Petal It Forward has grown into a signature day of joy in communities nationwide — powered by hundreds of floral businesses and the Society of American Florists’ ready-to-use resources that make participation simple.
“It’s our favorite day of the year,” says Rosa Marsal of Sunnywoods Florist in Chatham, New Jersey, about SAF’s international initiative that encourages giving two bouquets — one to keep and one to share. “The community loves it too!”
With the Oct. 15 event just two weeks away, now’s the time to take a few simple steps to boost your visibility, strengthen community ties, and highlight the everyday benefits of flowers.
Haven’t signed up yet? There’s still time to register! Businesses can scale Petal It Forward to fit their shop — from small, local pop-ups to large, city-wide giveaways.
Connect with the Media
Reporters and producers are always looking for stories that celebrate kindness and community — and Petal It Forward fits the bill perfectly. SAF offers press release and media advisory templates to help you pitch local radio, TV, and newspapers. Consider what makes your story unique: Are you celebrating an anniversary? Partnering with a school or nonprofit? Engaging student groups or other businesses? Those details may make the difference in getting coverage.
Don’t wait until the last minute — give outlets the who, what, when, where, and why of your event so they can plan ahead. Some florists even suggest sending bouquets alongside your media advisory as a cheerful hook.
Team Up with the Community
For many florists, the joy comes in meeting people face-to-face. Katie Burbank, co-owner of Ridgefield Floral & Gifts in Ridgefield, Washington, spends the day visiting shops and cafes downtown, passing out bouquets one by one.
“It’s an all-day event for me,” she says. “I do it every year and it’s something I look forward to.”
Think about the logistics: If you’re distributing at a busy intersection, coordinate with police. Planning for schools? Connect with principals. Karen Young of Country Flowers and Gifts in Emory, Texas, partners with local schools and recruits the student council to pass out bouquets during morning drop-off.
“I talk to the principals every year,” Young says. “They find it really valuable. They love it as much as I do.”
Plan for Social Media
Sharing the experience online is just as important as handing out flowers in person. Prep your social plan now: schedule posts with photos of bouquets and include key details like distribution times or locations. SAF has downloadable graphics and sample captions to make it easy.
On the big day, designate someone to capture photos and video for real-time updates. Cross-promote with partners like coffee shops or schools. Search for posts from community members, reshare them, and create Instagram highlights or Facebook albums to keep the buzz going.
And don’t forget to tag your posts with #PetalItForward to be part of the global celebration.
Looking for more ways to get ready? Explore SAF’s Petal It Forward resources here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
