In the lead-up to Mother’s Day, flowers were in the spotlight — from concerns about tariffs on imported blooms to disparaging advertising from companies promoting their gifts for the holiday. The Society of American Florists, as the national voice of the floral industry, responded swiftly to protect the industry’s reputation and promote flowers.
SAF fielded a dozen media inquiries about the impact of tariffs on Mother’s Day flower prices and reached out to companies whose ads bashed flowers in favor of their own products.
Media Messaging
“Every year, the media looks for a fresh angle on Mother’s Day flowers. This year, they had an obvious one, with tariffs,” said SAF CEO Kate Penn. “Reporters were wondering if consumers would still be able to get their Mother’s Day flowers, and how florists were faring.” In its messaging to reporters, Penn said SAF’s goal was to build trust and enthusiasm for buying flowers and plants.
“In every interview and statement, we underscored a key message: Florists are ready to deliver beauty and value, no matter the customer’s budget,” said Penn.
That was SAF’s message on the May 6 CBS news segment that explored how tariffs impacted imported flowers — and domestic flower farmers whose supplies, such as bulbs, are also more expensive.
“There literally are countless substitutions, and florists are just masters at creating something that is still going to make a big impact,” Penn said on the segment.
In a CNN report, Penn explained that florists and wholesalers were adapting to price pressures and planning further in advance to secure product at good prices.
“While tariffs and cost increases are not welcome developments,” she was quoted in the article, “the floral industry is remarkably resilient.”
SAF members also appeared on local media to highlight the emotional impact and significance of giving flowers.
Tracy Parke of House of Floral in Hartford Connecticut, told a WFSB television reporter that she has many customers who buy flowers for Mother’s Day to take to the cemetery. “I’m just thinking about all the people … coming to buy flowers for their moms that have passed,” she said. “And they’re remembered, and it’s important, so what we do means something.”
Liza Roeser, AAF, CEO of FiftyFlowers, appeared on ABC News in Chicago to show how flowers can connect families. Surrounded by floral arrangements, she explained the types of flowers that make for an eye-catching arrangement and how her company sells a kit so families can create a flower bar and make arrangements together.
“The flowers get sprinkled around the house, and you get to enjoy them, as well as your daughters get to see you enjoying your flowers,” Roeser told the show’s host.
Flower-Bashing Ads
Not all mentions of flowers were positive. SAF members flagged six advertisements putting down flowers to promote their own products. SAF reached out to those companies and encouraged them to consider promoting their products on its own merits, without disparaging flowers. Those companies included:
- Go Car Wash, a national car wash brand with locations across the United States, sent a promotional email that read: “You could buy flowers…or give her something that doesn’t wilt in two days. This Mother’s Day, surprise mom with a shine that screams ‘I totally planned this.’”
- Koehn & Koehn Jewelers, a Wisconsin-based fine jewelry retailer, which posted a Mother’s Day graphic on social media stating: “No Blooms. She Wants Bling. You’re Welcome, Mamas.”
- HexClad, a high-end cookware brand promoted by celebrity chef Gordon Ramsay, ran a Mother’s Day message on social media and its website that said: “Flowers die. HexClad is forever. Skip the sad bouquet. Get Mom what she really wants: cookware that comes with a lifetime warranty.”
- SoFi, a personal finance and loan provider offering student loans, mortgages, and investing tools, emailed customers with the subject line: “More than flowers — the gift of a lifetime” as part of its Mother’s Day campaign.
- Zip, a digital buy-now-pay-later service that allows consumers to split payments over time, launched a sponsored Mother’s Day ad on social media with the message: “Moments last longer than flowers.”
- Ted’s Montana Grill, a national restaurant chain, promoted its Mother’s Day specials via email using the line: “Ditch the Bouquet. Go for the Bison.”
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
