For Petal it Forward in 2021, volunteers at George’s Flowers in Roanoke, Virginia, handed out bouquets in the city’s downtown for the most visibility.
The premise of Petal It Forward, the Society of American Florists’ annual goodwill initiative, is well established after eight years: surprise people with two floral gifts — one to keep and one to pass on — so others experience the joy of receiving and giving flowers. But one variable that greatly influences the success of individual events is picking the best locations to distribute flowers to make the most impact. Here are a few strategies florists have used in the past that will help you have a successful Petal It Forward on Oct. 19.
Stop Traffic
In 2019, Boynton’s Greenhouse, Inc. in Skowhegan, Maine, recruited the local police department to serve as happiness ambassadors. Commuters who thought they were encountering a roadblock (or getting a ticket) were shocked when officers handed them flowers with the edict to enjoy their day and make someone else’s.
Another opportunity to delight drivers stuck waiting in line: school pickup and drop-offs and popular drive-thrus (likely candidates: Chic-fil-a and Starbucks).
Pick a Population in Need of Extra Love
Every person on the planet is fighting his or her own battle(s). But some struggles are more visible than others. Hospital patients (and their loved ones worrying in the waiting room), nursing home residents, and people in rehab centers, shelters, halfway houses, etc. make great recipients of Petal It Forward flowers. Many florists have also shown their appreciation for first responders by showing up at fire and police stations.
Set up at Pedestrian Hotspots
Where does your city have the most foot traffic? Is there a big public space near office buildings downtown? A bustling office park? A stretch of popular restaurants? A coffee shop? If you want maximum visibility, this is the way to go.
Lure them to Your Shop
Some florists, especially those with a very small staff or a big event coming up, might not be able to leave the shop to participate in Petal It Forward. That’s okay — bring the people to you! Post on social media that visitors can stop in on Oct. 19 for two complimentary bouquets, or get the word out by using one of SAF’s customizable press releases. You could also host a Petal It Forward design class afterhours, in which participants make their own arrangements for the event.
Spread the Love
In Longview, Texas, Vickie Clark Stover, of Casa Flora, prepares hundreds of bouquets for teams of volunteers to distribute all over the city at their discretion. “It is the best thing ever to look around town for someone to surprise with a happy, unexpected blessing,” volunteer Julie Brogoitti Woods posted on Facebook after last year’s event. During her day as ambassador, Brogoitti Woods visited several locations, including a bank, cardiac rehab center, and an elementary school.
Want to participate in Petal It Forward? Be sure to register and check out all of SAF’s Petal It Forward resources for a successful event!
Katie Vincent in a senior contributing editor for the Society of American Florists.
