On Oct. 15, floral businesses across the U.S. — and around the world — will hand out free flowers to unsuspecting strangers as part of the Society of American Florists’ 11th annual Petal It Forward event. The goodwill initiative delivers two bouquets to each recipient: one to keep, and one to give away, encouraging the ripple effect of giving.
Last year’s milestone 10th annual event saw record-breaking participation, with 706 floral professionals in 49 states, Washington, D.C. — and internationally in Colombia, Ecuador, England, India and the United Kingdom — taking part. SAF CEO Kate Penn says this broad participation is key.
“This feel-good event is one of the best ways to show consumers the joy of giving flowers,” Penn says. “The more businesses that participate, the bigger the impact.”
The concept is simple, yet powerful — and backed by science. A Rutgers University study commissioned by SAF found that fresh flowers improve happiness and life satisfaction while reducing stress — a message at the center of Petal It Forward.
Participants bring their own creative spin to the day. Some set up outside busy coffee shops or gyms to reach morning commuters; others make surprise visits to schools, senior centers, hospitals, or domestic violence shelters. Many partner with police, fire departments, nonprofits, and local businesses to help distribute flowers and amplify the message.
Partnerships also help extend resources. In past years, participants have teamed up with real estate agencies, wholesalers, mental health organizations, and garden clubs to underwrite costs, provide volunteers, and increase reach.
George’s Flowers in Roanoke, Virginia splits expenses with a local real estate brokerage — which also provides volunteers to pass out bouquets. Eastern Floral in Michigan teams up with the Mental Health Foundation to highlight flowers’ role in emotional well-being, while K. Mike Whittle Designs in Georgia enlists garden clubs to assemble and distribute arrangements.
In addition to spreading joy, the event is a powerful marketing tool for their businesses. They report that the event helps generate significant local media coverage, including features on news programs, radio stations, and newspapers.
Interested in joining? Register here and access free resources, including planning guides, media templates, and talking points.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
