In 2024, the floral industry navigated a year of transformations marked by business changes, challenging weather incidents and general uncertainty — alongside moments of growth and celebration. Here’s a recap.
The floral industry landscape continued to evolve, with closures, consolidations, and evolving business dynamics.
Mother Nature dealt a blow with two hurricanes that devastated growers in Florida and threatened a tight supply of U.S.-grown foliage.
Industry trailblazers were celebrated and honored for their dedication, innovation and tenacity, while those who passed away were remembered for the legacies they left behind.
Flowers and floriculture got a nod on a national scale during the Society of American Florists’ 10th annual Petal it Forward event. Additionally, the industry saw the first-ever event that helped teachers nationwide develop curriculum to shed light on “green jobs” in the classroom.
Recent research found that the floral industry appears to be catching up with growing consumer interest in sustainability and highlighted areas of opportunity.
The looming threat of tariffs heightened the industry’s efforts to push for trade program renewal and map out a buying strategy for 2025.
Despite uncertainty, there were reasons to celebrate. U.S. cut flower sales were up, and sales at most floral businesses surveyed by SAF were up over 2019 levels.
If the announcement of Pantone’s Color of the Year doesn’t provide the comfort that’s needed during these uncertain times, then heed the advice of SAF Chief Economist Charlie Hall, Ph.D., who urges people to keep a long term perspective.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florist.