Society of American Florists Connecting the Floral Industry
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The Society of American Florists 
connects retailers, wholesalers, growers and suppliers to cultivate a thriving floral community.

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Society of American Florists Connecting the Floral Industry
The Society of American Florists Connecting the Floral Industry

SAF News, Events and Updates

2025 Mother's Day Prep Package

Get ready for a successful and profitable Mother’s Day with SAF’s resource package. Find articles, on-demand courses, webinar recordings, and practical tips to help you make the most of the holiday.

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SAF's 140th Annual Convention

August 11-14, 2025
Westin Kierland Resort & Spa

Join 400+ floral professionals at SAF Phoenix 2025! Experience three days of expert-led learning, fresh inspiration, and time to connect with peers from every segment of the industry.

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Spring Holidays & Mother’s Day Recap: Trends, Insights & Strategies

May 22 at 2 PM ET

Join floral pros from across the industry for a recap of this year’s spring holidays and Mother’s Day. Hear an economic update from SAF Chief Economist Charlie Hall, Ph.D., and gain insights from SAF’s consumer and retailer surveys. Learn how your sales compare, discover emerging trends, and explore strategies to keep momentum going through the summer.

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2024 Sustainability Spotlight

Floral Management’s new Sustainability Spotlight dives into the innovative ways floral businesses are embracing eco-friendly practices to meet rising consumer demand.

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Next Gen Resources

Online Learning

Tariff Resource Package

Explore SAF’s Floral Industry Resources

Profitability & Finance

Sustainability

Consumer and Design Trends

Staff Recruitment & Retention

Sales and Marketing

Operations

Latest Floral Industry News

Highlights from this issue

Incentives to Inspire

Discover how florists are rethinking benefits and incentives to attract top talent and boost sales. From mental health resources to creative perks, these fresh approaches to employee satisfaction are making a big impact.

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Sumptuous Selections

Get inspired by innovative ways to maximize neutral-toned florals, including Pantone’s 2025 Color of the Year, Mocha Mousse.

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The Floral Industry Association of America Connecting Florists to serve consumers better

Since 2015, the American Florists’ Association, uniting the floral sector, has choreographed one of the most engaging floral promotions in the industry’s history — Petal It Forward. What started as an SAF-led promotional event in New York City has grown into a nationwide initiative. Watch this video to see what it’s all about!

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SAF Classifieds

The American Floral Network Uniting the Floral Market through its SAF Classifieds

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