A national news story recently detailed the unique position flowers have in Americans’ lives right now, and how national companies and local retail florists are positioning themselves to deliver meaningful connections during the pandemic. The story included input from the Society of American Florists.
“I think that flowers are throwing consumers a lifeline of sorts — a way to connect and communicate and truly make an impact on your own or a loved one’s mood in a way that is otherwise not accessible, due to social distancing,” Katie Butler, the Society of American Florists’ senior vice president, told a reporter with Business Insider.
The story included input from national companies and it also highlighted competitive advantages of local florists.
“The desire to reach out to loved ones from afar is providing a big opportunity for florists across the industry,” wrote Business Insider reporter Madeline Stone, who added later in the story that “florists have traditionally been experts at delivery. Those shops with delivery already set up to sell their wares online were poised for success during the pandemic. At the same time, the market for weddings, conferences, and other events has been hit hard as gatherings continue to be restricted. Florists focused on that area have largely had to pivot.”
In her comments, Butler also directed Stone to SAF university research on the emotional benefits of flowers, to create moments of calm, alleviate stress and encourage positive feelings of connection between sender and recipient.
“With the increased stress in everyone’s life, flowers are a product that makes people happy. And people are looking for even small ways to spark joy in their days and connect with others,” Butler said.
SAF has new social media shareables that you can use to help spread the word about the power of flowers. Plus, mark your calendar for Oct. 21 and SAF’s Petal It Forward feel-good initiative. The COVID-compliant event this year encourages floral industry members to safely pass two bouquets or flowers onto surprised community members (one to keep and one to give away) and is an ideal opportunity to underscore the health benefits of flowers and generate positive PR for your business. Find out more.
Mary Westbrook is the editor in chief of Floral Management.