Rising costs. Shifting demand. Climate pressure. AI disruption.
Those forces are reshaping every corner of the floral industry — and the Society of American Florists is opening a key leadership-level conversation to the industry to examine what’s changing — and what it means for business.
On April 23, SAF will host an All-Industry Trends & Challenges Discussion, a virtual event bringing together perspectives from growers, wholesalers and retailers.
“This is one of the most valuable conversations we have all year,” says SAF President Lori Wheat, AAF, noting that these discussions traditionally happen within SAF’s Retailers, Wholesalers and Growers Councils, where leaders share what they’re seeing in real time. With this all-industry discussion, SAF is bringing those same candid, cross-sector conversations to the broader industry so more businesses can benefit from the collective insight.
“The pace of change right now is unlike anything we’ve seen in years. No single segment has the full picture — but together, we do.”
Seeing the full picture
The session will explore how forces like pricing pressure, product availability, tariffs, consolidation and artificial intelligence are shaping the industry — and how businesses are adapting.
Participants will hear how each segment is responding, and why those decisions ripple across the supply chain.
“When you connect those perspectives, you start to understand not just what’s happening — but why,” Wheat says.
That broader view is critical for every floral business, she says.
“These insights don’t always get shared across the chain in a structured way,” she says. “This event changes that.”
With tighter margins and faster decision cycles, she added, access to cross-sector insight is a competitive advantage.
From insight to action
The discussion is designed to deliver practical takeaways — helping businesses adjust pricing, manage inventory and respond to shifting demand. The event will also invite attendee input, creating a two-way conversation.
“Some of the best insights come from what members are seeing on the ground,” Wheat says. “What’s working, what’s not and where they’re finding opportunity.”
The All-Industry Trends & Challenges Discussion will take place April 23 at 2 p.m. ET. The event is free for SAF members and $50 for nonmembers. Register here.
Amanda Jedlinksy is the senior director of content and communications for the Society of American Florists.