On Oct. 14, floral professionals across the country and internationally will surprise people with two flowers or bouquets — one to enjoy and another to share. The exchange is at the heart of Petal It Forward, the Society of American Florists’ annual goodwill campaign highlighting the positive effect flowers have on emotional well-being and the joy that comes from both receiving and giving them.
Participation can range from distributing hundreds of bouquets throughout a community to handing out 50 roses outside a flower shop. No matter the scale, thoughtful planning can help businesses extend the campaign’s reach and impact.
Monty Pereira, AAF, PFCI, of Watanabe Floral in Honolulu, and Emily Torres of Kennicott Brothers recently shared seven ways to make the event manageable and meaningful.
- Start with what you can manage
Small shops should not compare their plans with the largest events they see online, Pereira said. A one- or two-person business can use flowers on hand, order a few extra bunches or hand out 50 single roses. Start small, watch the response and expand next year if it makes sense, he said.
- Call your wholesaler early
Ask sales representatives what Petal It Forward products, pricing or support may be available. Kennicott Brothers, for example, has offered premade bouquets that save customers time and labor. Suppliers may also have special pricing or excess product, Pereira said, but businesses need to ask before those resources are committed elsewhere.
- Find a partner
A nonprofit, garden club, police department, school or neighboring business can provide volunteers and a distribution site. Kennicott works with Inspired Through Flowers, a Chicago-area nonprofit that repurposes donated flowers nearing the end of their vase life. Sharing the work made the project less intimidating, Torres said.
- Choose recipients with intention
A busy downtown location can generate visibility, but a targeted partnership can deepen the impact. Watanabe Floral has distributed flowers at a drug rehabilitation facility and an assisted-living community. The experience also reminds employees what flowers do for people. Pereira called Petal It Forward his team’s favorite day of the year.
- Prepare a simple explanation
People may hesitate when a stranger approaches with free flowers. Pereira’s team quickly explains that it is celebrating Petal It Forward, gives the recipient two bouquets and asks that one be shared. Once people understand that nothing is being sold, their reactions change. Matching shirts (now available for order through SAF) signs and flower cards can reinforce the message.
- Promote before and during the event
Torres recommends simple social content, including short videos featuring two bouquets, photos from previous years and reminders inviting people to the distribution site. Assign someone to capture photos, videos and reactions during the event. Those assets can document the impact and promote next year’s effort.
- Focus on the people
Torres recalled giving flowers to an international student at DePaul University who was missing her family. The student later messaged Kennicott to say they were the first flowers she had received since moving to the United States. Pereira watched residents at the rehabilitation facility soften as they received their flowers. Those reactions show why an event does not need a large budget or elaborate setup to succeed. “It really is the thought that counts,” Torres said.
Petal It Forward takes place Wednesday, Oct. 14. Register now to access planning and promotional resources.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
