For floral professionals who choose product lines based on instinct rather than strategy, floral trend-spotter Talmage McLaurin, AIFD, offers a blunt reminder about what’s at stake: “So many people head to the gift market… and they’re directionless and they just go and they shop for what they like. And you know how that can turn out sometimes… you can have a whole store full of things that nobody’s interested in buying.”
His session at SAF’s Next Gen LIVE!, Feb. 22-24 in Raleigh, North Carolina, aims to change that.
“Trend Lab: From Inspiration to Implementation” is designed to give attendees more than abstract predictions or Pinterest-worthy color palettes. Instead, it reframes trends as a practical business tool, helping attendees evaluate trends before they buy, translate inspiration into sellable product lines, and approach markets and seasonal planning with greater confidence. Along the way, that trends aren’t a free-for-all, but follow recognizable patterns that make trend-informed decisions more strategic — and less risky — than they might seem.
McLaurin brings decades of experience to the session. An AIFD member since 1988 and the recipient of AIFD’s Distinguished Service Award, he has spent his career at the intersection of design, trend forecasting, and commercial floriculture. Today, he serves as creative director for Esmeralda Farms.
“When you don’t know where you’re going, anywhere is okay,” McLaurin says. “But if you’re smart about it, you’ll look like the leader — because you’ve done your research.”
From Forecast to Flower Cooler
During the 90-minute, interactive session, McLaurin will poll the room on current trends and walk attendees through his 2026 Flower Trend Forecast, including how he identifies and validates trends. Participants will then break into small, mixed-segment groups —blending perspectives from across the floral industry — to create trend-driven mood boards that translate big-picture ideas into real-world buying and merchandising decisions.
Each group will present its interpretation of a trend, including display concepts and a sample arrangement, with the focus on small, realistic designs attendees could stock and sell in their shops. The exercise gives participants both a shared library of inspiration and a repeatable process they can take back to their businesses.
“There’s nothing like making something you spend money and time on actually relevant to your day-to-day decisions,” McLaurin says. “It affects the image of your shop, and it’s going to affect your sales,” he says. “When people walk in and think, ‘Oh, this is cool’ — they might just spend more money.”
Click here to learn more about Next Gen LIVE! or register.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
