Staffing challenges and rising costs don’t have to deter you from participating in the Society of American Florists’ annual Petal It Forward event, set for Oct. 15.
Seasoned participants say the rewards outweigh any challenges. “You can’t buy that kind of community relations,” says Deborah Whitfield, manager of Art Flower and Gift Shoppe in Rockville Centre, New York, which gives away hundreds of bouquets.
The event’s concept is simple but powerful: give away two bouquets — one for the recipient and one for them to share — creating a ripple effect of kindness that often translates into new customers and long-term goodwill. It’s so successful as a marketing tool that many shops, including Art Flower and Gift Shoppe, now include Petal It Forward as a permanent line in their annual marketing budget.
Here are tips to keep the event affordable and manageable.
Buy Premade Bouquets
Purchasing premade, wrapped bouquets can save significant time and labor compared to assembling them in-house. Adding a shop sticker or tag — or even these premade flower cards — personalizes the gift without the workload.
Work with Wholesalers and Farms
Many wholesalers and farms support Petal It Forward and may be able to reduce costs by offering premade bouquets, providing product at cost, or even donating flowers. Building strong relationships with suppliers can open the door to generous partnerships that make participation more accessible.
Give Away Single Stems, Smaller Bouquets, or Fewer Bouquets
Stretch your resources by handing out single stems or small bundles instead of large bouquets. Recipients often cherish even one flower displayed in a bud vase at their desk or home.
If your budget is especially tight, consider distributing fewer bouquets. Some florists emphasize that the impact isn’t tied to the number of stems — it’s about sharing the message and spreading cheer.
Partner with a Community Organization
If labor is a concern, team up with another local business or group such as a nonprofit, youth organization, or garden club. Volunteers can help assemble, sticker, and distribute bouquets while also promoting their own mission. Partnerships often free up shop staff while amplifying the event’s reach.
Find a Sponsor
Consider asking a local business or organization to underwrite the event in exchange for visibility. Students, clubs, or small shops have successfully expanded their Petal It Forward efforts by finding sponsors who cover the cost of flowers.
Want to learn more? Click here for additional tips on hosting Petal It Forward — and don’t forget to register.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
