Economic uncertainty is growing. Costs on imported goods are increasing in response to tariffs, wages continue to rise, and consumer expectations have dropped sharply.
“The economic forecast points to continued uncertainty — from inflationary pressures to shifting consumer behavior and potential policy changes,” says Society of American Florists Chief Economist Charlie Hall, Ph.D. “In today’s volatile economic environment, staying informed isn’t just beneficial — it’s essential in order to anticipate market shifts, navigate challenges like inflation and tariffs, and seize new opportunities.”
Is your business positioned to adapt, persevere and even grow, through what’s next?
SAF Phoenix 2025, SAF’s annual convention Aug. 11-14 at the Westin Kierland Resort & Spa in Scottsdale, Arizona, is designed to help floral businesses successfuly navigate today’s challenges and plan for the future.
“SAF Phoenix 2025 is the best investment you can make in your business right now,” says SAF President Oscar Fernandez. “You’ll walk away with real strategies, practical ideas, the connections you need to face uncertainty with confidence, and uncover new opportunities for growth.”
In addition to solutions-focused education, the event will deliver plenty of inspiration and networking. Watch floral designers compete in the 56th Annual Sylvia Design Cup Competition. Explore hundreds of flower and foliage varieties — including new and unreleased stems — during the Outstanding Varieties Competition. Meet dozens of vendors offering innovative solutions at the Supplier Expo.
Understand the Economic Outlook — and How to Respond
The U.S. economy is slowing. The U.S. gross domestic product (GDP), adjusted for inflation, declined at a 0.3 percent annual rate in the first quarter of the year, according to the U.S. Department of Commerce. And, the International Monetary Fund downgraded the 2025 U.S. GDP growth forecast from 2.7% to 1.8%, largely due to the impact of new tariffs. Inflation, which had started to cool, could spike again as supply chain pressures mount.
What does this mean for your business — and how can you stay ahead of what’s next?
In the keynote “Ready for What’s Next: Economic Insights to Drive Smarter Decisions,” Hall will break down these trends and provide clear, actionable insights on interest rates, consumer spending patterns, business lending, and more. Attendees can dive even deeper during the “Idea Exchange: Turn Economic Insights into Action,” an interactive session to turn data into real-world strategies.
Plus, get a high-level overview of the state of the floral industry with SAF CEO Kate Penn’s State of the Floral Industry keynote.
Protect Margins Amid Rising Costs
In early April, sweeping tariffs took effect making everything from vases and ribbon to sleeves and flowers more expensive. At the same time, wages are climbing. Average hourly earnings rose by 3.8% in the past year — adding more pressure to already tight profit margins.
To succeed, businesses need to squeeze every dollar for maximum efficiency.
In “Are You Overstaffed, Understaffed or Just Guessing?” learn how to control one of the biggest costs — labor — with better forecasting and workflow strategies.
“Stop the Shrink: Strategies to Cut Waste” delivers practical ways to reduce product loss across purchasing, inventory management, and care, ensuring every stem supports your profitability.
Grow Your Business Stronger and Smarter
When times get tough, consumers become more selective. A 2024 Deloitte study found that during periods of economic uncertainty, shoppers stick with brands they trust — and abandon those they don’t.
That’s why a strong, authentic brand matters now more than ever. In “Is Your Brand Helping You Grow?” learn how to assess whether your brand still resonates with today’s customer — and how to realign if it doesn’t.
Data-driven decision-making is also critical. “Backed by Data – AI Powered Analyses for Smarter Business Decisions” demonstrates how to harness AI to pull actionable insights from existing data.
“AI in Action: Smarter Sales and Service Training” explores how floral businesses can use AI to improve staff performance and customer satisfaction — even with limited resources.
Build an Empowered Team
In a turbulent economy, your people are your greatest asset — and your greatest competitive advantage. Strong teams help businesses stay flexible, creative, and productive, even when external factors are unpredictable.
In “The Empowered Team: Fostering a Culture of Innovation and Ownership,” learn how to spark initiative and leadership across every level of your business — fueling growth through smart risk-taking and empowered thinking.
“Idea Exchange: Perks that Work” will crowdsource cost-effective, morale-boosting ideas to retain employees without relying solely on salary increases.
“Train to Sustain: Set New Designers Up for Success” shows how to quickly build skills in entry-level staff, helping you scale faster and more efficiently.
And the session, “You Deserve a Vacation: Build a Business that Doesn’t Break Without You” will show how to put the systems in place so you can step away from day-to-day operations while maintaining high standards and strong results.
Stay Ahead of Consumer Trends
Consumer expectations have fallen. According to the University of Michigan, the index of consumer expectations has dropped 32% since January — the steepest decline since the 1990 recession.
This shift means customers are more cautious and selective about where and how they spend their money — and their loyalty will hinge on emotional connection and value perception.
Understanding what consumers want is critical to staying competitive. In “2026 Flower Trends Forecast,” Talmage McLaurin, AIFD, of Esmeralda Farms will explore how emerging floral trends and consumer behavior are influencing flower preferences and purchasing habits.
Building on that foundation, “Profiles in Color: Turn Trends into Sales” will dive deeper into the psychology behind color and customer motivation — helping you create floral designs and experiences that resonate, drive purchases, and build loyalty even in a more challenging market.
“Whether you’re facing staffing challenges, rising costs or just looking for inspiration, this programming gives you the information to thrive,” says Fernandez. “Now isn’t the time to pull back; it’s the time to lean in.”
See the full schedule, event details and register here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
