Five Reasons to Petal It Forward
The Society of American Florists’ seventh annual goodwill initiative, Petal It Forward, will be here in a few short weeks. Haven’t registered for...
Make the Most of Designer’s Choice Arrangements
Designer’s choice arrangements have the potential to drive sales and inspire designers. These custom designs also offer a potential workaround for...
Weddings, Fall Holidays Stressing Fresh Flower Supply
Looking for white roses? Good luck. An extraordinarily busy wedding season combined with poor weather at farms, logistical issues and labor...
Plan for Growth and Happiness
During the pandemic, Abby Chick, owner of Blakemore’s Flowers, in Harrisonburg, Virginia rediscovered the emotional fulfillment of providing...
Promote Plants as Employee Appreciation Gifts
While many high-profile companies, including Google, Facebook and Amazon have delayed reopening their offices until 2022 in response to the latest...
Supply Challenges Escalate Ahead of Fall, Holiday Season
Pioneer Imports and Wholesale has been waiting on a shipment of Chinese-manufactured silk flowers and plants for almost two months. The fall...
Local Growers Help Fill Supply Chain Gaps
In the wake of higher freight costs and limited supply brought on by COVID-19, local flower farmers are filling a much-needed fresh product gap —...
USDA Revises Grower Aid Rules
Last week, the United States Department of Agriculture (USDA) announced it is making changes to the Coronavirus Food Assistance Program 2 (CFAP 2) —...
Lawmaker Hears Industry Challenges Firsthand
Representative Sean Casten, second-term Democratic congressman from Illinois’ sixth district, met with company leaders at Ball Horticulture in West...
Remind Customers to Connect with Flowers this Fall
The Society of American Florists has created new fall social media graphics and banners to celebrate the season of change and encourage your...
Behind the Scenes of Plant Breeding at SAF Orlando 2021
Successful plant breeding can produce disease-resistant plants that have a longer shipping and vase life, all while providing retailers, wholesalers...
Tailor COVID-19 Policies to Fit Business Needs, Culture
The FDA’s decision Monday to grant full approval of the Pfizer-BioNTech vaccine provides business owners one more reason to consider mandating...
Florist Celebrates ‘Mental Health Monday’ with Flower, Snack Giveaway
Sarah LoBue, AIFD, ICPF, put a chalkboard sign outside her Carlinville, Illinois shop last week that likely spoke to everyone who saw it: “If...
Want to Keep Profits High? Control Labor and Facility Costs
Many florists learned during the pandemic that they were able to generate unexpected profits by keeping a close eye on labor and facility costs. In...
Obituary: Past SAF President Paul Shinoda Dies
Paul Shinoda Jr., a past president of the Society of American Florists’ board of directors, died July 20. He was 83. Shinoda’s career in the...
4 Tools to Help with Succession Planning
Thinking about the next phase of life and what it might look and feel like to pass the business to a successor? The Society of American Florist’s...
Delta Variant Spreads Uncertainty
The Delta variant of COVID-19 has brought a lot of uncertainty for business owners, but for many florists one thing is certain: whatever the impact...
SAF Competition Highlights Outstanding Varieties
Growers are preparing to enter this year’s Outstanding Varieties Competition at SAF Orlando 2021, the Society of American Florists’ 136th annual...
Safety Protocols in Place for SAF Orlando 2021
The Society of American Florists announced safety protocols focused on keeping convention attendees healthy amid a surge in Covid cases. “The safety...
4 Ideas to Boost Your ‘Back to School’ Business
A new school year provides students with countless opportunities for socialization and education — and for retailers, it’s a chance to score more...
Learn the Elements of a Winning Contract
After a year of cancellations, postponements, and reduced guest lists, weddings are back. It’s more important than ever to ensure contracts are up...
SAF Elects New Board, Council Members
Members of the Society of American Florists elected three new members to the association’s Board of Directors, as well as nine members to positions...
Will Ecuador’s Rose Farms Be Swayed by Cannabis?
A recent Reuters’ news story about an Ecuadorian rose farm taking up cannabis production had some in the floral industry wondering: Will flower...
Evergreens Shortage Anticipated in Pacific Northwest
Extreme heat in the Pacific Northwest in June damaged evergreens and is expected to cause a shortage of boughs and wreaths this holiday season....
Turn Browsers Into Buyers at SAF Orlando 2021
Most online shoppers don’t make a purchase. So how can retail florists, who have increasingly relied on their websites during the pandemic, capture...
Advocate for Your Bottom Line by Inviting Congress to Call
Several issues in Congress, such as the renewal of the GSP which would reinstate duty-free Ecuadorian roses, have the power to affect your bottom...
Learn How to Reel Back ‘Covid’ Customers at SAF Orlando 2021
The pandemic brought many florists scores of new customers who wanted to connect with loved ones they couldn’t physically see. Can you count on...
Congress Presses Forward on Disaster Aid, Infrastructure Bills
Two bills — one to provide disaster aid to producers and another to shore up the country’s infrastructure — are moving through Congress. Domestic...
Sylvia Cup: Winners, Judges Share Tips
The Sylvia Cup Design Competition is a tradition that celebrates the art of floral design, creativity and the ability to work under pressure....
Supply Shortages Endure — and So Does the Floral Industry
As wholesalers and importers continue to warn of backorders and limited availability of flowers, potted plants and hardgoods, florists are getting...
Fresh Choices For Day of the Dead Designs
Marigolds are the official flower of Día de los Muertos, also known as Day of the Dead, a Mexican holiday observed November 1 and 2. In the...
Improve Your Wedding Business
Now that postponed weddings are back on the calendar and new weddings are in the making, it’s important that customers know you are ready to help....
Business is Booming, But Will It Last?
The return of event work, diversified product lines, higher price tags, and a consumer trend toward more spending is driving a substantial increase...
Senate Navigates Infrastructure Package Roadblocks
UPDATE as of 7/29: Last night, despite initial concerns, Leader McConnell signaled his support for the bipartisan agreement, triggering 17...
Certified American Grown’s Camron King on the Momentum for American Flowers
Certified American Grown, a nonprofit organization that advocates for domestically grown flowers and foliage farmers, is wrapping up its American...
Get Inspired at SAF Orlando 2021
Lori Wheat, AAF, attends SAF’s annual conventions to get inspired. And at SAF Orlando 2021, she is looking forward to watching how designers use new...
Learn How to Create a Diverse, Inclusive Culture at SAF Orlando 2021
Conversations about race relations have highlighted how inequity, intentional or not, is entrenched, permeating practically every part of society —...
Why Smart Packaging = Fresher Product
So many things have to go right for cut flowers to maintain their freshness on the journey from a flower farm to a consumer’s dining room table. One...
Save the Date for Petal It Forward 2021: October 20
The Society of American Florists’ international goodwill initiative, Petal It Forward, will be held Wednesday, October 20, 2021. Started in 2015,...
Invite Congress to Call
Having a member of Congress visit your place of business can have a significant impact on how they view issues that are important to you. A visit...
Plan Now for a Successful Petal It Forward
Mark your calendars! Wednesday, October 20 is the date of this year’s Petal It Forward, the Society of American Florist’s international goodwill...
4 Ways to Make a Better Impression Online
During pandemic lockdowns, businesses with an effective online presence were able to maintain relationships with customers — and even gain market...
Look Into an Economist’s ‘Crystal Ball’ at SAF Orlando 2021
The only thing constant in life is change — a message the global pandemic drove home hard. Floriculture professionals adapted, reimagining...
Clean Up Your Online Listings
Remember back to the days of phone books and the White Pages listings? Having your address published incorrectly could have a crippling effect on...
4 Tips to Counter Negative Publicity
While negative ads are most prevalent during major floral holidays such as Valentine’s Day and Mother’s Day, disparaging flowers to promote other...
Make a Congressional Connection this Summer
When most people think about Congress and federal policy, they think about what takes place in Washington, D.C. — which can feel far removed from...
COVID Accelerates Retail Tech Innovation
Nearly 75 percent of retailers surveyed in the Voice of the Industry: Digital Survey said the COVID-19 pandemic accelerated some, if not all, of...
Event Florists Share Playbook for Tackling Supply Woes
Last year’s spring and summer event cycle ground to a halt as weddings, graduations, family gatherings and a host of other events were first...
Get Action Plan for More Streamlined Website at SAF Orlando 2021
Convinced your shop’s reputation is so amazing you can settle for an “okay” website? Think again. Overall e-commerce grew by a whopping 44 percent...
Charge the Right Labor Rate
Most florists lost their wedding and event business during COVID-19, but in a twist for many, their profitability went up. How? Floral Management...
Spark Extra Summer Sales
Summer is here, bringing opportunities to remind customers to make flowers part of their summertime rituals. Society of American Florists has...
Local Florists Prepare for Make Someone Smile Week
Christmas in July will come ever-so-slightly early for more than 30,000 people, thanks to Teleflora’s annual Make Someone Smile Week later this...
Google’s Search Chief Demystifies Machine Learning Advertising
Want to drive consumers to your website? You need to understand machine learning says Google Chief Search Evangelist Nicolas Darveau-Garneau, who...
Website Content is King
The pandemic elevated the importance of an effective online presence for every retail florist. Your website is a shopper’s first impression of your...
Status Quo Shifts for Events
As with food and fashion, trends in the floral industry arise for myriad reasons. Out of the ashes of the pandemic, new styles and themes have...
Beef Up Your Bottom Line at SAF Orlando 2021
Anna Page knows the best place to learn how to grow her business is at SAF’s annual convention. And at SAF Orlando 2021, she is looking forward to...
SAF Members to Elect New Leaders
It’s time to elect the next crop of Society of American Florists leaders — the volunteers who shape everything the association does, from developing...
Hire Fast, Hire High-Touch
If you thought attracting and retaining talent was a challenge pre-COVID, brace yourself for recruiting in a post-pandemic world, advises HR expert...
5 Ways to Fine-Tune Your Customer Service
For many retail florists, business is booming. In the race to keep pace with demand, is your customer service lagging? Two seasoned flower shop...
SAF Names New President-Elect
Oscar Fernandez, director of sales for Equiflor-Rio Roses in Miami, Florida, has been named SAF’s next president-elect. “I am very excited to have...
Weddings: Something Old and Something New
Like everything else in a world that is not quite post-pandemic, the wedding business is not simply picking up where it left off 15 months ago. How...
Train Your Way to a Bigger Bottom Line
Five new courses on the Society of American Florists’ new Career Connection learning hub will set up your new hires for success, get inexperienced...
Obituary: Ellen Ellison, 1934-2021
Ellen Ellison, who, along with her husband, Jim, was inducted into SAF’s Floricultural Hall of Fame in 2019, passed away on June 4, 2021. Ellen,...
E-commerce, Talent, and Trends Focus of SAF Orlando 2021
During the pandemic, retailer Carma White says she relied on SAF’s virtual events and content to keep her business moving forward. So when she saw...
Connecting with Peers Pays Off
Jodi McShan, AAF, AIFD, CFD, PFCI, knows who has the best secrets for improving her business — her peers. And at SAF Orlando 2021, she plans to take...
New Learning Hub Features 5 New Courses
The Society of American Florists now curates high-quality training, created by the industry's top trainers, teachers, and floral pros in one central...
Colombia Supply Chain Rebounds — But Challenges Remain
Disruptions to the Colombian floral supply chain resulting from anti-government demonstrations in May have dissipated, at least for now. But while...
COVID Through My Eyes: Shutdown Spurs New Business Venture
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Supplier Event Signals Industry is Ready to Gather
If a recent gathering of floral industry suppliers is any indication, the floral industry is ready to get back to in-person events. Close to 500...
Senate Passage of GSP Kickstarts Reauthorization
Congress is one step closer to reinstating duty-free access for Ecuadorian roses. Last week the U.S. Senate passed S. 1260, the U.S. Innovation and...
Here Come the Brides
Brides have been waiting in the wings — and with pandemic restrictions on events easing, experts say this summer’s wedding season could be like no...
New Study Offers Insights on Today’s Floral Consumer
How have the habits and preferences of flower-buying consumers changed over the past year — and what can florists do to make the most of those...
COVID Through My Eyes: Redesign and Reflect
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Capitalize on the Plant Trend this Summer
Plants are big — and they just keep getting bigger — as the pandemic fueled a desire to connect with nature. Make plants a priority during your...
Get Ready for Father’s Day
Consumers are ready to up their spending for Father’s Day swag — are you positioning your business to cash in? Gardening is big business this spring...
Advocacy Series: 7 Questions on SAFPAC
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF Webinar Tackles Capitalizing on Today’s Floral Consumer
How do consumers plan to purchase flowers and plants in the next six months — and what is motivating their behavior? Has the pandemic permanently...
Get Creative to Boost Father’s Day Sales
Father’s Day (June 20) is quickly approaching, how are you drawing in customers for this not-so-typical flower-giving holiday? The Society of...
Attendees Cite Networking as No. 1 Reason to Attend SAF Orlando 2021
After more than a year and a half of slogging it out in your own business through the pandemic, wouldn’t it be nice to share stories with peers — in...
COVID Through My Eyes: Early Investment in E-commerce Got Us Through
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Fresh Product, Trends Flourish at SAF Orlando 2021
Despite a shorter event format – 2.5 days instead of the usual 3.5 — fresh product, trends and design will have just as big of a platform at SAF’s...
COVID Through My Eyes: A Positive Outlook to Weather the Storm
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Full Bloom Returns for a Second Season
Fans of the reality-TV show Full Bloom — where floral artists create over-the-top, out-of-this-world installations as they compete for a $100,000...
SAF Makes Push for Ag Labor Reform
This week SAF joined a coalition of agricultural interest groups in sending a letter to U.S. Senate leadership urging action on immigration reform....
USDA Report: 2020 Wholesale Value of Floriculture Crops Increased
Total floriculture crop value is up, and Florida leads the way in production value, according to the U.S. Department of Agriculture’s 2020...
Boost Your Local Profile
With the pandemic reinforcing the love of local businesses, are you trying new ways to connect with potential customers in your community? Don’t...
Demand, Marketing Drive Mother’s Day Sales Increase
Sales were up year over year for more than 85 percent of respondents to the Society of American Florists’ Mother’s Day Survey 2021, with new...
Get Ready to Promote Wedding Season
Last year, weddings were scaled down, postponed, and even cancelled with the rise of the COVID-19 pandemic. This year, with restrictions lifting...
Congress Considers Proposal to Renew Tariff-Relief Program
When the U.S. Generalized System of Preferences (GSP) expired at the end of 2020, American companies – including many in the floral industry — lost...
What Will Post-COVID Shopping Look Like?
When walk-in sales took a direct hit due to the pandemic, many floral retailers shifted to an e-commerce-centric strategy to keep afloat. But the...
5 Ways to Maximize the Value of Your POS
Point of sale (POS) systems provide you with one thing: information. However, it’s up to you to set up your system to make sure that information is...
COVID Through My Eyes: Changes That Stick
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Advocacy Series: 5 Questions About Sustainability
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
More Consumers Chose Flowers for Mom This Year
The results are in: More Americans showed their love for moms with flowers this year. Nearly a third of American adults bought fresh flowers or...
Boost Your SEO for a Big Payback
During the course of the pandemic, online sales rose at least 50 percent for most flower shops with websites, estimated Dan McManus of TeamFloral, a...
Vaccine Mandates: Cautions and Concerns
With COVID-19 vaccines becoming widely available to all age groups, the idea of making vaccination a requirement for employment has a strong...
Remind Your Customers that Dads like Flowers, Too
Father’s Day might not be thought of as the typical flower-giving holiday, but for customers looking to show their appreciation to their father...
SAF Asks Restaurant Chain, The Today Show to Stop Trashing Flowers
The week before Mother’s day, a restaurant chain and The Today Show promoted Mother’s Day gifts by disparaging flowers — and those were just two of...
Floral Supply Chain Tightens in Days Prior to Mother’s Day
Ten days of protests sparked by a controversial proposal for tax reform began by causing minor delays in flower shipments from some farms in...
SAF Tapped as Source for Mother’s Day Media Coverage
The media love to feature flowers in their Mother’s Day news coverage, and this year was no exception. As the pandemic continues to evolve and...
COVID Through My Eyes: Pandemic Forces Delegation
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Navigate New Rules of the Post-COVID Workplace
As vaccine availability and the lifting of restrictions enables a return to more normalcy in the workplace, small business owners have a new set of...
Help Your Customers Say Congrats to Grads
Last year, the typical excitement that comes with senior year was taken over with uncertainty as the COVID-19 pandemic canceled graduation...
When They Go Low, Be Reasonable
Ahead of major floral holidays, such as Mother’s Day, negative or misleading publicity or references regarding flowers and florists can often be...
COVID Through My Eyes: Don’t Underestimate Your Team
Editor’s Note: This is part of an ongoing series highlighting floral industry stories of change, grit and perseverance — and biggest lessons learned...
Florists See Increase in APW Sales
Fifty percent of respondents to a Society of American Florists survey said sales for Administrative Professionals’ Week increased year over year. Of...
SAF Asks Sun-Maid, Fitness Company to Stop Bashing Flowers
As Mother’s Day approaches, companies continue to use negative ads to discourage consumers from purchasing floral gifts. The Society of American...
Demonstrations in Colombia Have Small Impact on Mother’s Day Flowers
Protests sparked by a controversial proposal for tax reform last week in Colombia caused minor delays in flower shipments from some farms but did...
Seed Your Future Names Next Executive Director
Jazmin Albarran has been named the new executive director of Seed Your Future. Bringing a background in association and philanthropy, she will join...
National Marketers ID Mother’s Day Success Factors
One year into the pandemic, floral marketers are well positioned to offer online-ordering and in-store pickup are on their way to having a...
3 Tools to Promote Prom Flowers
Last year, high school students watched as their end-of-year celebrations were canceled due to the COVID-19 pandemic. This year, they’re eagerly...
3 Quick Ways to Maximize Mother’s Day
Pick up the phone. Plan your media strategy. Prune your online offerings. As the countdown to Mother’s Day ticks down, there are still things you...
Coffee Roaster Disses Flowers, Then Repents
Ahead of major floral holidays such as Mother’s Day, flowers are often in the crosshairs as businesses compete for consumer gift spending dollars....
Nearly 70% of Shoppers to Purchase Flowers for Mother’s Day
Flowers are the second most popular gift shoppers plan to give for Mother’s Day, according to the National Retail Federation’s annual survey....
Robust Websites Buoy Florists During Pandemic
Florists with a robust and flexible online presence thrived during the pandemic. Take a page from their playbook to beef up your online sales. The...
Walmart Announces New Growing Sustainability Standards
If the flowers you buy and sell are grown to a higher standard of sustainability over the next five to 10 years, you may have — among many others —...
Best Practices for Coping with Supply Shortages
For retail florists, the pressure of supply shortages adds one more challenge to spring’s busy floral holidays. Administrative Professionals’ Week...
SAF Members Highlight Floral Industry Priorities at CAD
Increase funding for floriculture research. Ensure cost savings on imports. Maintain the minimum wage. Preserve agriculture’s workforce. Forty-seven...
Maximize Mother’s Day Profits
Mother’s Day is one of the two busiest times of the year for retail florists — and it can make or break your retail year. Pay attention to the...
Consumers Rooted in Plant Love During Pandemic
2020’s plant babies are now growing into plant toddlers — and their plant parents show no signs of slowing their enthusiasm for all things plants....
Share Your APW Successes With SAF
It’s Administrative Professionals’ Week and we hope your customers are celebrating the hard-working and devoted administrative professionals on...
COVID-19 Bolsters Celebrations of Administrative Professionals
In a remote COVID working environment, the role of administrative professionals has been elevated — and florists can use Administrative...
Retailers Predict Bump-Up in Mother’s Day Sales
After a successful Valentine’s Day and Easter in 2021, florists are optimistic about Mother’s Day sales this year. In a recent Society of American...
SAF Picks Orlando for ‘Affordable, Accessible’ Annual Convention
After a year-plus of re-engineering operations to adapt to social distancing, record high (or low) sales and skeleton crews – all amidst social...
Retailers Report Double-Digit Easter Sales Bump
The Easter Bunny delivered great sales for the floral industry this year, with many retailers reporting increases above both 2020 and 2019 sales...
3 Tips to Share with Customers for Administrative Professionals’ Week
Research shows that a gift of appreciation will naturally lift an employee’s mood, create a lasting memory, and boost productivity. Plus, giving...
Encourage Customers to Give Thanks this Admin Professionals’ Day
Show appreciation for the hard-working, devoted administrative professionals on your team by celebrating Administrative Professionals day! This...
Recruit ‘Gen Create’
Recruiting and retaining employees has never been more difficult. And for two generations, there’s been a decline in floral design interest among...
Attract and Retain a Strong Workforce With These 4 Tips
There has been a lot of fallout from the global COVID-19 pandemic that has rippled through just about every industry. For the floriculture industry,...
Up Your Mother’s Day Prep Game
One of the biggest floral holidays is fast approaching and a little prep work now can make a huge difference in your stress level and profit margin....
Fresh Product: Coping with the Supply Squeeze
Looking ahead to Mother’s Day, the biggest worry for many florists is, “How can I be sure I will be able to get the fresh flowers and plants I need,...
Make a Difference for Your Business – and Your Industry
Increase funding for floriculture research. Ensure cost savings on imports. Maintain the minimum wage. Preserve agriculture’s workforce. Join your...
Use Social Media to Boost Mother’s Day Sales
Mother’s Day isn’t until May 9, but it’s never too early to start promoting the holiday on your social media channels. Did you know that social...
Don’t Overpromise on Specific Flowers, Floral Wholesaler Says
Prepare for a successful Mother’s Day and wedding season with some tips from the Bill Doran Company. Get ready for a great Mother’s Day. On the...
Advocacy Series: Why This Year’s CAD Advocacy Meetings Matter Even More
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Easter Celebrations Take a Small Hop Forward
The COVID-19 pandemic has put a damper on holiday plans for the past year, but as more people are receiving vaccinations, stimulus funds are hitting...
Harnessing the Power of Plants
Plantfluencer Marcus Bridgewater — known as @GardenMarcus across social media platforms — is a firm believer in practicing three little words:...
Maintaining Costs After COVID
2020 was a year full of contradictions: COVID-19 hit and prompted many businesses to shut down or at least close for part of the year, people...
3 Messages to Share during Stress Awareness Month
Throughout the past year, the COVID-19 pandemic has impacted every part of our lives, including our mental health. Many customers may not realize...
Instagram Partners with National Brands for E-Commerce Tests
Here’s some good news for retailers looking to turn more of their Instagram followers into customers. Beginning next week, several "test brands"...
Catch New Business with Carnivorous Plants
Right around Thanksgiving, a cheeky meme circulated on social media, announcing the arrival of “the 2020 poinsettias.” (The post featured Audrey II,...
Top Care Tips to Build Success with Potted Plants
One secret to capitalizing on the houseplant trend for retail florists? Make sure your care-and-handling game is on point. That’s advice from Terril...
7 Tips to Promote Flowers in April for Stress Awareness Month
Stress has been top-of-mind ever since COVID hit. But you can take another opportunity to highlight the role that flowers play in reducing stress...
Advocacy Series: 5 Questions on Floriculture Research Funding
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF Economic Survey Reveals 2020 Success, Future Concerns
Nearly three-quarters of respondents to a recent Society of American Florists economic survey classified business as either “good” or “excellent,”...
3 Resources for a Successful Easter
Easter is right around the corner but there is still time to encourage your customers to hop on over to your shop and pick up flowers! The Society...
Easy Easter Game Generates Foot Traffic, Exposure for Ohio Florist
In a bid to get more customers in her shop and her name in front of more consumers, Heather Waits, AAF, set out a bucket of plastic Easter eggs...
4 Ways to Improve Email Open Rates and Response
E-commerce, which has been trending upward for well over a decade, positively exploded in 2020 — growing from a $393 billion to $598 billion...
Ease Your Workforce Woes
Finding and keeping employees has never been easy — and the pandemic has only heightened the challenge for floral business owners. In the Mar/April...
SAF Councils Tackle Industry Trends & Challenges
Pandemic-driven popularity of flowers and plants, supply chain challenges, recruiting and engaging a reliable workforce—these are just some of the...
Congressional Cut Flower Caucus Co-Chair Rep. Dan Newhouse to Speak at CAD
Rep. Dan Newhouse (R-Washington), new co-chair of the Congressional Cut Flower Caucus, will speak to SAF Congressional Action Days attendees on...
Time: The Ultimate Need in Sourcing Plants
As sourcing plant material has become more difficult than ever, due to high demand and a stressed supply chain, florists looking to expand their...
The Plant Passions Driving Two ‘Plantfluencers’
Along with “social distancing” and “flattening the curve,” the word “plantfluencer” was a word that entered more Americans’ vocabulary in 2020. As...
Storytelling and Community: Strategies Behind the Success of The Sill
As a young professional living in New York City, Eliza Blank struggled to find plants that would survive and thrive in window-lacking, sub-optimal...
Advocacy Series: 5 Questions about Duty-Free Access to Flowers
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Local Partnerships Help Illinois Florist Stand Out with Interior Designers
For the Lake Forest Flowers team, the pandemic provided new opportunities to get on the road and into customers’ homes (in safe, socially distanced...
Last Call to Apply for SAF’s Awards!
Has your company been open for 100 years? Are you active in your community and the floral industry? Or do you know someone who has made a noteworthy...
Welcome Springtime with Flowers
Springtime is quickly approaching, bringing warmer weather and new beginnings. While the COVID-19 pandemic may be keeping loved ones apart, there...
4 Resources to Drive Sales for International Women’s Day
International Women’s Day is March 8 and this year the theme is #ChooseToChallenge, which focuses on challenging and calling out gender bias and...
NYC Florist Offers Charitable Design for Women’s Day
In years past, Nic Faitos and his team at Starbright Floral Design in New York City would celebrate International Women’s Day (March 8) by...
57 Percent of Retail Florists Saw Valentine’s Day Sales Rise
More than half (57 percent) of retail florists responding to the Society of American Florists’ post-holiday survey said their 2021 Valentine’s Day...
More Than a Quarter of Americans Bought Fresh Flowers for Valentine’s Day
An Ipsos poll conducted this month on behalf of the Society of American Florists found a slight increase in the number of American adults buying...
4 Ways to Promote Women’s Day in Your Community
#ChooseToChallenge is this year’s theme for International Women’s Day on March 8. The international holiday focuses on celebrating women’s...
Advocacy Series: 5 Questions about Ag Labor
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Plantfluencer Shares Tips to Create Loyal Plant Customers
Explaining the houseplant craze is as simple as A, B, C says plantfluencer Darryl Cheng---it’s all about aesthetics, biology and companionship....
SAF Launches Plant-Focused Virtual Event in March
Got plants? You’d better. As retail florists around the country will tell you, Americans are crazy for houseplants. “Plant love is here to stay —...
Mass. Florist Turns Plants into Must-See IG
When her retail location was forced to shut down at the beginning of the pandemic, Jackie Levine brought her houseplants to the people, via...
Learn How to Capitalize on the Houseplant Trend
Curating, caring for and displaying indoor plants has rapidly become one of the biggest trends across all ages and demographics. The pandemic has...
New England Florist Uses Containers to Add Value to Plants
At City Line Florist in Trumbull, Connecticut, plant sales “skyrocketed” in 2020, and Nicole Palazzo, manager of product development and marketing,...
Extreme Winter Storm Wreaks Havoc on Texas Floral Businesses
The final stretch before Valentine’s Day always feels a little frenzied, but for floral professionals in Texas, who are accustomed to mild winters,...
Advocacy Series: 5 Questions about Minimum Wage
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Pantone’s 2021 Pick Offers ‘Resilience and Hope’
Need some marketing and merchandising inspiration now that candy hearts and “Be Mine” trinkets have passed their prime? Consider Pantone’s 2021...
Floral Industry Remembers Marie Ackerman, AAF, AIFD, PFCI: 1960-2021
Marie N. Ackerman, AAF, AIFD, PFCI, beloved floral designer, educator and industry icon, died January 28 in the Lehigh Valley Hospital-Cedar Crest...
Marie Ackerman AIFD Fund Established in the AIFD Foundation
Marie Ackerman AAF, AIFD, PFCI (1960-2021) was a passionate leader within American Institute of Floral Designers and a committed floral educator. A...
On Tap for CAD: Research Funding, GSP, Minimum Wage and Ag Labor
As the Biden-Harris Administration moves forward with its legislative and regulatory agenda, the Society of American Florists is making sure...
Coming Soon: New Hub for Top-Tier Training, Peer Connection
Coming Soon: New Hub for Top-Tier Training, Peer Connection On March 1, SAF is launching Career Connection, where members can find the best training...
Valentine’s Coverage Emphasizes Flowers’ Emotional Power
Valentine’s Day, a holiday commonly associated with red roses, typically leads to many news stories starring florists, and this year was no...
SAF Asks Sweet Farm to Ditch Negative Campaign
“Ditch the flowers and chocolate and give a truly unique gift this Valentine’s Day – a Sweet Farm Animal Sponsorship in your loved one’s name.” This...
Review Now to Plan for Future Holiday Success
Congratulations, you survived another Valentine’s Day — on a Sunday, in the middle of a global pandemic, no less, and, most likely, while contending...
Negative Publicity Watch: Bakery Agrees to Change Ad
As Valentine’s Day approaches, some media outlets and companies promote their message or product by maligning flowers. The Society of American...
SAF’s Grassroots Lobbying Event Goes Virtual
SAF’s annual Congressional Action Days, April 13-14, is an all-virtual affair this year — but the advocacy will have real-world impact on floral...
Flowers Are Here for the Good Times and the Bad
To err is human, and we know that some of your customers might forget to order their Valentine’s Day flowers on time. Be ready to help them get back...
‘Long-Lasting Lovelies’ Cut Through Winter
With the exception of a certain holiday in February, Nancy White generally anticipates a sluggish start to the year. “January is typically our...
Longtime Florist and Garden Center Turns ‘Green into Gold’
First things first: Lafayette Florist, Gift Shop & Garden Center knows plants. Founded more than 70 years ago, the family business has long been...
Obituary: Klazina Dobbe, 1952-2021
Klazina Dobbe, of Holland America Flowers LLC, passed away peacefully on February 5. Wife of Benno Dobbe and mother of former SAF board member Ben...
2 Last-Minute Language Tweaks to Boost V-Day Sales
As your team moves into the final crunch of Valentine’s Day this year, remember that messaging is everything. Remind your team that, especially...
Negative Publicity Watch: SAF Receives Response from Textile Company
When textile company Boll and Branch used “What’s better than flowers and chocolates?” as a marketing email subject line, the Society of American...
Senate Ag Committee Prioritizes Supply Chain, Climate Change
Fixing food supply disruptions due to COVID and addressing climate change are at the top of the Senate Agriculture Committee’s 2021 agenda. How does...
Simple Ways to Boost Your Average V-Day Order
Having spent six years as a sales trainer with FloralStrategies, Samuel Bowles knows plenty of tactics to guide customers who order by phone to...
Floral Industry Awards Deadline Extended for 2021
The Society of American Florists recognizes the industry’s best and brightest with a range of awards and professional designations acknowledging...
Will the Biden Agenda Help the Floral Industry?
With a new president in the White House and shifting power dynamics on Capitol Hill, will long-standing floral industry issues including immigration...
How to ‘Sunday-Proof’ Your Holiday Planning
Florists are gearing up for a busy Valentine’s Day on Sunday, Feb. 14. Feel like you could use a quick check-in with a financial pro about how your...
3 Industry Statistics that Show Valentine’s Day Opportunities
After a long year away from friends and family, everyone is looking for ways to connect with loved ones. This means that Valentine’s Day sales have...
Bernie Shops Here? Florists Join Lighthearted Fun
It’s been a busy week for Vermont Senator Bernie Sanders. He’s popped up outside in Memphis and in a flower shop’s waiting area in San Diego. At...
Flowers Make an Appearance at Inauguration
Last week’s presidential inauguration may have lacked some of the pageantry and parties of a non-pandemic year, but flowers still played a...
Event Florist to Partner with Local Boutique for V-Day
Fourteen years ago, Botanica International in Tampa, Florida shifted from a traditional flower shop to an events-only business — a move that has...
Florists Rev Up for Drive-Thru, Parking Lot Valentine’s Day Shuffle
Move over, Big Macs. Next month, a number of florists are leveraging outdoor spaces and drive-thru-style services at their brick-and-mortar...
SAF Alerts Members to Scam Emails
Some Society of American Florists members this week received a fraudulent email from “safnow” with the subject line “Membership Annual Update Due.”...
Planning Holiday Delivery? First, Mine Your Data
Will the sales-dampening effect of a Sunday holiday be countered by a surge in demand from homebound customers on Valentine’s Day? That’s the...
Industry Remembers SAF Hall of Fame Member Harold Wilkins
Beloved floriculture professor, Harold F. Wilkins, Ph.D., who received the Society of American Florists’ Alex Laurie Award recognizing lifetime...
Discovery Commercial Features Lee’s Flower Shop
A longtime member of the Society of American Florists, Lee’s Flowers and Card Shop in Washington, D.C., starred in a recent commercial produced by...
Why You Should Be Open on Sunday, Feb. 14
Dealing with hordes of last-minute shoppers doesn’t scream “Sunday Fun Day” for most of us — but it’s a worthwhile sacrifice to help ensure a...
4 Media Talking Points for Valentine’s Day
Valentine’s Day is quickly approaching, and big floral holidays are the perfect time to increase your visibility by taking advantage of media...
SBA Opens New Round of PPP Loans
Applications are now open for a new round of Paycheck Protection Program PPP loans, giving floral industry business owners the chance to apply for a...
Financial Pro: Track Jan Sales to Predict V-Day ‘COVID Effect’
First the bad news: When it comes to planning for a profitable Valentine’s Day, “there are no secrets,” said Paul Goodman, MBA, PFCI, a longtime...
Easy, Low Cost Ways to Get Attention Ahead of Valentine’s Day
The countdown is on for Valentine’s Day 2021. Here are a few simple, inexpensive and effective ways to get customers’ attention ahead of the big...
How to Confidently Secure Early Valentine’s Day Orders
There are those rare people who tackle their taxes the first week of January … and then there are the rest of us. Valentine’s Day follows a similar...
Want to Be a Better Leader? Embrace Boundaries
The pandemic has wreaked havoc on work/life balance and many floral industry leaders are struggling to meet the needs of their customers, employees...
Industry Financial Pro Details Holiday Tips
Valentine’s Day 2021 will be unprecedented — yes!— but there are still solid financial principles you can put in place to help your business stay on...
Apply for SAF’s Industry Awards
The new year is here, which means it’s time to submit your nominations and apply for the Society of American Florists annual industry awards. Each...
4 Practical Tools to Help Florists Drive Sales on V-Day
Each year, Valentine’s Day is one of the busiest holidays for florists, and this year presents additional operational challenges. Valentine's Day...
Stimulus Relief Package Includes Additional PPP Funds for Small Biz Relief
The bipartisan COVID-19 relief stimulus package passed by Congress on Dec. 21 includes $284 billion for the Paycheck Protection Program and $13...
How to Turn Resolutions into Marketing Muses
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...
Fight COVID Fatigue with Communication
There’s not an HR expert out there who could have predicted what the world of work would feel and look like in 2020. So when Society of American...
SAF Secures $500K for Floral Industry Benchmarking Survey
Despite significant challenges, the Society of American Florists recently helped secure an additional $500,000 in funding for the U.S. Department of...
In 2020, SAF Leveraged ‘Resiliency’ and ‘Innovative Spirit’ of Industry
The entire floral industry was forced to adapt this year and reimagine everyday operations in order to overcome unimaginable challenges. Each step...
Thanks, 2020? 4 Year-End Lessons to Carry Forward into 2021
2020 is almost over — and for just about everyone, that end can’t come soon enough. But for all the challenges and heartache this grinding year...
GSP Set to Expire Without Congressional Action
Unless Congress reaches a deal soon, the Generalized System of Preferences (GSP) program — which currently provides duty-free status to Ecuadorian...
Best Practices for Healthy Employees, Customers and Flowers
With virus cases up, you need to make sure you’re doing your part to combat the spread. In the latest issue of Floral Management, Terril Nell,...
5 Tips to Get More Sales from Your Email List This Holiday Season
Stay-at-home orders and general unease about going out in public have made e-commerce bigger than ever this year; thus, you’ve likely seen your...
2 Ways to Get Ready for a Successful Valentine’s Day
Each year, Valentine’s Day is one of the busiest holidays for florists. This year, February 14 falls on a Sunday during a long holiday weekend,...
Pantone’s 2021 Colors of the Year Reflect Worry, Hope
As 2020 draws to a close (hallelujah!), the Pantone Color Institute has continued its annual tradition of forecasting the color that best connotes...
Industry Members Map Out Potential V-Day Supply Slowdowns
As the floral industry preps for a Sunday Valentine’s Day on a three-day weekend in 2021, a panel of experienced professionals from all segments...
After Strong Thanksgiving Sales, Florists Set Sights on Christmas, Valentine’s Day
As they move deeper into the Christmas season and prep for a pandemic Valentine’s Day, florists around the country say they are applying lessons...
D.C. Flower Shop Bombarded with Calls for ‘The Grinch’
In the past week, a longtime member of the Society of American Florists has received an unusually high volume of wrong numbers, with scores of...
With 2020 Performance Reviews, Try a Little Tenderness
Tis the season for reflection, which, for many businesses, typically includes year-end performance reviews. According to surveys by research firm...
Fashion-Forward Book Puts Flowers Front and Center
Looking to round out your social media calendar with some holiday-adjacent content that helps position you as an expert among your fashionista...
3 Tips for Effective Year-End Employee Evaluations
As the end of the year quickly approaches, it is important to set aside time to meet one-on-one with your staff. Year-end evaluations are an...
‘We See Valentine’s Day 2021 as an Opportunity to Expand the Holiday’
If the past eight months have taught floral professionals anything, it’s that this is a resilient, innovative industry. But how to prepare for a...
SAF-Endorsed Small Biz Relief Gains Traction
A bipartisan group of members of Congress on Dec. 1 released the framework for a $908 billion COVID emergency relief package — and it addresses many...
Remind Customers that Poinsettias Aren’t Poisonous
After a tough year, many people have chosen to embrace the holiday spirit by decorating their homes and businesses earlier than usual. As new stay...
Ahead of Valentine’s Day, Florists Express Tempered Optimism
Retail florists appear cautiously optimistic about Valentine’s Day 2021, which falls on a Sunday holiday during a long weekend — a typically...
Mother-Daughter Design Duo Decks White House Halls
Mother-daughter duo Theresa Cuevas and Courtney Jane Cuevas were two of the floral designers who helped bring First Lady Melania Trump’s vision for...
D.C. Floral Designer Tills Soil with Weekly Paid Classes
Encouraged by the response to flower and plant virtual classes — but looking to create a more streamlined approach to online classes — the owner of...
Reality Show Highlights Challenges, Joys of Operating a Flower Shop
A 31-year-old family-owned flower shop has a starring role in the latest season of “Small Business Revolution.” The series, sponsored by Deluxe and...
3 Weekend Reads to Help You Streamline Operations and Drive Holiday Sales
Once the last Thanksgiving centerpiece has been delivered and you (finally) have a chance to rest your feet, why not settle in with some recent...
Designer Highlights Platonic V-Day Gifts
Ever since the NBC sitcom “Parks & Rec” introduced the concept of “Galentine’s Day” 10 years ago, Americans have increasingly been finding ways...
Feast Your Eyes on Transcendent Tulips
It’s now been nine months — the duration of a typical human pregnancy — since the COVID-19 pandemic disrupted life as we know it. That seemingly...
Remind Customers to Spread Holiday Cheer with Flowers
Like everything else this year, the winter holidays will likely look a lot different than what we’re used to. Holidays like Christmas, Hanukkah,...
Florist’s ‘Adopt a Grandparent’ Effort Plants Joy in Local Nursing Homes
When a customer recently called Don’s House of Flowers, she was hoping to pay for a couple of arrangements for nursing home residents in the shop’s...
Making the Holiday Season Right Means Catering to Mom
That winter wonderland isn’t gonna make itself, and more than ever it comes down to moms to make the holidays memorable in 2020 for new traditions,...
As Cities, States Tighten COVID Restrictions, Florists Lean on Lessons Learned
California is “pulling the emergency brake” on reopening plans, Iowa’s governor has issued a mask mandate and states and cities around the country...
Personalized Cards Help Florists Build Relationships
As the holiday season officially kicks off next week, it’s an apt time to show appreciation to the people — loyal customers, vendors and employees —...
2 ‘Shark-Approved’ Planning Tips
Barbara Corcoran made her (national) name in the high-flying world of reality competition television. But when the pandemic hit, the breakout star...
Prep for a Strong, Successful Valentine’s Day
If you’re not registered for the Society of American Florists’ virtual event, Gear Up for Valentine’s Day, taking place on December 4, don’t worry....
‘Full Bloom’ Launches November 12 on HBO Max
The latest entry in the category of “floral-design reality TV” promises a distinctive focus on artistry and professionalism. Viewers can still...
Election Debrief: Experts Explore How Results Could Shape Industry Issues
When it comes to floral industry supporters on Capitol Hill, who came out on top, and who will be leaving Washington? How will the Biden...
Stressed Consumers Turn to Warm Tones for Comfort
Remember when “greige” was all the rage? Months into the global pandemic, American consumers seem to be saying good-bye to greige, gray, beige and...
Florists Find Ways to Deck Halls Like Never Before
Fewer Americans will be traveling for the holidays this year, and nearly all Americans are tired of being cooped up at home staring at the same...
V-Day 2021 Playbook: ‘Planning and Prep are More Important’
For Anton Engelmann, the owner of Town and Country Gardens in Geneva, Illinois, Easter sales were “epic,” and Mother’s Day was “good.” With...
Gear Up for Valentine’s Day on Dec. 4
Valentine’s Day 2021 falls on a Sunday, during a holiday week and in the midst of a global pandemic. Feeling overwhelmed? Kick off a strong,...
With Addition of Roses to GSP, Industry Businesses Stand to Save Tens of Millions
A recent decision to add roses to a federal trade program that removes tariffs on certain imported goods will result in tens of millions in savings...
This Christmas, Be Like Oprah and Tout Your Favorite Things
Whatever you do this holiday season, make sure that, whether online, over the phone and in person, you push what you want to sell, say florists who...
Baltimore Florist Creates ‘Flashes of Joy’
For Steelcut Flower Co., dressing a public space with a flower flash (aka flower bomb) is all about sharing beauty with the city – and who couldn’t...
Remind Customers to Give Thanks with Flowers
Thanks to the COVID-19 crisis, Thanksgiving gatherings will likely look a lot different – and a lot smaller – this year. Thanksgiving, in a typical...
2 Strategies to Deck Your Site for the Holidays
With the December holidays nearly upon us, and Valentine’s Day shortly after, having a robust and competitive online presence is more important than...
Charitable Donations Pack an Extra Punch in 2020
One flower shop in Pennsylvania is making sure more than flowers will be on the table this Thanksgiving. Matlack Florist will donate a portion of...
Industry Economist: ‘There is More Willingness to Experiment’
How are industry companies implementing and leveraging business-to-business e-commerce technologies — and what do changes, shifts and disruptions in...
2 Ways to Get More Visibility Post-Petal It Forward
Last week hundreds of floral professionals in 44 states and three countries spread the power of flowers during the Society of American Florists’...
64 Percent of Retailers Predict Uptick in Christmas Spending
Roughly two-thirds of retail florists responding to a Society of American Florists’ survey on December holiday expectations say they expect sales to...
Florists Use ‘Petal It Forward’ to Boost Engagement
Hundreds of floral industry members from all segments and all around the country (plus Canada and Colombia!) generated positive buzz for their...
Hundreds of Floral Pros Share Powerful Messages During Petal It Forward
Floral industry members from 44 states and three countries staged some 565 flower giveaways this year for the Society of American Florists’ Petal It...
Florists Turn to Digital Spaces for Holiday Workshops
What’s a holiday season without wreath workshops in our design room — or centerpiece classes in your showroom? For many florists around the country,...
Industry Members Share Christmas Expectations, Design Trends
Judging from springtime holiday sales and early indicators for the fall and winter season, consumers are eager to show friends and families the love...
Floral Installation Celebrates Voting
Voting is a beautiful right and duty. To illustrate that point and to celebrate those submitting mail-in ballots, last week florists in...
Old Containers Be Gone: Scholarship Winner Gets Serious About Inventory Control
Have you ever dug deep into your storage closet or storeroom and unearthed a container so old it could be called vintage? At Hawley’s Florist in...
Exercise Your Right to Get Flowers in Front of Voters
Fundraising is just one more thing that's gone virtual this year, and luckily for florists, politicians still need their red, white and all the hues...
SAF Lobbyist Sheds New Light on Grower Aid
As the Coronavirus Food Assistance Program 2 (CFAP 2) continues to distribute money to domestic floral growers hit hard during the pandemic, SAF...
Florists Share Strategies on Staying Top of Mind Ahead of Christmas
Buoyed by strong springtime sales and a summer that was busy for many retailers, even without weddings and events, florists are gearing up for...
3 Secrets to Stronger Holiday Sales
As florists ready themselves for a busy Christmas and Hanukkah season later this fall, longtime industry educator and training pro Tim Huckabee of...
Industry Members Create Resources for Teachers, Schools
Remote learning has emerged as one of the biggest challenges of the coronavirus pandemic. To ease the burden for teachers, parents and students, one...
485-Plus Floral Industry Businesses Commit to Petal it Forward
With one week to go, more than 485 floral industry businesses from 42 states and two countries have signed on to Petal It Forward in their...
U.S. Growers Begin Receiving ‘Game-Changer’ Aid
Domestic flower growers — among the hardest hit floral businesses during the pandemic — are now able to apply for and receive critical financial...
SAF Elects New Board Members, Updates Bylaws
The Board of Directors of the Society of American Florists elected three individuals to serve on the Board of Directors at its virtual Annual...
Halloween Hacks to Celebrate a Scary Day
Halloween will not just be (another) scary day of mask-wearing if the creative retailers, candy companies, decorating devotees, costume queens and...
Labor, Supply Chain Slowdowns, Online Strategies: SAF Members Share Challenges, Opportunities
When Society of American Florists members from around the country and across segments convened virtually Sept. 30 for the association’s annual...
Industry Pros to Offer Planning Tips for Christmas
The COVID environment had consumers flocking to flowers and plants as a convenient, beneficial and safe gift for the spring holidays — and many...
N.Y. Florist to Celebrate Local Heroes for Petal It Forward
Concerns about virus transmission means Nancy White won’t hand out flowers on the streets of Larchmont, New York on October 21, but it won’t cancel...
3 Tips to Boost Your Media Coverage for Petal It Forward
We all know Petal It Forward as the Society of American Florist’s annual feel-good initiative that spreads the power of flowers. But, more than...
Goodbye Zoom Happy Hour, Hello Flower-Arranging Work Party
Seven months into the pandemic, and it’s fair to say that Zoom fatigue is real and staff morale could use an infusion of something more than just a...
35 States and Counting: Petal It Forward Excitement Grows
Nearly 150 floral industry businesses from 35 states and two countries — the U.S. and Canada — have so far committed to participating in the Society...
Why Slowing Down Can Help You Increase Sales
Retail flower shops are still adjusting operations in the pandemic — and will be for the foreseeable future — but there’s one longtime area that...
2 Ways to Keep Wedding Business Flowing
At Bloomtastic Florist in Columbus, Ohio, Heather Waits is now experiencing a second round of postponed or canceled clients. “You console your...
Make the Most of ‘Re-Tail’ Spending
If you have pet merchandise, move it to the front of the store and make sure it's not “ruff” to find on your website, because pet spending is way up...
SAF Members Elect 9 to Council Positions
Members of the Society of American Florists elected nine members to positions on the association’s Retailers, Wholesalers and Growers Councils this...
AIFD Foundation Establishes Catastrophic Fund
Floral industry professionals struggling in the wake of wildfires, hurricanes and other disasters can seek aid from a new fund created by the...
USDA Opens New Round of Grower Aid
The USDA has announced the second round of aid to assist growers with the impact of COVID-19 — and this time, the payouts will be bigger....
Minnesota Florist Aims for 200 Petal It Forward Giveaways
In 2019, Lesa Fenwick and her team gave away 165 Petal It Forward bouquets in less than hour. This year, knowing people are especially in need of a...
Despite Wildfires, Holiday Evergreens Remain on Track
Nothing says Christmas like evergreens, which also provide florists with a foundation for holiday décor hardy enough to last the season — indoors or...
Flowers, Bouquets Mark Memorials for Justice Ginsburg
Pictures, candles, heartfelt cards and flowers — lots and lots of flowers — are among the hallmarks of impromptu memorials that have sprung up...
Will 10/10 Give 2020 Holiday Sales a Jolt?
10/10 has a nice ring, or more precisely, a nice “ca-ching” to it, right? That’s what retail consultants, one shopping app and a growing number of...
For Fall Designs, Think Casual, Elegant
It’s officially fall, which means Pumpkin Spice lattes and new floral designs that evoke coziness and sweater weather. A low price point and long...
6 Must-Have Tools in SAF’s Petal It Forward Resource Center
The mission of SAF’s Petal It Forwards is to spread the word about the power of flowers by having floral industry members give two bouquets to a...
Industry Rallies for Modified Petal It Forward on Oct. 21
This year, Petal It Forward, the Society of American Florists’ popular pay-it-forward floral initiative will look and feel a little different when...
Retail Florists Share Ideas to ‘Petal It Forward’ Safely
The Society of American Florists is spearheading its popular Petal It Forward initiative again this year on Oct. 21. Here are five ideas to help you...
Petal It Forward’s Mission Especially Timely This Year
Between a global pandemic, nationwide protests for racial justice and an upcoming election, tension is high in America today. According to a new...
3 Steps for a Successful Petal It Forward
The Society of American Florists’ annual feel-good initiative, Petal It Forward, is a chance for floral industry professionals to spread the power...
For Petal It Forward Success, Consider Partnering with Suppliers
One secret to success for hosting a local Petal It Forward event on Oct. 21? Don’t be afraid to ask suppliers and industry vendors to partner up —...
Ohio Florist Eager to Spread Smiles Next Month
The pandemic has cancelled so many events and rites of passages this year, but it won’t stand in the way of one of Dalene Baker’s most treasured...
SAF Members Convene Virtually to Share Trends, Challenges in COVID World
How are floral industry members tackling the new challenges in finding, training and keeping a stable workforce in the COVID environment? How has...
AIFD Foundation Honors Beloved Southern Floral Designer
Today’s current events read like a laundry list of misery and despair: wildfires, protests, riots, deep political divides and — lest you forgot — a...
Floral Industry Members Grapple with Wildfires
Wildfires continue to wreak havoc on communities along the west coast of the United States and Canada, with dangerous flames and smoke-filled air...
2 Tactics to Help Drive Online Sales
All your efforts to make your website as convenient, enticing, and customer friendly as your digital store will help to increase traffic to the...
AFE Virtual Dinner Raises Funds, Inspires Creativity
Due to the COVID-19 pandemic, the American Floral Endowment turned its annual fundraising dinner, typically held at the start of the Society of...
‘Tis What Season Already?
It may be Halloween at the grocery store and election season in in-boxes, but there’s no denying what season it is online: It’s Christmas. On...
I Clean, You Clean: ‘Hygiene Theater’ Muddies Things
Add “hygiene theater” to your 2020 glossary of terms, right after “herd immunity” and right before “social distancing.” Hygiene theater is the...
How to Best Leverage Contract Labor
As the global pandemic changed the labor market and consumer behavior, contract labor has become an even more important issue for florists —...
73 Percent of SAF Survey Respondents ‘Confident’ They’ll Make it Through Crisis
The global pandemic has created many new challenges for floral industry businesses — and disruptions will be long lasting. But a new Society of...
USDA Grower Aid Application Deadline Approaches
Time is running out for floriculture growers affected by COVID to apply for the current round of USDA aid through the Coronavirus Food Assistance...
Floral Industry Members Prep for a Disjointed Fall
Floral industry members around the country — and across segments — are gearing up for a fall season that feels different and more challenging than...
Florists Promote ‘Back to School’ Flowers
After the longest summer break in history, school children around the country are preparing to hit the books again — some, in traditional classrooms...
White House Unveils Restored Rose Garden
First Lady Melania Trump recently hosted an official reopening ceremony for the historic White House Rose Garden. The restoration project, announced...
Florida Designer Launches Petite Wedding Collection
Like many florists, Andreia Boscato Muller, AIFD, FSMD, has seen a wave of postponements with her 2020 wedding clients, prompting her to launch an à...
PFCI to Honor Six New Members in 2021
The Society of American Florists will honor six professionals with induction into Professional Floral Communicators – International (PFCI) during...
Four Industry Members Earn AAF Designation
Four floral industry members with varied and distinguished experience are set to be inducted into the American Academy of Floriculture (AAF). The...
4 Morale-Boosting Questions to Ask Your Team
Nearly six months of living with the coronavirus is beginning to take a toll on Americans: The Kaiser Family Foundation recently released a poll...
USDA Opens Grower Aid Application Process
In a major win for the industry’s flower growers — and the retailers, wholesalers and suppliers who depend on them — the U.S. Department of...
Accent Decor Donates Masks from International Partners
Before face masks became a prominent part of the pandemic prevention health policy, one of the floral industry’s hard goods and decor suppliers was...
Wisconsin Florists Double Down on Community in Pandemic
For the team at Waukesha Floral & Greenhouse in Waukesha, Wisconsin, one of the big takeaways of 2020 has been: The personal has never been more...
Last Chance to Vote for New SAF Council Members
As reported in last week’s SAF Now, voting is open for the Society of American Florists’ Growers, Wholesalers and Retailers Councils. Learn more...
Great Lakes Floral Association Pushes Positive Flower Messages
Dozens of retail florists in Michigan are participating in a new campaign that promotes the powerful health effects of flowers to consumers. The...
SAF Members to Elect New Leaders
SAF events, ready-to-use marketing tools and membership dues – these are among the many SAF programs that the SAF volunteer leadership influences –...
‘We Put Our People First’: How Empowered Workers Help H-E-B Succeed
For the final keynote presentation of the Society of American Florists’ Reinvention Summit last week, SAF CEO Kate Penn interviewed Joe Don Zetzche,...
3 Ways to Improve Your Online Game
Having a robust and competitive online presence is more important than ever. That’s why the Society of American Florists devoted an entire day to...
Amid Crisis, Consumers Still Want Flowers
How has the COVID-19 pandemic changed the way consumers think about buying flowers? A recent poll, commissioned by the Society of American Florists...
Community Activism Reaps Benefits
Since the early weeks of the pandemic, Stacie Lee Banks, AAF, and Kristie Lee, have been inundated with texts and emails offering advice and funding...
N.J. Florist Credits Resiliency to Diverse Product Lines
Springtime is usually a robust period at Monday Morning Flower & Balloon Co. in Princeton, New Jersey. This year, of course, much of the shop’s...
Artist Paints Thousands of Flowers for Hospital Workers
When a Los Angeles-based artist was looking for a way to give back and bring comfort to hospital workers in hard-hit areas of the pandemic, he...
Kansas Florist Shares Lessons on ‘Learning to Adapt’
Find a way to embrace change. Keep your plans fluid. Watch your financials. Those are three lessons that longtime floral industry member Jennifer...
How to Build Sales in the Pandemic and Post-Pandemic Marketplace
The COVID-19 pandemic delivered a hammer blow to daily life, disrupting everything from the workplace to home life — but the floral industry is...
Industry Members Talk Local Ties, Leadership
What can local florists do to tap into community ties and refine their messaging to better connect with area customers? How and why are leadership...
Learning, Laughter on Tap During ‘Blind Floral Challenge’
In “The Big Flower Fight,” Netflix’s international floral design competition, teams face off in a series of challenges, creating elaborate...
Dozens of Floral Industry Pros Discuss Reinvention Tactics
How has the pandemic reshaped consumer behavior — and how long lasting will those changes be? What are the key motivators for floral purchasing?...
Tech Leaders Share Digital Marketing Tips
A new report found that May 2020 global ecommerce sales eclipsed the entire 2019 online holiday shopping season, growing almost 80 percent compared...
Pennsylvania, Ohio Shops Collect for Families in Need
A group of associated flower shops in Pennsylvania and Ohio came together for the tenth time earlier this month to collect hundreds of pounds of...
New Book on ‘Friendly’ Evolution Highlights Flowers
Looking for a lighter headline to share on your social media pages? A buzzed about new book by a pair of scientists argues that friendliness is the...
SAF Extends Access for Reinvention Summit
When SAF’s Reinvention Summit kicks off July 27, it will include more than 15 targeted sessions, including keynote addresses, panel debriefs,...
Indiana Florist Makes Headlines for ‘Dancing’ Partner
When a senior citizen started using the parking lot of Banner Flower House in Kokomo, Indiana, as an impromptu dance floor on his morning walks, the...
New Hampshire Florist Featured in Google Ad
Studley’s Flower Gardens, a longtime member of the Society of American Florists, currently appears on the Google Ads homepage, providing an...
2 Ways to Promote New Practices, Services
With COVID-19 cases on the rise in some areas of the country, already high anxiety levels are inching up even more. That means it’s a good time to...
Amid Crisis, D.C. Floral Family Says: ‘Our Business Still is Rooted in People’
Five months into the pandemic, business owners face new hurdles as the threat of the virus remains constant, and local, state and national leaders...
SAF Extends Deadline for Award Applications
The Society of American Florists is extending the deadline for coveted industry awards this year to Spring 2021, giving floral community members...
Head of H-E-B Floral Division to Share Team-Building Strategies
When a mistake happens at H-E-B’s BLOOMS Floral Shops, Joe Don Zetzsche trains his team to ask the person responsible an important question: Are you...
Industry Financial Pro: PPP Changes Add ‘Flexibility’
If you’ve succeeded in securing a Payment Protection Program loan, maybe you’ve heard that the rules for getting that loan forgiven, so you do not...
What’s the Future of Consumer Behavior? A Retail Expert Shares Clues
How will consumer behavior evolve in the near- and long-term as Americans wrestle with what it looks like to shop, socialize, congregate, work, play...
Pa. Florist Rallies Community to Honor Essential Workers
From the first days of the pandemic, Tim Farrell, AIFD, AAF, PFCI, of Farrell’s Florist in Drexel Hill, Pennsylvania, has been making vases of...
Marketing Messages That Sell
Fortune favors the proactive. “People won’t buy something if they don’t know it exists,” said Jennifer Barnard, the fourth-generation owner of...
Montana Florist Shows ‘True Colors’
In late April, weeks into quarantine, when the world at large wrestled with feelings of angst and fatigue, Cara Lard had an idea to bring some...
SAF Leaders Offer Preview of Reinvention Summit
How will consumer behavior change because of the pandemic — and what can floral industry members do now to adapt? What does new data from spring...
Musicians Fill Storied Spanish Theater with Plants
Looking for some lighthearted, flower-friendly news to share on your social platforms this week? How about a story about a venerable Spanish arts...
SAF Advocates for Fair USDA Grower Aid Payment Formula
As reported earlier this spring, the Society of American Florists, leading a coalition of other industry trade associations, successfully advocated...
How to Grow Your Business with LinkedIn
With in-person networking events on hold for the foreseeable future, it’s more important than ever to connect with current and prospective clients...
Florist Shares Marketing Messages that Drive Sales
Before the pandemic, Jennifer Barnard of Tillie’s Flower Shop in Wichita, Kansas, was a little hesitant to jump on Facebook Live. Now, she’s a daily...
Floral Management Focuses on ‘New Rules of Selling Flowers’
For years, the run-up to Mother’s Day has proceeded like clockwork at Radebaugh Florist & Greenhouses in Towson, Maryland. Kaitlin Radebaugh,...
Financial Pro Outlines PPP Next Steps
Securing a Payment Protection Program loan was hard enough for small-business owners — now another challenge lies ahead: Ensuring you are following...
Industry Economist Points to Promising Signs Post-Crisis
Here’s some promising news to start your summer: In the coming months, most Americans believe they will purchase flowers and/or plants for others...
Contestants Share Behind-the-Scenes Look at Netflix Show
A month ago, Netflix launched “The Big Flower Fight,” an international competition that highlighted the artistry, ingenuity and labor that goes into...
SAF Unveils Virtual July Summit, Cancels 2020 Convention
The Society of American Florists will hold a virtual summit next month centered on reinvention and dedicated to helping floral industry members...
Florists Talk Social Media Tips, Marketing Messages
You made it through the spring holidays — now, what’s your plan for driving sales through the dog days of summer? Next week, as part of its Reignite...
How to Get the Most Out of New Customers
Social distancing guidelines created a lot of first-time flower buyers this spring, as consumers sought contact-free ways to deliver a virtual hug...
Industry Members Come Together to Support Communities in Pain
Last week, the team at Mayesh Houston was looking for a way to express their sadness, anger and heartache over the death of George Floyd. So, they...
How to Succeed with a Lean Crew
Many hands make light work, but that’s not an option right now. New York florist Wendy Rockcastle recently discussed how she’s making do with fewer...
Changes to PPP Act Extend Staffing and Forgiveness Timelines
Late last week, the president signed into law the Paycheck Protection Program Flexibility Act, which relaxes some of the original PPP rules for loan...
3 Tactics for Better Emails During the Pandemic
“Hope you are well!” “Hang in there.” “May the force be with you.” If you’re struggling with how to begin and end emails lately, you aren’t alone....
Safety Tips for Your Staff and Customers
During the pandemic, your employees’ and customers’ health has become your top priority. During a recent Society of American Florists webinar,...
How to Host a Virtual Design Class
Like many florists, Heather Waits, AAF, has seen her wedding and event business plummet during the pandemic. To recover some of that lost revenue,...
Floral Industry Leaders Talk Lessons Learned from Mother’s Day
For those who could be open for business, Mother’s Day 2020 came on strong — despite unprecedented challenges and a host of unknowns. What does the...
SAF Florist Discusses Comeback on CNBC
The floral industry received a major plug Friday, May 29, when Cambridge, Massachusetts florist Jackie Levine appeared on CNBC to discuss her shop’s...
Arkansas Florist to Talk Staff, Customer Safety
Should you be taking your staff’s temperature daily? What does a socially distant design room look like? How do florists — trained to be welcoming...
Florists Rethink Physical Spaces
Valerie Lee Ow looked around J. Miller’s Flowers and Gifts in December and saw so much to celebrate: loyal customers packed into the business, ready...
‘Leadership Exchange’ Explores ‘What’s Next?’
What do Mother’s Day results tell us about the floral industry’s “new normal”? How will our operations change? And, what will be the impact of...
‘Reignite’ Webinar Series Provides Summer Boost
As retail businesses continue to reopen around the country, make sure your operation is ready to hit the ground running or continues to build on...
Florists Share Tips on Reopening Safely and Strategically
Retail florists are learning a new choreography of retail — getting up to speed as restrictions lift and supply chains shift. SAF Now editors and...
How to Streamline Delivery and Pick-Up
Contact-free delivery has always been the domain of florists, the experts in “door dash” before it was an app. This pandemic provides an opportunity...
5 Tips on Ramping Up Cleaning
The role of Mr./Ms. Clean is now everyone’s job — and florists are finding new ways to share the load and promote all that they are doing, to...
Nearly 30 Percent of Adults Bought Mother’s Day Flowers, Plants
Despite a global pandemic, an Ipsos poll conducted this month on behalf of the Society of American Florists found only a slight decrease in the...
70 Percent Report Mother’s Day Sales Increases
Seventy percent of floral industry members responding to a Society of American Florists survey reported an increase in Mother’s Day sales — with...
4 Ideas to Boost Father’s Day Sales
With another Mother’s Day in the books, it’s time to shift the focus to dear ol’ dad. Based on higher-than-average sales for spring holidays this...
Financial Pro: Focus on Cash Flow, Labor
As the owner of a floral business, what can you do, not just to survive the COVID-19 pandemic but to come out on the other side, ready to make a...
USDA Posts Final Biotech Rule
The U.S. Department of Agriculture posted a final rule May 14 on biotech regulations that would allow the floral industry to innovate more...
SAF Creates New Tools to Promote Gifts for Grads
Graduations will look a little different this year with the evolving COVID-19 pandemic. But that means florists have new and different marketing...
Florists Turn Attention to Grads
Now that Mother’s Day is over, floral industry members are turning their attention to traditional spring/summer milestones that could be...
Flowers Receive Prominent Coverage for Mother’s Day
Days after leading a Society of American Florists webinar on generating media buzz, Jackie Levine found herself giving interview after interview...
5 Early Takeaways from Mother’s Day 2020
The run-up to one of the floral industry’s biggest holidays was chaotic and filled with uncertainty —especially for florists in states with strict...
Industry CPA Talks Key Post-Holiday Questions
You made it through a most unusual Mother’s Day. Congratulations! But have you and your team documented what went right and what you learned? A...
SAF Advocates for Wholesaler Tax Relief on Credit Defaults
As COVID-19 continues to affect the balance sheet of floral industry businesses, SAF reached out to Congressional leadership this week to highlight...
Tips for Generating News Coverage
While most of the world has hit pause the past two months, one industry has plugged along, full steam ahead: the news. Knowing this, Jackie Levine,...
4 Low-Tech Ways to Get Customers’ Attention
To drive sales during this period of chaos and confusion, it’s key to embrace a variety of tactics — including those that occur offline. During a...
PBS, Netflix Shows Put Spotlight on Flowers
Americans are watching significantly more television during the crisis: an average of 41 hours during the last week of March, compared with 33 hours...
5 Last-Minute Tactics for Mother’s Day Success
On the heels of hosting eight weeks of webinars about persevering through the COVID-19 pandemic, Society of American Florists CEO Kate Penn appeared...
Retailers See APW Sales Drop — But Cast Eyes Ahead to Mother’s Day
About 73 percent of the retailer respondents to a Society of American Florists post-holiday survey on Administrative Professionals Week (APW) said...
6 Valentine’s Day Ideas to Use for Mother’s Day
Now that the Valentine’s Day rush is over, the Society of American Florists has compiled six stellar holiday ideas from the association’s members...
62 Percent of SAF Retail Florists See Mother’s Day Sales Rise
Mother’s Day 2019 proved to be another strong holiday for the floral industry, with 62 percent of retailer respondents to a Society of American...
For Florists, Evolving State Rules Create New Twists and Turns
By May 8, some 30 U.S. states and territories will no longer have stay-at-home orders — a count that includes those areas that never instituted a...
Ahead of Mother’s Day, Check Your Google Listing
Try using Google to search for florist listings in your city, or Google Maps to get directions or a phone number for your shop, and you might be...
USDA Expected to Release Biotech Rules Soon
The U.S. Department of Agriculture is expected to post a final rule soon on biotech regulations that would allow the floral industry to innovate...
Florists Share Strategies for Reopening
In a recent Society of American Florists webinar, representatives from retail flower shops that have closed and reopened their businesses during the...
Putting Downtime to Good Use
The dot com bubble, 9/11, the Great Recession — there have been several crises in Nic Faitos’ 25-year career, and he’s survived them all. But the...
Prep Your Website for Mother’s Day Success
With physical shopping prohibited pretty much everywhere, your website has taken center stage this spring. “It was important before, but now it is...
As COVID-19 Restrictions Grow, Some Floral Businesses Receive Waivers
As business owners work to understand parameters of new local and state COVID-19 regulations regarding business closures, some floral industry...
SAF Secures Grower Aid through USDA
As floriculture continues to feel the devastating economic impact of COVID-19, SAF has successfully advocated to bring some relief to growers via...
Buoyed by Easter, Most Surveyed Retailers Will Open on Mother’s Day
Perhaps buoyed by a better than expected Easter, 95 percent of retail florists responding to a Society of American Florists survey said they plan to...
Industry Groups Advocate for Additional PPP Funding
The Society of American Florists and several other floral industry organizations have rallied their members to ask Congress for additional funding...
SAF Responds to Negative Floral Ads
Ahead of Mother’s Day, news publications and companies are using negative ads and content references to disparage floral gifts — and the Society of...
Design Hacks for a More Efficient Mother’s Day
If you’re allowed to operate this Mother’s Day, you’ll likely do so with a reduced staff including people with little to no design experience, such...
SAF Creates Mother’s Day Resource Page
Mother’s Day 2020 will pose a host of challenges this year — but it could also be an important (and needed) sales opportunity during the crisis for...
Sales Tips for a Successful Mother’s Day
One of sales expert Tim Huckabee’s biggest pet peeves is hearing florists lowball customers because they’re selling from their own pockets. That...
Virtual Flowers Generate Revenue, Help Forecast
Even if you’ve closed your shop, you can still capitalize on one of the biggest floral holidays of the year, by promoting virtual arrangements —...
SAF Launches Mother’s Day Webinar Series
From left to right: Bill LaFever, PFCI, of Bill Doran Company in Rockford, Illinois, David Armellini of Armellini Industries in Miami, Rodi Groot of...
Shifting Sympathy Practices in the Age of Coronavirus
Funeral directors and florists have seen the sympathy business completely upended to comply with social distancing efforts to slow the spread of...
Florists Grapple with Decision to Stay Open
As the COVID-19 crisis enters its second calendar month in the United States, florists are grappling with some of the toughest decisions of their...
SAF Advocates for Grower Aid through USDA
As U.S. floriculture producers see sales drop dramatically year over year due to the COVID-19 crisis, the Society of American Florists is actively...
SAF President Shares Mother’s Day Game Plan
The threat of COVID-19 presents many obstacles for the floral industry — but, for those businesses that can provide some services, Mother’s Day 2020...
SAF Answers Federal Aid FAQs
A $2 trillion stimulus package offers a lot of hope and help for floral industry professionals whose businesses have been upended by the COVID-19...
SAF Continues Push for Grower Aid
The Society of American Florists this week continued its push in Washington to ensure that industry growers receive a portion of the $9.5 billion...
Industry Leaders Discuss Holiday Supply Chain
The first few days of April brought signs that demand is beginning to pick up along the floral industry supply chain — a potentially encouraging...
Floral Professionals Navigate Shifting COVID-19 Rules
Floral industry professionals have seen a flurry of recent headlines related to state and national COVID-19 rules as President Trump reaffirmed his...
SAF Survey Shows Domestic Growers Reeling Amidst COVID-19
Domestic flower growers have seen an average of 40 percent drop in sales in recent weeks —and the bottom may be still yet to come for many growers,...
Financial Pro Talks Cash Flow, Labor — and Mother’s Day
As the owner of a floral business, what can you do, not just to survive the COVID-19 pandemic but to come out on the other side, ready to make a...
‘The Shape of Our Recovery Depends Entirely on COVID-19’
The U.S. economy is likely “already in a recession — the key is how long it will last,” said floral industry economist Charlie Hall, Ph.D., during a...
SAF Gives Primer on Federal Business Loans
Here’s one piece of good news in these unsettling times: the federal government has allocated substantial funds to help business owners get back on...
Florists Launch Creative Revenue Boosters During COVID-19
In Alexandria, Virginia, Helen Olivia Flowers has been hosting “virtual” workshops for adults and kids.[divide margin_bottom="10"] Online flower...
Industry Pushes Proactive Message: Flowers Create Calm
With schools and businesses closed, people working remotely, and in-person gatherings discouraged, floral industry members can help customers...
Words of Advice for Anxious Times
The current global situation is unprecedented — and the news can feel pretty grim. This week, however, we were heartened to read some words of...
3 Tips for Talking to Your Team Amidst COVID-19
During a recent webinar human resource consultant Glenna Hecht of Humanist Consulting based in Dallas, Texas, shared these tips for leading your...
Business Survival Requires Cutting Labor Costs
For the best chance of weathering the coronavirus crisis, you must drastically reduce your labor costs — and you must act now, said floral financial...
Tactics to Recover and Rebuild Wedding Work
Social distancing to combat the spread of COVID-19 has postponed countless spring trips down the aisle, causing a lot of frustration and heartbreak...
COVID Stimulus Primer: Understanding the Relief Packages
[gap height="10"]A $2 trillion COVID stimulus package is now law—and it includes targeted relief for small businesses, and specific mention of...
SAF Creates COVID-19 Hub for Floral Industry Updates
The Society of American Florists has created a robust suite of online resources to support the floral industry through the COVID-19 crisis....
Floral Industry Expected to Benefit from Third COVID Relief Package
As the economic impact of COVID-19 entered a second week, Congress went to work on formalizing a third supplemental relief package — one that has...
‘The Problem Right Now is Demand’: Growers, Importers Talk Supply Chain Strain
Spring crops are planted. Trucks and planes are still moving — on modified schedules. But with states and municipalities strengthening social...
SAF Advocates for Continuation of Safe Floral Delivery
SAF made the case in a letter to governors nationwide that the importance of flowers to public health during stressful times—combined with...
Senate Passes COVID Relief Bill; H2A Visas from Mexico Halted
The Society of American Florists is closely monitoring the evolving government response to COVID-19 and its effect on the floral industry —...
In COVID-19 Crisis, Cash Flow, Labor Issues Top Industry Concerns
The ongoing COVID-19 crisis has propelled floral industry businesses into a surreal new normal. Among the top concerns, according to volunteer...
Spring Holiday Unease: Florists Wrestle with Uncertainty
Late March is usually is a bustling period for florists — with wedding, school event and spring holiday planning kicking into high gear. This week,...
Spread the Power of Flowers
As you navigate the management and operational challenges in your business, be sure to tell consumers about the power of flowers in helping your...
In Washington, Floral Pros Build on Momentum for Key Industry Issues
Growers, wholesalers, florists and suppliers gathered this week in Washington, D.C., during the Society of American Florists’ 40th annual...
4 Coronavirus Considerations for Your Business
Unless you’ve been living under a rock (in which case, you’re probably really safe!), you’ve no doubt been inundated with many troubling facts about...
As Customer Expectations Rise, Retailers Wrestle with Solutions
A recent HubSpot Report confirmed something florists already know: Customer expectations are HIGH. According to the report, 75 percent of customers...
In SAF Economic Survey, Labor Tops 2020 Concerns
Eight out of 10 respondents to a recent Society of American Florists economic survey classified business as either “good” or “excellent”— and more...
As Coronavirus Spreads, U.S. Floral Professionals Prep for Impact
As the novel coronavirus has become more widespread, U.S. companies, businesses, state agencies and schools are bracing for impact — and floral...
Season 2 of ‘Life in Bloom’ Coming Soon
Set your DVR — “J Schwanke’s Life in Bloom” returns to American Public Television stations beginning April 14. The show debuted in April 2019 on 120...
Three New Team Members Join SAF
The Society of American Florists has added three new team members to its staff — including a longtime florist with deep experience in the...
Event Pro Shares Secrets of ‘Stress-Free’ Weddings
According to The Knot’s Real Weddings Survey, the average American couple will spend almost $34,000 on their big day, allotting about $2,400 to...
SAF Pressures Senate to Move on Ag Workforce Reform
As floral industry growers struggle to find enough labor, the Society of American Florists is putting pressure on the Senate to address agricultural...
25 Percent of American Adults Bought V-Day Flowers or Plants
A Valentine’s Day consumer poll commissioned earlier this month by the Society of American Florists indicates a slight drop in the number of...
N.Y. Florist to Share Social Media Secrets
Ready to grow your business? You need to be where your customers are — in 2020, that’s on social media. On March 31, a fourth-generation florist...
Early Reports Point to a Strong Valentine’s Day
Floral professionals faced plenty of challenges last week, with a Friday Valentine’s Day on a long weekend. According to feedback from...
Senator Hails ‘Job-Creating’ Revenue Generated by Floral Industry
An influential senator sent a love letter about the U.S. floral industry — and the dynamic and important role it plays in generating revenue and...
After Valentine’s Day, Florists See Unwanted Third-Party Links Disappear
A number of Society of American Florists retailer members reported this week that links to Postmates.com that appeared on their Google...
CAD Early-Bird Registration Ends Feb. 21
Now that you’ve had (a little) time to catch your breath after Valentine’s Day, why not take the next step in securing a profitable future...
Floral Community Will Advance These Four Issues at CAD
When floral professionals gather March 9-10 in Washington, D.C., for the Society of American Florists’ 40th annual Congressional Action Days,...
Vice President Pence Visits S.C. Florist
On Valentine’s Eve, the staff at Tiger Lily Florist in Charleston, South Carolina, got a whopper of a surprise when a very high-profile customer...
SAF Asks Google, Postmates to Delete Default Courier Links
Dear SAF Retailer: We've reached out to Postmates and Google, asking the companies to remove the courier service's links from florists' local Google...
SAF Asks Google, Postmates to Delete Unwanted Links
The Society of American Florists reached out this week to Postmates and Google, asking the companies to remove the courier service’s links from...
SAF Asks CNN, Country Living to Nix Negativity
CNN and Country Living magazine are among the companies that the Society of American Florists has reached out to recently, asking them to nix...
House Passes SAF-Backed Measure to Hire More Ag Inspectors
The House of Representatives passed a bill Monday that will add hundreds of new agriculture inspectors to U.S. ports of entry. Earlier this month,...
National Group Honors 2012 Alex Laurie Winner
The National Inventors Hall of Fame’s 2020 class includes a plant physiologist known for pioneering research that transformed the floral supply...
Illinois Shop Uses Post-Its for Valentine’s Promos
Feeling like you need to do something (fast!) to stand out on Valentine’s Day? Visual merchandising doesn’t require a ton of props, money or time....
3 Language Tweaks to Boost Valentine’s Day Sales
As your team gears up for Valentine’s Day, remember: Messaging is everything. Prep your team by practicing three language tweaks that will help you...
Florists Split on Valentine’s Day Sales Expectations
Florists are approaching Valentine’s Day this year with a healthy measure of caution when it comes to sales expectations — along with planned...
The Heat Is On: Social Messages to Drive Holiday Orders
The time to drive Valentine’s Day orders is… now! The Society of American Florists has new social media messages to help you nudge customers,...
SAF Asks Publications, Companies to Ditch Negative Ads
In the run-up to Valentine’s Day, news publications and companies are using negative ads and references to disparage floral gifts — and the Society...
New Impatiens Star in Grammy Décor
The Grammy Awards may have highlighted music’s biggest stars on Sunday — but a new line of impatiens also grabbed the (décor) spotlight. Chicago...
House Committee Takes Up Long-Awaited Infrastructure Bill
Last week, the House Ways and Means Committee met to revive dialogue on how to pay for the long-awaited federal infrastructure bill. The Society of...
60 Percent of Florists Saw December Holiday Sales Rise
A strong economy, good weather and healthy consumer spending on events and parties led to a positive December holiday season for florists. Sixty...
SAFPAC Party Brings Trends, Pop-Ups, Expert Insight
This year’s SAFPAC Party on March 9 during SAF’s 40th annual Congressional Action Days will be a pep rally ahead of industry members’ visits with...
4 Quick Tech Fixes for a Smooth Valentine’s Day
Valentine’s Day (on a Friday, sigh, on a long weekend, double sigh) has plenty of variables you can’t control. One thing you can be in charge of:...
CAD First Timers Make Connections in D.C.
For many, the Society of American Florists’ Congressional Action Days (CAD) is the ideal way to connect with lawmakers and industry colleagues. SAF...
Australian Flower Exports Continue Despite Wildfires
While Australian flower growers have suffered devastating losses from wildfires, so far there’s been little impact on the export market. Cooler...
Veteran Lobbyist to Talk Presidential Politics at CAD
As the Democratic field narrows and President Trump promises four more years, floral professionals are wondering: How will the presidential election...
Florists Lament Soaring Helium Costs
Helium-filled balloons have long been a reliable source of profit for many florists — a popular, affordable add-on, especially around major holidays...
Prominent Advice Column Addresses ‘Flowers in a Box’
Earlier this month, a woman reached out to a prominent advice columnist asking how to delicately suggest he use a real, local florist for future...
Easy Social Media Tips to Drive a Strong 2020
The new year is a great time to make smart(er) decisions with your social media strategy. In the January issue of Floral Management, Jackie Levine,...
Five Ways to Drum Up Women’s Day Sales
Valentine's Day, understandably, is the current focus of industry professionals worldwide. But business must go on after February 14. And in just a...
SAF 2020 Awards Season Underway: Time to Nominate Yourself – or a Colleague
While the Academy Awards honors the best in film, the Society of American Florists recognizes excellence in the floral industry with a range of...
3 Ways to Drive Early Valentine’s Day Orders and Deliveries
Valentine’s Day falls on a Friday this year and it also coincides with a holiday weekend. That’s a tough combination for retail florists, admits...
Bye-Bye Sweet Scents. Hello, Earthy, Edgy Candles
Gwyneth Paltrow recently made news after her website GOOP sold out of a provocatively named candle. Turns out the actor-turned-mogul/influencer...
Lawmakers Commit to Producing Key Industry Report in 2020
Congress recently agreed to produce a key report in 2020 that provides vital information on trends and sales opportunities to the floral industry....
Influential Legislator to Share Insider View with Floral Community
The chair of a congressional subcommittee with jurisdiction over key floral industry research funds will share her insider perspective — and why...
47 Percent See Holiday Sales Gains
The 2019 Christmas season seems to have turned out well for many floral pros. A “gut check” survey of Society of American Florists volunteer leaders...
SAF Members Prep to Take Industry Messages to Washington
“Let’s Make Our Voices Heard Loud and Clear” is the floral industry’s call to action for the Society of American Florists’ 40th Annual Congressional...
SAF Unveils New Newsletter and Additional Members-Only Benefits
New year. New decade. And a new strategic plan for the Society of American Florists brings targeted support to help members overcome some of the...
USDA to Conduct 2019 Census of Horticultural Specialties
The government is currently collecting important data that helps industry members and federal agencies plan for the future — and growers need to...
White House Holiday Decor Honors American Heritage, Heroes and Traditions
On the heels of last year’s crimson trees, the 2019 White House holiday decor has a softer look — including a floral-themed tree. First Lady Melania...
Nearly 50 Percent of Florists Surveyed by SAF Predict a Holiday Sales Increase
With one week to go until Christmas, most retail florists feel optimistic about the 2019 holiday season, according to a Society of American...
House Passes Highly Anticipated Immigration Reform Bill
The U.S. House of Representatives last week passed a bill that would streamline parts of the H-2A foreign guest-worker program and establish a path...
48 Percent of Floral Industry Members ‘Optimistic’ about 2018 Sales
Look out, 2018: Many floral industry members are heading into the new year with high expectations. Forty-eight percent of respondents to the Society...
U.S., Mexico and Canada Finalize New Trade Deal
The United States, Mexico and Canada have finalized a trade deal to replace the 25-year-old North American Free Trade Agreement (NAFTA). The pact...
SAF Takes Stand on Deceptive Trade Practices
[gap height="10"]When a retail florist’s website shows its location on a map as Spokane, Washington, it should have a physical location in Spokane,...
Florists Praise Pantone’s Neutral Pick
‘Tis the season for the Pantone Color Institute to anoint a new color of the year — and, once again, it’s one that plays well in many floral...
Flowers Take Center Stage at South Florida Art Festival
Floral professionals already understand the power of flowers in everyday life. This week, a floral artist and educator with an international...
New HBO Show Seeks ‘Budding Florists’
A new reality television series aims to introduce viewers to the splendor of floristry — and help elevate an aspiring design star. The show, “In...
Government Moves to Limit Myrtle, Bamboo Imports
The U.S. Department of Agriculture’s Animal and Plant Health Inspection Service (APHIS) is considering banning dozens of plant groups, including...
Longtime SAF Exec Shares Lessons, Insights in Farewell Column
What does a red stapler have to do with a fulfilling, lasting career in the floral industry? For Drew Gruenburg, the Society of American Florists’...
Tears. Delight. New Customers. Floral Pros in 50 States ‘Petal It Forward’
When Brian Wheat, AAF, PFCI, took to the airwaves in Denver last week to promote Petal It Forward, he figured he’d drum up some excitement for the...
165 Million-Plus Consumers Plan to Shop Thanksgiving Weekend
Get your showroom, social media platforms and website ready: With a compressed holiday season this year, tens of millions of consumers are expected...
Feast Your Eyes on Dozens of Award-Winning Flower Varieties
Between the buzz of Thanksgiving and the hubbub of Christmas, could you (and your team) use a jolt of inspiration for new design work in 2020? This...
Flowers (and Beyoncé) Land Coveted Cover of Vogue’s September Issue
Each year, the fashion industry waits with bated breath for the release of Vogue’s venerable September issue. This year, the 126-year-old magazine...
Can Beyoncé Make Permanent Botanicals Hot for Weddings?
Beyoncé’s extravagant performance may have stolen the show at Sunday night’s Grammy Awards, but it was her social media-friendly pregnancy...
Government Releases New I-9 Form
The United States Citizenship and Immigration Services (USCIS) released an updated Form I-9 last week to help employers verify the identity of new...
Thanksgiving Disappoints Many Florists, but Christmas Looks Promising
The 2015 holiday season may not end up being one for the record books … but, for many retailers, it’s shaping up to be a relatively healthy season,...
Unrest in Ecuador Leads to Disruptions in Floral Industry Supply Chain
Ecuador’s President Lenín Moreno has moved the government out of Quito amid violent protests that have also disrupted the floral industry supply...
Texas A&M Researcher Seeks Input for Study on Floral Industry Education, Careers
Creating and maintaining a reliable workforce is a major challenge with which floral industry pros from all segments are wrestling: A recent Society...
Wedding Study Highlights Local Wedding Pros
In honor of Small Business Saturday this weekend, The Knot has released a study that lets consumers in on a little trade secret: Making weddings...
Federal Government Seeks Grower Input on Hemp Production Program
The federal government is seeking input from growers on hemp production in the United States — and the Society of American Florists is encouraging...
3 Ways to Prep Your Business Now for the Next Recession
Floral industry professionals are moving into 2020 with a still-strong economy, but overall growth has slowed and there are headwinds, including...
Washington Post Story Explores Flower Meanings
Flowers speak volumes. That was the emphasis of a recent Washington Post feature, which explored the sentiments behind specific blossoms and the...
Industry Says Good-Bye to Mentor, Friend and Leader: Peter Ullrich, 1942-2016
A floral industry leader who many considered a mentor, friend and unparalleled big thinker died in late June. Peter Ullrich, the former CEO and...
Philadelphia Florist Appears on ABC Sitcom
Fans of “The Goldbergs” on ABC may have noticed that the zany family of five has some pretty familiar neighbors. The series is a slightly...
68 Percent of Florists Report Increased Valentine’s Day Sales
A mid-week holiday, mild weather in much of the country, a strong economy — and a lot of blood, sweat and savvy marketing and promotion led to a...
News Reports Recommend Valentine’s Day Flowers from SAF Florists
Talk about ringing endorsements. The Better Business Bureau and Kiplinger recommended shoppers buy Valentine’s Day flowers from florists who belong...
Michigan Senator Pushes for Farm Bill Fixes
Important adjustments to the Farm Bill are now in the works, thanks in large part to a Midwest senator recently honored for her support of the...
Five-Year Pattern Shows Uptick in Valentine’s Day Buyers
Last month, more American adults bought floral gifts for Valentine’s Day and they also spent more on average per transaction. Twenty-nine percent of...
Christine Boldt Receives John H. Walker Award
Christine Boldt, executive vice president of the Association of Floral Importers of Florida (AFIF), received the Society of American Florists’ 2018...
Facing a Short Holiday Season, Floral Pros Search for Efficiencies to Drive Sales
A late Thanksgiving means that floral industry retailers will have to hustle to make the most of a shorter Christmas season. Thanksgiving falls on...
UrbanStems Founder Named Among ‘People Shaping Retail’s Future’
The National Retail Federation recently released its list of “People Shaping the Future of Retail,” a group of 25 individuals who’ll be honored Jan....
Labor Leaders Predict Postponement of United States-Mexico-Canada Agreement
Hopes were high coming into November that the Trump Administration and House Democrats would strike a deal on the renegotiated NAFTA, or United...
Wisconsin Florist Raises Money for Honor Flight
An annual ladies’ night event at Waukesha Floral & Greenhouses last month generated excitement and sales for the Wisconsin business — and funds...
Citing SAF Research, UK Publication Touts Flowers as Winter Blues Cure
British consumers proactively looking for a cure to this year’s bout of winter blues received a hot tip from the Metro publication: Buy flowers....
House Takes Much-Awaited First Steps on Immigration Reform
Key lawmakers in Washington, D.C., are working to advance solutions to some of the most significant challenges floral industry professionals face in...
5 Marketing Lessons from Petal It Forward to Build Year-End Sales
Thousands of consumers were reminded last week of the mood-boosting, smile-making power of flowers after more than 650 Petal It Forward floral teams...
Botanica Styles Medal of Honor Convention
On Saturday, October 26, 950 people gathered at the JW Marriott in downtown Tampa, Florida for the Congressional Medal of Honor Convention....
How Do the New Overtime Rules Affect Your Business?
The Department of Labor (DOL) has issued new rules that, effective January 1, 2020, will increase the minimum salary that employers must pay...
National Retail Federation Predicts Slight Holiday Sales Growth
A national group says retailers should plan for a good holiday season — not a blow-out — with sales during November and December increasing by 3.8...
Illinois Adopts Wage History Law
An Illinois state law banning employers from asking job candidates about their salary history went into effect this month. The law, H.B. 834, also...
Amid Power Outages in California, Floral Pros Work to Keep Flowers Cold
Recent power outages in Northern and Central California created frustration, worry — and a run on disaster-related supplies such as generators. For...
One Week to Go! 48 States Plan to Petal It Forward on October 23
More than 360 floral teams in 48 states, Canada and Puerto Rico have notified the Society of American Florists of plans to Petal It Forward in their...
Nielsen’s Florist Celebrates 75 Years with Open House, Front-Page Article
A milestone anniversary is helping one Society of American Florists member shop engage with its community and stay top-of-mind with customers...
Where Will You Petal It Forward on Oct. 23?
One of the best ways to prepare for Petal It Forward is to strategically select the location and time for your event. Start by scouting locations...
One Month to Go to Petal it Forward
Every year Petal It Forward participants reap the rewards of giving out flowers. And, those rewards not only include seeing the joy that flowers...
Petal It Forward: Have You Ordered Your Flower Cards?
Make it easy for the recipients of your Petal It Forward bouquets to share their experiences and promote your shop using cards or stickers printed...
Colombian President Emphasizes Floral Industry Growth, Importance
A healthy rate of growth in the Colombian floriculture industry over recent years helped to foster an upbeat, lively mood at the international trade...
USDA Announces Funding for Specialty Crops Research
The U.S. Department of Agriculture signaled its support for a program aimed at protecting specialty crop growers — including those in the floral...
Indiana Florists Pay Tribute to SAF Member Killed in Car Accident
Florists in Indiana are grieving the loss of Society of American Florists member Linda Taylor, owner of Bowden Flowers, this week. Taylor and her...
43 States Prepare to Petal It Forward on Oct. 23
Is your state taking part in Petal It Forward? Yoohoo — SAF members in Georgia, Hawaii, Maine, Montana, Rhode Island, West Virginia and Wyoming —...
Canadian Florist Lays Claim to Sylvia Cup in Pirate-Themed Competition
An award-winning floral designer from Vancouver, Canada, is the winner of the Society of American Florists’ 51st annual Sylvia Cup Design...
With Far-Reaching Public TV Show, J Schwanke Wins ‘Marketer of the Year’
A cut flower-themed public television show that reaches an estimated 87 percent of the country is the winner of Floral Management’s 2019 Marketer of...
Senate Committee Backs Funding for FNRI, Floriculture Crops Report
The powerful Senate Appropriations Committee has signaled its support for two core issues backed by the Society of American Florists: increased...
Members Elect New Representatives to SAF Board and Councils
Members of the Society of American Florists elected three new leaders — one from each segment — to serve on its Board of Directors during SAF Amelia...
Ball Horticultural Breaks Ground on R&D Center
In August, Anna Ball — president and CEO at Ball Horticultural Company — and her daughter, Susannah Ball, took part in a groundbreaking ceremony for...
Post Petal It Forward Teasers on Social Media
View this post on Instagram Coming in October! Have you signed up atsafnow.tempurl.host? . #societyofamericanflorists #petalitforward...
Four Industry Professionals Recognized for Service, Dedication at SAF Amelia Island 2019
A university professor responsible for improving the quality of some flowers and mentoring countless students. A floral designer celebrated for his...
Floral Industry Veteran Sheds Light on Common Economic Mistakes
The U.S. economy is strong now — but how do you prep for what the future will bring? That’s a question on the minds of many floral industry business...
Floral Pro Dishes on How to Turn Instagram Dreams into Real Designs
Here’s a new reality you deal with every day: Customers who spend hours on Instagram want the latest and greatest in design. How can you clear the...
SAF Amelia Island 2019 Offers a ‘Coach for Every Challenge’
Last month in Floral Management, we outlined some of the expected highlights from a packed program at SAF Amelia Island 2019, the Society of...
Florists Look to Outstanding Varieties to Fast-Track Training
Florists looking to stand apart from competitors who treat floral gifts like commodities have a powerful resource available to them next month: The...
Time to Prep for a Recession? Floral Industry Economist Weighs In
The worst day of the year for the stock market. New tariffs. Inverted yield curves. Do headlines about the economy have you worried? Take a breath,...
Go Deep at SAF Amelia Island’s Next Level Idea Exchange
SAF Amelia Island 2019, the Society of American Florists’ 135th annual convention, consists of dozens of educational programs leading up to the...
Amelia Island Experience Zones Deliver Targeted, Hands-On Training
Ever wish you had a personal trainer at work to help you get up to speed fast on new technology and best practices in service? This month at SAF...
SAF CEO Talks State of the Floral Industry — and SAF — Live on Facebook
What are the major challenges that floral professionals face today — and where are the big opportunities? What key factors in the economy are...
Cotinus Earns Top Honors at SAF Outstanding Varieties Competition
Cotinus, a decorative foliage (also known as “Smokebush”) from The Sun Valley Group in Arcata, California, took top honors last week, winning Best...
SAF Inducts Texas Couple into Floriculture Hall of Fame
Ellen and Jim Ellison of Ellison’s Greenhouses in Brenham, Texas, are the 2019 inductees into SAF’s Floriculture Hall of Fame. The recognition, the...
SAF CEO Lays Out Industry Challenges — and SAF’s New Plan
Labor, rising costs, intense competition and the need to understand and adopt new technologies are among the most significant challenges facing...
Florists Mourn Industry Leader Sam Viviano, AAF
Salvatore “Sam” Viviano, AAF, a lifelong florist famous for his insightful business ideas, no-nonsense attitude and eagerness to help his peers,...
Industry Mourns Esteemed Horticulture Professor Paul Thomas
Paul A. Thomas, Ph.D., a renowned researcher, prolific speaker and champion of budding horticulturists, died Saturday, Sept. 14. He was 65. Thomas...
Teleflora Honors Late Kentucky Florist with Tom Butler Award
Teleflora paid tribute to the late Michael Kraft of Nanz & Kraft Florists in Louisville, Kentucky, last week with its 2019 Tom Butler Floral...
British Publicist Turned Fashion Designer Sings Flowers’ Praises
In a New York Times Style magazine profile, a British fashion designer with a growing following on social media credited her time assisting a...
AFE Establishes Memorial Fund for Former SAF Staff Member
A memorial tribute to honor Krissy Doyle has been established by the American Floral Endowment on behalf of staff members of the Society of American...
SAF Hires New VP with Deep Experience
The Society of American Florists will soon have a new senior vice president on its team — a person with targeted experience in some of the key...
What Will You Wear to Petal It Forward?
Sure, handing out flowers for Petal It Forward on Oct. 23 will definitely draw attention, and if you want to make the job easier for your happiness...
SAF Grower Shares Industry Issues with Influential Congressman
While attending an event last week in Salinas, California, a member of the Society of American Florists’ board of directors got some valuable...
To Combat Stress, Washington Post Recommends ‘Bringing Nature Indoors’
Plants received a prominent plug last week when the Washington Post named them excellent stress busters. An article in the paper’s home and garden...
Plan Your Petal It Forward Media Strategy
Good timing, relationships, reaching out to radio stations and via social media, and reminders are some of the ways floral teams have had success...
Petal It Forward: Being a Happiness Ambassador is a Coveted Job
Who wouldn’t want the job of making people happy? That’s exactly what happiness ambassadors get to do Oct. 23 on Petal It Forward day. How you...
Floral Industry Members Along East Coast Watch and Prep for Dorian
It was a nerve-wracking holiday weekend for importers, growers, wholesalers, retailers, suppliers and transportation companies in Florida and along...
Floral Management Spotlights Young Innovators
Marketing wizards. Tech innovators. Supply chain specialists. Management gurus. This month in Floral Management, we’re spotlighting some top...
3 Floral Industry Takeaways from Tariff Disputes
Is the United States heading into a trade war with China? Will recent disputes over tariffs hurt consumer spending and the U.S. economy? These...
Petal It Forward Brings Joy to Hospital Patients, Nurses and Visitors
Petal It Forward is something that Lani Moeller and her volunteer staff at Unity Point Hospital look forward to every year. “We just love this...
SAF Submits Comments Supporting Streamlined Biotech Regulations
Vibrant colors. Unusual shapes. Longer vase lives. Enhanced fragrance. Greater resistance to pests and diseases. These are some of the most...
El Paso Florist Gives Flowers to Grieving Community Members
After a gunman killed 22 people and injured another 24 at a Walmart store in El Paso, Texas, the team at Debbie’s Bloomers poured their devastation...
Growers and Breeders Prepare to Petal It Forward on Oct. 23
With this year’s Petal It Forward date set for Oct. 23, growers and breeders say planning ahead leads to a successful event and a meaningful...
62 Percent of SAF Members Express Optimism About 2019 Sales
Floral pros who weighed in on a Society of American Florists’ economic survey indicated they feel pretty good about sales in the first and second...
Will Marijuana Cultivation Affect Floral Industry?
It’s the Gold Rush all over again in California, except this time the prize is cannabis. With the passage of Proposition 64, passed by the...
Tour de France Winner Has Ties to the Floral Industry
Flower farms thrive in Colombia in large part because of the country’s high altitude — a characteristic that, as it turns out, also helped create...
Wholesalers Prepare to Petal It Forward on Oct. 23
Wholesalers say the key to a successful Petal It Forward lies in solid preparation. No one knows that better than the Bill Doran Company, a...
SAF, AFE Partner Up to Advance Floral Industry Research Priorities
A groundbreaking research fund that has supported scientific innovation in the floral industry for nearly three decades is getting a boost in its...
SAF Members to Elect New Leaders
Summer means it’s election season at the Society of American Florists. Voting members received an election ballot via email on Friday, July 19 to...
SAF’s New Strategic Plan Emphasizes Education, Connections
The Society of American Florists will unveil its new strategic plan this September during SAF Amelia Island 2019, the association’s annual...
Suppliers Share Tips on How to Petal It Forward
It’s not just retail florists, growers and wholesalers who participate in Petal It Forward. Suppliers also spread goodwill in their local...
To Stay Top-of-Mind with Customers, Retailers Look to Experiences
You’ve likely already read the news that experts say another 12,000 national retail stores will close in the U.S. this year — a bleak-sounding...
Floral Pros from Across Segments Share Petal It Forward Tips
Think the Society of American Florists’ Petal It Forward is “only” about retailers? The big-hearted outreach also provides a chance for those floral...
Nebraska Florist Brings Plans — and Team Members — to Profit Blast
Lori Crom of Tabor Floral in Nebraska City, Nebraska, will travel about 160 miles this weekend to take advantage of a resource she needs — and...
New University Study Proves Flowers Can Alleviate Stress
Floral industry members hear about the positive effects of flowers on customers’ lives all the time:“They brightened my day! They made me feel...
Partner Up for Petal It Forward on Oct. 23
Partnering with other groups, whether within or outside the floral industry, could give your Oct. 23 Petal It Forward event an extra power boost,...
Pennsylvania Florist Attracts Dozens with Seasonal Celebrations
School is out, temps are up, and people are looking for inside activities. One Pennsylvania flower shop has found a way to turn these seasonal...
Three Floral Businesses to Receive the Century Award in Amelia Island
The Society of American Florists will celebrate the longevity of three floral industry businesses with the SAF Century Award during SAF Amelia...
AIFD Symposium Sneak Peek: Focus on Hands-On Learning, Vendor Partnerships
This time of year, many Americans are focused on barbecues, pool time and fireworks, but for hundreds of floral industry members, the Fourth of July...
SAF Staff, Members Pay Tribute to Exuberant Life of Krissy Doyle
If you’ve called, emailed or stopped by the Society of American Florists’ headquarters in Alexandria, Virginia, sometime in the past 18 years,...
PFCI to Honor Seven New Members
Experts on the principles and elements of floral design, event management, floral photography, and flower farming are among the seven professionals...
AAF to Induct Eight Honorees at SAF Amelia Island 2019
The Society of American Florists will honor eight floral industry leaders who give back to the industry, their local communities and organizations...
Seasoned CPA Shares Insight on Pricing Events for Profits
What happens when a bride walks in and wants to order personal flowers, ceremony and reception designs — and “something really special” for the...
Where to Source Flowers for Petal It Forward? Just Ask.
With the 2019 Petal It Forward date set for Wednesday, Oct. 23, now is the time for industry members to start laying the groundwork for their local...
California Grower Honored in Flower Naming Ceremony
What does Lane DeVries, president and CEO of The Sun Valley Group, have in common with Elizabeth Taylor, Freddie Mercury, Michelle Obama and Julia...
#NYFlowerWeek Launches 2020 NYC Flower Festival
A new festival planned for next year in the Big Apple aims to do for flowers what New York Fashion week has done for fashion: elevate, inspire — and...
Public TV Show on Floral Industry Expands to 62 Markets
A fourth-generation florist and industry educator is shedding light on all of the work (and joy) that goes into breeding, growing, designing and...
For Growers, Outstanding Varieties Provides Opportunity to Stand Apart
Toward the end of 2018, Juan David Lecuona began fielding hundreds of queries from industry members hungry for more information on ‘Alma’— a bright...
Veteran Event Florist Shares Tricks, Tools and Time-Savers
Have you ever devoted hours to crafting the perfect boutonniere, only to see it crumble on a suit jacket because it wasn’t attached correctly? "I...
In Tight Labor Market, HR Pro Stresses New Hire Processes
Historically low unemployment means that many floral industry business owners are struggling to find and keep workers. How do you get new hires to...
Suppliers, Buyers to Connect at SAF Amelia Island 2019
Making business connections and soaking in educational sessions are the top factors driving floral professionals to the Society of American...
Judge PFCI Auditions at the AIFD National Symposium
Ever wish you could be a judge on a show like “American Idol” or “The Voice”? Well, while it’s not a singing competition, you can be a judge for the...
Florists Prep for Packed Day of Education in Kansas City
The city best known for barbecue, jazz, fountains, the Chiefs and the Royals is the next stop for the Society of American Florists’ 1-Day Profit...
Executive Order Builds Momentum for Streamlined Biotech Regulations
President Trump signed an executive order this week in Iowa intended to streamline the regulatory process for genetically engineered agriculture....
Spring Holiday Roundup: Women’s Day, APW, Easter/Passover Returns
Mother’s Day was a strong holiday for the industry — with 62 percent of respondents to a Society of American Florists survey of retailers...
Florida Florists Turn Surplus Flowers into Love
Exactly three years ago — on June 12, 2016 — a gunman opened fire in a gay nightclub, Pulse, in Orlando, Florida, killing 49 people and injuring 68...
FTD Files for Bankruptcy Protection, Announces Plans to Sell Non-Floral Brands
FTD this week announced that it has filed for chapter 11 bankruptcy protection and entered into a purchase agreement with Nexus Capital Management...
How to ‘Hire Smarter’ and Build a Stable Staff
Pop quiz: Think about the last employee to resign from your store — or, maybe, more realistically, the last person to just never show up. Do you...
First-Timers: ‘Just Book It and Go’ to SAF Amelia Island 2019
Sharing ideas and learning ways to improve your business are the best reasons to attend SAF Amelia Island 2019, according to last year’s first-time...
Nearly a Third of Americans Bought Mother’s Day Flowers
Flowers remained a sought-after gift choice among consumers this Mother’s Day — and proved especially popular among adults aged 54 and younger,...
Memorial Day Flowers Foundation Expands Presence to Dozens of Cemeteries
Marc Robinson has a few favorite memories from Memorial Day this year. Among them: Meeting two women who became friends through TAPS, a support...
Excitement Grows for SAF Amelia Island 2019
School’s just about out for summer, and many floral professionals have their eyes on September for four days of world-class business education,...
HR Pro Dishes Onboarding Advice
In a tight labor market — when employees have plenty of options — the first impression you make on new team members has never been more important....
SEO Pro Dishes Tips on Mother’s Day Best Practices
As you and your team prep for Mother’s Day, you may be brainstorming ways to drive more traffic to your site. Should you hire an outside party to...
Consumer Survey Points to Steady Preferences and Buying Habits on Valentine’s Day
Steady as she goes. That’s one takeaway from a national survey commissioned by the Society of American Florists and conducted by the market research...
Commercial Floriculture Survey: Responses Needed
The U.S. Department of Agriculture’s National Agricultural Statistics Service will mail the Commercial Floriculture Survey to growers this week —...
FTD: Valentine’s Day Media Campaign Fell ‘Substantially Short’ of Expectations
FTD expects consolidated revenues for the first quarter of 2018 to be about $20 million below internal expectations — a shortcoming the company...
Top Execs Depart as FTD Mulls Sale, Institutes Restructuring Plan
FTD announced late last week that three top executives are leaving their positions as the company reviews “strategic alternatives” for its future —...
FTD Announces Second Quarter Financial Results
On the heels of an announcement that FTD had let go three executives and plans to restructure, the company has announced disappointing second...
Consumer Survey Reveals Consistent V-Day Buying Habits, Preferences
For Valentine’s Day, consumer habits held steady in 2019. That’s one takeaway from a national survey commissioned by the Society of American...
Most Florists Report Valentine’s Day Sales Increase
A Tuesday holiday was a boon for most florists — and for many Society of American Florists members, the gains this year were significant....
Arizona Florist Builds on PR Success for Mother’s Day Donation Drive
Raising funds for a local charity and generating goodwill for the shop: these two worthy goals go hand-in-hand. Making the most of that synergy,...
HR Pros Shares Advice on How to ‘Hire Smarter’
If you are having a hard time finding and keeping employees lately, you aren’t alone: The National Federation of Independent Business...
Dozens of Volunteers Create Indy-Themed First Lady’s Luncheon
Pulling off a high-profile event such as the annual First Lady’s Luncheon in Washington, D.C., is never going to be easy. Adding to the challenge,...
President Trump Expresses Reservations about E-Verify
In a Fox News interview that aired last weekend, President Trump expressed reservations about E-Verify, an online tool from the federal government...
SBA Seeks Input from SAF Members in Arkansas, Mississippi and Tennessee
Ever dream about the chance to talk face-to-face with key decision-makers about the federal regulations that most affect your business — without...
California Florists Face Threats from Fires
This time of year, Rachelle Neal, AIFD, should be gearing up for the holidays and event work. Instead, she’s donning protective face masks and...
Alabama Florist Partners with Alzheimer’s Association for Mother’s Day
When Society of American Florists member Cameron Pappas was invited to appear on three out of four local news stations and on radio, he welcomed the...
Floral Industry Mourns Loss of ‘Bright Light’ Shelby Shy, AAF
Smart, forward-thinking businesswoman. Dedicated (and hilarious) friend and colleague. Devoted daughter. Loving mother. All around bright light....
SAF Responds to 14 Negative Mother’s Day Ads
After Mother’s Day 2019 wrapped, the Society of American Florists tallied the number of companies that put down flowers in their promotions this...
SAF Thanks Coffee Franchise for Generating Positive Buzz
While the Society of American Florists kept busy this year responding to negative holiday ads for Mother’s Day, the association also took time to...
President Trump Raises Tariffs on Chinese Goods
A series of tweets issued by President Trump over the weekend added more uncertainty to trade talks between the United States and China. On May 5,...
Immigration Action in Washington
The Trump administration has announced that it will issue an additional 30,000 H-2B non-agricultural seasonal work visas in fiscal year 2019 which...
Industry Celebrates Life of Arlene Sorensen, AAF (1932-2019)
Family and friends of Arlene Louise Sorensen, AAF, 87, gathered yesterday in Lincoln, Nebraska, to honor the life of a woman who devoted her life to...
New York Times Op-Ed Calls Gardens ‘Essential to the Creative Process’
Looking for some meaningful content for your social media platforms this week? The New York Times recently published a moving op-ed on the powerful,...
TJ Maxx to Pull Negative Mother’s Day Commercial
One of the largest clothing retailers in the country has promised to remove a Mother’s Day TV commercial after hearing from the Society of American...
National Companies, Retail Federation Expect Strong Mother’s Day
Mother’s Day 2019 has the potential to be a major retail event, according to predictions from national companies in the floral...
Founding Voice of ‘Modern WF&FSA’ Passes Away
A woman credited with helping to lay the foundation for an independent Wholesale Florist & Florist Supplier Association died last month after a...
Millennial Florist Shares Instagram Tips for Mother’s Day
With more than one billion users — many of them in the 18- to 34-year-old demographic — Instagram is a primo place to promote Mother’s Day if you...
SAF’s #StressLess Tour Fuels Social Media Engagement
Three weeks after teams of ambassadors representing the Society of American Florists stormed the west coast in a vintage VW Bus (“The Flower Power...
‘Sock-cess!’: Bombas Apologizes for Negative Email
A popular sock company that disparaged the gift of flowers in a Valentine’s Day email has a message for the floral industry: “We hope you can...
SAF Asks Companies, Publications to Reconsider Negative V-Day Ads
The world's largest software maker and magazine and news editors promoting food gifts are among the companies making disparaging remarks about...
Florists Convince Companies to Rethink Negative Flower Ads
When Robert Bryant, AAF, AIFD, of Flowers By Robert Taylor West Covina, California saw a Facebook post that read, “Get Tickets instead of Last...
Negative Publicity Watch: SAF Gets Responses from Hotel, Frame Company
The world’s largest alliance of independent hotel brands and a startup company in the custom framing industry apologized to the floral industry...
New Hortica Head Talks Challenges, Opportunities
When Tim Noble took over as president of Hortica at the beginning of the year, it marked a significant change in company leadership. He succeeded...
Kansas Florist Partners with Local Artists to Drive Up Foot Traffic
Five years ago, Peggy and Wayne DeBey, AIFD, were facing the kinds of problems familiar to many small retail flower shops: Fewer people were coming...
National Group Predicts Uptick in Easter Spending
When Americans who observe Easter celebrate this weekend, one group is expected to be especially enthusiastic: Those under 35. That’s according to...
Major Media Coverage Touts Flowers’ Stress-Busting Powers
Earlier this month, a team of ambassadors representing the Society of American Florists trekked through the Pacific Northwest in a vintage-style van...
Texas Florist Partners with Restaurant Chain to Create ‘Croissant Corsage’
A Dallas flower shop has earned national attention for playing along in a silly and, well, rather buttery prom promotion. Cheddars Scratch Kitchen,...
SAF Coordinates with Lawmakers’ Offices on Research Funding, Statistics
Weeks after dozens of growers, wholesalers, suppliers and retailers traveled to Washington, D.C., for the Society of American Florists’...
Record Number of Industry Members Attend SAF’s 1-Day Profit Blast
Well, that was wicked fun. (Sorry. Can’t help ourselves!) On Sunday, 168 floral industry members from 20 states plus Washington, D.C., and Canada...
In Lighthearted April Fools’ Video, Google Highlights Flowers
OK, Google. That was pretty funny. In a lighthearted, two-minute video that almost fooled us, Google “promoted” what it termed new technology:...
Petal It Forward 2017: Social Media Coverage
Follow #petalitforward on social media:TwitterInstagramFacebook
Remind Consumers and Your Sales Staff about Lilies and Cats
The Society of American Florists loves lilies and cats, but the two don't mix. As you may know (and your customers may not), several types of lilies...
Floral Industry Associations Collaborate to Collect, Disseminate Data
Leaders of several national associations met on March 13, 2019, at the headquarters of the Society of American Florists in Alexandria, Virginia, to...
Breeders Show Off New Product at California Spring Trials
Participants visit PanAmerican Seed during the California Spring Trials. You can find more information on the event, along with photos and video...
Conquer Your Finance Fears at Profit Blast
If tax season has taken the wind out of your sails or the mere thought of your shop’s finances send shivers up your spine, you could use a getaway...
FTD Executive Calls Headlines on Company’s Finances ‘Distortions’ of the Facts
FTD’s announcements last week that the company saw “lower than expected” results on Valentine’s Day and failed to meet its overall “financial...
SAF Leaders Talk Industry Issues with Influential Congressman
Last week, members of the Society of American Florists executive team got valuable face time with an influential member of Congress. While in...
NY Florist to Stage ‘Little Shop of Horrors’
To celebrate its 125th anniversary, an Ithaca, New York retail florist will transform into Mushnik’s Flower Shop, the setting of a famous rock...
Seven Tips to Promote Flowers in April for Stress Awareness Month
Stress Awareness Month, observed annually every April, launched in 1992 by the Health Resource Network, a non-profit health education...
In Boston, Learn Simple Strategies for Extraordinary Customer Service
How many times have you walked into a store and immediately heard, “Can I help you find something?” Unless you were in a huge hurry, chances are you...
Dozens Gather in Washington to Lobby for Key Industry Issues
When Karen Fountain, AAF, of Flowers ‘n’ Ferns stepped into the office of Sen. Tim Kaine (D-Virginia) on the morning of Tuesday, March 12, she was...
Profit Blast Speaker Shares Social Media Strategies for Prom
When you were in high school, chances are you planned your prom look by reading Seventeen magazine or heading to the mall. Not so with...
59 Percent of Retail Florists See Valentine’s Day Sales Rise
With a weekday holiday and a strong economy, many retail florists had a good Valentine’s Day 2019. Fifty-nine percent of retail florists responding...
Dozens of Commercial Radio Scripts, Perfect for Spring Holiday Promos
Clocks will be reset this weekend and the official start of spring is just two weeks away. You know what that means: It’s time to get your spring...
Last Call for SAF 2019 Awards
Has your company been in business since 1919? Are you active in your community and the floral industry? Do you know someone who has made a...
CAD ‘Briefers’ to Explain Four Key Issues Before Capitol Hill Visits
The Society of American Florists (SAF) has lined up several experts to educate industry members about the four issues they will discuss with...
60 Percent of Florists Saw December Holiday Sales Increase
Many florists had a cheer-worthy Christmas last month, with 60 percent of retailer respondents to a Society of American Florists’ post-holiday...
Flowers by George Interviewed for Hulu Show
Earlier this month, the same week Amazon became the most valuable publicly traded company — seemingly more evidence of the e-commerce giant’s retail...
Australia’s Bart Hassam Wins 2019 FTD World Cup
Bart Hassam, an esteemed designer from Brisbane, Australia, was named the 2019 FTD World Cup Champion on Sunday, March 3, at the conclusion of one...
Targeted Tips, Networking Draw Brothers to Boston
Chris and Jonny Palliser, second-generation managers of Scotts Flowers in New York City, will soon head north to Cambridge, Massachusetts, for the...
Sun Valley Farms, iBulb Celebrate American Tulip Day
San Francisco’s Union Square was transformed into a floral wonderland Saturday, March 2, for American Tulip Day, a promotional event organized by...
Industry Pros to Share Lucrative and Easy Wedding Designs in Boston
According to a Wedding Wire survey, 40 percent of proposals occur between Thanksgiving and Valentine’s Day — meaning there are scores of giddy...
In SAF Economic Survey, 57 Percent of Industry Members Say Business is ‘Good’
Floral industry members across segments have a relatively optimistic take on the economic landscape, according to a new survey from the Society of...
SAF Upgrades Website, Encourages Members to Reset Passwords
The Society of American Florists has upgraded safnow.org to provide members with an enhanced online experience — and now it’s important for members...
Awards Deadline Extended for 2019
While the 91st Academy Awards ceremony celebrated the latest and greatest talents in film on Feb. 24, the floral industry honors outstanding...
CAD Includes Visit to Arlington National Cemetery
While in Washington, D.C., to educate legislators about issues impacting their businesses, floral industry members will have a chance to explore...
Meghan Markle’s Baby Shower Featured Flower Arranging, Donation
Meghan Markle’s recent baby shower festivities revealed her affection for flowers and philanthropy. On “CBS This Morning,” co-host Gayle King, one...
1-Day Profit Blast Returns to Boston
Following a boot-scootin' good time last month in Nashville, the Society of American Florists next takes its popular 1-Day Profit Blast program to...
SAF Members’ Media Efforts Generate Positive Buzz For industry
A segment on Philadelphia’s KYW News Radio 1060 featured Stein Your Florist Company. Amidst the busiest week of the year, professionals from all...
SAF Member Provides Flowers for Special Needs Prom
For the third straight year, Andreia Boscato Muller, AIFD, the owner of The Flower Studio in Altamonte Springs, Florida, donated her time and her...
SAF Website Will Be Offline Feb. 22-24
The Society of American Florists knows that members use its website, safnow.org, to keep up with everything from industry news to small business...
Justin Bieber Surprises Wife Hailey Baldwin with ‘Just Because’ Flowers
File this under celebrity news that you might want to share with customers: Sometimes the best reason to give flowers is “just because.” On...
USA Today Spotlights Valentine’s Day Flowers, SAF Statistics
Three days before Valentine’s Day, millions of Americans were on the receiving end of a not-so-subtle reminder that flowers are a popular, beloved...
Chicago Floral Designer Creates ‘Hollywood, Art Deco’ Look for Grammys
Music luminaries and fans who turned out (and tuned in) last weekend for the 61st annual Grammy Awards saw performances by Dolly Parton, Brandi...
Three Industry Takeaways from The State of the Union
When President Trump addressed Congress and the nation during his first State of the Union since the GOP lost the House to Democrats, he spoke of...
PetSmart Pushes Flower-Friendly Holiday Message
In the PetSmart commercial “Plan a Dog-Friendly Date Night” a teenage boy scores points by bringing his date flowers and a bone for her dog. To plan...
Teleflora Releases Animated Short in Advance of Valentine’s Day
Teleflora’s Valentine’s Day advertisement uses animation to convey one man’s emotional journey to find true love. In past years, Teleflora has...
National Trade Publication Highlights SAF Convention
The floral industry has long known that special things happen at a Society of American Florists’ convention — now, PCMA, a leading national...
3 Ways to Prep for Last-Minute Valentine’s Day Customers
While you and your team have been diligently prepping for Valentine’s Day for weeks — or longer — you know last-minute customers are inevitable come...
SAF Asks Magazines to Nix ‘Forget Flowers’
With two weeks to go until Valentine’s Day, major publications and platforms are publishing articles that discourage consumers from buying flowers...
Historic Cold Forces Some Industry Businesses to Modify Operations, Close
Some floral industry businesses in the Midwest were forced to modify operations or temporarily close their businesses on Jan. 30 in the face of...
Flat or Up? Florists Split on 2019 V-Day Sales Expectations
Thursdays have traditionally been strong days for Valentine’s Day sales among retail florists — the weekday allows for impressive workplace...
Botanica Anniversary Party Includes Donation to AFE
Botanica International Design Studio, a floral event business in Tampa, Florida, run by a family of longtime Society of American Florists volunteer...
Florist Convinces Businesses to Ditch Ads Disparaging Flowers
Quick-thinking, humor and a dash of diplomacy helped convince two local businesses in Poplar Bluff, Missouri, to ditch Valentine’s Day ads that...
Dozens Gather in Nashville for Targeted Education and Tips
For dozens of floral industry members, last weekend brought an opportunity to make good on New Year’s resolutions to be more profitable, learn new...
First Timers Bring New Perspectives to Congressional Action Days
By attending CAD, you will see and hear vital information regarding the floral industry and so much more first hand. To receive first-hand...
Will the Shutdown Affect Valentine’s Day Supply?
A Thursday holiday and a strong economy bode well for a successful Valentine’s Day this year — but some long-standing and new challenges, including...
Partial Government Shutdown Continues into Third Week
Following President Trump’s televised address on border security on Tuesday night, the partial shutdown of the federal government continued today,...
SAF Welcomes Three New Team Members
When visiting safnow.org, you might notice three new faces popping up to help via LiveChat. In January, SAF welcomed three new staff members —...
Industry Members Prepare to head to Washington, D.C.
Even as the partial government shutdown continues, floral industry members are preparing to make their case to lawmakers this spring. “Make YOUR...
Industry Mourns David Austin, Father of Old English Garden Roses
World-renowned rosarian David Charles Henry Austin, whose eponymous line of garden roses earned legions of admirers among floral industry...
Rose Parade Includes More Entertainment — And a Big Win for Students
A student-designed float — decked with 17,000-plus flowers, most of them grown in California — earned the Extraordinaire Award for “most...
Florists React to Bridal Media Evolution
If tradition continues, droves of women around the country now sport a sparkly new accessory on their left hands, thanks to all those holiday and...
Start 2019 with 1-Day in Nashville
Have you resolved to run an efficient, resourceful and more profitable business in 2019? If you’re determined to make your resolutions a reality,...
Industry Challenges, Opportunities to Shape SAF’s Future
Back in August, the Society of American Florists began an eight-month existential journey to determine the association’s purpose, responsibility to...
FTD Announces Leadership Change
After an eight-year tenure that included a high profile spin-off and acquisition, FTD’s president and CEO, Rob Apatoff, will be stepping down. This...
Industry Mourns Former SAF President Mel Schwanke, AAF
Melvin H. Schwanke, AAF, former president of the Society of American Florists, member of the association’s exclusive Floriculture Hall of Fame and...
After Surprise Court Ruling, More Confusion in Health Care
A surprise decision late last week from a U.S. District Court has added more confusion to the future of the Affordable Care Act (ACA) — and the...
58 Percent of Florists Predict Uptick in Christmas Sales
With less than a week to go before Christmas, most florists are expecting a strong holiday showing, according to a recent survey of Society of...
Florist Featured in Washington Post Profile
The Washington Post recently ran a story on the subjects of life, death and grief. Titled “Epilogue,” it featured 11 profiles of people intimately...
Industry Pros Share Last-Minute Holiday Tips
It's the final, year-end push, and you're trying to find time to drink all the coffee and fill all the orders — plus, sleep a little, too. How can...
SAF Legislative Priorities Enacted Into Law
The $867 billion Farm Bill approved by Congress on Dec. 12 includes an update to the U.S. Plant Variety Protection Act (PVPA) that will protect and...
New York Times Touts Importance of Holiday Window Displays
The “secret” to attention-grabbing window displays in an age when many consumers are walking by stores, eyes glued to their phones, or driving by...
Expert Tips from a CPA to Get You Through the Holidays
Hustling to find reliable, friendly seasonal drivers during the most wonderful time of the year? Try reaching out to senior citizens, suggests Paul...
SAF Keeps Strong Ties in New Congress
Embed from Getty Images The 116th Congress members-elect pose for a group photo on the East Front Plaza of the US Capitol in Washington, DC on...
Escalation of Additional Tariffs on Hard Goods Delayed — For Now
The United States has agreed to temporarily delay the escalation of certain additional tariffs on floriculture hard goods produced in China from 10...
Alan “Buddy” Jacobson: 1931 –2018
Alan “Buddy” Jacobson, the former president and chairman of Jacobson Floral Supply in Boston, died Nov. 29. He was 87 years old. Jacobson joined the...
Teleflora Surprises Military Mom with Heartwarming Family Reunion
Through the power of 4K projection technology, floor-to-ceiling screens, and a meticulous recreation of a family’s dining room, Teleflora recently...
Dozens Soak Up Knowledge During Packed Day of Education
Christmas is in 76 days — and Valentine’s Day arrives (rain, shine, snowstorms or otherwise) just 51 days later. So, retail florists could be...
Experts Bring Insight on New Tech, Profits, Service and More to Portland
Does the idea of learning new skills make you feel a little uncomfortable? You're not alone. In fact, a 2015 study from Chapman University found...
Get Your V-Day Game Plan in Nashville
While there’s still one month left in 2018, as we all know, it's never too early to start planning for February's big event. Save the date for the...
Industry Members Lend Aid to Wildfire Evacuees
Nearly three weeks after the deadliest wildfire in California’s recorded history began, it is fully contained, thanks in part to recent rains, which...
Florists Collect 858 Children’s Books for Public Libraries
Sister companies Royer’s Flowers & Gifts, Stephenson’s Flowers & Gifts and Connells Maple Lee Flowers & Gifts recently concluded their...
Florists Mourn Tommy Bright Winner James Morley, AAF, AIFD, PFCI
James Raymond Morley, AAF, AIFD, PFCI, who devoted his life to educating and improving the floral industry, died November 3 in Oklahoma City,...
New WF&FSA President Talks Labor, Consolidation and the Need for Education
The tightest job market in recent memory. Continued consolidation of retail florists. An ongoing need for industry-specific education and hard data....
Petal It Forward Generates 90 Million Consumer Impressions
The hits keep coming for the Society of American Florists’ 2018 Petal It Forward. This year’s initiative didn’t just create goodwill and good...
Wholesaler Marks Anniversary with Design Challenges, Throwbacks and Parties
Mayesh Wholesale Florist took a trip down memory lane throughout October in honor of the company’s 40th anniversary. Mayesh celebrated with several...
Midterm Election Report: Floral Industry Issues to Watch
A polarized country with a first-term president. A contentious battle for a Supreme Court seat, still fresh in many Americans’ minds. An increasing...
Florists Share Winning Social Media Strategies from Petal It Forward
Two weeks ago, thousands of people throughout the United States, Canada and Colombia experienced the joy of giving and receiving flowers through the...
Petal It Forward Delivers Joy, Tears and Inspiration
The Society of American Florists’ 2018 Petal It Forward initiative brought out the best in people all over the country, reminding them of the...
FTD Announces National Floral Design Competition
FTD is excited to announce FTD America’s Cup, a national floral design competition that will take place at the 2018 AIFD National Symposium. FTD is...
National Group Predicts 4 Percent Uptick in Holiday Spending
A national group is predicting a merry and bright shopping season for retailers! The National Retail Federation last week predicted that consumers...
Industry Members Mourn Renowned Bulb Researcher Gus De Hertogh
August “Gus” Albert De Hertogh, Ph.D., world-renowned flower bulb authority and a member of the Society of American Florists’ Floriculture Hall of...
Farmer Hopes Marijuana Revenue Will Buoy Business
A farm once known for flowers and now famous for pumpkins is at the center of the marijuana debate in Half Moon Bay, California — and the focus of a...
Industry Members Surprise Consumers with ‘Petal It Forward’ Flowers
For hundreds of floral industry members across the country — and an untold number of consumers who happen to come into contact with them — today is...
Former SAF CEO Peter Moran Receives Leland T. Kintzele Award
For his commitment to professional development and active leadership in the association community at large, which has benefited the Society of...
Wholesalers Continue to Face Transportation, Labor Challenges
Can shipping product via sea freight alleviate some of the industry’s transportation headaches? How can owners not only find employees, but also...
Princess Eugenie Incorporates Tradition and Color in Wedding Flowers
For her Oct. 12 wedding to Jack Brooksbank, Princess Eugenie honored royal tradition while also incorporating rich fall colors in her floral décor....
Industry Groups Support Businesses Devastated by Hurricane Michael
A week after Hurricane Michael hit Florida’s panhandle as a Category 4 storm, rescue efforts remain underway in some of the hardest hit areas, and...
Trio of High School Students Snags ‘Floral Chopped’ Honors
A trio of focused, talented young women from Vancouver, Washington, snagged first place honors during a high-spirited student design competition...
Article Explores Floral Industry’s Courting of Millennials
Katy Kellener, a 31-year-old freelance writer, recently explored millennials’ relationship with flowers and the floral industry’s efforts to woo her...
Survivors Take the Stage at State Association Runway Show
A state florist association’s decision to honor survivors of sexual assault during a runway show at its convention drew wild applause from a...
Indiana Florist Lobbies For New State Alcohol Permit
The Indiana legislature is considering a new permit that would allow local retailers to sell and ship alcohol — thanks, in large part, to the...
49 States Prepare to ‘Petal It Forward’ on Oct. 24
As of Columbus Day, floral industry members had notified the Society of American Florists of their plans to randomly surprise people on Oct. 24 with...
FTD Supports Military Service Members And Their Families With Flowers And Donation To USO
As part of its continued support for military service members, their families and veterans, premier floral and gifting company FTD® (Nasdaq: FTD)...
48 States Prepare to ‘Petal It Forward’ on Oct. 24
As of early October, florists in 48 states and Washington, D.C., had notified the Society of American Florists of their local Petal It Forward plans...
In North Carolina, Florists Deal with Florence Aftermath
Six years ago, Patricia Limber, AIFD, and her husband were considering where to retire. Tired of paying high flood insurance premiums on their...
Industry Members Share Takeaways from SAF Palm Springs 2018
As Jenny Behlings, AAF, AIFD, PFCI, SDCF, listened to the Kick-Off address at SAF Palm Springs 2018, one phrase piqued her interest: “workplace...
Accounting Pro to Share Best Practices at SAF’s 1-Day Profit Blast
Does your shop need financial help? Don't ignore problems or shake them off because you're more "creative" than "math-minded," warns Derrick Myers,...
Industry Pro to Share Sales Tip Ahead of Christmas in Portland
The calendar may read September but according to one floral industry expert, it’s high time for florists to be thinking Christmas. And that means...
Former SAF President Wins Teleflora’s Tom Butler Award
Standing ovations and tears of joy were the order of the evening earlier this month when Teleflora awarded its fourth annual Tom Butler “Floral...
UGA Professor Paul Thomas, Ph.D., Receives Alex Laurie Award
A renowned researcher, prolific speaker and mentor to college students is the recipient of the Society of American Florists’ 2018 Alex Laurie Award....
Industry Members Meet, Greet and Connect for Petal It Forward
When Pat and Allen Houck struck up a conversation earlier this month with Jennifer Sparks, the Society of American Florists’ vice president of...
‘Flower Vase Hair’ Goes Viral on Instagram
Rapunzel, Rapunzel, let up your golden hair. Flowers as hair accessories have grown increasingly popular, thanks to high-profile plugs including...
‘Alma’ Takes Top Honors at SAF’s Outstanding Varieties Competition
‘Alma’, a bright white daisy spray mum with a green center from breeder Deliflor, took top honors last week, winning Best in...
Hundreds Gather in California for SAF Palm Springs 2018
Fun, sun, new products, inspiration, practical takeaways, and 50-plus info-packed educational sessions targeted to address some of the floral...
Beloved Designer, Longtime SAF CEO Inducted into SAF’s Floriculture Hall of Fame
A floral designer known for her warmth, talent and passion received the floral industry’s highest honor posthumously last week, when she was...
Charlie Hall, Ph.D., Receives Paul Ecke, Jr. Award
Charles R. Hall, Ph.D., Professor & Ellison Chair in the Department of Horticultural Sciences at Texas A&M University, received the 2018 SAF...
Deborah De La Flor AIFD, PFCI, Honored with Tommy Bright Award
A Florida florist, beloved for her inventive design talent, business savvy, witty commentary and effusive personality, received the industry’s...
42 States Prepare to ‘Petal It Forward’ on Oct. 24
Floral industry members in 42 states and the District of Columbia have notified the Society of American Florists of plans to participate in this...
Texas Florist Wins 50th Annual Sylvia Cup Design Competition
When Rey Rodriguez, AAF, AIFD, TMFA, of The Gypsy Florist in Austin, Texas, stepped into a hotel ballroom last week for the Society of American...
Members Elect New Leaders to SAF Board of Directors and Councils
Members of the Society of American Florists elected three new leaders — one from each segment — to serve on its Board of Directors during SAF Palm...
Social Media Pro to Talk Best Practices in Portland
Two hours. That’s how much time the average consumer now spends on social media every day. The questions become: What can you do to grab some of...
SAF Member Talks Industry Issues with Congressman
At a small political gathering last weekend, a Society of American Florists board member had a substantial one-on-one conversation with an...
One Year After Harvey, Houston Florists Recall Challenges, Camaraderie
Three hundred and seventy seven days have passed since Hurricane Harvey hit the Gulf coast of Texas, inundating the Houston metropolitan area with a...
SAF Urges USDA to Improve Data Collection for Floriculture Crops Summary
The Society of American Florists recently submitted a letter to the United States Department of Agriculture, suggesting changes to improve the...
Sylvia Cup to Test 19 Floral Designers at SAF Palm Springs 2018
Among the 19 floral designers participating in the 50th Annual Sylvia Cup Design Competition at SAF Palm Springs 2018 are 12 members of the American...
Field to Vase Dinner Comes to SAF Palm Springs 2018
Wishing you could attend the event that fetched Floral Management’s 2017 Marketer of the Year Award? Now’s your chance: Thanks to Certified American...
Industry Members Share Tested Time Savers for ‘Petal It Forward’
Who wouldn’t want to participate in a nationwide giveaway that promotes the benefits of flowers, positions their business as a trusted and...
Convention App Provides Streamlined Experience for SAF Convention
If you’re among the hundreds of industry members heading to SAF Palm Springs 2018 next week, you might want to take a few minutes this week to...
Design Pro to Talk Money-Making Mechanics in Portland
In design rooms across America, floral designers are experimenting with new mechanics— from dramatic of floral walls to delicate of ribbon-suspended...
Profit Blast Brings Four Educational Sessions to Portland
By Anne Holub Three weeks after SAF Palm Springs 2018, the association is taking its 1-Day Profit Blast to Portland, Oregon, on Sunday, Oct. 7....
74 Expert Speakers and Panelists to Share Strategies at SAF Palm Springs 2018
By Anne Holub The countdown is on. In just two weeks, 74 speakers and expert panelists will share strategies and tactics drawn from both the floral...
As Lawmakers Share Memories, Flowers Adorn Sen. McCain’s Desk
As lawmakers rose in the Capitol this week to share memories of their colleague Sen. John McCain, flowers played an important and prominent role in...
IRS Sends Message to Small Business: Prep Now for Tax Changes
By Mary Westbrook Labor Day weekend may be on your mind, but the Internal Revenue Service has a message for small-business owners: It’s time to...
SAF Florist Designs For Aretha Franklin Memorial Events
It’s been a busy and emotional week in Detroit, as mourners pour in by the thousands to honor Aretha Franklin, the American icon who died Thursday,...
SAF Palm Springs Events to Offer Inspiration and Goods to Shake Up Showrooms
By Anne Holub How often should you change in-store displays and add new merchandise? Once a season? Once a month? That may not be enough to keep...
Industry Members Wear Hearts — and Brands — on Sleeves for Petal It Forward
By Christy O'Farrell When Judy Litzenberg headed to work at Louis Morgan Gifts and Pharmacy in Longview, Texas, one Wednesday morning last October,...
Florists in 36 States Plan to ‘Petal It Forward’ on Oct. 24
As of late August, florists in 36 states and the District of Columbia had notified the Society of American Florists of plans to hold Petal It...
Sunflower Wall Generates Goodwill, PR For New York Florist
By Katie Hendrick Vincent Last week, thousands of New Yorkers stumbled upon a sunny surprise: a wall of sunflowers erected outside Starbright Floral...
Internships Attract the Best and Brightest. Learn How to Create a Program that Delivers
Millennials are now the largest generation in the U.S. workforce — and their younger siblings and cousins are coming up the ranks fast. Last year 9...
Minnesota Summer Camp Puts Flowers Front and Center
A summer camp in Minnesota has put flower growing and floral design front and center in its programming. Camp Birchwood for Girls in LaPorte,...
Certified American Grown Celebrates Fourth Anniversary, Grows Its Ranks
In the final days of July — which Congress designated “American Grown Flowers Month” — Certified American Grown celebrated its fourth anniversary...
Minnesota Grower Reduces Turnover With New Hiring System
For growers, finding — and keeping —quality workers is a tough hurdle. At Len Busch Roses in Plymouth, Minnesota, labor has become a challenge in...
Washington Post Highlights Challenges and Potential of Floral Industry Workforce
A major national newspaper recently highlighted the challenge of engaging younger professionals in horticulture fields — and the potential rewards...
‘Today Show’ Tells Fans: ‘A Simple Bouquet Can Help Kick Start Your Day’
Fans of the “The Today Show” recently got a flower-friendly reminder in their inboxes. In an email titled “The secret to waking up in a good mood,”...
PFCI to Honor Seven New Members in Palm Springs
The Society of American Florists will honor seven professionals with induction into Professional Floral Communicators – International (PFCI) during...
AAF to Induct Four Honorees in Palm Springs
The Society of American Florists will honor four professionals with induction into the American Academy of Floriculture (AAF) during the Stars of...
Four Floral Businesses to Receive the Century Award in Palm Springs
The Society of American Florists will celebrate the longevity of four floral industry businesses with the SAF Century Award during SAF Palm Springs...
At SAF Palm Springs, Planning Tips for a Profitable Christmas
Floral industry members who attend SAF Palm Springs 2018, SAF’s 134th Annual Convention Sept. 12-15 in Rancho Mirage, California, will bask in the...
Get Your Petal It Forward Event Listed
Do you want to generate local visibility with potential customers, and establish loyalty among existing ones? Do you want to position yourself as a...
Designers to Compete for Top Honors at Sylvia Cup in Palm Springs
The clock is ticking. The pressure is on. The competition for top honors is stiff. And the pay-off? Cheers, accolades, the admiration of your peers...
How to Lock Down Web Sales
A customer has found her way to your site, she’s ready to buy and then — poof! She disappears. What happened, and why didn’t you lock down that web...
In Economic Survey, SAF Members Paint a Cautiously Optimistic Picture
How has business been for the first and second quarters of 2018? For the 208 industry members who weighed in on the Society of American Florists’...
In B2B, Florists Work with Younger Clients, Smaller Teams and Faster Turnarounds
What’s new in the world of B2B? Clients are younger, corporate teams are smaller — and everyone wants a fast turnaround. That’s according to veteran...
AAF to Induct Four Honorees in Palm Beach
The Society of American Florists will honor four professionals with induction into the American Academy of Floriculture (AAF) during the Stars of...
Want to Hold Holiday Stress at Bay? Start Your Christmas Planning Early
It may be summer, but December holidays are just around the corner — and so is the wild ride that is one of the biggest sales seasons of your year....
Esteemed Educator Ardith Beveridge To Retire
One of the industry’s most beloved designers and educators, Ardith Beveridge, AAF, AIFD, PFCI, CAFA, MSF, the 2012 winner of the Society of American...
SAF Profit Blast in Green Bay: They Came, They Learned, They Bonded
Ninety-four industry members gathered in Green Bay, Wisconsin last Sunday for the latest installment of the Society of American Florists’ popular...
Want to Make an Impression Online Fast? Create Custom Photos
How much time do you have to grab customers’ attention online? According to the Journal of Behaviour and Information Technology, you get 50...
SAF Members to Elect New Leaders
It’s election season at the Society of American Florists. Voting members will receive an election ballot via email on Thursday, July 12 to choose...
Social Media Expert to Talk Digital Marketing and Videos in Palm Springs
Admit it: Before you buy a product or head to a store, you do your research online and through social media. Your customers do the same thing. The...
California Designer Takes America’s Cup — and Preps for World Stage
During the final round of the FTD America’s Cup design competition last week, Katharina Stuart, AIFD, CCF, had reality TV on her mind — namely the...
Ongoing Volcanic Activity Threatens Orchid Growers in Hawaii
Some orchid growers in Hawaii have been hard hit by the ongoing volcanic activity that began in May. In the Kapoho region on the Big Island — an...
Get Strategies to Design and Market Flowers to Four Key Generations
Successful brands appeal to a multi-generational audience, but how do you market your floral designs to different ages groups? Get ideas and...
AIFD Symposium Draws Hundreds to Washington
More than 1,000 people gathered this week in Washington, D.C., for the American Institute of Floral Designers’ 2018 Symposium. The event this year...
Florists Head to Green Bay for Tips on Sales, Social Media — and More
What’s a busy florist to do on a midsummer weekend? (Read a book? Jump in a lake? Carve out some “me” time?) For Nancy Witte-Dycus, AAF, of Fantasy...
‘American Grown Flower Month’ Shines Spotlight on U.S. Growers
An influential U.S. senator from the Golden State recently introduced a resolution celebrating the contributions of American flower growers and...
All Industry Segments Prepare to Petal It Forward on Oct. 24
From growers and wholesalers to importers and retail florists of every size, each sector of the floral industry has a role to play in this year’s...
SAF Video Breaks Down On-Page SEO Tips
Looking for your next binge-worthy series? Put screen time to good use by working on your website’s search engine optimization. The Society of...
Love Talking Flowers? Judge PFCI Auditions at AIFD National Symposium
Do you love talking about flowers and floral design? Do you present programs to garden clubs or other professionals? Then wake up early with...
As Immigration Debate Intensifies, SAF Continues its Call for Reform
The Trump administration’s decision to enforce federal policies that result in the separation of children and parents who enter the U.S. illegally —...
Win the Online Popularity Contest at 1-Day Profit Blast in Green Bay
The World Wide Web is arguably the world’s largest shopping mall — and it has way too many retailers to count. How’s a florist supposed to get...
In a Victory for Floral Industry, USDA to Publish 2018 Floriculture Crops Report
A key government report that provides critical data on floral industry products will be published in 2018 after a two-year hiatus. The U.S....
APW: Full of Potential or Nonevent? Florists Weigh In
Administrative Professionals Week continues to divide — and in some cases disappoint — florists. The weeklong holiday, observed this year from April...
Industry Members to Share Insights on Attracting Young Talent
It’s no secret attracting talent is a challenge in the floral industry. "Most companies in floriculture are having a tough time finding young people...
FTD Awards Three Scholarships to SAF Palm Springs 2018
Three floral industry members won $1,000 scholarships from FTD University to attend SAF Palm Springs 2018, the Society of American Florists’...
SAF Member Featured in Water Appreciation Campaign
Despite its indisputable status as an essential for human life, water remains something many people take for granted. A new campaign by the San...
Steal Ideas for In-Store Events, Design Mechanics in Green Bay
Looking for ideas to drive more walk-in traffic to your brick-and-mortar shop? Are your floral design mechanics a little rusty? Could you and your...
Proposed Farm Bill Offers More Protection for Flower Breeders
The Senate version of the Farm Bill includes language updating a law that protects the intellectual property of floral industry breeders. The...
SAF Live: Kicking it Off with Kate Penn, SAF CEO
Dear SAF Members, After six months as SAF's CEO, I have all kinds of thoughts to share — about SAF and our vision for how we can help you, our...
Rules Meant to Be Broken: How to Attract and Keep Employees
No matter if you have one employee or 100, you need your staff is filled with quality hires. You want to attract and keep employees who are...
NYC Florist Reflects on Meeting Anthony Bourdain
In August 2016, Starbright Floral Design in New York City sponsored a fundraiser for RED, a charity founded by pop singer Bono to eradicate AIDS,...
Baltimore Florist Fills Yankees Order For Slain Officer
Last month, we reported on the New York Yankees’ long-running program of sending flowers to funerals around the country for officers killed in the...
Green Bay Profit Blast to Highlight Design Profitability, Online Selling
The Society of American Florists’ 1-Day Profit Blast is heading to the cool waters of Green Bay, Wisconsin, on Sunday, July 15. Sponsored by the...
Field to Vase Dinner, Design Demos Added to SAF Palm Springs 2018
A networking dinner that showcases American grown product, demos that connect florists with celebrated floral designers and mini-sessions that cover...
Growers Turn Outstanding Varieties into Marketing Gold
Seeing 5,000-plus stems of the best flowers and plants on the market is a special experience for those who wander through the Outstanding Varieties...
Prom Promotion Generates 2.4 Million Impressions
A new social media campaign conducted throughout April by the Society of American Florists scored big with prom-goers, garnering 2.4 million...
2018 Petal It Forward Event Set for Oct. 24
The Society of American Florists’ 2018 Petal It Forward campaign date is set for Wednesday, Oct. 24, 2018, and now is the time for industry members...
Florists Leave Detroit with Ideas on Sales, Service, Financials and More
What’s the best way to capitalize on a full day of targeted education aimed at improving just about every facet of your business, from accounting to...
Younger Floral Industry Members Connect, Talk Issues
Want happy, productive millennials on your team? (Of course you do.) According to a poll conducted by PGI, a tech and consulting firm, employers who...
Memorial Day Flower Outreach Expands to Dozens of U.S. Cemeteries
A floral industry-led initiative to honor fallen service members on Memorial Day and offer comfort to their families provided thousands of flowers...
Washington Post Highlights Realities of E-Verify
The Society of American Florists members took E-verify to Capitol Hill in March during the group’s annual Congressional Action Days is now getting...
One in Three American Adults Bought Mother’s Day Flowers or Plants
Young adults, households with kids and residents of the American West proved to be key flower-buying groups for Mother’s Day 2018, according to an...
Cancer Foundation Honors Oregon Florist
When Shirley Lyons, AAF, PFCI, started fundraising for the Oregon Cancer Foundation about six years ago, her goal was modest: Raise awareness and...
Florists Gear Up for Detroit Profit Blast
The Society of American Florists’ 1-Day Profit Blast heads to Detroit this Sunday, May 20. Sponsored by Nordlie and Kennicott Brothers Company, the...
Florists Talk Shop with Reporters for Mother’s Day
In the midst of Mother’s Day week — when the pressure was on, and designs were flying out the door — some Society of American Florists members spoke...
At First Lady’s Luncheon, American Grown Flowers Take Center Stage
American Grown flowers were the subject of delight — and even friendly competition — for about 1,850 Congressional spouses and associates this week...
Red Sox, Chili’s Apologize for Ads that Dissed Flowers
One of the country’s most storied baseball teams has apologized to the floral industry after the Society of American Florists cried foul over an...
Yankees Honor Fallen Officers Nationwide with Flowers
The last thing a bunch of Red Sox-loving police officers expected to see at their station last month was a bouquet of flowers from the New York...
Congresswoman Visits SAF Member Grower
When Rep. Julia Brownley visited The Sun Valley Group’s Oxnard, California, location on May 7, the congresswoman toured the company’s facility, met...
StubHub, NFL Shop to Consumers: Don’t Buy Mom Flowers
The world's largest ticket marketplace and the official store of the NFL are among the advertisers telling consumers not to buy flowers this...
Writer Pens Ode To Peonies
April showers bring May flowers — specifically, peonies. The big, fluffy flowers, beloved by brides everywhere but readily available for just a few...
New Jersey Florist Launches Wedding Planning Platform
When Alexa Maniaci started running Anna Rose Floral & Event Design in North Haledon, New Jersey, seven years ago, she thought the logistics of...
WF&FSA Shifts Conference Timeline, Tweaks Requirements
The Wholesale Florist & Florist Supplier Association is shaking up the timeline and attendee requirements of its long-running Floral...
Two Tips for Taking Better Outgoing Mother’s Day Orders
You're days away from one of the biggest holidays of the year. Don’t panic. "Mother's Day can be a lot easier, profitable and stress-free if your...
ABC News Plugs American Grown Flowers
A two-minute segment last night on “ABC World News Tonight with David Muir” gave consumers a positive, upbeat look at the people and places behind...
Hawaii Growers Monitor Erupting Volcano
The eruption of Hawaii's Kilauea volcano has so far led to the destruction of at least 35 buildings, with lava covering the equivalent of more than...
SAF Responds to 28 Cases of Harmful Floral Publicity, and Counting
This Valentine’s Day season, the Society of American Florists responded to 28 instances of harmful floral publicity to date. “That number could...
Amazon, Avon Slight Mother’s Day Flowers
A tech giant, the fifth-largest beauty company in the world, and a pictorial publisher recently made disparaging remarks about flowers as Mother’s...
Amazon, The Bouqs Co. Agree to Change Negative Ads
The country’s biggest online retailer and a floral industry startup have both agreed to change or address Mother’s Day ads that disparaged floral...
New Video Series Tackles Tech Challenges
What good is having a website if your customers can’t find it? Answer: no good at all. Search engine optimization, a marketing discipline that...
Teleflora’s Holiday Campaign Aims for Realistic Portrayal of Motherhood
Teleflora’s latest Mother’s Day campaign aims to show that while families come in all shapes and sizes, love is the universal thread of motherhood....
Want to Compete Online? Learn to Drive Local Orders to Your Shop
Florists are busy all day — designing, interacting with customers, managing supplies, costs and staff and maybe drinking a cup of coffee (or 12) —...
National Group Predicts Near-Record Spending on Mother’s Day
The National Retail Federation is forecasting a robust Mother’s Day holiday this year, with near-record spending of $23.1 billion. About 86 percent...
Lovingly Hosts Story Contest for Mother’s Day
To get consumers thinking about Mother’s Day and how flowers make the perfect gift, Lovingly, a website and POS provider for retail florists,...
Millennial Floral Designer Talks Shifts in Customer Expectations
With Pinterest dreams and Martha Stewart moms, millennial customers have plenty of ideas — and florists are the pros tasked with crafting those...
Former Marketer of the Year Continues Award-Winning for Fiesta
This week, nearly 1,000 people in San Antonio are advertising for Spring Garden Flower Shop by sporting a colorful piece of metal. Nine years ago,...
Floral Industry Remembers First Lady Barbara Bush
When Sten Crissey, AAF, walked into the White House in the spring of 1990, he looked around the room and took a deep breath. Crissey, then president...
Florists Struggle with Messaging, Timing of International Women’s Day
In many ways, International Women’s Day sounds like the ideal holiday for the U.S. floral industry: The March 8 event encourages people to celebrate...
Floral Industry, Elected Leaders and Developers Wrestle with Flower Mart’s Future
The San Francisco Board of Supervisors passed a resolution yesterday aimed at solving a problem facing Bay Area floral industry business owners,...
Master QuickBooks at SAF’s 1-Day Profit Blast in Detroit
Your bookkeeper is already a QuickBooks expert — there’s no reason for you to know the nitty-gritty details of the accounting software, right? Think...
‘Early’ Easter and Passover Holidays Deliver Mixed Results
Easter and Passover sales were a mixed bag this year. About a third of retailer members responding to the Society of American Florists’ post-holiday...
Petal It Forward Prep: Invite Local Reporters and Plan Your Social Media Strategy
Generating traditional and social media coverage on the benefits of flowers is the goal of Petal It Forward, and the Society of American Florists...
2018 Petal It Forward Date Set for Oct. 24: SAF Seeks Industry Participation
For the fourth year in a row, the Society of American Florists is leading the industry in a nationwide feel-good promotional effort that shows...
SAF’s Instagram Promotion Puts Prom Flowers on Teens’ Radars
In just the first week of paid promotions by the Society of American Florists, a video designed to get teen girls excited about prom flowers has...
After Humboldt Broncos Crash, Florist Comforts Community
As community members grieve the loss of 15 people —mostly young players — associated with a Canadian hockey team, a local florist has been reaching...
Petal It Forward Prep: Set the Wheels in Motion
The Society of American Florists’ 2017 Petal It Forward campaign date is set for Wednesday, Oct. 11, 2017, and now is the time for suppliers,...
D.C. Florist Speaks at Event Honoring Martin Luther King Jr.
A local florist — and longtime Society of American Florists member — was a featured speaker at an event last week in Washington, D.C., that...
FTD Teams Up with Certifying Agency for Green Effort
A new partnership between FTD and a certification programmed aimed at identifying “green” businesses could help some florists better market their...
Researchers to Floral Industry: Market Mother’s Day to ‘Big Floral Spenders’
A floral industry market research group is predicting a strong Mother’s Day this year — and they’re warning against under-selling to a demographic...
2017 Petal It Forward Date Set for Oct. 11: SAF Seeks Industry Participation
For the third year in a row, the Society of American Florists is leading the industry in a feel-good giveaway that reminds consumers and reporters...
5 Retail Florists Share Best Practices in Customer Service
Not long ago, Anthony Baradhi of Flower Station in Somerset, New Jersey, decided to put himself in his customers’ shoes. For the role-playing...
Scotts Miracle-Gro Passes Tax Cut Benefits On To Employees
In response to passage of the Tax Cuts and Jobs Act in late December, the head of a Fortune 1000 company sent a staff-wide email announcing the...
To Generate APW Sales, Connecticut Florist Starts Early
Kevin Keser has a message for florists who write off Administrative Professionals Week (APW) as a non-event: Don’t give up — there are plenty of...
SAF’s Petal It Forward Inspires Charity Event in Idaho
You never know what a difference one bouquet can make — or how much traction a single promotion can have. On October 11, floral industry members in...
FNRI Receives Historic $1 Million in Funding
The Floriculture and Nursery Research Initiative (FNRI) has received $1 million in funding through the omnibus spending bill approved by Congress...
V-Day Report: 1-800-Flowers.com Focuses on Tech, Flower Shop Network Sees Orders Increase
On Valentine’s Day, 1-800-Flowers.com focused energy on connecting with mobile shoppers and streamlining interactions with popular voice-enabled...
George Boulton: 1936-2018
A longtime industry member and former Society of American Florists volunteer leader died March 18 from complications of myelodysplastic syndrome,...
House Subcommittee Head Pays Visit to Hortica
An influential congressman spent about an hour last week visiting a floral industry business. Rep. Rodney Davis (R-Illinois-13), chairman of the...
Hina Ahmed Joins SAF as Membership Specialist
On Monday, March 19, Hina Ahmed joined the Society of American Florists staff as membership specialist. Since 2013, Ahmed has served as membership...
Stories from Capitol Hill: SAF Members Meet, Greet and Educate Lawmakers
Congressman Bob Goodlatte (R-Virginia-6) does not represent Mike Mooney. In fact, Goodlatte, the chairman of the House Judiciary Committee,...
Industry Members Honor Legacy of Tom Butler, AAF, PFCI
For the third consecutive year, industry members from across the country gathered to honor and celebrate the life of the late Tom Butler, AAF, PFCI,...
Marketer of the Year Alumni: Award Boosts Confidence, Motivation, Reach
Second-generation florist Rick Canale grew up reading Floral Management and, over the years, accumulated a long list of business owners he admired...
SAF Members Take to Congress – and the White House – During CAD
More than 90 Society of American Florists members representing all industry segments, three countries, 25 states and the District of Columbia,...
FTD and POPSUGAR Partner for Women’s Day Celebration
FTD joined forces last week with POPSUGAR, a global lifestyle media company, to create a pop-up flower market in New York City in celebration of...
Florists Bring Flowers to Forefront on International Women’s Day
Society of American Florists members marked International Women’s Day, Thursday, March 8, with a variety of creative initiatives, including design...
Despite Wintery Blast, Philly Flower Show Attracts Thousands of Visitors
The show must go on. Despite a nor’easter that pummeled Philly and neighboring towns in snow and heavy winds, the 2018 Philadelphia Flower Show drew...
Virginia Florist Designs Flowers for Billy Graham Capitol Viewing
Prior to his funeral March 2 in Charlotte, North Carolina, the Rev. Billy Graham’s remains lay in honor in the U.S. Capitol Rotunda for two days,...
Minnesota Wholesaler Generates Buzz Ahead of Women’s Day
Just in time for Women’s Day tomorrow, a wholesaler in Plymouth, Minnesota, received some high profile, positive news coverage for its holiday...
California Grower Gives Out 100,000 Tulips in Downtown San Francisco
All around Union Square in downtown San Francisco last Saturday there were smiles, tears — even a marriage proposal — and there were thousands and...
Floral Professionals Mourn an Industry Icon
Last week, the industry lost an international expert in floral care and handling, an enthusiastic educator, a devoted volunteer and a friend to...
With a Mid-Week Holiday, Florist Saw Rush of Orders on Valentine’s Day
Valentine’s Day was a success for many florists — but the Wednesday holiday was also a last-minute hustle. That’s according to a Society of American...
Companies Cut NRA Ties After School Shooting
Major companies, including Delta Air Lines and United Airlines, have cut ties with the National Rifle Association amid intense scrutiny over the...
Washington Post Publishes Response from Asocolflores on Labor Claims
Asocolflores, the Association of Colombian Flower Exporters, contacted The Washington Post this week to refute claims made by a representative of a...
FTD Offers Scholarship Money to Attend SAF Convention
Dreaming of attending SAF Palm Springs 2018 but don’t quite have the resources to get to the education-packed event? FTD is awarding $20,000 in...
Arne M. Thirup, AAF: 1928-2018
A dedicated family man and a much-admired industry leader who advocated tirelessly for domestic flower growers died peacefully on Feb. 21. Arne M....
Watch SAF Lobbyists Explain CAD ‘Asks’ on Facebook Live
Coming to the Society of American Florists’ Congressional Action Days in March and wondering what exactly the trade association does for the...
CAD to Include White House Briefing
The Society of American Florists has confirmed that its 38th Annual Congressional Action Days, March 12-13, will include a special opportunity for...
In Florida, Flowers Offer Some Comfort in Face of Tragedy
When Deborah De La Flor, AIFD, PFCI, heard about the horrific mass shooting last week in Parkland, Florida, she could almost feel her heart breaking...
SAF Members Generate Positive Publicity for Valentine’s Day
Amidst the busiest stretch of the year, professionals from all segments of the floral industry made time to talk to the media — scoring quality...
Two-Thirds of Florists Predict Strong Valentine’s Day Sales
A mid-week holiday and a strong economy bode well for Valentine’s Day 2018. (Fingers crossed that the weather cooperates!) According to a recent...
SAF Taps Two Experts to Prepare CAD Participants
The countdown is on for the Society of American Florists’ 38th Annual Congressional Action Days, March 12-13, in Washington, D.C. If you have not...
SAF Member Gets T-Mobile to Change its Promo
Fast action by a florist got a major mobile communications brand to change its Valentine’s Day promotion. Nic Faitos, senior partner at Starbright...
Ann Taylor, Yoplait Encourage Customers to Buy Flowers
When women’s apparel company LOFT told Instagram followers to “Buy yourself flowers,” the floral industry applauded. Now LOFT’s sister brand is...
How Will the New Tax Law Affect Your Business?
On Dec. 22, 2017, President Donald Trump signed into law the most sweeping tax bill since 1986. The 500-plus page bill was mostly forward-looking,...
National Retail Federation Predicts Sales Increase in 2018
After nearly a decade of tough times for retailers, the future looks rosy. On Monday, the National Retail Federation released its 2018 economic...
At CAD, Industry Members Engage – and See Results
It didn’t take long last year to prove that when floral industry members come together in Washington, D.C., their combined voices can make a big...
For a Former President, a Flower-Friendly Portrait
President Barack Obama’s official presidential likeness has a decidedly flower-friendly look. The portrait, painted by Kehinde Wiley and unveiled...
Teleflora Campaign Urges New Yorkers to Declare Their Love
On February 7, just in time for Valentine’s Day, Teleflora invited love-struck New Yorkers with a secret crush to come by Times Square and publicly...
Can Plants Feel and Communicate? New Research Raises Questions
Do you have some customers who truly, madly, deeply love their plants? (Ever been known to chat to flowers and plants yourself?) New research...
LOFT Tells Instagram Followers: ‘Buy Yourself Flowers’
A women’s apparel company the Society of American Florists contacted last Mother’s Day about negative floral references recently changed its tune —...
Negative Publicity Watch: SAF Responds to Brooks Brothers, The New York Times
Advertisers of men’s clothing, plants and home fragrances, Brooks Brothers, are among the companies alleging consumers are tired of flowers, they...
Philly Shop Capitalizes on Super Bowl Excitement with Raffle, Photo Ops
For a longtime business in Philadelphia, the Super Bowl — and the Eagles’ big win —provided plenty of opportunity to celebrate with their customers,...
Economy, Immigration Dominate President Trump’s State of the Union Address
In his first State of the Union address, President Trump told the country the United States is poised for “a new American moment.” In the address,...
Have Breakfast with Congressman Jimmy Panetta
One of the floral industry’s biggest advocates in Congress will deliver a “pep talk” to CAD participants before they meet with lawmakers on Capitol...
Retail Group Predicts Increase in Valentine’s Day Spending
Editor’s Note: Due to an editing error, we incorrectly reported on the National Retail Federation’s projected Valentine’s Day spending earlier this...
‘Two-Minute Trends’ Videos: 340,000+ Views and Counting
An informative video series showing how decorating with flowers inspires emotions and enhances commercial and residential spaces has racked up...
California Industry Members Assess Damage of Deadly Mudslides
Floral industry members in Southern California are reeling from a devastating two-month period that’s included wildfires, storms and deadly...
At Grammys, White Roses Send A Message of Hope
New York City florists received a wave of requests for white rose corsages and boutonnieres late last week, as stars planned their attire for the...
Facebook’s Latest Algorithm Change — And How to Beat It
Prompted by criticism and concern over the evolution of Facebook, from social network to perhaps unintended monolith of modern culture, Facebook CEO...
Negative Publicity Watch: SAF Responds to AutoMaxx, Victoria’s Secret
What do a used car dealer, a retailer for computer enthusiasts, and a marketer of women's premium lingerie have in common? They rely on the same...
Danbury Mint Revives Negative Valentine’s Day Ads
“They're ba-ack!" The popular catchphrase from a mid-1980s horror flick haunted Jenny Scala, director of marketing and communications at the Society...
‘Bring a First-Timer for Free’ to Congressional Action Days
The Society of American Florists’ Congressional Action Days drew its largest crowd in more than a decade last year with 119 growers, wholesalers,...
A Flower Ranch Goes High Tech
Water is a precious — and expensive resource in California. Figuring out how to manage that water, while growing first rate flowers, has been a...
Immigration Reform, Like Government Funding, Remains Unsettled
After the three-day shutdown that started over the weekend, Congress has approved funding for the federal government until February 8. The shutdown...
SAF Week In Review Keeps Members in The Loop
Taxes. Health care. Labor. Immigration. Floriculture research. As the national floral industry trade association, the Society of American Florists...
Experts Weigh in on Tax Law Effects
In the wake of Congress’s substantial remodeling of the country’s tax code, the Society of American Florists brought in experts to help its members...
Tree Care Industry Association Names New President/CEO
The Board of Directors of the Tree Care Industry Association (TCIA) has announced that David White, CAE, will join the association as its new...
Red Poinsettias Still Rule
Christmas color trends may change, and Ultra Violet is the shade of the year, but when it comes to poinsettias — red remained the top seller for...
SAF Responds to 23 Cases of Harmful Floral Publicity
This Valentine’s Day season, the Society of American Florists has responded to 23 instances of harmful floral publicity to date. “That number will...
Nest, Shane Co. and Others Take Jabs at Floral Industry
A chain of seafood restaurants, a GPS navigation developer, a home security system maker and a popular group of jewelry stores. These are just some...
John L. Tomasovic Sr., AAF: 1935-2018
A legend in the plant industry, true gentleman, and the owner of a venerable family business in St. Louis, died January 11, 2018. John L. Tomasovic,...
Florists Leave Omaha With Renewed Energy, Actionable Tips
Eager to start 2018 on a high note, 121 floral industry members gathered in Omaha, Nebraska, on January 14 for the latest installment in SAF’s...
House Committee Doubles Proposed Funds for Industry Research
The House Appropriations Committee has recommended allotting $500,000 to a key floral industry research fund — doubling the amount that Society of...
SAF Appoints Six Leaders to Chair Councils
The Society of American Florists appointed six members from its Board of Directors to serve as chairmen on its segment Councils and Joint Councils,...
CAD to Kick Off with Insiders from Both Sides of the Aisle
Talking to lawmakers on Capitol Hill about the floral industry’s legislative priorities is the draw of the Society of American Florists’...
55 Percent of Florists Report Increase in December Holiday Sales
Oh by gosh, by golly: More than half of florists saw sales go up this holiday season. Among those who saw an increase, 37 percent credited a strong...
Florists Count Down to SAF 1-Day Profit Blast in Omaha
The owner of Iris Blossoms in Clearwater, Kansas, has been counting down the days until her trip to Omaha, Nebraska, for the Society of American...
Across Industries, Business Owners Review Sexual Harassment Policies
October 5 is the day the sexual harassment fuse ignited in the national consciousness, the day The New York Times published the first allegations...
Florists Go the Distance for Business Inspiration
Florists from as far away as Hawaii, California and Arizona are heading to Hartford, Connecticut, this weekend for SAF Retail Growth Solutions...
New Year’s Deadline Brings End to Duty-Free Status of Flowers from Ecuador
Flowers entering the United States from Ecuador are now subject to import tariffs after a U.S. trade program granting duty-free status to Ecuadorian...
Legislative Victories Tied Directly to CAD Advocacy
Every voice counts when it comes to persuading legislators to consider the industry’s concerns. That’s why the Society of American Florists invites...
SAF Member Talks Regulations, Research Funding with Influential D.C. Decision-Makers
“Groups working together can make a difference.” That was a major takeaway for Jamie Kitz, key account manager with Sakata Ornamentals in Salinas,...
Consumers, Business Owners React to Tax Code Overhaul
In the final days of 2017, Congress approved a landmark bill to overhaul the country’s tax code. “The Tax Cuts and Jobs Act” (H.R. 1), a comprise...
Florists Prep for Inspiring Day in Omaha
It’s been more than two years since Rhonda Bullington attended SAF’s 1-Day Profit Blast in Des Moines, an experience that expanded her skillset and...
At Rose Parade, Sunny Weather and a Push for Homegrown Flowers
While parts of the country kicked off the new year with freezing temperatures, in Pasadena, the weather for the 129th annual Tournament of Roses...
New WF&FSA President On Uncertainty in Air Cargo and the ‘Amazon Effect’ Challenge
Air cargo capacity, increasing floral consumption among consumers — and getting more wholesalers, of all sizes, to join the ranks of the Wholesale...
AFE Video Contest Voting Ends Jan. 10
The American Floral Endowment (AFE) announced the top 10 finalists in its #FlowerLoveVideoContest, and now it’s up to the public to vote for their...
James Krone, AAF: 1935-2017
James “Jim” Krone, AAF, a long-time rose grower and a leader of the Michigan Floral Association, passed away Tuesday, December 5. He was 82 years...
Profit Blast Heads to the Heartland
Ready to hit the ground running in 2018? For a jolt of energy and education, join your peers and some of the brightest minds in the industry on...
American Spa and Luxe Daily Latest Publications to Promote Flower Benefits to Readers
More influential publications are spreading the word to thousands of consumers and design community members that flowers enhance, transform and...
Millennial Designer to Deliver Popular Gift Trends in Omaha
What do a protea, Moscow Mule mug and a troll doll have in common? These are three “tools” Laura Daluga, AIFD, has used to surprise and delight...
Nominations Welcome for 2018 SAF Awards
While the 45th Annual American Music Awards ceremony celebrated the latest and greatest talents of the contemporary music scene on Nov. 19, the...
SAF Schools Elle Décor, Martha Stewart Living, Veranda on the Power of Flowers in Interiors
Editors at some of the nation’s most popular magazines have newfound appreciation for the power of flowers in interior spaces. Last week, SAF Vice...
A Same-Sex Couple, a Wedding Cake — and Now, a Supreme Court Case
A high profile Supreme Court case that could have implications for all retailers and service providers kicked off Tuesday with opening arguments...
Pass-Throughs, Individual Mandates and Expensing Rules Still Central to Tax Debate
After deliberating over amendments and debating for several hours, the Senate passed its version of tax reform at nearly 2 a.m. on December 2. The...
Bergdorf Goodman Puts Flowers Center Stage in Holiday Windows, Ads
Bergdorf Goodman’s iconic holiday window displays in New York City this year include a special nod to flowers and plants. The department store...
For Many Growers, Tight Labor Supply Continues to Limit Growth
A major issue keeping a lot of industry growers up at night: labor. Rather, a lack of a reliable labor supply. That was a not-necessarily surprising...
Teleflora Constructs ‘Wall of Love’ in Nation’s Capital
Teleflora peddled a message of unity and hope in Washington, D.C., last week with a massive wall of flowers on the National Mall. The company’s 8-...
57 Percent of Florists Predict Increased Christmas Sales
Haul out the holly. Fill up the stockings. Christmas 2017 is shaping up to deliver cheerful returns to retail florists. That’s the pre-holiday read...
Floral Designers Praise Pantone’s Purple Pick
Joy to the world! The Pantone Color Institute has selected its 2018 color of the year and it’s especially “florist friendly.” Last week the...
With Leatherleaf Supply at 30-Year Low, Florida Growers Predict Valentine’s Day Shortage
Floral greens farmers in Florida are putting out a message to the floral industry: Two major hurricanes in the span of 11 months has been too much...
California Growers, Threatened by Wildfires, Share a Message: ‘We’re Open for Business’
Late last week found Michael A. Mellano watching the news — and the winds — extra carefully. For days, wildfires had been threatening homes and...
Mother’s Day Debrief: To Be Open on the Holiday or Not?
Here’s a question most florists have wrestled with at some point: Is it worth it to be open on a Sunday for Mother’s Day? The Society of American...
Millennial Florist Shares Tips on Attracting New Customers
Sustainability. Ease. On-trend color combinations. These were just a few of the topics tackled last month during the Society of American Florists’...
Use New Photos and Videos to Promote Flowers for Interior Décor
Looking to elevate your promotional efforts with new professional floral photography and videos? Check out “Two-Minute Trends,” available from the...
New Program Targets Interior Design Community with Flower Message
The Society of American Florists and Asocolflores are teaming up to promote the use of flowers to enhance interior spaces — and calling in some...
Christmas Tree Shortage Leads to Higher Prices
A Christmas tree shortage is leading to higher prices in parts of the country and could affect some elements of the floral industry supply chain....
Schwanke Launches Second Episode of Colombian Flower Documentary
J Schwanke’s South American adventure continues this month with visits to farms specializing in garden roses, proteas and more during the second...
Floral Industry Rallies to Help Wildfire Victims and Honor First Responders
Days before Thanksgiving, a group of floral industry members came together in California to support wildfire recovery efforts in the state’s wine...
Teleflora Spruces Up ‘Good Morning America’ Set with Holiday Flowers
Deck the halls? Why not the studio? This week, Teleflora kicked off a month-long partnership with ABC’s “Good Morning America,” turning the set of...
Florida Growers Talk Hurricane Recovery, Supply Issues at Sold-Out Dinner
Two months of tireless cleanup following Hurricane Irma paid off Saturday, Nov. 18, when David and Jana Register, owners of FernTrust in Seville,...
Philadelphia Florist Plays Host to ‘Undercover’ Politician
When a local politician in the Philadelphia area wanted to connect with his constituents, he turned to a longtime family florist. Councilman...
House and Senate Take Different Paths to Tax Reform
The Senate and the House are both moving forward with efforts to overhaul the country’s tax code, but the two houses are taking different...
Holly, Jolly and Young: Gen Z and Millennials Expected to Increase Holiday Spending
Most experts are calling for a robust holiday shopping season this year — and a new national survey indicates young adults (18- to 24-years-old)...
Stock Your Store with New ‘Model’ Stems
Odorless limonium. Speckle-free alstroemeria. Tea roses in a breathtaking array of new colors and dianthus in shapes you’ve never seen before. These...
AFE Promotes Video Contest and Giving Tuesday
Want to win $4,000? (Who doesn’t?) Floral industry members and their customers still have time to create a short video that plays up their love of...
Redesigned SAF Homepage Puts Emphasis on Help and Efficiency
If you haven’t visited SAFnow.org recently, take a look. The Society of American Florists rolled out a redesigned homepage for its member website in...
Lovingly Launches Online Security Campaign
Through its Security With a Capital S campaign, Lovingly is working to educate florists about online security and to provide access to secure sites...
FTD Names Competitors for 2018 America’s Cup
FTD recently announced competitors for the company’s America’s Cup 2018, a national floral design competition. FTD America’s Cup is June 30 – July...
Small-Business Issues Critical in Tax Reform Debate
As the House of Representatives presses forward on tax reform, questions about how new legislation will affect small businesses continue to be a...
It’s the Hygge-ist Time of the Year
One of the contenders last year for Oxford Dictionaries’ Word of the Year? Hygge. That’s a Danish word defined as “a quality of coziness and...
In Louisville, Florists Talk Millennials, Events, Facebook — and One Customer Question to Nix
Connecting with millennials and down-sizing boomers. Running events more profitably. Increasing average orders. Finally (finally!) getting a handle...
After Shooting, TSFA Helps Organize Volunteer Designers for Small Texas Town
After the worst mass shooting in Texas state history, the Texas State Florists’ Association is organizing an effort to offer support and comfort for...
Retail Group Predicts Uptick in Consumer Holiday Spending, Especially Online
The country’s largest confederation of retail businesses is predicting a brisk holiday shopping season — particularly for online retailers. The...
Rome-Inspired Flower Festival Planned for California
A new flower festival this spring in Ventura County, California, will celebrate the history of ancient Rome’s Festival of Flowers, while delivering...
USDA Mails ‘User-Friendly’ Census of Agriculture, Due Feb. 5
Later this month, the U.S. Department of Agriculture (USDA) will mail the Census of Agriculture to American growers and ranchers. The census is...
SAF’s Petal It Forward Program Wins Distinguished Association Award
Did you hold a Petal It Forward event? You can now say that you participated in an award-winning initiative. The Society of American Florists was...
Dümmen Orange Launches Video Series Aimed at Inspiring Florists
The cut flower team at Dümmen Orange recently released the first video of five in a series that focuses on creative, seasonally-inspired...
Floral Management Magazine Names New Editor in Chief
The Society of American Florists’ Floral Management magazine has a new top editor — someone who is very familiar to longtime readers. Mary Westbrook...
Lord & Taylor Sells Part of NYC Store to WeWork
From racks and racks of glam clothes, make-up and shoes to — rows and rows of laptops? Lord & Taylor has announced it will rent out about a...
Florists Anticipate Inspiring Day in Louisville on Nov. 4
Nicole and Sue Palazzo had already landed in South Florida on Tuesday, September 5, when they got the bad news: due to the threat of Hurricane Irma,...
SAF’s Petal It Forward Generates 81.9 Million Impressions
The Society of American Florists’ feel-good Petal It Forward effort on Oct. 11 reached millions of consumers, reporters and digital influencers,...
WF&FSA Conference Draws Hundreds
More than 770 floral industry members traveled to Miami last week for The Wholesale Florist & Florist Supply Association’s 2017 Floral...
New National Brand, Pest Control Info Among Highlights of Proflora 2017
Asocolflores, the association of Colombia flower exporters, welcomed more than 2,000 international buyers to Proflora, its biannual trade show, in...
At Profit Blast in Louisville, a Focus on More Profitable Events
Knowing what to charge wedding and event clients can be tricky. When retailers miscalculate, they risk not making a profit. Fortunately, help is on...
In Response to Customer Feedback, Target Delays Christmas Merchandising
It’s beginning to look a lot like Christmas? Not at Target. The retail giant announced this week that it “will ease up on Christmas...
National Geographic Highlights American Grown Effort
A flower farm in Gainesville, Virginia, is taking a star turn in National Geographic magazine’s November issue. Andrea Gagnon said the coverage of...
Congressional Staffers Hear Value of Specialty Crops
Hosted by the House Specialty Crop Caucus, participants heard about how programs in pest and disease mitigation, production research and...
UBloom Launches New Documentary Series about Flowers of Colombia
J Schwanke, AAF, AIFD, PFCI, the founder of uBloom.com, announced Monday, October 23, the release of his latest documentary series, “The Flowers of...
Wholesalers to Retailers: Plan Ahead and Order Early
A late summer and early fall that read like something out of a science fiction movie — hurricanes, volcanoes, grounded planes, backlogged ports —...
Attract Millennials with Smaller Designs at 1-Day Profit Blast
Here’s a trend you’ve probably heard something about already: Most millennials aren’t dreaming of or investing in McMansions. (Maybe in the pages of...
Wholesaler Continues Petal It Forward Despite Area Fires
For Tegan Davidson and the staff at Sequoia Floral International in Santa Rosa, California, last week’s Petal It Forward initiative took on added...
Petal It Forward Participants Recount Stories of Delight, Surprise and Comfort
Tears of joy. Messages of thanks. Communities filled with flowers. These are just some of the stories coming in — and still being shared on social...
Designers Trade Minimalism for Colors, Glam and Kitsch
If the words midcentury, modern, or Scandinavian make you want to run screaming from a curated room of blond furniture and into a space jam-packed...
President Trump Signs Executive Order to Increase Health Insurance Options
President Trump signed an executive order last week to allow employers to participate in Association Health Plans (AHPs) and offer employees Health...
AFE Video Contest Invites People to ‘Show Your Flower Love’
The American Floral Endowment is launching a video contest October 12 that encourages people to showcase their love of flowers. The contest includes...
In Texas, Even the ‘Mums’ are Bigger
A number of high-profile national outlets—including The Wall Street Journal — have recently turned their attention to a tradition among Texas teens...
AIFD Foundation Launches Hurricane Maria Florist Fund
The AIFD Foundation is again stepping in to offer support those in the floral industry hard hit by recent hurricanes. The Hurricane Maria Florist...
Marketer of the Year Award Presented On-Site During Field to Vase Dinner
Hurricane Irma may have delayed the presentation of a $5,000 award to the 2017 Floral Management Marketer of the Year winner, but last weekend this...
Across the Country, Floral Industry Members ‘Petal It Forward’
By the end of today, tens of thousands of Americans will have shared free flowers with family, friends and strangers — experiences that will lead to...
STARS Act Reintroduced
Congress is taking another look at the Affordable Care Act’s murky definition of “seasonal” workers. Bipartisan legislation to clarify the meaning...
Tim Tebow Gives Corsage to Prom Date on The Tonight Show
A popular athlete surprised a fan with a rose corsage and slow-dance on NBC’s The Tonight Show Starring Jimmy Fallon on May 17. The high-profile...
Florists in All 50 States Plan Local Events for Petal It Forward
North Dakota has joined the ranks of states participating in the Society of American Florists’ 2017 Petal It Forward, officially making the effort...
In Boston, SAF 1-Day Profit Blast Delivers Ideas, Tips and Inspiration
What’s the ROI of the Society of American Florists’ 1-Day Profit Blast? Instant money in the register back home, according to one shop in...
APHIS Launches Offshore Greenhouse Certification Pilot Program
A six-month pilot program that launched October 1 could streamline the importation of plant cuttings produced in offshore facilities, speeding their...
Washington Takes on Tax Reform
Now that Congress has again failed to repeal or replace the Affordable Care Act (ACA), President Trump and Republican leaders in Congress have...
Florists in 48 States Plan 225 Local Events for Petal It Forward
Florists in 215 cities in 48 states plus Washington, D.C., and Canada have notified the Society of American Florists of their local Petal It Forward...
Petal It Forward Prep: Remind Media and Prepare Messages
Now is the time to send local reporters a Media Advisory about your Petal It Forward event. SAF provides a sample Petal It Forward Media Advisory to...
APHIS to Allow the Importation of Korean Orchid Plants
The U.S. Department of Agriculture’s Animal and Plant Health Inspection Service (APHIS) is amending its regulations to allow the importation of...
AFE Announces New Officers and Appointments
Jim Daly of Floralife/Smithers-Oasis in Walterboro, South Carolina, has been named chairman-elect and Laura Shinall of Syndicate Sales Inc. in...
Flower-Friendly Essay Featured on Popular Podcast
A powerful New York Times essay that played up the power of flowers almost two years ago has now been given a second life on a popular podcast. The...
Senate Won’t Vote on Health Care Bill
Senate Republicans announced Tuesday that they won’t vote on the latest effort to repeal and replace the Affordable Care Act, effectively killing...
Florida Ag Commissioner Visits Farms to Assess Hurricane Damage
Growers in Florida had a visit from an influential state government official last week. Adam Putnam, Florida’s commissioner of agriculture, visited...
House Introduces Mandatory E-Verify Legislation
A Texas congressman recently introduced a bill that would require U.S. employers to check the work eligibility of all future hires through the...
SAF 1-Day Profit Blast Heads to Beantown
Fresh flowers and beautiful design alone do not make a successful florist. It’s that reality that’s driving veteran florist Carolyn Gulbankian...
Hurricane Update: Recovery Work Continues
Floral industry members in Florida are still working to recover from damages sustained during Hurricane Irma — an effort made considerably more...
Sacramento Florist Gets Star Treatment in Public TV Video
Talk about a star turn: A 70-year-old family florist in Sacramento, California, is one of several local businesses featured in “Yes! We’re Open” a...
SAF Cancels Convention, But Not All is Lost
When SAF canceled its convention on Sept. 5, a day before the four-day event was to begin, the decision elicited a simultaneous sigh of relief,...
Florists in 44 States Plan to ‘Petal It Forward’ on Oct. 11
Florists in 181 cities in 44 states, plus Washington, D.C., and Canada, have so far told the Society of American Florists of plans to hold Petal It...
Florists in 44 States Plan to ‘Petal It Forward’ on Oct. 11
At press time, florists in 44 states in 147 cities and Canada had told the Society of American Florists of plans to hold Petal It Forward events in...
Floral Industry Reacts to Hurricanes
High weather drama continued this week, as Hurricane Irma made landfall in Florida, cutting a wide path of destruction but also sparing some areas...
Teleflora Presents Baltimore Florist with Tom Butler Award
A longtime floral industry leader and the owner of one of Maryland’s largest florists has been named Teleflora’s 2017 recipient of the Tom Butler...
Court Strikes Down Overtime Rule
A federal judge in Texas recently struck down the controversial Obama-era overtime rule that would have more than doubled the minimum salary level...
Look Out, Boston: Here Comes SAF’s 1-Day Profit Blast
The landing place of the Mayflower and the Pilgrims, best-known for its clam chowder, fish and chips, baked beans and lobsters, is the next stop for...
SAF Leaders Express Gratitude to Longtime CEO
Among the many celebrations planned for SAF Palm Beach 2017 but thwarted by Hurricane Irma: A fond, industry farewell to Peter Moran, the Society of...
Field to Vase Dinner Tour Wins Marketer of the Year
Here’s a question some U.S. flower growers have been wrestling with for years: How do we get consumers — who already are thinking about product...
Hurricane Forces Cancelation of SAF Palm Beach 2017
The Society of American Florists has canceled SAF Palm Beach 2017, the association’s 133rd annual convention, which was set to begin today at 6 pm....
‘Already Seeing Irma’s Impact’: More Wholesalers Weigh In
Since writing our story yesterday on Hurricane Irma, EBrief editors have received additional updates from two of the industry’s wholesalers...
Guidance for Filing Insurance Claims for Hurricane Harvey
SAF gathered the following information from various sources in the insurance industry. Promptly file a claim with your business insurance...
Industry Prepares for Hurricane Irma
No one has ever accused Deborah De La Flor, AIFD, PFCI, of inaction, but last week, after realizing the extent of the damage caused by Hurricane...
In Houston, Heartache and Hard Work Continue
South Texas remains very much in relief and recovery mode, with residents and business owners assessing damage and reeling from the devastation of...
Olin August Wetzel, AAF: 1924-2017
A member of the Society of American Florists’ Floriculture Hall of Fame and an influential leader behind the company that is today the largest...
In Texas, Heartbreak, Resiliency and a Monster Storm Far from Over
Nearly a week after its initial impact, Tropical Storm Harvey has left an unimaginable trail of destruction along 300 miles of the Gulf Coast — and,...
Florists in 38 States Plan to ‘Petal It Forward’ on Oct. 11
At press time, florists in 38 states and Canada had notified the Society of American Florists of plans to hold Petal It Forward events in their...
Learn the Art of Strategic Pricing at SAF Palm Beach 2017
In honor of all those kiddos headed back to school, let’s have a short pop quiz. True or False? There are two types of florists — fancy studios that...
Florists in 33 States Commit to Petal It Forward on Oct. 11
Florists across the country and Canada are getting ready to show their communities how good it feels to give and receive flowers. At press time,...
Florists Take Part in Eclipse Mania
Quick-thinking florists around the country leveraged the excitement surrounding the week’s solar eclipse, with designs themed around the singular...
Preparing Millenials for Leadership at SAF Palm Beach 2017
Close your eyes and mentally fast forward a decade or two. What does your business look like, and who’s in charge? Millennials make up 35 percent of...
Members to Receive New Local Marketing Posters
Keep an eye on the mail. The Society of American Florists’ 2017 Local Marketing Kit has shipped to member retailers, wholesalers and growers. In it...
Industry Members Bullish on First, Second Quarters of 2017
How’s business? Pretty good! That was the generally cheery picture that emerged from a recent Society of American Florists survey on first...
AIFD Releases Symposium ‘X’ DVDs
The American Institute of Floral Designers has captured the magic of the 2017 National Symposium "X" held in Seattle, Wash., July 1-5 on both DVD...
Peter Moran to Retire as SAF CEO, Kate Penn Named Successor
The Society of American Florists' chief executive officer, Peter Moran, will retire at the end of the year from his post after 33 years with the...
SAF Members Talk Policy with California Congressman
Thanks to two Society of American Florists members, the floral industry had a seat at the table for an important discussion with an influential...
Learn the Dos and Don’ts of Damage Control at SAF Palm Beach 2017
Nearly four months have passed since officers forcibly removed David Dao from a United Airlines flight, but the image of the doctor’s bloodied face,...
Rose Named for Beloved Floral Designer
There’s a new rose in town — and it’s named for a floral industry legend who has dedicated her life to the art of floral design, the advancement of...
Captive Content: Beating the Instagram Algorithm
Gone are the days of the chronological news feed on Instagram, where the most recent posts are featured at the top of the page. Instagram now...
Petal It Forward Scores More than 130 Million Impressions
A feel-good PR campaign from SAF has exposed people to positive messages about flowers and flower-giving more than 131 million times. Just two weeks...
Petal It Forward Video Promotes the Power of Giving Flowers
Florists looking for a way to remind consumers that giving and receiving flowers makes people happy have a powerful new resource. The Society of...
Petal It Forward Video Reaches Nearly 223K Views and Counting
The Society of American Florists’ 2-minute YouTube video showing the emotional responses to the Petal It Forward effort in October has racked up...
Petal It Forward 2017 Creates ROI on ‘Feel Good’ Effect
Call it the do-gooder or feel-good effect: According to a Unilever study, a third of consumers choose to buy from companies that promote...
Petal It Forward Prep: Partner Up
For one florist in Kokomo, Indiana, a one-day, feel-good campaign last year led to happy customers, glowing press coverage — and requests from her...
Petal It Forward Prep: Get Your Ducks in a Row
For Valerie Lee Ow, participating in the Society of American Florists’ Petal It Forward event last year was a feel-good effort for customers — and...
Petal It Forward Prep: Logistics Checklist
The countdown is on for Petal It Forward on Wednesday, Oct. 11, and now is the time to prepare, said Society of American Florists Vice President of...
Florists in 31 States to Date Commit to Petal It Forward on Oct. 11: Goal is all 50 States
Florists across the country and Canada are getting ready to show their communities how good it feels to give and receive flowers. At press time,...
Petal It Forward Prep: Order Flower Cards and T-Shirts
If you haven’t already, now is the time to create and order Petal It Forward logo materials in advance of your Oct. 11 event. The Society of...
Petal It Forward Prep: Scout Your Location
Deciding where to hold your local Petal It Forward event on Oct. 11 deserves attention now. Who do you want to reach? Business professionals?...
PFCI to Induct Six Speakers in Palm Beach
The Society of American Florists will honor six professionals with induction into Professional Floral Communicators – International (PFCI) during...
Explore the Future of Retail at SAF Palm Beach 2017
The retail industry changed drastically in the 1990s, when the invention of the World Wide Web allowed shoppers to place orders at any hour of the...
How a Family Florist Plans to Take on a City’s Downtown Boom
For Cameron Pappas, 28, and his father, Gus, 70, the revival of downtown Birmingham, Alabama, comes at a fortuitous time. With 300 residential...
Number of H-2B Workers Increased
On July 19, 2017, the US Department of Homeland Security (DHS) and the US Department of Labor (DOL) issued a temporary rule authorizing an increase...
UFN Announces New Innovations for Florists
Since first announcing its existence to the world, with its then industry-shaking, “We don’t make a penny until you do!” payment structure, UFN has...
SAF Florists Collects 1,900 Pounds for Food Banks
Seven years of collecting nonperishable food, seven tons collected for food banks in Pennsylvania and Ohio. Sister companies Royer’s Flowers &...
Third Annual “Tom Butler Retailer of the Year” Finalists Announced
Teleflora has announced the final 10 nominees in consideration for the 3rd Annual Tom Butler Retailer of the Year Award. This year’s recipient will...
SAF Members Recognized for Environmental Efforts
Two longtime members of the Society of American Florists have been recognized by an international agency for their sustainability efforts. During...
AIFD Symposium Draws Crowd of 800-Plus
More than 800 floral designers gathered last month in Seattle for a mega dose of inspiration during the American Institute of Floral...
Terrarium Bar? Check. Profit Blast Packs Immediate Inspiration
Talk about instant inspiration and return on investment. Two days after attending the Society of American Florists’ 1-Day Profit Blast in St. Louis,...
Free WebBlast on ‘The Economic Effects of Trumponomics’
What is going on with the economy, and how can I position my floral business accordingly? Is...
Learn the Art of Floral Couture in Palm Beach
These days, the list of celebrities who embrace body flowers is ridiculously long. Keira Knightley, Jennifer Lawrence and Kirsten Dunst are among...
Learn SEO Scammers’ Scare Tactics and Giants’ Best Practices at SAF Palm Beach
Chances are you’ve received an email from an unfamiliar company critiquing your website and offering to fix problems affecting your search engine...
USDA Requests Grower Input
Hoping to find ways to improve its “customer service and remove unintended barriers” to participation in its programs, the U.S. Department of...
More Couples Say, ‘Surprise! This is Our Wedding!’
Save the date? More like, spring the date on your guests at the (very) last minute. Last week, we told you about a New York Times story noting an...
Three Floral Businesses to Receive the Century Award in Palm Beach
The Society of American Florists will celebrate the longevity of three floral industry businesses with the SAF Century Award during SAF Palm Beach...
Look Out St. Louis, Here Comes SAF’s 1-Day Profit Blast
With high temperatures expected to reach 102 degrees Fahrenheit in St. Louis, Missouri this Saturday, July 22, florists there can beat the heat and...
Boise Industry Member Speaks Out on BAT
When the Small Business Administration convened a regional roundtable to identify regulatory burdens to small business growth, the floral industry...
Ohio Shop Gets Major Refresh through Fast Makeover
A 111-year-old flower shop in Ohio got a reinvigorating shot of merchandising and display advice earlier this summer after FTD sent in an expert for...
One Week to Register for Sylvia Cup’s 50th Anniversary Design Competition
The countdown is on for the 50th Annual Sylvia Cup Design Competition, the nation’s longest-running live floral design competition. Limited to 15 of...
Stanley F. Bachman: June 8, 1924 to July 15, 2017
The floral industry lost one of its most beloved leaders July 15, after Stanley F. Bachman died at the age of 93. Bachman, a member of the Society...
Paul Thomas, Ph.D., to Receive 2017 Alex Laurie Award
A renowned researcher, prolific speaker and mentor to college students is the recipient of the Society of American Florists’ (SAF) 2017 Alex Laurie...
Bankruptcy Filing Creates Panic Among Brides
When the wedding dress store Alfred Angelo filed for Chapter 7 bankruptcy last week, the news sent brides around the country into a panic — and...
Palm Beach Offers Chance to Showcase and Check Out New Products
One way to stand out against local competitors and national companies such as Amazon: Stock the kind of goods customers just can’t get everywhere....
After Arson, New Mexico Shop Acts Fast
Heroic first-responders, quick-thinking team members and proactive industry partners — not to mention a supportive local community — helped mitigate...
Off the Clock and On Their Smartphones
According to the Pew Research Center, 77 percent of Americans own a smartphone. Among those millions of people essentially carting around a...
Trump Administration Begins Rollback of WOTUS
The federal government is looking into specific ways to end an Obama-era rule that expanded federal jurisdiction over pollution in streams and...
Senate Committee Pushes Forward Tax Reform
After months of sitting on the sidelines and letting the House take the lead (and the punches) on tax reform, the Senate has taken the first steps...
Watch Your Inbox: E-Ballot to Elect SAF Council Representatives
Members of the Society of American Florists should keep an eye on their email inboxes on Friday, July 7 for an election ballot to vote for the next...
SAF Members to Elect New Leaders
Members of the Society of American Florists will vote for three new members for its Board of Directors during SAF Palm Beach 2017, SAF's 133rd...
Find Your Hidden Profits in St. Louis
Even the most resourceful and bottom-line oriented retailers likely have a goldmine of unrealized profit — buried in their costs, said retail floral...
Data-Driven Decisions Drive Growth
Last month, Amazon acquired Whole Foods for $13.7 billion, signaling the company’s intention to dominate yet another segment of the retail industry....
Popular Financial Guru to Followers: Buy More Flowers
A personal finance advisor and bestselling author with an extensive social media following had some advice for his fan this week: Buy cut flowers —...
Learn How to Channel Elon Musk at SAF Palm Beach 2017
OneIn recent years, Tesla, the Fremont, California-based manufacturer of electric car, has struggled mightily with safety. In late May, news...
Protect Your Business from New Round of Hackers
A new wave of ransomware attacks this week has targeted businesses around the world, including Merck, the U.S.-based pharmaceutical company;...
Get in the Mindset for Successful Social Selling in St. Louis
How did a retailer experience an increase in sales of more than 30 percent year over year? How did another retailer see the highest sales day in a...
Forty Years Nets 40 Acts of Kindness for Industry, Community
One of the world’s leading companies in breeding and producing vegetable and ornamental seed and vegetative cuttings is marking a landmark...
Do You Deliver ‘Wow’? Find Out How, in St. Louis
When Ford set out to survey the retail landscape at the start of 2017, it found something notable: 48 percent of Americans say they’ll buy more from...
How a Houseplant Helped a ‘Depressed Spinster’ Find Joy
How can you mend a broken heart? For one New York Times associate editor, the path to healing started with houseplants, specifically pothos. In the...
Go Speechless in Seattle at AIFD Symposium
Do you love talking about flowers and floral design? Do you present programs to garden clubs or other professionals? Interested in accreditation...
How to Protect Your Business from Ransomware
According to a new report from the CyberEdge Group, 61 percent of businesses surveyed last year said they had been hit by ransomware. Florists who...
3 Management Lessons to Draw from Uber’s Implosion
News today that the co-founder of one of the hottest start-ups in the last decade has been forced out of his company has many experts expressing a...
‘Hungry to Learn’ Entrepreneurs Set Their Sights on Palm Beach
The countdown is on for the Society of American Florists’ 133rd annual convention, Sept. 6-9, at The Breakers in Palm Beach, Florida — four days...
In Amazon, Whole Foods News, Florists See Challenges, Opportunities — and Calls to Action
Amazon’s decision to purchase Whole Foods in a deal valued at $13.7 billion has the potential to “create a new ecosystem” of shopping, according to...
Orlando Florist Shares Free Flowers on Anniversary of Deadly Mass Shooting
To commemorate the one-year anniversary of the country’s deadliest mass shooting, Orlando residents and visitors turned to song, prayer, community —...
‘Vital Group’ of Experts and Industry Members to Come Together in Palm Beach
Picture this: a slate of more than three dozen experts on hand offering advice to improve your marketing, cut your costs, increase your sales, and...
A Quirky Marketing Campaign Reaches 334 Million People
A cheeky marketing campaign specifically created to generate raves and groans — and nothing in between — has already reached 334 million consumers...
SAF Convention to Cover Staffing from All Angles
Despite an apparent epidemic of college graduates struggling to find a job and Americans’ growing appetite for plant-based movements, including...
Border Adjustment Tax in Trouble
A key element of the Republican blueprint for tax reform is facing strong headwinds from business leaders, members of the Trump administration and...
Travel Grant Created for Arizona Retail Florists
The American Floral Endowment (AFE) has announced a new travel grant for retail florists in Arizona to pursue floral industry educational or design...
Customer Service Guru Marks 20 Years
When Tim Huckabee started his sales and customer service training company in June 1997, flower shops with web sites were considered tech-savvy and...
Growers Respond to News of Genetically Engineered Petunias in the Market
News that several varieties of genetically engineered (GE) petunias had been imported into the U.S. without proper authorization from the government...
60 Percent of Florists Report Improved Sales on Mother’s Day
Predictions of a robust Mother’s Day proved to be on target for many florists. According to a post-holiday survey conducted by the Society of...
To Capture Millennial Customers, Think Small
The “new” American Dream for millennials: a small — sometimes really small — house. According to a 2015 survey by the National Association of Home...
Consumers Spent More on Mother’s Day — and More People Turned to Florists
Feeling good about Mother’s Day? You’re probably not alone. About 35 percent of Americans reported buying fresh flowers and plants as Mother’s Day...
Say Goodbye to Political Posts with Custom Facebook Friends Lists
Have you ever opened up Facebook and wondered why, exactly, you needed to know about your coworker’s niece’s cello recital? How about that industry...
Interact with Key Industry Professional at Proflora 2017
The flower industry under one roof: Proflora 2017. Colombian flowers growers, together with other producer countries, and the most renowned...
‘Abandoned Quarry’ Takes Top Prize at Storied Flower Show
A display intended to be “stark and “brutal”— decidedly, not “pretty”— won best in show at this year’s Chelsea Flower Show in London. Garden...
White House Budget Could Cut FNRI Funding by 40-plus Percent
President Trump’s new proposed budget would reduce federal funding of the Floriculture and Nursery Research Initiative (FNRI) by more than 40...
Post-Mother’s Day To-Do List: Respond to Online Reviews
Before you write off Mother’s Day 2017 and turn your attention fully to summer weddings and fall/winter planning, make sure you’ve responded to any...
Oregon Florist Puts Positivity to Work in Holiday PR
For a florist in Eugene, Oregon, the “secrets” to scoring great press in the days leading up to Mother’s Day were simple: Stay positive, work those...
SAF Tackles 18 Cases of Harmful Mother’s Day Floral Publicity
This Mother’s Day season, the Society of American Florists responded to 18 instances of harmful floral publicity to date. Ancestry.com and Coach...
White House, GOP Push Health Care Reform but Uncertainty Remains
This week, the Trump administration announced plans to dismantle the Small Business Health Options Program, or SHOP, the part of the Affordable Care...
Teleflora’s ‘Just Like Her’ Ads Promote Mother’s Day Flowers through Storytelling
Teleflora’s new Mother’s Day video is playing up the strong bond that exists between adult children and their moms. “Just Like Her” begins with a...
Ancestory.com ‘Reviews’ Negative Floral Remark in Ad
With Mother’s Day fast approaching, Ancestry.com and other companies continue to disparage flowers and floral gifts. The Society of American...
SAF Says T-H-A-N-K-S to Flower-Loving TV Host
The floral industry got a major a third-party endorsement when popular game show host Pat Sajak said, “Mothers love flowers” during the May 4...
Accent Décor Hosts Floral Workshop for At-Risk Girls
Accent Décor recently helped introduce a group of young girls in Atlanta to the joys and beauty of floral design. Twenty girls and mentors from...
NYC Florist Pops Up in Lux Retail Store
In an effort to spiff up its image with millennial shoppers, an iconic retailer is returning to its floral roots — and including a New York City...
Crayola’s New Hue? It’s Blue
Crayola announced last week that it’s introducing a blue crayon known for now as YInMn. The shade, which falls about in the middle of the blue...
Prom Fundraiser Urges Teens to Give up the Corsage
An effort to raise money for teens with special needs has the floral industry asking a nonprofit headed by a popular athlete to reconsider its...
Coach Disses Flowers, SAF Responds
Leather goods brand Coach is telling its customers to “Forget Flowers: Give Mom something that’s just her style.” It’s a tactic used by many gift...
NYC Florist Delights Public with ‘Flower Flashes’
A New York City florist’s efforts to put stunning floral designs in unexpected public places is being called the “prettiest pop up ever” and...
United’s Mistakes Present PR, Customer Service Lessons for Businesses
“It made me cringe.” “What were they thinking?” “Totally avoidable.” Those are just some of the responses floral industry members are sharing in...
Floral Industry Sees Push for More Research Funding in ‘First 100 Days’
In the first 100 days of the Trump administration, floral industry members have successfully pushed members of Congress to support floriculture...
Target, HuffPost Knock Mother’s Day Flowers
The second-largest discount store retailer in the United States and an influential online news aggregator and blog disparaged Mother’s Day flowers...
Want to Improve Design Room Efficiency? Talk to your Designers
How many times a day does your designer walk to a water source to fill a vase? How much energy each week is devoted to recovering misplaced...
Michigan Floral Association Presents Lifetime Achievement, Service Honors
A 50-year floral industry veteran who has made a lasting mark in both design and special events has received the 2017 Lifetime Achievement Award...
Florida Leatherleaf Will be in ‘Tight Supply’ on Mother’s Day
A major storm last fall and an unusually warm winter mean that supplies of Florida leatherleaf will remain tight for Mother’s Day, say growers in...
Mother’s Day Predictions: More Money, More Flowers and More Small Business Patronage
Sixty-nine percent of consumers plan to buy Mother’s Day flowers next month, in what could be a record-breaking holiday. In fact, consumers are...
Members Save $50 on IFE Registration, Meet SAF Staff
Headed to the International Floriculture Expo (IFE)? Members of the Society of American Florists receive a special discount off IFE registration and...
Surge in Popularity of Online Shopping Brings ‘Sea Change’ to Retail
Customers’ love of e-commerce has changed the modern retail environment — and the shift for some brick-and-mortar businesses, particularly in...
APW Sales: Ask and You Shall Receive, Say Some Retailers
Partnerships, persistence and patience. Those three attributes seem to be a common thread among florists who experienced success last year with...
SAF Leader Appointed to USDA Advisory Committee
A longtime volunteer leader with the Society of American Florists has been named to an influential committee that provides insight and advice to the...
Free WebBlast to Prep Retailers for Mother’s Day
Mother’s Day requires all hands on deck. That’s why the Society of American Florists is bringing in four experts to address the hot spots flower...
Go for the Gush
A celebrity goes out for brunch and then disses the restaurant on Twitter. A woman takes to Yelp complain about sub-par service at a local clothing...
AFE Awards 2017 Paul Ecke, Jr. Scholarship
The American Floral Endowment (AFE) has announced the recipient of the 2017Paul Ecke, Jr. Scholarship. Kaylee South, a Ph.D. student at The Ohio...
Former White House Florist Writes ‘Juicy’ Book
Former White House Florist Laura Dowling has written a new book that The New York Times recently characterized as filled with “juicy details about...
Future of Border Adjustment Tax Unclear
A tax issue that Society of American Florists members discussed with lawmakers and key staff during SAF’s Congressional Action Days (CAD) is getting...
Apply to Win Floral Management Marketer of the Year Award
What do a unique store app and loyalty program, a new floral holiday, a rebranded bridal spin-off business, and a partnership with a Major League...
Get Social with SAF
“Step back in time with a visit to our boardroom, featuring members of the Floriculture Hall of Fame,” the Society of American Florists shared in a...
Floral Industry Speaks, Congress Listens: FNRI Gains 15 Supporters
Less than a month after the Society of American Florists’ Annual Congressional Action Days (CAD), 15 congressional offices have submitted...
Growers Keep Fingers Crossed for Sun in Wake of a Cold, Wet March
Adverse weather in Colombia and Ecuador in March affected production for some growers — leaving industry members hopeful that sunny conditions in...
SAF Responds to Inaccuracies in New York Times Story on Floral ‘Revolution’
The Society of American Florists has responded to a New York Times story that mischaracterized aspects of the floral industry supply chain. “In the...
Attract Teen Shoppers with Prom Quiz Cheat Sheet
The Society of American Florists makes promoting prom flowers a snap with social media graphics and suggested posts — all free for SAF members...
Texas Community Says Farewell to ‘Oldest Living Florist’
A Society of American Florists member who worked in his Amarillo, Texas, store for 60 years, died late last month. The Amarillo Globe-News ran a...
Business Newspaper Details Excitement Leading to Blooms at Washington Bulb Co.
Leo Roozen, AAF, had a positive message for potential visitors and flower lovers in the Pacific Northwest this week: The daffodils are blooming at...
PFCI Honors Bobbi Ecker-Blatchford with AFE Memorial Tribute
Professional Floral Communicators - International (PFCI) has established "Bucks for Bobbi," a memorial tribute through the American Floral Endowment...
Retailers Experience New Ideas, Inspiration and ‘Best Eight Hours’ in Philadelphia
Gretta Boehme of America’s Florist in Bound Brook, New Jersey, said her decision to attend the Society of American Florists’ 1-Day Profit Blast last...
Congressional Committee Gives Florist Top Billing
When Skip Paal, AAF, of Rutland Beard Floral Group, headquartered in Cantonsville, Maryland, testified to Congress last week, he made such a big...
SAF Members Find ‘Responsive,’ ‘Interested’ Lawmakers and Staff in Washington
When 119 growers, wholesalers, retailers and suppliers gathered last week in Washington, D.C., for SAF’s 37th Annual Congressional Action Days...
Maryland Retailer Testifies to Congress
When an influential House committee convened today to discuss small business issues, a longtime floral industry member was present to share his...
AFE Weighs in on ‘Enchanted Rose’ in ‘Beauty and the Beast’
A key plot point in the classic Disney fairy tale “Beauty and the Beast” involves a rose that blooms for more than a decade. In the run-up to the...
FTD Spring Campaign Puts Spotlight on Women
This spring, FTD has been using two female-friendly holidays — International Women’s Day (March 8) and Mother’s Day (May 14) — to bookend an...
Consumers Grab Up Free Wildflower Seeds as General Mills Addresses ‘Invasive’ Claims
General Mills’ popular goodwill gesture aimed at protecting pollinators generated a little unwelcome buzz last week after a high-profile website...
In New Marketing Kit, SAF Promotes Flowers’ Health Benefits
Society of American Florists members on the hunt for marketing materials that quickly and memorably emphasize the health benefits of floral gifts to...
SAF to Bring 1-Day Profit Blast to Philadelphia
The next stop on the Society of American Florists’ 1-Day Profit Blast road show is less than a 25-minute drive from the Liberty Bell in the...
Despite Snow Storm, Industry Members Head to D.C. to Make ‘Meaningful Change’
A major snowstorm didn’t stop dozens of retailers, wholesalers and growers from traveling to Washington, D.C., this week to share their story with...
Sustainable Design Among Five Trends Slated for 1-Day Profit Blast
How do you design and market in a way that appeals to the sustainability-oriented consumer? How should the personalization mandate – “made for me” –...
General Mills to Consumers: Buy and Plant Wildflowers
Customers who pick up a box of Honey Nut Cheerios this spring will notice a key character missing: BuzzBee, the friendly bee familiar to any Honey...
Two-Thirds of Retailers Saw a Dip in Valentine’s Day 2016 Sales
Sunday of a three-day weekend: Good for brunch. Great for lounging in pajamas or binging on Netflix. Lousy for a floral holiday. That seems to be...
SAF Women’s Day Video: Nearly 47,000 Views and Counting
A video promoting Women’s Day, celebrated March 8 each year, and the unique power of flowers to make women feel appreciated, loved and admired has...
CAD to Ask Congress to Support Three Key Floral Issues
Asking Congress to keep flowers affordable, protect floriculture’s workforce and invest in floral research is what 119 retailers, growers,...
Social Media Expert to Share ‘Secrets’ of Social Media Reach
You post consistently to your social media pages. You add photos, videos and then — nothing. A few comments, maybe a few likes or shares, and a big...
Martha Stewart Highlights ‘American Grown’ Dinners
One of the country’s most famous hosts has given her seal of approval to a series of dinners that celebrate flowers grown in the U.S. “The American...
AFE Receives $100,000 Contribution to Support Floriculture Programs
The American Floral Endowment (AFE) is pleased to announce a $100,000 contribution from Egon and Laina Molbak to support AFE's floriculture...
SAF Member Shop Shares History, Promotes Business in Glowing Press Coverage
For a fourth-generation flower shop in Washington, D.C., Black History Month and Valentine’s Day helped create a picture-perfect PR...
Florists to Try Spying at Congressional Action Days
The Society of American Florists 37th Annual Congressional Action Days, March 13-14, in Washington, D.C., isn’t all work and no play. After...
Annual SAF Lobbying Event in D.C. Takes on Heightened Importance
With a new administration in the White House, a new Congress on Capitol Hill, and a number of floral industry-related issues in national headlines,...
Bring the Team to 1-Day Profit Blast in Philadelphia
SAF’s 1-Day Profit Blast in Philadelphia, sponsored by DVFlora on Saturday, March 25, packs design, sales, technology and management education into...
NPR Takes In-Depth Look at Funeral Homes
Package deals that turn out to be less of a value than a consumer expected, prices that are hard to find or verify, centralized ownership that can...
Florists Use Connections, Charm and Can-Do Spirit to Shine in Valentine’s Day Media
What does it take for a florist to land front and center in a national style magazine article about Valentine’s Day flowers and the “hot guys” who...
In California, Growers Wrestle with Wet, Cloudy Conditions — and Relief from the Drought
Intense rain in central and northern California is complicating logistics for some flower growers, but it’s the cloudy conditions that are affecting...
Last Call for AAF Applications and 2017 SAF Awards Nominations
Are you an active volunteer in your community? Have you volunteered on a committee or on the board of directors of a local, state or regional allied...
For Training Bullets, Army Could Turn to Flower Seeds
Talk about friendly fire. To reduce the environmental impact of some of its training efforts, the U.S. Army is seeking proposals for biodegradable...
Vermont Teddy Bear Company to SAF: ‘You Won’t Hear Those Ads Again’
The floral industry scored a major win last week in its efforts to combat negative floral advertisements and references around the holidays. For...
Tax Reform Expert Added to Congressional Action Days Lineup
If “tax reform” is a phrase that makes you want to head for the hills, take heart: The Society of American Florists has found a pro who promises to...
Flowers and Smiles Brighten Valentine’s Day for Seniors
On Valentine’s Day, the Society of American Florists’ staff brought roses and smiles to nearly 200 seniors in two assisted living communities in...
Florists Band Together to Celebrate Women’s Day
How do you turn a holiday that’s already major in parts of the world — but pretty minor still in the U.S. — into something big? For many floral...
FTD to Push Customers to ‘Top 10’ Products Around Vday
FTD customers shopping for Valentine’s Day flowers — or, for that matter birthday or anniversary designs — on February 13 or 14 will see a more...
Industry Says Good-Bye to Beloved Designer: Bobbi Ecker-Blatchford, AAF, AIFD, PFCI
Floral industry members around the country — and, really, the world — are saying farewell to Bobbi Ecker-Blatchford, AAF, AIFD, PFCI, the celebrated...
Teleflora Launches New Valentine’s Day Ad Campaign
Teleflora’s latest Valentine’s Day ads take aim at drop-shipped flowers and grocery store floral departments. “Handmade With Love,” a multimillion...
Negative Publicity Watch: Valentine’s Day 2017 Heating Up
Valentine’s Day promotions for electronics, restaurants and vacation getaways recently claimed their products are “better than flowers.” As the...
As Valentine’s Day Nears, SAF Responds to Negative Ads
Along with cupids and hearts, Valentine’s Day brings some companies to run ads disparaging floral gifts and sometimes news media publish stories...
Growers Predict Shortages of Key Foliage for Valentine’s Day
Some growers in Central Florida are still reeling from a devastating hit last fall from Hurricane Matthew. The aftermath of the storm could lead to...
Florists Look Forward to Weekday Valentine’s Day
A high-profile reason for a romantic gesture in the middle of the week? Florists are saying, “yes, please.” More than 90 percent of florists...
WF&FSA President Talks Big Data, Buying Direct and the Future of Wholesalers
When it comes to getting a good value on top quality product delivered efficiently to retail flower shops, Santiago Cock-Rada is adamant:...
Last Call for PFCI Applications and Tommy Bright Award Nominations
Who taught you everything you know about flowers and floral design? Who do you revere most as a floral educator? Who in the industry inspires you...
Brands Brace for Public Call-Outs by President
With a new president in the White House, some companies are adding another item to their public relations and marketing to-do list: pre-emptive...
Two Tips for Stronger Seasonal Help
By now you’ve probably got your temporary Valentine’s Day help lined up, but don’t forget to take the time to train them properly and evaluate them...
SAF Re-Ups its ‘Bring a Friend for Free’ Offer for Congressional Action Days
Planning on attending SAF’s 37th Annual Congressional Action Days (CAD) on March 13-14? SAF is encouraging attendees to share the experience with a...
In Note to Obama Girls, Bush Twins Lovingly Recall White House Florist
A letter from a pair of famous first daughters went viral last week—and it included a charming and heartfelt shout-out to a florist. “Never forget...
SAF Member Creates Floral Designs for New Forever Stamps
Here’s some fun news to report to your brides and grooms: When they send out their wedding invitations, they can include some flower love —...
Nearly Half of Florists Report Uptick in December Holiday Sales
The December holidays brought sweet returns to many florists. According to a Society of American Florists post-holiday survey, 46 percent of...
Newspaper Digs into Cost of VDay Roses — and Comes Out on Florists’ Side
The lead-up to Valentine’s Day inevitably includes news stories on “high priced” roses (and indirect and direct accusations that the industry is...
Talk Shop at Congressional Action Days
Retailers, wholesalers, suppliers and growers coming to the Society of American Florists’ 37th Annual Congressional Action Days, March 13-14 in...
Deadlines Approaching for Awards Nominations
You could be the one who pinpoints the next Floriculture Hall of Fame inductee or another top industry award recipient. Or, you might be standing in...
Get the Stories Behind Washington’s Stories at CAD
Politics is constantly changing, but what always remains the same is the drama that happens behind the scenes. During the Society of American...
Free WebBlast to Reveal 5 Steps to Profitable Weddings and Events
As a wedding and event florist, you're constantly bombarded with opportunities to make more revenue. But if your profits are not growing in tandem...
Rose Parade Delivers on Flowers and Fun — a Day Later than Usual
The 2017 Tournament of Roses Parade in Pasadena was a day late this year, but it wasn’t short on flowers. This year’s event was held Jan. 2, instead...
Floral Design Institute to Award $30,000 in Student Scholarships
David and Leanne Kesler, co-owners of Floral Design Institute in Portland, Ore., are pleased to announce that they will be offering student...
Florabundance, Inc. Acquires GardenRosesDirect.com
Florabundance, Inc., a wholesale flower distributor serving the United States and Canada, has purchased the site GardenRosesDirect.com. “We are...
After a Crisis, a Florist Returns to Work Renewed
Life seemed pretty good to Rakini Chinery in 2011. Allan’s Flowers & More in Prescott, Arizona, the business she’d owned for more than a decade...
Ho Ho SEO: Are Holiday Shoppers Finding You Online?
The holidays are right around the corner here (THEY’RE HERE!!!), and search engines are in overdrive trying to match givers to gifts. According to...
Charleston Florists Talk Roots and Future in Local Paper
How would you handle the situation if your newspaper profiled your business and the reporter peppered you with hard-hitting questions such as “What...
Seven Students Awarded Bryson L. James Student Competition Awards
Seven students from four universities were presented cash awards totaling $2,500 for their presentations at the Bryson L. James Student Competition...
Estate Tax May Be on Death Row. Again.
Estate tax repeal, a long-time Republican objective — and an important goal for many members of the floral industry — may become a reality during...
Congress Approves SAF-Supported Legislation to Help Small Businesses
Here’s some good news out of Washington: Last week, the House and Senate overwhelmingly passed legislation that will protect small businesses from...
Floral Designers Cheer Pantone’s Selection of Greenery
Floral designers’ overwhelming response to Pantone’s Color of the Year for 2017: Yeeeesssss! Last week the venerable color institution unveiled its...
Retail Expert Dishes on How to Compete in Amazon’s World
News flash: Amazon is big. Really, really big. As of last summer, Amazon had an estimated 63 million Prime members, according to Consumer...
Florists Question Impact of Small Business Saturday
A record-breaking 112 million Americans shopped and dined locally last weekend on Small Business Saturday. That’s a 13 percent increase over 2015,...
Dozens Gather to Learn and Network in Columbus
Seventy-five floral industry members came together on November 6 in Columbus, Ohio, to learn how to make parties more profitable, unearth “hidden”...
2016 White House Décor Includes Gingerbread, Pom-Poms and Tulips
When First Lady Michelle Obama recently unveiled the White House Christmas décor, she made a point to first single out the “chefs, florists,...
Phoenix Business Bolsters Food Donations with Sunflowers
In Phoenix, Arizona, one floral industry business spent the run-up to Thanksgiving ensuring community members had enough to eat. For its annual...
After a Disappointing Fall, Many Florists Look Forward to Christmas
Fall holidays? What fall holidays? That seems to be the response of many florists when it comes to Halloween and Thanksgiving 2016 — along with the...
10 SAF-Supported Lawmakers Head to Washington
In the 2016 congressional elections, the Society of American Florists achieved a nearly perfect score in supporting candidates for federal elective...
A Better Way to Ship Hydrangeas?
Here’s problem that’s long frustrated hydrangea growers, along with wholesalers and retailers who buy the increasingly popular cut flower: botrytis....
Teleflora Designs Share Holiday Stage at ‘Good Morning America’
To kick off the holiday season, Teleflora this week brought festive floral designs to ABC’s “Good Morning America.” The company is partnering with...
Predicting Trump’s First 100 Days: Reforms to Taxes, Health Care and Immigration?
In the wake of Donald Trump’s victory, Washington is trying to make sense of a new, unexpected and unpredictable political world. Looking at what...
Industry Members React to Injunction Against Overtime Rule Change
Society of American Florists volunteer leaders are reacting this week to news that the implementation of new overtime regulations has been suspended...
California Cut Flower Commission Election Results
The California Department of Food and Agriculture (CDFA) has announced the results of the California Cut Flower Commission (CCFC) elections for...
‘Everyone Can Take a Breather’: Judge Blocks Implementation of Overtime Change
A federal judge in Texas issued a nationwide injunction on Tuesday against an Obama administration regulation expanding by millions the number of...
New FLSA Overtime Rule Takes Effect Dec. 1
“Monumental changes” to the Fair Labor Standards Act (FLSA) will make more than 4 million currently exempt employees eligible for overtime pay,...
More than Mistletoe: Care for Holiday Plants
During the holiday season, shoppers head for colorful flowering plants and decorated foliage plants. In addition to traditional favorites, retailers...
What’s Ahead for the Floral Industry in a Trump Administration?
The election of Donald Trump and Republican majorities in the House and Senate signals change in Washington. That much is certain. What’s unclear is...
Connecticut Florist Shows Personality with ‘Mannequin Challenge’ Video
On November 11, City Line Florist posted a 40-second video to Facebook with the caption, “Take time… to stop and smell the roses!” In the video,...
Inspirational Messages from Floral Industry Members Resonate in Complex Times
Back in September during SAF Maui 2016, the Society of American Florists’ annual convention, six floral industry members shared stories on the theme...
Ready for their Close-Up: Outstanding Varieties in All Their Glory
A crimson standard rose that an international breeder refers to as its “crown jewel.” A wedding-perfect protea that combines edgy and cool texture...
Floral Businesses Benefit from Cubs’ Win
The Chicago Cubs’ historic World Series win earlier this month was a boon for some business owners selling team-themed goods and gear....
Virginia Shop Combines Anniversary Celebration with City Parade
To mark a milestone anniversary, a florist in Northern Virginia hitched its celebration to a citywide event — and a fairy tale. Karin’s Florist in...
Derek Woodruff, AIFD, PFCI, CF, Wins 49th Annual Sylvia Cup Design Competition
Derek Woodruff, AIFD, PFCI, CF, owner of Floral Underground in Traverse City, Michigan, won the grand prize in the 49th Annual Sylvia Cup Design...
New Ideas in Sales, Tech, Profits and Service Draw 90 to SAF 1-Day Profit Blast in Denver
Ninety floral industry members gathered in Denver on October 23 for the latest round of the Society of American Florists’ info-packed 1-Day Profit...
Florist Goes Smaller for Thanksgiving Sales
Several years ago, having watched customers move further from traditional (big) floral centerpieces for Thanksgiving dinner, Shirley Lyons, AAF, of...
Business Owners Prep for Employee Voting Time
Less than a week from today, Americans will cast ballots for one of the most protracted presidential campaigns in history. Many business owners are...
AFE Joins the 2016 #GivingTuesday Movement
The American Floral Endowment is once again partaking in the #GivingTuesday initiative, an annual day of giving that encourages charitable donations...
Reporters Flock to Cover Florist’s Role in Urban Revitalization
A floral business opening its doors to the public is rarely headline news — or a reason for a visit from the mayor of a major U.S. city. But in...
Across the U.S., Local Florists Petal It Forward
On the morning of October 19, Jim Relles had something just about every local florist dreams of: Reporters from all three network affiliates were in...
AFE Creates Internship Guide for Business Owners
The key to attracting and keeping young workers may not be the free-spirited perks of popular culture (free food, ping pong tables and skateboards...
WF&FSA Conference Draws Record Crowd
Almost 860 floral industry members were in Miami last week for the 2016 Floral Distribution Conference — making it the best attended conference in...
Embrace the Sophisticated Fall Palette
The Pantone Institute passed over some longtime fall color favorites this year when it came up with seasonal picks for autumn. Instead of reds and...
SAF Prompts Nation to Petal It Forward
Taxi drivers, food vendors, law enforcement officers and everyday Americans heading to work were among the thousands of people who received flowers...
Walter Lane Preston: Dec. 25, 1928-Oct. 9, 2016
An industry legend who poured his heart into his business and to the production and promotion of high quality flowers and plants died earlier this...
Industry, Academia Come Together at Meeting in Philly Next Year
When the National Floriculture Forum meets next year in Philadelphia during the Philadelphia International Flower Show, participants will have the...
SAF Maui 2016 Attendees Share Lessons Learned
Cutting-edge information on technology, practical tips on bringing out the best in employees and improving sales, big picture perspective on...
Retailers React to Hurricane Matthew Close Calls
At press time, the Society of American Florists was still in the process of reaching out to members in areas that received the brunt of Hurricane...
Look Out Denver and Columbus, Here Comes SAF’s 1-Day Profit Blast
Looking for a dose of profit-boosting ideas before the holidays kick into high gear? SAF is bringing its popular 1-Day Profit Blast to two markets...
Florists in 49 States Plan 230 Local Events for Petal It Forward
On October 19, 2016, the Society of American Florists and florists nationwide will randomly surprise people on the street with flowers through 230...
House Moves to Delay Overtime Rule
Before leaving Washington until after the November elections, the House of Representatives passed H.R. 6094, the Regulatory Relief for Small...
EPA Issues Guidance on Worker Protection Compliance
The Environmental Protection Agency (EPA) has issued guidance material to help growers comply with its revised 2015 Worker Protection Standard...
Hurricane Matthew Hits Florida Cut Foliage Industry Hard
As many communities, especially hard-hit areas of North Carolina, continue to wrestle with the immediate aftermath of Hurricane Matthew, floral...
USDA Responds to Quarantine Fee Questions
In response to questions about new user fees for agricultural quarantine inspections (AQI) released last December, the U.S. Department of...
Romance Blooms at SAF Maui 2016
When the Society of American Florists ticks off stats for SAF Maui 2016, its annual convention last month in Maui, the organization can proudly list...
SAF Maui 2016 Draws Dozens of First-Time Attendees
When SAF Maui 2016 kicks off today, the gathering will include about 85 first-time attendees to the Society of American Florists’ annual...
America in Bloom Marks Anniversary with Fundraising Push
As America in Bloom gets ready to celebrate its fifteenth anniversary in October, the nonprofit dedicated to beautifying U.S. communities with...
Florists in 46 States Commit to ‘Petal It Forward’
Florists around the country are gearing up to help consumers feel and share some serious flower love. At press time, florists in 46 states and 170...
Cosentino’s Florist wins Teleflora’s Floral Retailer of the Year Award
Teleflora announces the recipient of the second annual Tom Butler “Floral Retailer of the Year” Award is Carmen Cosentino (AAF, PFCI) of Cosentino’s...
2016 Fundraising Dinner a Big Success in Maui
AFE’s biggest fundraising event of the year, the 2016 Annual Fundraising Dinner, was an exciting and momentous evening, honoring industry champions...
Industry Members Watch Hurricane Matthew
At press time, the Society of American Florists was keeping a close eye on Hurricane Matthew, which has the potential to “hammer parts of eastern...
Gabriel Becerra Appointed to President of FMRF
The Floral Marketing Research Fund (FMRF) has announced the appointment of Gabriel Becerra of Golden Flowers in Miami, Fla. as the new President of...
In Biennial Address, SAF CEO Shares Good Economic News — and Caveats
Floral industry business owners who are responding to new trends in customer service and demand, and paying attention to economic shifts at the...
Four Floral Businesses Receive the 2016 Century Award
The Society of American Florists celebrated the longevity of four floral industry businesses with the SAF Century Award during SAF Maui 2016, the...
High-Tech Loyalty Program Lands Connecticut Shop Marketer of the Year Honors
A 70-year-old flower shop that needed to recapture a little of its sizzle — and provide better, more high tech service to customers while increasing...
Florists from 41 States Commit to Local Petal It Forward Events on Oct. 19
Florists of all sizes are encouraged to participate in Petal It Forward on Oct. 19. SAF has tools, including talking points, templates and...
Leo Roozen, AAF, Receives 2016 Paul Ecke, Jr. Award
A business and industry leader who heads the country’s largest flower bulb grower is the recipient of the Society of American Florists' 2016 Paul...
Gay Smith Receives 2016 SAF President’s Award
An international expert in floral care and handling and dedicated volunteer to the Society of American Florists' (SAF) annual Outstanding Varieties...
‘Tabledance’ Wins Outstanding Varieties Competition
Oriental Lily ‘Tabledance’ won the Best in Show title in the Outstanding Varieties Competition during the Society of American Florists’ 132nd Annual...
Dwight Larimer, AAF, PFCI, Receives Industry’s Highest Honor
Dwight Larimer, AAF, PFCI, president of DESIGN MASTER color tool, inc. in Boulder, Colorado, received the floral industry's greatest honor on Sept....
Brian E. Whipker, Ph.D., from NC State University Receives the 2016 Alex Laurie Award
A renowned researcher on plant growth regulators who developed numerous tools and resources for the industry is the 2016 recipient of the Society of...
Tom Bowling, AIFD, PFCI, Receives the Tommy Bright Award for Achievement in Floral Presentation
Tom Bowling, AIFD, PFCI, of Fairfield, Ohio, was honored for lifetime achievement in floral presentation as the recipient of the 2016 Tommy Bright...
Industry Leaders Discuss Policy Priorities at SAF Maui 2016
The Society of American Florists’ Government Joint Council will meet this week during SAF Maui 2016 to review and discuss several public policy...
Congressman Pays Visit to Oregon Flower Farm
Flowers, family and national legislation were some of the topics a U.S. congressman touched on when he visited a flower grower in Oregon last week....
Premier Products Showcase, Supplier Expo to Foster Connections
Two popular annual events scheduled on the first full day of SAF Maui 2016, the association’s 132nd Annual Convention, Sept. 21-24, at the...
Secretary Clinton vs. Donald Trump: A Look at the Issues
Looking for a breakdown of where the presidential candidates stand on substantive issues? As the 2016 campaign enters its final stretch, Shawn...
Governor Signs California Overtime Bill
The governor of California signed a bill this week that grants agriculture workers the same right to overtime pay as other Californians. “The bill’s...
Max Duchaine Joins SAF as Digital Strategy Manager
The Society of American Florists has hired a digital strategy manager tasked with strengthening the association’s and its members’ digital brand....
Sylvia Cup to Test 13 Designers with Surprise Theme
Next weekend, some of the floral industry’s top designers will go head to head, and flower to flower, in a highly anticipated live competition...
Examine the Economic Factors Influencing the Floral Industry at SAF Maui 2016
What is going on with the economy, and how can I position my floral business accordingly? Is now a good time to hire? Or buy a big ticket item for...
After Labor Day, Not Much Hope for Congressional Action
Senators and representatives may be returning to work this week, but don’t expect a lot of action in Congress, according to Shawn McBurney, SAF’s...
Foreign-Owned Flower Farms Attacked in Ethiopia
Esmeralda Farms BV in Holland has closed its doors and laid off its employees as of Sept. 6. The late-breaking news comes after a devastating attack...
Eugene N. Yoshihara, AAF: 1935-July 2016
A beloved floral industry member who overcame prejudice during World War II to serve his country and help build one of the longest-running family...
Wesley Berry Shutters Three Detroit Area Stores
Industry members are reacting this week to the news that Wesley Berry Flowers, a 70-year-old company whose order-gathering practices have been...
At AIFD Symposium, Awards, Designs and New Leaders
Stunning floral designs. New leaders. Major awards. And more than a little fun in the California sun. These were just some of the high notes of The...
Business Botox Pumps Youthful Energy into Your Business at SAF Maui 2016
Feel like your business has lost its edge? Take risks to stay relevant and gain the edge over your competition. Brad Denham will share how he and...
Students Honored at ASHS Annual Conference
Two students whose research projects have been supported by the American Floral Endowment (AFE) were recognized during the 2016 American Society for...
SAF Elects New Council Leaders
SAF members have elected nine members to positions on its Retailers, Wholesalers and Growers Councils. New council members begin their terms at the...
California Senate Passes Farmworkers Overtime Bill
The California Senate on Monday passed a bill that would expand overtime pay for farmworkers. Introduced by Assemblywoman Lorena Gonzalez (D-San...
Representative Visits N.H. Grower to Talk Issues
In Loudon, New Hampshire, Doug Cole and his team at D.S. Cole Growers recently hosted a congressional guest. Rep. Annie Kuster (D-N.H.) toured the...
Grants Awarded to Support Aspiring Floral Designers
Five floral design programs have received a total of $28,700 through the American Floral Endowment's James and Helen Phillip Program. Created to...
Florists, Flowers Pop Up in Pop Culture
Ever worry sympathy flowers are out of fashion with younger consumers? Maybe not for mobile devices. When Kim Kardashian West’s 2011 Blackberry Bold...
More Than $35,000 Awarded in AFE 2016 Scholarships
Erin Hsu wants to study how the aesthetics of flowers affect our surroundings. Terah Kalk is exploring what people need and prefer when it comes to...
Specialty Crops Get a $36 Million Boost from USDA
New federal funding to support research important to the floriculture industry was announced last week by Secretary of Agriculture Tom Vilsack....
Annual ‘Stems Hunger’ Food Drives Collect Another Ton For Pa. And Ohio Food Banks
Another year of the “Stems Hunger” food drives in Pennsylvania and Ohio, another ton of non-perishable food collected. Sister companies Royer’s...
Love it and Leave It: SAF Hosts Exit Strategy Session
To sell or pass the business to your child(ren)? And what if there’s no heir apparent but you’re nearing retirement? At some point, every business...
In Louisiana, Business Owners and Residents Struggle Against Deadly Floods
The historic flooding in Louisiana continues its devastation this week. At a news conference on Tuesday afternoon, Gov. John Bel Edwards said at...
Olympic Organizers Ditch Flowers from Medals Ceremonies
Fans tuning into the 2016 Summer Olympic Games in Rio over the past two weeks have noticed something important missing during the medal ceremonies:...
Teleflora Chooses Finalists for Tom Butler Award
Teleflora has narrowed the contenders for 2nd Annual Tom Butler Retailer of the Year Award from 100 florist nominations to 10. This year’s recipient...
Missing Your Motivational Mojo? Find it at SAF Maui 2016
Is your sales team stuck in the same-old, same-old? Are you struggling to motivate people to increase average transactions and go after bigger...
46 Percent of SAF Members ‘Optimistic’ About 2016 Sales
So far, business in 2016 has been pretty good, and, halfway through the year, many floral industry members are planning for a strong finish....
At Some Businesses, Cash Isn’t King
As more businesses adapt to chip cards and customers who want to pay for items with apps, an old-fashioned method of settling bills may be falling...
AFE Memorial Tribute Established for Jim Nordlie
Kennicott Brothers Company and Nordlie Inc. have established the Jim Nordlie Memorial Tribute through the American Floral Endowment (AFE). James...
50 Ways to Profit with Tropicals
Get your eyes and iPhones on 50 fabulous designs in “Hawaii-50,” a fast-paced, Pinterest-friendly, made-to-Instagram session at SAF Maui 2016, the...
Michigan Floral Foundation Honors Longtime Syndicate Sales Leader
On October 25, the Michigan Floral Foundation (MFF) will honor Del Demaree Jr., AAF, with induction into the organization’s Hall of Fame. Last year,...
At Political Conventions, SAF Speaks Up for Floral Industry
Impassioned speeches, protestors, balloons, pop stars and celebrities may have grabbed the headlines last month during the two political parties’...
As Democrats Take the Stage, Philly Small Business Owners Get to Work
With an estimated 50,000 visitors in town this week for the 2016 Democratic National Convention, local businesses in Philadelphia are looking to...
See the Best Crops in Outstanding Varieties Exhibit
Florists who want to add a dash of something new to their design room and coolers will soon have the chance to review more than 5,000 stems of the...
Back to School at the College of Cool
Get ready for a crash course in the hottest products on the market as the wacky professors from Professional Floral Communicators – International...
Sylvia Cup Floral Design Competition Entry Deadline is Aug. 3
Two dozen of the nation’s best floral designers will be given the same flowers, foliage and design supplies — and two hours to create the surprise...
FTD Recognizes Major Anniversaries
FTD is pleased to announce the FTD Florist Members who have achieved a major milestone anniversary with the 106-year-old floral network. FTD...
Professional Floral Communicators – International to Induct Three Speakers
The Society of American Florists will honor three professionals with induction into Professional Floral Communicators – International (PFCI) during...
American Academy of Floriculture to Induct Five Honorees
The Society of American Florists will honor five professionals with induction into the American Academy of Floriculture (AAF) during the Stars of...
Paradise Found: Additional Guest Rooms Available for SAF Maui 2016
Your piece of paradise is waiting for you at SAF Maui 2016. Don’t delay in making your room reservation at the Napili Kai Beach Resort, just a...
USDA Accepting Research Suggestions on Specialty Crop Pest and Diseases
From July 11 through August 19, 2016, USDA’s Animal and Plant Health Inspection Service (APHIS) will accept suggestions for research projects to...
Start-Up Site Matches Voters with Presidential Pick
With Republicans gathering in Cleveland this week and Democrats set to take the stage soon in Philadelphia, the American public is still sharply...
New Partnership to Advance ‘Major Policy Priorities’ in Washington
A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly...
Six Ohio Florists Add Flowers to the Pomp of the GOP Convention
Watching coverage of the GOP convention in Cleveland and noticing some impressive floral displays amidst the hoopla and speeches? (We know you are.)...
Florists Look to Capitalize on Strong Wedding and Special Event Industry Spending
The economic recovery may be slower than many would like, but when it comes to spending on weddings and events, many people are happy to put down...
SAF to Elect Three New Leaders to Board of Directors
Members of the Society of American Florists will choose three new leaders — one from each segment — to serve on its Board of Directors during SAF...
Florists Build on Success of Feel-Good Initiative
In Prescott, Arizona, a national effort to put flowers into the hands of people most in need of a smile is gaining momentum and giving one florist...
To Make a Splash, More Couples Choose Sand
More over glistening ice doves. Beach-loving brides and grooms are saying no thanks to traditional ice sculptures and yes please to the 2016 update:...
Members to Elect Council Representatives
Members of the Society of American Florists should check their inboxes for an email sent on Monday, July 11 with the ballot for SAF Council...
Department of Labor Scrutinizes Mobile Device Use
Acknowledging the ongoing and widespread use of mobile devices by employees away from the workplace and outside of scheduled work hours, the...
For Open House Success, Bring on the Spectacle
Every year by mid-July, Christmas has arrived at Palmer Flowers in Fort Collins, Colorado. By then, the year’s holiday displays already are...
SAF Prom Quiz Generates 2 Million Impressions
Prom is a major rite of passage for teens, and often the first time they buy flowers from a local professional florist. This past prom season, in...
Get Social with the Media
The ideal complement to a great advertising campaign? A great public relations push. And just like you’re focusing more of your advertising energy...
Business Owners Deal with Drama of Presidential Politics
Make America Great Again! I’m with her! Feel the Bern. … If it seems like this year’s presidential election is seeping into everything, including...
Floral Expo Gives Back to the Chicago Community
The International Floriculture Expo held last week at McCormick Place brought nearly 2000 floral industry professionals from around the globe to the...
Teens Look to Africa for Prom Style
A new generation of high school students has embraced a bold, colorful style of prom dress that recalls their African heritage. Not surprisingly,...
In Flower Wall, Grieving Community Finds Relief, Beauty and Love
For the Lake Eola Vigil last week, which drew tens of thousands to mourn and remember the victims of the Pulse Shooting, Sally and John Kobylinski,...
Industry Gathers to Tackle Dearth of Qualified Job Applicants
Employers from across industries are having a tough time finding and keeping good talent, according to a new report from the Society for Human...
Wedding Toast Tips, Pitch-Perfect for Blogs
Keep it simple. Keep it short. And — write down your thoughts beforehand. Those are some of the tried-and-true wedding toast tips collected by the...
Delaware Valley Floral Group Opens New Floral Supply Logistics Center
Delaware Valley Floral Group announced a major expansion at its corporate headquarters in Sewell, New Jersey and opens a new floral supply logistics...
SAF Member Among 100 Top Businesses Honored in D.C.
Which U.S. companies are fueling America’s growth? According to the U.S. Chamber of Commerce, it’s not just tech companies or fancy investment firms...
Step Away from the Cash Register: Tips for Timid Staff
If you constantly find yourself encouraging staff members to get out from behind the checkout counter and onto the sales floor, Tim Huckabee of...
‘This is What You Do’: After Shooting, Orlando Florists Share Stories
A week and a half after the worst mass shooting in American history, the heartache in Orlando continues. At vigils, memorials and funerals, victims’...
Top Business Experts Coming to SAF Maui 2016
Giving customers what they want and need was sound retailing advice 10 years ago — but today the best businesses are doing much more than that:...
FTD Announces Free Flower Shop Makeover Contest
FTD is excited to announce the 5th Annual FTD Makeover Magic Contest, which will award one lucky florist with a flower shop makeover by FTD...
In Orlando, Florists Help Friends, Family and Community Grieve
As people in Orlando — and around the country — struggle to come to grips with the devastating mass shooting at Pulse night club, local florists are...
High Fashion Looks to Wearable Flowers
When the Council of Fashion Designers of America honored luminaries of the fashion world June 6, one particular earring stole the show. The actress...
Tony Awards Kick Off with Lush Floral Wall
First Kim Kardashian and Kanye West incorporated a flower wall into their over-the-top nuptials. Then, two weeks ago, the Obies — an award show for...
Wall Street Journal Details Hospital Bans on Flowers, Balloons
A recent story in The Wall Street Journal cautioned readers not to bring flowers, plants and balloons to loved ones in the hospital without first...
Five Popular Must-See Events at SAF Maui 2016
A tropical paradise, professional camaraderie, and high-caliber education are luring industry members to SAF Maui 2016, the association’s 132nd...
Two-Thirds of Florists Report Increased Sales on Mother’s Day
Florists around the country are feeling pretty good about Mother’s Day 2016. Overall, sales were up for many, and average transactions were...
Wholesalers Weigh in on ‘Tight Market’ for Mother’s Day
The story of this year’s Mother’s Day, according to wholesalers? High demand, tight supply —and weather issues that affected key flowers. Pam...
2016 Petal It Forward Date Set for October 19: SAF Seeks Industry Participation
Get ready to feel and share some serious flower love this fall. The Society of American Florists’ 2015 Petal It Forward campaign was a big success,...
Teleflora’s Call for Nominations
Teleflora is accepting nominations for its 2nd annual Tom Butler “Floral Retailer of the Year” Award. The recipient will be honored at the American...
On the Red Carpet, a Wall of Flowers
When some of the country’s finest actors took to a popular red carpet last week, they found themselves standing in front of and often gushing over...
Dutch Company Creates Chrysanthemum for Princess Charlotte
What do you give a kid who already has diamond rings, looking glasses, billy goats — and all the other stuff of nursery rhymes — galore? How about a...
Free Webinar on New Overtime Regulations 101
A free webinar on the Department of Labor’s (DOL’s) changes to overtime regulations is available for SAF members tomorrow, Thursday, June 2. The...
APW Returns: Good News for Urban Shops — and Florists Who Push, Push, Push
Is Administrative Professionals Week an under-marketed observance filled with potential — or a has-been floral event that confuses its target market...
Flowers Play Pivotal Role in Honoring Fallen Service Members
An effort to honor fallen service members at Arlington National Cemetery — and at cemeteries around the country — got some serious support from the...
Presidential Election Colors Design, Floral Trends for 2017
What does the presidential election have to do with centerpieces for weddings planned for June 2017 — or, for that matter, your VIP customer who is...
New Rules Dramatically Increase Overtime Threshold
A new rule issued by the U.S. Department of Labor doubles the threshold of workers currently eligible for overtime — and is expected to have serious...
Best Practices for Time-Crunched Customers (and Stressed-Out Staff)
We’ve all seen it happen: A frazzled customer starts blurting out an order (“I need tulips delivered to 123 Main Street by noon today!”) before your...
OSHA Making Reports Public
The U.S. Occupational Safety and Health Administration (OSHA) has issued a rule that will now require employers of 250 employees or more to submit...
Hey, Senator: Wanna See a Flower Shop?
Members of Congress may spend a lot of time in Washington, but they’re also eager to visit constituents during their scheduled work periods at home,...
Celebrated Hip Hop Producer Calls Flowers Addicting
Ever have to fight through the stereotype that men don’t like flowers — or that flowers and gardening are passions best left to the staid? Last...
Florists Score High Profile Coverage Leading up to Mother’s Day
During one of your busiest periods, would you let a news station set up a live feed, directly to its website, and broadcast the comings and goings...
STARS Gains Ground
As the presidential field narrows, the Society of American Florists continues to build support for the STARS Act in Congress. Along with members of...
First Lady’s Luncheon Highlights Blooms and Foliage from Five States
For a glamorous tradition this spring in Washington, D.C., the First Lady and her staff turned to flowers grown in the United States. The First...
New Study Provides Insights on Three Generations of Flower Buyers
Ever find yourself dismissing twenty-something customers before they even set foot in your store? (They never buy flowers from a florist.) Feel like...
Flowers Get a Nod from Two National Groups
The Society of American Florists may have responded to 19 companies that disparaged Mother’s Day flowers this year — but a handful of positive...
Florists Work Hard for Mother’s Day Dollars
Contests and blog posts and street signs — oh my! To capture a chunk of the estimated $2.4 billion consumers were expected to spend this year on...
Four Students Receive AFE Ball Intern Scholarships
The American Floral Endowment has awarded four students with 2016 Vic & Margaret Ball Internships. The students will receive scholarships after...
Poignant Ad Calls Out Moms for ‘Tough Love’
Beyonce’s “Lemonade” isn’t the only video making waves and getting standing ovations from critics this week. A new Mother’s Day online ad from...
ESPN Changes Mother’s Day Promotion
Just two days after SAF asked ESPN to pull its Mother’s Day promotion that read “Forget flowers,” the global sports network responded — with a new...
SAF’s Lin Schmale Offers Lessons From An Industry Lobbyist
Around the same time that Greenhouse Grower was being launched, Lin Schmale was getting her start on Capitol Hill. Always interested in politics and...
Just in Time for July 4, Group Pushes American-Grown Flowers, Foliage
A group of U.S. flower growers and enthusiasts hopes to put forward a different kind of patriotic message on July 4: American-grown flowers and...
Companies Get Naughty — and Honest — for Mother’s Day
The creative agency Humanaut is taking an edgy approach to a traditionally staid holiday this year. Through a collaboration with Felt — a company...
Special Care for Special Day Cuts
Admit it. You’ve probably asked yourself this question: How long do wedding flowers really need to last? Two days? Three days, tops? While most...
SAF Alerts AmEx to Negative References in Local APW Promo
When a major corporation knocks flowers in the run-up to an observance meant to recognize hard-working employees, could it be anything other than a...
SAF Urges Companies to Reduce Negative Mother’s Day Advertising
Skip flowers on Mother’s Day? How about skipping the negative references instead? That was the message the Society of American Florists delivered...
SAF Lends Support for Funding Biotech Education
The Society of American Florists recently joined with dozens of other groups to help ensure the government has the resources to better inform the...
SAF Advocates for White House Conference on Small Business
The Society of American Florists is working with a coalition of other trade associations to introduce a bill later this spring that would create a...
Colombia Makes Air Route Inroads into Asia
On April 25, a 90-ton shipment of Colombian flowers took off from Bogota's El Dorado airport bound for stopovers in Tokyo and Seoul to begin to make...
Floral Company Investigates Short Cut in the Design Room
Give stems a good (clean) cut before you start processing them in your store. Though not every florist follows this advice religiously — in many...
Petal It Forward and Save $50 on IFE Registration
Last October, SAF capitalized on popular pay-it-forward initiatives with Petal It Forward, a public relations campaign to randomly give two bouquets...
Back at the Shop, Florists Put Ideas Gleaned in Cincinnati to Work
Nearly 70 floral industry members from 17 states and Canada gathered for SAF’s lightning-fast, info-packed 1-Day Profit Blast, held April 16 in...
Gardens America Celebrates 40 Years
On April 28, 2016, Gardens America, the exclusive distributor of the Jardines de los Andes brand in the US, will celebrate its 40th year of...
In State-By-State Patchwork, Minimum Wage Increases
When California Governor Jerry Brown recently signed legislation to increase the state's minimum wage to $15 per hour by 2022 for some businesses,...
Put Down the Paper and Embrace POS
Step away from the note pad! If your staff members stubbornly refuse to use your POS to take orders and instead rely on paper, it’s time to...
Baisch and Skinner Joins International Floral Distributors
Baisch and Skinner Inc., St, Louis, Missouri, has become the newest member of International Floral Distributors Inc (IFD). Baisch and Skinner is...
At State Dinner, Flowers Make an Impressive Showing
When the White House hosted the Canadian Prime Minister and his wife last week for the first State Dinner honoring U.S.-Canada relations in 20...
Instagram Considers Algorithm Change — Slowly
“Turn on post notifications.” If you spend much time on Instagram, you’ve probably seen these four words — or the cheekier variation, “Turn me on,”...
SAF Moves to New Headquarters
After 33 years in its current location, SAF is moving in mid-April to a new location, about two miles away. The current location and 13,000-square...
Indiana Florist Helps City Grieve Loss of Young Officer
After tragedy struck in one Indiana city, a local florist took action. On March 20, Carl Koontz, a 26-year-old Howard County Sheriff Deputy was...
At White House Briefing, SAF Members Talk Directly to Administration
What would you do if you had two-plus hours to talk candidly with some of President Obama’s top advisors? For about 80 Society of American Florists...
Florists Weigh in on Women’s Day Returns
Can Women’s Day — already an established holiday in many other countries — become a big deal in the U.S.? That’s a question many Society of American...
Success! North Carolina Congressman Signs On as STARS Co-Sponsor
This week, members of the Society of American Florists’ North Carolina delegation at Congressional Action Days are celebrating a major victory: Rep....
SAF PR Program Drives Teens to Prom Flowers
The Society of American Florists is using a new public relations program and a major rite of passage to connect teens and flowers. Prom season is...
Time to Pitch the PC?
Admit it: You can’t live without your smartphone. You stay connected and productive, engaging with friends, coworkers and customers alike using...
In Congressional Meetings, SAF Members Speak Up for Industry Needs
At home in Phoenix, Arizona, Cheryl and Brad Denham have tried for some time without luck to schedule a meeting with Sen. Jeff Flake, the state’s...
At SAFPAC Dinner, Cartoonist Shares Insight on Being Seriously Funny
The current presidential campaign seems to be the stuff of dreams for comedians — the jokes must write themselves, right? But for acclaimed...
Senior Editor at The Knot Dishes Tips on (Big) Wedding Trends
Many weddings today are a multi-vendor operation — with bands (even marching bands), photo booths, tattoo artists — joining the party and fighting...
Pennsylvania Florist Recalls Former First Lady
After the recent death of Nancy Reagan, one florist is remembering the former First Lady as soft-spoken, gentle — and quick to show her...
Floral Industry Tests its Lobbying Skills in Washington
Close 90 floral industry members gathered in Washington, D.C., March 14 and 15 to channel their inner lobbyist and advocate on behalf of the needs...
In Remembrance: SAF Tommy Bright Recipient, Richard Seaboldt, AAF, AIFD, PFCI, 1939 – 2016
A beloved floral industry member, celebrated presenter and designer died March 13. Richard Seaboldt, AAF, AIFD, PFCI, entertained, educated and...
SAF Women’s Day Campaign Reaches Hundreds of Thousands
Hearing more chatter about Women’s Day this year? Don’t be surprised. Hundreds of thousands of consumers now know more about Women’s Day, thanks to...
Groundbreaking Wisconsin Florist Al Felly Dies
Albert H. Felly, AAF, 90, died peacefully at his home in Green Valley, Wisconsin, on January 17, 2016. Felly, a member of the Society of American...
First For Women Touts ‘Just Because’ Floral Gifts
Thanks to strategic outreach by the Society of American Florists, tens of millions of American women were reminded last month that “just because”...
Pop Culture Picks Up on Women’s Day. Will the Floral Industry?
International Women’s Day on March 8 is making big moves in U.S. pop culture. The blockbuster Marvel Comics superhero film “Deadpool” makes a...
Industry Loses ‘Potting Mix Pioneer’ James Boodley
James Boodley, professor emeritus of floriculture and ornamental horticulture at Cornell University and a recipient of the Society of American...
Female Floral Designers in Chicago Band Together for Women’s Day Promo
Not seeing a lot of traction for Women’s Day in your area? Why not get proactive — and get a little help from your (female) friends? In Chicago, a...
Cincinnati, Denver Added to SAF’s 1-Day Profit Blast Road Show
Florists looking for high quality, affordable floral business education have two additional venues in which to find it in 2016. SAF is bringing its...
Florists Leave Austin with Ideas, Insights and Contacts
Inspirational. Practical. Exactly the information I needed. These are just some of the comments coming in days after SAF’s 1-Day Profit Blast in...
SAF Responds to Misinformation in National Publications
While many of the national publications’ coverage of the Valentine’s Day holiday was thorough, SAF responded to several groups that provided...
Industry Leaders Talk Gut Reactions to Valentine’s Day
Valentine’s Day 2016 has come and gone and the good news may be cold comfort: At least, it’s over. A Sunday holiday, long weekend and — along the...
With Valentine’s Day Coverage, Positive Approaches Pay Off
Feature stories that slammed Valentine’s Day flowers, followed by profiles of industrious florists making good on a busy, busy day, alongside...
SAF Support Helps Secure $58 Million-Plus in Pest and Disease Research Funding
There’s good news from Washington for floral industry members who care about first-rate flowers and plants, helping the green industry be globally...
Flowers Take Top Spot on “The View”
When “The View” kicked off its Viewer Valentine Week series this week, flowers, professionally designed by a florist, were its first go-to gift...
‘DIY’ Funerals Gain Media Attention
DIY weddings? You know them well. But DIY funerals? For a certain, hip set in Los Angeles — and some high-profile publications — those are becoming...
Lessons from Super Bowl 50 Ads
Panthers? Broncos? Who cares! While football was the big draw for most of the millions who tuned into Sunday night’s Super Bowl, plenty of Monday...
Before the Halftime Show, a Flurry of Flowers for Queen B
Looking for a little last-minute fodder to share on social media — maybe a pop culture reference to nudge would-be Romeos into action? Why not...
Massage Envy Stands by Negative Valentine’s Day Ad
A chain of spas with 1,085 franchise locations in the U.S. is sticking to negative messaging in the run-up to Valentine’s Day. On February 5, the...
Negative Publicity Report: Twigs Terrariums, Jared The Galleria of Jewelry, Canva
Three cheers for positivity! This week three more companies responded to the Society of American Florists’ concerns about Valentine’s Day promotions...
In Maine, Petal It Forward Still Excites
Looking for a way to bounce back from a bummer of a Sunday Valentine's Day? It’s not too late to get in on the Petal It Forward love. Last week, the...
Award Nominations and Applications Due March 1
There’s still time to submit nominations for SAF’s Floriculture Hall of Fame and other prestigious awards — and for service-oriented members to...
Teleflora Presents Service Award to Territory Manager
The Teleflora territory sales manager for Maine, New Hampshire and Massachusetts has won the company’s Tom Butler Award for “Outstanding Service and...
In L.A., a Marathon Complicates Valentine’s Day Logistics
A Sunday holiday. A three-day weekend. If you thought Valentine’s Day 2016 couldn’t get more stressful, think again: Some florists in Los Angeles...
Sogueco to Highlight Tech Trends at 1-Day Profit Blast in Austin
Retailers are headed to Austin, Texas, at the end of February to find out how to leverage technology trends so they can increase online business....
NYC Florist Tests 24-Hour Schedule
Emergency rooms. Big box stores. Fast food chains. You might expect these places to be open 24 hours a day. But in New York City, people can find...
Longtime Senior Director of SAF’s Government Relations to Retire
A woman known for her tenacity, intelligence, fearlessness and deep, deep love of the floral industry will soon take on a new role — retiree. Lin...
Lessons from a Storied Restaurant’s Slip Ups
After years of top-notch service and the very best product, how fast can you lose a customer? If you’re one of New York’s most storied (and...
Got Costs? SAF’s 1-Day Profit Blast Provides Clear, Practical Solutions
Rather than sitting back and worrying about that potential increase (and others like it), scores of florists are getting proactive — and heading to...
Negative Publicity Report: Twigs, Scentsy and Massage Envy
As more than half (54.8 percent) of consumers plan to celebrate Valentine’s Day this year, according to the National Retail Federation, spending an...
Teleflora Gets Ad Industry Thumbs Up with Valentine’s Day Video
Media magazine and website Adweek named Teleflora’s “What Is Love?” video “Ad of the Day” on Feb. 1, calling it a “rich bouquet of human...
Texas State Florists’ Association Recruits and Readies Next Generation of Workers
Millennials don't want to be florists. That's a message circulating throughout the industry and a fear that keeps many aging shop owners up at...
SAF Brings Profit Blast — and Sales-Building Ideas — to Austin
Sales and customer service expert Tim Huckabee, returns to the stage February 27 for SAF's 1-Day Profit Blast in Austin, Texas, where he'll deliver...
Arizona Flower Market Gives Away Roses in Exchange for Toys and Food Donations
Arizona Flower Market held a Christmas food and toy drive to support The Society of St. Vincent de Paul in Phoenix, Arizona. Patrons could donate a...
Obituary: Industry Pioneers and Hall of Fame Winners Pass Away
During the holidays, two floral industry members who pioneered new ideas and products — and received the industry’s highest honor, induction into...
After a Cheery Christmas, Florists Worry about Valentine’s Day Drop
More than half of florists say 2015 December holiday sales were higher than 2014 returns. Among the 54 percent who saw an uptick, the increase was...
Schaffer, Kratt Dig into Trend Details for Floral Management
Trend forecasters Kristine Kratt, AIFD, PFCI, and Bill Schaffer, AAF, AIFD, PFCI, the husband and wife team behind the 2016 Flower Trends Forecast...
February 14: Tempered Expectations
Next month, Valentine’s Day falls on a Sunday — historically, a low-performing day for the holiday — and a holiday weekend. That positioning pits...
In Washington, Floral Industry Issues Get Big Play in 2016
When Congress passed a 2,000 plus-page bill in December to fund the federal government through the final nine months of fiscal year 2016, it was a...
Raska Helps Florists Wow Brides at SAF’s One-Day Profit Blast in Austin
Responding to retailers’ quest to grow their event business, the Society of American Florists has tapped Midwest florist Jerome Raska, AAF, AIFD,...
Government Extends Affordable Care Act Deadlines
Good news for employers still wrestling with the Affordable Care Act and its implication on business: The federal government has extended the...
Team-Focused’ Hiring Practices Yields Quality V-Day Help
When recruiting holiday helpers, Dana Cook, AAF, doesn't sugarcoat the job description. "Our Craiglist ad reads, 'You will NOT be designing,'" said...
New Research Suggests Strength of Weekend Valentine’s Day
Tempted to write off Valentine’s Day 2016 already? Thinking the holiday will only disappoint, situated as it is on a Sunday and long holiday...
Floral Industry Members Look Ahead to 2016, with Some Hesitation
The presidential election. Wild rides on Wall Street. Worry over international issues. Terrorism. Concern about energy prices and rising costs...
Announcing the NEW 2016 uBloom Trend Synthesis
The uBloom Trend Synthesis is published annually by J Schwanke Productions, featuring Four NEW Trends in Flowers and Foliage for the coming year....
WF&FSA President Talks Challenges, Successes and Industry Shifts
“We’re still here.” When Rob Shibata assumed the presidency of the Wholesale Florist & Florist Supplier Association on Oct. 22, he returned...
California Growers Push for More Local Flowers in Rose Parade
In California, a coordinated effort is underway to encourage a 125-year-old American tradition to include more homegrown flowers. More than 80...
Consumers Reward Businesses That Make Shopping Simple
Fast and easy — these are must-have qualities for customers accustomed to instant video streaming and free two-day delivery. The most successful...
In New Hallmark Mystery Movie, Brooke Shields Takes on the Role of Florist
Ever think the everyday dramas, heartaches and disagreements of your shop could be the stuff of the big screen — or at least some can’t-miss TV?...
Trade Magazine Highlights Work of Ohio State Ornamental Plant Research
An important research center that the Society of American Florists helped found has received positive press in a popular trade magazine. In the...
At Year’s End, the Floral Industry Sees Results in Washington
Another year, another standstill in Washington, D.C.? Not by a long shot. It may seem like nothing ever gets done in Washington. In their own lives,...
Ecke Family Celebrated with a Museum Exhibit
The story of how poinsettias moved from a relatively obscure plant to a top-selling Christmas gift is currently being told — through rare family...
New Fund Honors the Legacy of Yoshimi and Grace Shibata
The American Floral Endowment (AFE) recently announced the establishment of the Yoshimi and Grace Shibata Family Fund, honoring the late flower...
In Wake of Shooting, Expert Weighs in on Identifying Threats
In the wake of high-profile examples of workplace violence — including the Dec. 2 shooting in San Bernardino and the shooting on live TV of two...
SAF Members Cash in on Vehicle Savings
It was a fall filled with savings for many Society of American Florists members: Through a new partnership with FCA US LLC (formerly Chrysler Group...
D.C. Florist Gets Positive PR From Reality Star’s Fundraiser
When "Bachelor in Paradise" alum and Northern Virginia native Ashley Iaconetti called Beth and Lee Herman, owners of Palace Florists in Washington,...
N.J. Shop Hosts New Congressman, Generates Support for STARS
Just before Thanksgiving, one mid-Atlantic flower shop made sure a freshman U.S. congressman had a beautiful floral centerpiece for his holiday...
Publicity Pointers To Maximize Your Marketing Campaigns
On October 7, more than 2,000 people in Chicago received a surprise gift of flowers, courtesy of Kennicott Brothers Company and Ashland Addison...
Colombian Flower Growers Continue Promos in Japan
The group that represents the flower farmers behind three-quarters of Colombia’s flower exports continued its push for goodwill — and increased...
Social Media Pumps Up Petal It Forward Campaign
SAF’s Petal It Forward event that took place in New York City and nationwide on October 7 keeps on giving. To keep the momentum of the positive...
Analysts Predict Healthy Holiday Spending
Deck those halls, trim your trees and get your web site and social media pages holiday-ready: Analysts are predicting this holiday season could be a...
New Lines of Greeting Cards Get Cute (and Cheeky)
Merry Christmas? Happy Birthday? Congratulations? Those are the worn-out greetings of another era. That’s according to The New York Times, which...
Put These Goodies On Your Holiday Shopping List
While you’re busy checking off items on your shopping list for loved ones this holiday season, don’t forget your own (business’) needs — and wants....
For Florists in Midwest, Profit Blast Delivers Packed Day of Learning
Here’s an idea that might sound like trouble: Spend a fall Saturday away from your business, talking with friends and meeting new people in a...
Through Partnerships and Renovations, Big Brands Rethink In-Store Experience
To better compete against discount stores and online retailers, Saks is “making some radical changes” to its flagship department store on Fifth...
Conforti Sells Beneva Flowers
A well-known florist in Sarasota, Florida, has sold the retail and wholesale arm of his business to dedicate more time to developing marketing and...
Writer Sings Flowers’ Praises in New York Times
This holiday season, if a competitor slams flowers as a “gift that dies,” florists have an elegant retort: That’s the point. A new essay in The New...
Court Rules Against President Obama’s 2014 Immigration Actions
The U.S. 5th Circuit Court of Appeals ruled against the Obama Administration on Nov. 9, preventing the administration from implementing its sweeping...
In Delivery Service Launch, Uber Looks to Florists
With the launch of a new service in select cities, Uber is working to position itself as a delivery option for small-business owners — and it’s...
Jack Van Namen Honored by Kennicott with Lifetime Achievement Award
Jack Van Namen (seated, center) was recently honored with a Lifetime Achievement Award in a ceremonial luncheon held at the Kennicott/Vans facility...
Google Insider on SEO: Keep Content Fresh and Use Those Free Tools
In the run-up to Thanksgiving, Christmas (and, for that matter, Valentine’s Day), make sure blogging is on your daily to-do list. Otherwise, you’re...
Meet the Elite: SAF’s 2015 Outstanding Varieties Winners
Everyone loves a winner. This month's issue of Floral Management is flush with them. From the winners of SAF’s annual awards, to the floral...
Michigan Florist Becomes Face of New Retirement Program
A longtime retail flower shop is at the forefront of a new effort to encourage more Americans to save for retirement. Thanks to a connection forged...
Action on ACA Could Spell Relief for Small-Business Owners
A “minor fix” to the Affordable Care Act that could result in thousands of dollars of savings for some U.S. small businesses is also giving some...
Hallmark Turns Away from TV, Embraces Humor
To promote its annual line of Keepsake holiday ornaments, Hallmark is getting a little less sweet and a little more real. Through six new videos,...
REI Opts Out of Black Friday
More than two weeks before Thanksgiving, one national retailer is already dominating Black Friday chatter on social media — and, in shopping season...
Tough, Resilient’ Wholesalers Gather in Record-breaking Numbers in Miami
More than 780 floral industry members traveled to Miami Oct. 21-Oct. 23 for the Wholesale Florist & Florist Supplier’s 2015 Floral Distribution...
In San Francisco, ‘Legacy Business’ Proposition Passes
A proposal to use financial incentives to help preserve longtime San Francisco businesses passed on Tuesday. Proposition J will create the Legacy...
Yoshimi Shibata: Jan. 25, 1916-Oct. 31, 2015
Yoshimi Shibata, a floral industry pioneer and beloved former president of Mt. Eden Floral Company in San Jose, California, died peacefully in his...
AFE Research Aims to Protect Gerbera From Powdery Mildew
Powdery mildew is the most common and damaging disease for gerbera crops. The lack of disease-resistant gerbera plants has been a major limiting...
Bob Friese Inducted into Hall of Fame
Bob Friese, AIFD, CFD, has been inducted into the Michigan Floral Foundation's Hall of Fame. The well known floral industry figure was honored at a...
Introducing: DavidAustinWeddingRoses.com
David Austin Roses has launched a new website dedicated exclusively to its cut rose varieties at davidaustinweddingroses.com. Filled with gorgeous...
Indianapolis Florist Moves HQ to Revitalization Center
An upcoming move will place a well-known Indianapolis florist closer to key customers — and in the middle of a bustling local redevelopment...
Sick-Day Excuses: Grandma Poisoned Me, the Doctor Prescribed the Beach
Ever have an employee ask to take a sick day because her doctor said the beach would be good for her vitamin D deficiency? Or because she had no...
SAF Work with APHIS on Geraniums, Certification, Farm Bill Funds
Continuing the strong emphasis on collaboration and communication between the floral industry and the Animal and Plant Health Inspection Service...
Floral Designer Turns Derelict House into Artwork
An abandoned house in Detroit that was once filled with broken glass, jammed toilets —even a dead animal — turned into a flower wonderland for one...
SAF Petals It Forward: Spreading Flower Power on New York Streets
The news team at “Fox & Friends” is known for covering hard-hitting issues, but on Wednesday morning, the atmosphere was downright giddy after...
For Big Day, More Brides Choose ‘Sexy’
The latest bridal trend to hit the aisle (and style section)? “Sexy” dresses that — at least to some people — appear ready for the bedroom rather...
New Internship Matches Business Students with Floral Industry Companies
Floral industry members looking for a way to find motivated staff members and “try out” prospective long-term employees have a new resource...
Robert Kitayama Takes Over as President For Greenleaf Wholesale Florist
Greenleaf Wholesale Florist is pleased to announce the appointment of Robert Kitayama as president. Robert succeeds Scott Kitayama who has led...
Back Home, Convention Attendees Put New Knowledge into Action
Kristen Brown, Rutland Beard Floral Group, Catonsville, Maryland; Joy Lai, Teleflora, Inc., Los Angeles; Michelle Bolchune, Lion Ribbon...
Local Florists Turn ‘Petal It Forward’ into Love Fest … and Marketing Gold
When Karen Flanders put out a call for volunteers to help support her Petal It Forward event, she wasn’t exactly sure what she — or her volunteers —...
Industry Members React to Historic Flooding
The worst of South Carolina’s historic flooding may be over, but the cleanup won’t be easy — or fast. So far, 19 people have died in the floods and...
With New Partnerships, SAF Brings Value-Packed Events to More Cities
Several shops chose to send multiple employees to SAF’s 1-Day Profit Blast in Seattle, so they could collaborate on how to use the information...
Industry Champion to Head University of Idaho’s Ag College
A top researcher and a “founding father” of SAF’s annual Pest & Production Management Conference has been named dean of the University of...
Eva Walsh Named EVP of Marketing and Leasing
Dallas Market Center today announced Eva Walsh has been named executive vice president of marketing and leasing. In her new position, Walsh will...
Florists Reach Out to Shooting Victims’ Families
As community members in Roseburg, Oregon, continue to reel from the mass shooting at Umpqua Community College, local florists are providing some...
Floral Designer Joins TEDx Line Up
Next week a group of experts from varied backgrounds will entertain and inspire about 100 people at the Koch Immersive Theater in Evansville,...
In Oregon, a Charity Event Gets High-Profile Support
A charity-minded event that has helped one florist contribute to a worthy cause and create positive buzz in the community is growing even larger...
Danish Ad Campaign Uses Sexy Humor to Grab Attention
To attract the attention of baby boomers with plenty of discretionary income, Spies, a Danish travel company, used cheeky humor — and a topical...
1st Proflora America’s Cup
Asocolflores (Association of Colombian Flower Exporters) and Florint (International Florists’ Association), with over 100,000 European members, will...
‘Brilliant Stars’ Snags Top Outstanding Varieties Title
A spray rose once again stole the show at SAF’s annual Outstanding Varieties Competition, winning the Best in Show: 'Brilliant Stars Green Pink’...
Florists Score Press with ‘Petal it Forward’
How much would you spend to score nearly six minutes on a top-rated local radio show — bantering with the hosts, promoting flowers and plugging your...
Six Signs You’re Losing a Sale
You’ve been meeting with a potential corporate client for half an hour when you see it — that glazed look, that checking of the smartphone. You’re...
Brands Scramble to Connect with Millennials
If you’re trying to reach millennials, you probably already know that radio, TV and (gasp) newspaper ads are ineffective… but did you know that...
Butera the Florist Named Floral Management’s 2015 Marketer of the Year
A comprehensive brand overhaul that included relocation, a new website, reduced inventory, two non-traditional locations and chasing after brides...
High Profile Pair Team Up to Create New Perfume Rose
The old saying about a rose by any other name smelling just as sweet may get some tweaking soon, if a “fragrance legend” and “horticulture pioneer”...
Murder Mystery Entertains, Puts Fans in Halloween Spirit
Canale's wife, Suzie, who's penned several children's books including, "The Land of Chocolate Cosmos" and "The Popcorn Hydrangea of Poppingtom," has...
Eliminate Apathy with a Standard Greeting
Through his customer training company, FloralStrategies, Tim Huckabee has performed thousands of test calls and heard way too many sales people...
Go Pink With Your Marketing
October ushers breast cancer into public consciousness. Soon, you can expect to see pink plastered everywhere from yogurt containers to cosmetic...
Your 12-Step Program for Planning the Perfect Event
In-store events played a role in creating more community awareness and sales for Floral Management’s 2015 Marketer of the Year, Butera the Florist...
How to Click With Brides to Be on Social Media
Social media is an enticing tool to court brides-to-be. (After all, it's free!) But with 1.5 billion Facebook users, 316 million Twitter users, 300...
California Growers, Shippers Host Buyers at Fun ‘N Sun
Leaders of CalFlowers (the California Association of Flower Growers and Shippers) are thanking an improved economy and a growing appreciation for...
A Simple Trick to Make Brides to Pay Up
It's a scenario straight out of florists' nightmares: You spend hours and hundreds of dollars designing a client's wedding. And then she stiffs...
Michael V. Geary Resigns as AmericanHort President & CEO
The AmericanHort Board of Directors today announced that Michael V. Geary, CAE tendered his resignation as President & CEO. Geary is leaving to...
Ecuadorean Flower Farmers Eye Volcano
A volcano, which last erupted in 1877, has the attention of Ecuadorean flower growers. Employees of farms located southwest of Cotopaxi volcano were...
Industry Champion Tom Butler’s Legacy Honored
In honor of Tom Butler’s dedication and passion to the floral industry, Teleflora has established the “Tom Butler Floral Retailer of the Year”...
Out of Stock? How to Suggest Substitutions With Ease
We've all been there. A customer calls requesting an arrangement she saw online, but you don't have the exact flowers or containers pictured in your...
Be Careful How You Classify Workers
What exactly is an independent contractor? The government's new interpretation has several ramifications for floral business owners. The U.S....
3 Simple Rules For Better Phone Calls
In the duration of a phone call, there's ample room for error, such as starting the conversation with price instead of the card message or placing a...
Retailers Up Average Order Values with New Products
If you want to take your arrangements to the next level (read: a higher price point), the same old containers and accessories simply won't cut it....
Twenty-Seven and Counting: New Discount Drives Van Purchases
Reduced gas prices aren't the only things making SAF members smile this summer. Between the Chrysler, Dodge, Jeep or Ram lineup and the FIAT 500L,...
Who Will Be Crowned Best in Show?
For growers entering SAF's 2015 Outstanding Varieties Competition, Sept. 9, the next few days will entail a whole lot of packing, prepping and...
Retailers Work on Comprehensive Holiday Business Plan
The Society of American Florists is tackling one of the potentially most lucrative — or disastrous — aspects of running a flower business, with...
SAF Elects New Leaders
SAF members have elected nine members to positions on its Retailers, Wholesalers and Growers Councils. New council members begin their terms at the...
Share This: 23 Persuasive Reasons To Buy Flowers
Sometimes, good things just fall in your lap. Such is the case with an article circling the Internet titled, "23 Perfectly Valid Reasons to Buy...
Let Customers Linger a Little Before You Say Hello
How do you greet your customers? "How may I help you?" is friendly, but direct — a good choice for people who order over the phone and appreciate...
Floral Industry Gets Inside Look at 800-lb Gorilla Google
The Internet has leveled the playing field for small businesses, but getting in the game requires navigating around an 800-pound gorilla named...
As Chip Card Technology Rolls Out, ‘Liability Shift’ Deadline Approaches
An upcoming deadline involving new credit card technology and how credit card payments are processed is important for retail florists to know about...
Angry Customer? Imagine a Cute Kid
Here’s a simple strategy to keep your cool when dealing with an angry, flustered customer:Picture him or her as a small child, “happy and running on...
Customer: “Puleeze…can I give you more money?” Florist salesperson: “Nope.”
The headline sounds harsh, but that’s still the gist of many “secret shopper” conversations sales expert Tim Huckabee with FloralStrategies, LLC,...
Be a Mobile Marketing Master
Nearly 80 percent of Americans (more than 186 million of them!) own a smartphone, according to ComScore. “Figuring out the best way to reach those...
Industry Companies Team Up to Honor Veterans on Memorial Day
Over the holiday weekend, floral industry companies came together with the Memorial Day Flowers Foundation to honor service members at more than 200...
Rake in More Sales With Recital Flowers
Prom’s not the only dance that can give florists a sales boost. Don’t forget about recital season! Parents love watching their little ones...
Successful Social Media Marketing in 3 Hours a Week (Or Less!)
Social media has done wonders for small business owners, helping them spread their messages in front of hundreds, thousands, or (for the truly savvy...
How to Win Back MIA Customers
It doesn’t take something as unforgivable as, say, delivering the mistress’ arrangement to the wife, to lose a customer. Quite the contrary,...
Federal Rule Could Complicate Growers’ Efforts to Safeguard Water
A new federal rule meant to protect the country’s clean water supply could actually make it harder for floral industry greenhouse and nursery...
Appeals Court Rejects Obama Immigration Policy
On Tuesday, the Fifth Circuit Court of Appeals upheld a lower court ruling blocking the Obama Administration from implementing its new immigration...
How to Climb to the Top of Search Results
If you’ve loaded down your website with keywords (“city name,” “city name florist,” “city name’s best florist,” etc.) in an effort to please the...
Sympathy Flowers Get Big Nod in Top Funeral Industry Publication
The country’s premier trade publication for funeral homes has a flower-friendly message for its readers this month: Flowers and plants are an...
New Co-Op Advertising Program Reimburses Florists $2,500 To Market Their Business
FTD is pleased to announce a new co-op advertising program where FTD Member Florists that leverage the FTD brand in local advertising can receive...
B2B Materials to Cultivate Corporate Client Relationships
Without any major floral holidays demanding your attention, summer's a fine time to target areas for potential growth, such as corporate work. This...
How to Maximize Your Bridal Show Experience
Bridal shows are great opportunities to snag new clients, but they can be overwhelming, especially if you work in a city known for destination...
Millions of Workers Could Become Eligible for Overtime Pay
New regulations from the Department of Labor will expand the number of U.S. workers eligible for overtime pay. Under the 1938 Fair Labor Standards...
Tech and Teamwork Improve Email Campaigns
Tired of too few clicks and too many unsubscribers, Ken Denaburg, president of York Flowers in Washington, D.C., and Annapolis, Md., has made a...
Father’s Day Contest Highlights Shop’s Gifts For Men
There are dozens of words to describe flowers, but masculine is not one of them. Thus marketing holidays such as Father's Day can be a challenge for...
AFE Announces More Than $310,000 in Research Funding
The American Floral Endowment (AFE) has approved more than $310,000 in scientific research project funding for 2015-2016 to support six continuing...
More Mother’s Day Shoppers and Higher Tickets Reported
Around the country this year, lots of happy moms were delighting in floral gifts — and lots of equally happy, if totally exhausted, retail florists...
Win Customers Over With an Unexpected Gift
Nothing rivals the value of word of mouth marketing. First, it’s free; secondly, according to results of a Nielsen survey, 84 percent of consumers...
Email Receipt That Score More Sales
There’s an easy way to connect with customers you may be overlooking: the email receipt. Nearly 50 percent of people make another purchase when...
SAF, AFE Join in ‘Million Pollinator Garden Challenge’
SAF and the American Floral Endowment (AFE) have joined the Million Pollinator Garden Challenge, a nationwide effort launched today, challenging the...
PFCI Marks 50th Anniversary with All-Star Panel
Professional Floral Communicators – International (PFCI) has gathered a star-studded panel to celebrate its anniversary. “Rise & Shine: 50 Years...
SAF Website Packed With Resources to Help You Grow
Have you visited safnow.org lately? If not, you’re missing out on valuable content and resources to give you a competitive edge.SAF President...
Mass. Florist’s Promotion Puts Teachers in the Limelight
There’s a lot of attention heaped on graduates this time of year (and deservedly so), but let’s not forget those patient souls — teachers — who...
Beneva Flowers Capitalizes on Hockey Hysteria
When the Tampa Bay Lightning made it to the Stanley Cup finals, Art Conforti, PFCI, immediately jumped on the hockey team’s achievement with a new...
Jacob McCall as the U.S. Competitor
Jacob McCall, AAF, AIFD, FSMD, director of design and marketing at The Elite Flower in Miami, is the United States representive in the...
MFA presents 2015 National Service Award
This year’s Michigan Floral Association’s National Service Award honoree is Teleflora’s Jack Howard. He has been with Teleflora for 22 years of his...
New Co-Op Advertising Program Reimburses Florists $2,500 To Market Their Business
FTD is pleased to announce a new co-op advertising program where FTD Member Florists that leverage the FTD brand in local advertising can receive...
AFE Launches Young Professionals Council
The American Floral Endowment (AFE) has established the Young Professionals Council (YPC), which consists of a vibrant group of 21- to 35-year-old...
Create a Summer Reading List
Summer's a fine time to catch up on reading, but we're not talking about "Girl on the Train" or anything by E.L. James. If you want to earn big...
Networking Group Brings Big Business for Alabama Florist
As a small business owner and the mother of four, Sarah Morrison has sufficient excuses to grab every minute of sleep that she possibly can....
South Carolina Florist Hosts Wedding Get Together
Lexington, S.C., florist Jennifer Pryor has asked local brides and grooms (past, present and future), their friends and family, and local wedding...
Presentation Bouquets for a Dancing Queen
What do Olympic winners, beauty pageant winners and theatrical performers all have in common? Each receives a presentation bouquet to celebrate...
A New Year’s Resolution: Humanize Your Marketing
To improve your marketing in 2015, change your perspective. Rather than focusing on the quantity of likes, fans and followers, really think about...