Flowers make people happy.
That powerful, scientifically proven statement is the foundation for the Society of American Florists’ 10th annual Petal It Forward giveaway that spreads joy around the world when floral businesses hand out two bouquets of flowers to unsuspecting strangers urging them to keep one and share the other.
In addition to the feel-good aspects of the day, Petal It Forward is also good business. Here are four reasons why floral businesses should join the movement on Oct. 16.
- Maximize Marketing
Prosper Blooms & Gifts first participated in Petal It Forward last year. This year the Prosper, Texas, business is amping up its efforts to take advantage of the marketing potential.
“We have reached out to our local news stations for media coverage and have assigned teams to different ‘zones’ in the community” for maximum impact says owner Kambra Bacon.
From the morning news shows to radio segments and print publications, media companies can broadly spread a message that equates flowers — and your business — with an uplifting feeling.
- Develop New Partnerships
Floral businesses have found countless ways to get others in the community involved in the event by partnering with schools, hospitals, first responders, non-profits, real estate agents, coffee shops, and other businesses and organizations that help amplify the event’s messaging.
“We always partner with the sheriff’s office and fire department — they both look forward to the event every year,” says Carrie Moore, AAF, of Jenny’s Floral in Custer, South Dakota, noting that more first responders want to get involved every year.
While some partner to find volunteers to help pass out the floral giveaways, others form connections at the places where they want to distribute the flowers. This year, Flower Clique in Niceville, Florida, is seeking to partner with the local food bank, says Director of Community Lori Wilson, PFCI. The store also plans to visit a senior center and give flowers to the residents and staff.
Other floral businesses have found partners that help underwrite the cost of the event. George’s Flowers in Roanoke, Virginia, has partnered with a real estate brokerage, who saw the event as a way for its 215 independent agents to get involved in the community. The brokerage agreed to split the cost of the event with George’s Flowers. They also provided manpower to help pass out flowers across the region.
- Earn Community Cred
For Lisa Hays Holmes, owner of Tiger Lily Florist in Charleston, South Carolina, the community connection she built during Petal It Forward was the impetus for a marketing campaign that not only embodied the authentic relationship she has with the historic city, but also boosted the store’s sales.
“Petal It Forward really is what blossomed my philosophy that this approach could go
really far with so many different things,” says Hays Holmes, winner of SAF’s 2024 Marketer of the Year award.
On a smaller scale, Petal It Forward gives floral businesses community cred. Last year, when Petal & Leaf Floral Design in Muscatine, Iowa, announced its participation in Petal It Forward on Facebook, its followers flooded the comment section with praise and love for the giveaway. “This is a wonderful idea in our community,” wrote one woman.
- Be Part of a Global Movement
In 2023, 580 florists in 50 states and in Canada, Colombia, Ecuador, England, India and Ireland joined the Petal It Forward movement.
Widespread participation goes a long way to amplify the messaging among consumers and in the media, says SAF CEO Kate Penn.
“This feel-good event is one of the best ways to show consumers the joy of not just receiving flowers, but giving flowers and seeing how it makes them smile and feel special,” she says. “And the more businesses that participate, the more joy we can spread, giving the message a bigger impact.”
Interested in hosting your own Petal It Forward? The first step is registering your business. Then, check out SAF’s resources to help you plan your event, develop talking points about the wellness benefits of flowers, and market your event. You’ll also find templates for printed cards and t-shirts and media advisories and press releases.
Sarah Sampson is a contributing writer for the Society of American Florists.
