Dozens of news organizations, including television stations, newspapers, and trade publications captured the joy generated by Petal It Forward, the Society of American Florists’ 11th annual goodwill giveaway, Wednesday, Oct. 15.
“This is the happiest day of my life,” Heather Murray, office manager of Bangor Floral, told reporter Alyssa Thurlow of WABI 5, a CBS affiliate in Bangor, Maine. “You can’t beat my job. It’s just a way to bring positivity, create a moment of calm and happiness, and just pass it along.”
This was the fourth year Murray appeared on the news. To prepare, she consulted SAF’s marketing resources, where she found customizable press releases, advice for contacting journalists, talking points, and general interview dos and don’ts. She also connected Thurlow with SAF CEO Kate Penn, who provided additional information for the segment about the university research that inspired Petal It Forward, namely that giving flowers creates as much joy as receiving them.
“There’s other research out of Harvard that shows having flowers in your home lifts your mood and your energy,” Penn said in the segment. “There’s also great research related to flowers and senior citizens, and we love to see when Petal It Forward participants go to senior homes because we know really great things are going to happen.”
Penn’s comments added authority on Petal It Forward’s mission and conveyed its wide reach — 525 floral companies in all 50 states, as well as Colombia, Ecuador, England, and India.
WABI ran a digital version of the segment, which included a link to SAF coverage on the 2025 event. Thurlow also shared photos on her Instagram account of Bangor Floral’s Petal It Forward station with buckets of bouquets, a tall faux sunflower, chalkboard sign, and shop logo, touting 100 years in business.
Here are a few more examples of great coverage Petal It Forward generated:
- 7 News, a CBS affiliate in Watertown, New York, showed the emotional impact of Petal it Forward by talking to a few recipients of White’s Flowers in Canton’s giveaway.
“This is probably the third time in my life getting flowers,” said St. Lawrence University freshman Anastaja Smith, who had just finished an exam when crossing paths with White’s Flowers owner Ed Palmer. Smith said she intended to give her second bouquet to an unsung hero, such as a cleaning lady in her dormitory.
- KFYR-TV, an NBC affiliate in Minot, ND, visited Flower Central, where owner Niki Brose talked about how popular past events had been. (Last year, the staff went through 300 pre-made bouquets by 1 p.m. and had to make more on the spot with flowers in the cooler.) Knowing her community’s enthusiasm for Petal It Forward, she used the event to highlight a local nonprofit, The Difference, which offers therapies to trauma victims; flower recipients were invited to make a donation. Reporter Lindsey Miller spoke with one customer who planned to give away both her bouquets. “I’m blessing two today,” she said, adding that the gift of fresh flowers can serve as a warm hug.
- Julie Silvis, owner of Indiana Floral and Flower Boutique in Indiana, Pennsylvania, welcomed Nathan Zisk of the Indiana Gazette into the shop for her 11th time hosting Petal It Forward, emphasizing the simple but profound impact of the event. “I love the fact you can walk up to somebody, hand them flowers and watch them smile. Then, they get to do that for someone else,” she said. “Nobody realizes how good flowers make you feel.” Silvis and her staff distributed 400 bouquets, partnering with three local businesses to increase the initiative’s reach.
- Katherine Underwood, a reporter with WMUR, an ABC affiliate in Manchester New Hampshire, featured Petal It Forward in her “Good Vibes” segment, capturing the team with Fortin Gage Flower Shop in Nashua as they passed out 500 bouquets. “If there’s one universal way to bring someone a smile, it’s with flowers,” Underwood said. “And that’s what happened to some unsuspecting people in the Gate City.” The clip explained that Petal It Forward originated from a study that found people experience joy from giving flowers. “In other words, giving flowers is just like our segment — all about spreading good vibes,” she said.
Katie Vincent is the senior contributing editor for the Society of American Florists.
