Raya Ward, a retail flower manager from Connecticut, left the Society of American Florists’ Next Gen LIVE! event last week in San Diego with new...
Does Your Marketing Have What it Takes to Win $5,000?
With the flower sales boom of the pandemic in the rearview mirror, many floral businesses are deploying clever marketing to capture their customers’...
Explore Design As a Celebration of Life in Boston
While some florists may feel pressure to provide the perfect arrangement to honor the deceased, Patience Pickner, AAF, AIFD, PFCI, owner and...
SAF Adds Breeder Category to Outstanding Varieties Competition
The Outstanding Varieties Competition at Society of American Florists’ convention annually provides a glimpse at future floral trends. And this...
Is Your Business’s Online Reputation Netting Sales?
Chances are you already have a business website and spend time on social media. But do you know how to boost search engine optimization (SEO) and...
Grow Sales While Incentivizing Employees
By turning to the playbook of common practices used by large corporations, floral businesses can find success in managing employee wages, improving...
Young Floral Pros Grow and Connect in Miami
Affirmations of a career path. Insight into efficient retail operations. An insider view of the floral importing scene. And newfound floral friends....
Learn to Elevate Your Customer Experience in Boston
A one-day investment can equal lasting results for your business all year-round—that’s what happened for Amber Micciche of Main Street Flower Market...
Find Your Business’s North Star in Phoenix
Can you start with a dream for your business, and then work backwards, step by step to achieve it? Bart David specializes in helping business owners...
5 Reasons to Compete in the Sylvia Cup Design Competition
The Sylvia Cup Design Competition, the longest-running live floral competition in the nation, offers designers an opportunity to escape the daily...
SAF Phoenix 2023 Promises ‘Incalculable’ ROI
A new holiday catalog. A much-needed overtime compensation policy. And connections to suppliers across the chain. These are just some of the...
SAF to Induct 26 AAF and PFCI Honorees
More than two dozen floral professionals from across the U.S. have earned credentials that demonstrate their commitment to the floral industry....
Find Inspiration and Education to Grow Your Business
Looking for some outstanding flowers for weddings? In need of new services for your business? Need some design inspiration? The Society of American...
Burned Out? Hit a Ceiling? There’s a Tool for That
In the two decades since Liza Roeser, AAF, founded the online wholesaler Fifty Flowers, it has grown to include more than 60 employees in the U.S.,...
VIDEO: SAF Competition Showcases Never-Before-Seen Varieties
[mom_video type='vimeo' id='848731373' width='900' height='506'] Stephanie Brady, project manager at the Society of American Florists; JD Lecuona,...
Florists Armed with Inspiration and Knowledge After Profit Blast
More than 115 florists from 22 states gathered in Boston on Sunday for the Society of American Florists’ 1-Day Profit Blast, where they learned best...
Drive Sales With Frictionless Ecommerce Experiences
In the drive to create seamless ecommerce experiences, the smallest details matter. How many clicks does it take to check out? One too many and the...
What’s Your Exit Strategy?
Whatever your timeline for retirement looks like, there’s no better time than now to start planning for the succession of your business. That’s...
Digital Marketing That Goes the Distance
When sales are slow at Sweet Psalms Florist in Conyers, Georgia, owner LaToya Ferguson deploys a multi-channel digital marketing strategy — which...
5 Ways to Save Time With AI
Florists are putting the power of artificial intelligence to work in their businesses, tasking it with a multitude of jobs from creating policies to...
SAF Phoenix 2023 Taps Top Experts
A trend spotter. An artificial intelligence expert. Entrepreneurs. An ecommerce guru. SAF Phoenix 2023, the Society of American Florists’ 138th...
Meet the Contestants Vying for the Sylvia Cup
They are up-and-coming floral designers, successful business owners, college students and teachers. Some are regulars on the design competition...
SAFPAC Gears Up for Election Season with Phoenix Fundraiser
As Capitol Hill enters fundraising season and an election year, the Society of American Florists’ political action committee is gearing up to make...
Florida Designer Wins Sylvia Cup at SAF Phoenix 2023
Michael Smith, AAF, AIFD, FDI, FSMD, owner of Artistic Designs Unlimited Inc., in Marianna, Florida won the 54th annual Sylvia Cup Design...
Stars of the Industry Honored at SAF Phoenix 2023
Consumers can enjoy a vase of flowers longer than ever while florists can minimize shrink, thanks to the research of University of Florida...
‘Amistad’ Double Oriental Lily Wins Outstanding Varieties Competition
'Amistad’, a light pink double Oriental lily presented by Sun Valley Floral Farms, charmed judges with its soft coloring, elegance and grandeur to...
State of the Industry: Plenty of Reason to Celebrate
As the industry takes action to overcome its biggest challenges, there is reason to celebrate, said the Society of American Florists’ CEO, Kate...
Profit Blast Offers Strategies to Conquer the Holiday Frenzy
Leah Van Ness of Montville Florist in Uncasville, Connecticut, is feeling confident about handling the coming holiday frenzy. That’s because earlier...
Does Next Gen LIVE! Deliver? Bosses Say ‘Yes’
Like many other leaders at floral companies, Mike Black is concerned about getting the next generation of floral professionals to commit to the...
4 Benefits of Next Gen LIVE!
New connections, world class education, and a bigger perspective of the floral industry — all in a destination city. The Society of American...
SAF Elevates 2024 Advocacy Presence
The Society of American Florists is planning to take its federal advocacy work—and its annual legislative fly-in event, Congressional Action Days...
Drive Retention and Sales with Behavior Insight
Do you have a customer who is a perfectionist? Or a colleague who is a people pleaser? Do you get anxious when people don't return emails? These...
Plug Into the Power of AI in Miami
[mom_video type='vimeo' id='831924420' width='900' height='506']Exactly what is artificial intelligence, and how can it help floral pros? [gap...
Tap Into Trends
As Wendy Rockcastle left Talmage McLaurin’s 2023 Flower Trends Forecast presentation at the Society of American Florist’s annual convention last...
Turbulent Times? Turbo Charge Your Business in Phoenix
There’s little business owners can do to control the inflation and economic uncertainty that’s dominating...
From Conception to Customer: The Story of Floral Hard Goods
Hard goods, from vases to pots and even mechanics like foam and plastic pillows, play a big part in making beautiful arrangements — but how much do...
Go Behind the Scenes of the Floral Supply Chain
Whether they work in retail, manufacturing, wholesale or on a flower farm, busy floral professionals in all segments of the industry are...
Learn to Communicate Like a Pro
The most sought-after skill set in business, according to a Wall Street Journal/Harris Interactive poll of top executives and recruiters, is...
‘Friendships are Flourishing’ From Next Gen Connections
As a fifth-generation florist at her family business, Nicole Palazzo, AAF, already knew many members of the industry, but she didn’t have...
Tap Into the ‘Experience Economy’
We are living in an experience economy, where social media chronicles meals and vacations, and 76 percent of consumers say they'd prefer to spend...
Dig In to Digital Strategy in Miami
With 53 percent of the world’s population on social media and 80 percent of consumers buying products in response to seeing social media content,...
Does Your Customer Service Drive Repeat Sales?
There’s welcome news on the business pages. Not only did the March Consumer Confidence Index rise slightly from February, but the research firm...
ISO Career Development and Industry Peers? Next Gen LIVE! Delivers
At 33, Carrie Moore is a young business owner, navigating the ups and downs and ins and outs of running her Custer, South Dakota flower shop. But...
Floral Pros ‘Show Off’ Size, Global Scope of Industry
Growers, wholesalers, retail florists and others with ties to the industry met with 70 congressional offices in Washington, D.C. on March 21 during...
Make Third-Party Delivery Work for You
Faced with labor shortages and increased costs, more and more florists are turning to third-party delivery services to grow their business and save...
SAF’s Advocacy Priorities: Renew the Farm Bill
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF’s Advocacy Priorities: Renewing GSP
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Try This ‘Priceless Investment’ in Your Employees
After losing some employees to retirement and replacing them with young talent, Dave Legge, president of Denver Wholesale Florists, saw the Society...
SAF’s Advocacy Priorities: Preserve Agriculture’s Workforce
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF’s Advocacy Priorities: Protect Floriculture Research Funding Increase
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. Which issues are...
5 Question to Ask Your Team Post-Valentine’s Day
With Valentine’s Day in the rearview mirror, it’s the perfect time to meet with your team to document what went right and what you learned. In this...
Bring Industry Priorities to Washington
Preserving a hard-fought increase in floriculture research funding dollars. Price certainty for fresh floral...
Save the Date for SAF’s Premier Events
Mark your calendar for the Society of American Florists’ two premier events, the second annual Next Gen LIVE! event for young floral professionals...
Join Your Peers in D.C. to Protect Industry Funding
The floral industry scored a victory this year with an additional $1 million annually for floriculture research, thanks to SAF’s advocacy efforts....
Texas Florists Gear Up For A Profitable Valentine’s Day
Seeking the best business tips, design ideas and new products and services for a profitable Valentine’s Day, Texas florists stepped away from their...
SAF Will Help You Learn, Grow and Connect in 2023
Do you worry about the impact of inflation on your profit margin? Are you looking to connect with professionals across the floral supply chain? Do...
Save the Date for SAF’s 2023 Events
The Society of American Florists has a full slate of events for 2023 that will help you learn, prosper and connect! The 2023 events include: Virtual...
Want a Profitable Valentine’s Day? Get a Head Start in San Marcos!
It’s not easy to tear yourself away from the shop for education — but meeting fellow industry professionals who “love flowers as much as we do” was...
Texas Florists to Soak in HR, Customer Service and Operational Hacks
When it comes to retaining customers, the devil can be in the details — and if you’re not paying attention to the little things, you run the risk of...
Five Minutes with Barry Gottlieb on Improving Mental Wellness
[mom_video type='vimeo' id='761898288' width='900' height='506'] [gap height="10"]The pandemic took a toll on workers, prompting a record number of...
SAF Launches Webinar Series on Mental Well-Being
At Arizona Family Florist, employees are challenged to perform random acts of kindness, treated to massage breaks during busy times and have monthly...
Design, Delivery and Marketing Hacks on Tap for Denver Profit Blast
Derek Woodruff, AIFD, CF, PFCI, of Floral Underground honed his creativity as a designer — as well as his problem-solving and time management skills...
SAF Orlando 2022 Brings Together More than 400 Floral Pros
Denise Jefferies is back in the flower business after selling her Connecticut flower shop in 2008 and taking 11 years off. Now owner of Bella...
Floral Experts Converge for SAF Orlando 2022
An employee retention specialist. An acclaimed designer. A trend spotter. A researcher. A life coach. Marketing gurus. Entrepreneurs. SAF Orlando...
X,Y, Z and More: Managing a Multi-Generational Workforce
Baby Boomers are hardworking and strive for stability, prestige and financial reward. Gen X is self-sufficient and resourceful and values a good...
How to Lead When You Are a Young Boss
When Cameron Pappas stepped into a leadership role at Norton’s Florist in Birmingham, Alabama at the age of 27, he says he underestimated his...
Talmage McLaurin: Floral Trends are ‘Not Revolutionary, They Are Evolutionary’
Talmage McLaurin, AIFD, has established a career identifying and understanding floral trends. He spots the up-and-coming aesthetics — whether he...
Hacks to Save Time and Get More Done
Time is one of our most valuable resources. Just ask Eileen Weber, AAF, vice president of Lake Forest Flowers in Lake Forest, Illinois, who in...
Planes, Trucks, and a Lot of Logistics: Behind the Miami Flower Importing Scene
Before an imported flower makes it into the hands of a U.S. florist, it goes through a swift and streamlined supply chain that strives to protect...
Next Gen Pros Bring Energy and Experience to Miami
Leadership skills. Productivity hacks. Social media expertise. Design tricks. Networking. Importing tours. And plenty of fun. The Society of...
Flower Buyers and Growers Prep for Outstanding Varieties Competition
One can’t-miss highlight of SAF Orlando 2022 is the Outstanding Varieties Competition — an awe-inspiring collection of the finest flowers, plants...
Drive Revenue by Wowing Big Budget Brides
From new floral trends to a record number of nuptials this year, the wedding and event industry is changing and booming, offering florists new...
Young Floral Pros Gather in Miami
More than 150 floral professionals from 31 states and Ecuador and Colombia will meet in Miami next week for the industry’s first event planned by —...
Inspiration to Grow Your Business
Looking for some outstanding flowers for weddings? In need of new services for your business? Need some design inspiration? The Society of American...
Is It Time for a Digital Marketing Do-Over?
Online reviews. Pay-per-clicks. QR codes. For retail florists, driving customers to the digital marketplace requires the same attention to detail as...
Does Your Business Need to do Some Soul Searching?
The pandemic and the resulting surge in flower sales brought into sharp focus for many floral businesses what was working, what was broken — and...
Retired Floral Designer Gives Back to Patients
Surrounded by carnations, roses, greenery, and other stems, a small group of Parkinson’s patients near Minneapolis, Minnesota are learning the art...
From Breeder to Vase: The Life of a Flower
Customers of florist BJ Dyer, AAF, AIFD, consider him their resident rose expert. When they ask about color variations, Dyer explains the amount of...
Reignite Your Staff
Stress and burnout have taken a toll on workers — and not just on some of the record 47 million people who quit their jobs last year. Even those who...
Inflation Squeezing Your Bottom Line? Learn How to Forecast Your Future
Manny and Clara Gonzales left their corporate careers in 1996 and bought a flower shop in their hometown of Charleston, South Carolina. “We didn’t...
Access Insider Tips to Drive Summer Sales
Need help driving sales this summer? The Society of American Florists’ Career Connection learning hub has resources to help, including courses on...
Five Minutes With Ellie LaFever on Leadership Superpowers
[mom_video type='vimeo' id='720469524' width='800' height='450'] [gap height="5"]Editor’s note: In this new SAF NOW video series, managing editor...
Florists Get Recharged and Inspired in Cedar Rapids
They learned how to upsell and book more weddings while creating designs for different budgets. They heard strategies for better communication in...
Tap Into Consumers’ ‘Great Expectations’ in Orlando
Consumer expectations and buying habits have changed since the start of the pandemic, and because of that e-commerce will continue to be a driving...
Next Gen to Get Insider Look at Floral Industry Epicenter
A journey through the life of a flower from breeding to delivery at a retail flower shop. A behind-the-scenes tour in which attendees will follow...
Five Minutes with Derek Woodruff on How the Next Gen Can ‘Level Up’
[mom_video type='vimeo' id='716050900' width='900' height='505'] Editor’s note: In this new SAF NOW video series, managing editor Amanda Jedlinsky...
Four Ways to Plan Now for Profitable Summer Events
Being a successful event florist requires more than being able to design beautifully. With the inflationary pressures of today’s economy, business...
Tackle Event, Labor and Inflation Challenges at SAF’s 1-Day Profit Blast
This year is expected to be the biggest year for weddings since 1984, and couples are spending more than ever on flowers. Are you prepared to...
Learn, Network and Grow With SAF’s Events
The best way to invest in yourself and your team is through continuing education and connecting with your peers. Check out the Society of American...
Two Reasons to Step Away from the Business This Summer
[mom_video type='vimeo' id='698727046' width='900' height='506']The Society of American Florists has added a second all-industry, in-person event to...
Register Now: SAF’s Next Gen LIVE! and SAF Orlando 2022
Retailers, wholesalers and suppliers looking for a place to connect under one roof have an additional option this year from the Society of American...
Communication Is Key To Avoid ‘Cringe Moments’
Every employee — from owner to the delivery driver — is an extension of a floral business, making clear communication both within and outside the...
Florists Find Inspiration and Growth Strategies in Albany
Mary Jones’ two younger employees have sought to expand their education through college classes and with training at other flower shops. “I thought,...
‘The Sky is the Limit’ for Drones
Though federal guidelines currently limit their size and application, small unmanned aerial systems (UAS) can enhance the safety and efficiency of...
Amplify the Floral Industry’s Voice in Washington
More than 60 floral industry professionals will take to Capitol Hill next week to talk with legislators about key issues that are important to the...
Immigration Reform: Are We Making Progress?
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Profit Blast Preview: Hone Your Communication Superpowers
Wish you could read your employees’ minds, and that they could read yours, too? From new hires to veterans, employees need to know what is expected...
Are You Making Money on Delivery?
If done correctly, delivering flowers offers customers a convenience and the business a competitive advantage and extra revenue. Is your business...
SAF’s Advocacy Priorities: Duty-Free Access to Fresh Product
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
SAF’s Advocacy Priorities: Drones and Floriculture
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. Which issues are...
Come to D.C. for a ‘Mind-Blowing’ Experience
[mom_video type='vimeo' id='683859291' width='800' height='450'] Think you are too busy to leave your business for a few days? Intimidated by the...
Profit Blast Preview: Optimize Your Online Performance
Online orders make up a significant portion of florists’ sales these days. A recent survey by the Society of American Florists showed that 66...
Profit Blast Preview: Trendy Designs For All Skill Levels
It can be hard to find good help these days — especially experienced designers. In a recent survey by the Society of American Florists, nearly half...
How to Earn the ‘Olympic Gold Medal’ of Customer Service
You already know that customer behavior and attitudes have changed in significant ways since the beginning of the pandemic. You’ve experienced the...
Time to Recognize – and Celebrate – Our Industry’s Teachers, Leaders
Anyone who’s attended a floral industry seminar – whether a hands-on design session or a social media workshop – knows the power of a great speaker...
Are You Adapting to the Post-COVID Consumer?
COVID-19 has changed consumer behavior — and with it, the way retail florists sell flowers. Sales expert Tim Huckabee has observed how those changes...
Retailers to Gather in Northeast to Tackle Challenges – and Opportunities
Need to do more with a smaller team? Struggling to maintain profits with increasing costs? Join other retailers to learn how to better leverage...
Make Your Voice Heard on Capitol Hill This March
Does the increased cost of running your business keep you up at night? In 2021 consumer prices rose at the fastest pace in more than 30 years....
SAF’s Idea Exchange Troubleshoots Supply Chain Troubles
Plan and order well in advance. Communicate throughout the supply chain. Update online inventory. Work with what you have. That was the advice from...
Forecast Your Valentine’s Day Sales to Predict Staffing Needs
Valentine's Day falls on a Monday this year, a slower sales day for what is typically one of the busiest holiday weeks for florists. With two years...
SAF Will Help You Learn, Prosper and Connect in 2022
Are you struggling with hiring and retaining talent? Do you value peer to peer connection? Do you need a “help-line” for all the changes you’re...
SAF to Take Industry Issues to Capitol Hill in March
Rising costs. Stalled supply chains. Labor woes. Make sure Congress understands the impact of these challenges on your business. Join your peers at...
Webinar Addresses Questions, Concerns, About the Proposed U.S. Floral Board
If the proposal for a national floral promotion order, Floral Board, passes, who will stand to benefit? Will it raise the cost of flowers? What will...
Floral Pros Gather for Design, Staffing and Marketing Tips
“You can never stop learning.” That’s what veteran florist and 4th generation owner Herb Rothe of Rothe Florists in Philadelphia said to fellow...
Profit Blast Preview: Streamline Marketing To Save Time, See Results
When business is strong, and staffing is lean, it can be easy to let some tasks, such as marketing, fall by the wayside. “As we know, the floral...
Amidst Staffing Challenges, ‘Profit Blast’ Offers Real Solutions
The labor shortage doesn’t appear to be improving much nationwide — or in the floral industry, where florists have been hampered by staffing...
SAF Orlando 2021 Attendees Turn Knowledge Into Action
By the time Janet Woloszyk had returned from the Society of American Florists’ annual convention she had already taken advice she’d gleaned from...
Charlie Hall: Industry Challenges Will Continue, Spur Change
The floral industry will continue to see historic sales and constricted product availability into 2022 and perhaps later, demanding much-needed...
SAF Orlando Attracts 350 Floral Professionals from 39 States
More than 350 floral professionals from 39 states and 5 countries have gathered in Florida this week for SAF Orlando 2021, the Society of American...
‘Amor Candy’ Chrysanthemum Named Best in Show in SAF’s Outstanding Varieties
A deep pink daisy chrysanthemum with a perky lime green center captured judges’ hearts to win the Society of American Florists’ Outstanding...
Industry Professionals to Gather for SAF Orlando 2021
Hundreds of industry professionals and experts will gather next week in Florida for the Society of American Florists’ first convention since 2019....
Behind the Scenes of Plant Breeding at SAF Orlando 2021
Successful plant breeding can produce disease-resistant plants that have a longer shipping and vase life, all while providing retailers, wholesalers...
SAF Competition Highlights Outstanding Varieties
Growers are preparing to enter this year’s Outstanding Varieties Competition at SAF Orlando 2021, the Society of American Florists’ 136th annual...
Safety Protocols in Place for SAF Orlando 2021
The Society of American Florists announced safety protocols focused on keeping convention attendees healthy amid a surge in Covid cases. “The safety...
Turn Browsers Into Buyers at SAF Orlando 2021
Most online shoppers don’t make a purchase. So how can retail florists, who have increasingly relied on their websites during the pandemic, capture...
Learn How to Reel Back ‘Covid’ Customers at SAF Orlando 2021
The pandemic brought many florists scores of new customers who wanted to connect with loved ones they couldn’t physically see. Can you count on...
Sylvia Cup: Winners, Judges Share Tips
The Sylvia Cup Design Competition is a tradition that celebrates the art of floral design, creativity and the ability to work under pressure....
Look Into an Economist’s ‘Crystal Ball’ at SAF Orlando 2021
The only thing constant in life is change — a message the global pandemic drove home hard. Floriculture professionals adapted, reimagining...
Get Action Plan for More Streamlined Website at SAF Orlando 2021
Convinced your shop’s reputation is so amazing you can settle for an “okay” website? Think again. Overall e-commerce grew by a whopping 44 percent...
Google’s Search Chief Demystifies Machine Learning Advertising
Want to drive consumers to your website? You need to understand machine learning says Google Chief Search Evangelist Nicolas Darveau-Garneau, who...
Hire Fast, Hire High-Touch
If you thought attracting and retaining talent was a challenge pre-COVID, brace yourself for recruiting in a post-pandemic world, advises HR expert...
E-commerce, Talent, and Trends Focus of SAF Orlando 2021
During the pandemic, retailer Carma White says she relied on SAF’s virtual events and content to keep her business moving forward. So when she saw...
Connecting with Peers Pays Off
Jodi McShan, AAF, AIFD, CFD, PFCI, knows who has the best secrets for improving her business — her peers. And at SAF Orlando 2021, she plans to take...
New Learning Hub Features 5 New Courses
The Society of American Florists now curates high-quality training, created by the industry's top trainers, teachers, and floral pros in one central...
New Study Offers Insights on Today’s Floral Consumer
How have the habits and preferences of flower-buying consumers changed over the past year — and what can florists do to make the most of those...
SAF Webinar Tackles Capitalizing on Today’s Floral Consumer
How do consumers plan to purchase flowers and plants in the next six months — and what is motivating their behavior? Has the pandemic permanently...
Fresh Product, Trends Flourish at SAF Orlando 2021
Despite a shorter event format – 2.5 days instead of the usual 3.5 — fresh product, trends and design will have just as big of a platform at SAF’s...
SAF Members Highlight Floral Industry Priorities at CAD
Increase funding for floriculture research. Ensure cost savings on imports. Maintain the minimum wage. Preserve agriculture’s workforce. Forty-seven...
Consumers Rooted in Plant Love During Pandemic
2020’s plant babies are now growing into plant toddlers — and their plant parents show no signs of slowing their enthusiasm for all things plants....
SAF Picks Orlando for ‘Affordable, Accessible’ Annual Convention
After a year-plus of re-engineering operations to adapt to social distancing, record high (or low) sales and skeleton crews – all amidst social...
Fresh Product: Coping with the Supply Squeeze
Looking ahead to Mother’s Day, the biggest worry for many florists is, “How can I be sure I will be able to get the fresh flowers and plants I need,...
Advocacy Series: Why This Year’s CAD Advocacy Meetings Matter Even More
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Storytelling and Community: Strategies Behind the Success of The Sill
As a young professional living in New York City, Eliza Blank struggled to find plants that would survive and thrive in window-lacking, sub-optimal...
Advocacy Series: 5 Questions about Ag Labor
Editor’s note: Advocating for the floral industry’s needs on Capitol Hill is a key priority for the Society of American Florists. What issues are...
Plantfluencer Shares Tips to Create Loyal Plant Customers
Explaining the houseplant craze is as simple as A, B, C says plantfluencer Darryl Cheng---it’s all about aesthetics, biology and companionship....
SAF Launches Plant-Focused Virtual Event in March
Got plants? You’d better. As retail florists around the country will tell you, Americans are crazy for houseplants. “Plant love is here to stay —...
SAF’s Grassroots Lobbying Event Goes Virtual
SAF’s annual Congressional Action Days, April 13-14, is an all-virtual affair this year — but the advocacy will have real-world impact on floral...
2 Last-Minute Language Tweaks to Boost V-Day Sales
As your team moves into the final crunch of Valentine’s Day this year, remember that messaging is everything. Remind your team that, especially...
Industry Financial Pro Details Holiday Tips
Valentine’s Day 2021 will be unprecedented — yes!— but there are still solid financial principles you can put in place to help your business stay on...
Designer Highlights Platonic V-Day Gifts
Ever since the NBC sitcom “Parks & Rec” introduced the concept of “Galentine’s Day” 10 years ago, Americans have increasingly been finding ways...
Full Calendar? Flexible Options Available for SAF Reinvention Summit
If you’re not yet registered for the Society of American Florists’ all-virtual Reinvention Summit taking place next week, from July 27-31, don’t...
How to Grow Your Business with LinkedIn
With in-person networking events on hold for the foreseeable future, it’s more important than ever to connect with current and prospective clients...
How to Get the Most Out of New Customers
Social distancing guidelines created a lot of first-time flower buyers this spring, as consumers sought contact-free ways to deliver a virtual hug...
How to Host a Virtual Design Class
Like many florists, Heather Waits, AAF, has seen her wedding and event business plummet during the pandemic. To recover some of that lost revenue,...
Arkansas Florist to Talk Staff, Customer Safety
Should you be taking your staff’s temperature daily? What does a socially distant design room look like? How do florists — trained to be welcoming...
‘Leadership Exchange’ Explores ‘What’s Next?’
What do Mother’s Day results tell us about the floral industry’s “new normal”? How will our operations change? And, what will be the impact of...
‘Reignite’ Webinar Series Provides Summer Boost
As retail businesses continue to reopen around the country, make sure your operation is ready to hit the ground running or continues to build on...
3 Tips to Stay in Front of Customers Every Day
Now that the rush of this year’s unusual Mother’s Day is over, it’s time to think summer strategy. SAF has pulled together three tips from a recent...
5 Early Takeaways from Mother’s Day 2020
The run-up to one of the floral industry’s biggest holidays was chaotic and filled with uncertainty —especially for florists in states with strict...
Tips for Generating News Coverage
While most of the world has hit pause the past two months, one industry has plugged along, full steam ahead: the news. Knowing this, Jackie Levine,...
4 Low-Tech Ways to Get Customers’ Attention
To drive sales during this period of chaos and confusion, it’s key to embrace a variety of tactics — including those that occur offline. During a...
Florists Share Strategies for Reopening
In a recent Society of American Florists webinar, representatives from retail flower shops that have closed and reopened their businesses during the...
Putting Downtime to Good Use
The dot com bubble, 9/11, the Great Recession — there have been several crises in Nic Faitos’ 25-year career, and he’s survived them all. But the...
4 Quick Tech Fixes for a Smooth Valentine’s Day
Valentine’s Day (on a Friday, sigh, on a long weekend, double sigh) has plenty of variables you can’t control. One thing you can be in charge of:...
Federal Government Seeks Grower Input on Hemp Production Program
The federal government is seeking input from growers on hemp production in the United States — and the Society of American Florists is encouraging...
SAF Explains New Federal Overtime Pay Regulations
Starting January 1, 2020, a new Department of Labor rule will make 1.3 million American workers eligible for overtime pay. What does the rule mean...
How to Make Deliveries More Profitable and More Streamlined
Want to make deliveries more profitable? Streamline your processes? Just in time for the busy fall and winter season, veteran floral industry...
Convention Handouts: Your ‘Cheat Sheets’ for Top-Notch Education
During SAF Amelia Island 2019 in September, 60 expert speakers and panelists came together in 44 educational sessions and events on targeted issues...
Amelia Island Experience Zones Deliver Targeted, Hands-On Training
Ever wish you had a personal trainer at work to help you get up to speed fast on new technology and best practices in service? This month at SAF...
Nebraska Florist Brings Plans — and Team Members — to Profit Blast
Lori Crom of Tabor Floral in Nebraska City, Nebraska, will travel about 160 miles this weekend to take advantage of a resource she needs — and...
Seasoned CPA Shares Insight on Pricing Events for Profits
What happens when a bride walks in and wants to order personal flowers, ceremony and reception designs — and “something really special” for the...
For Growers, Outstanding Varieties Provides Opportunity to Stand Apart
Toward the end of 2018, Juan David Lecuona began fielding hundreds of queries from industry members hungry for more information on ‘Alma’— a bright...
Veteran Event Florist Shares Tricks, Tools and Time-Savers
Have you ever devoted hours to crafting the perfect boutonniere, only to see it crumble on a suit jacket because it wasn’t attached correctly? "I...
In Tight Labor Market, HR Pro Stresses New Hire Processes
Historically low unemployment means that many floral industry business owners are struggling to find and keep workers. How do you get new hires to...
Excitement Grows for SAF Amelia Island 2019
School’s just about out for summer, and many floral professionals have their eyes on September for four days of world-class business education,...
SEO Pro Dishes Tips on Mother’s Day Best Practices
As you and your team prep for Mother’s Day, you may be brainstorming ways to drive more traffic to your site. Should you hire an outside party to...
Conquer Your Finance Fears at Profit Blast
If tax season has taken the wind out of your sails or the mere thought of your shop’s finances send shivers up your spine, you could use a getaway...
Profit Blast Speaker Shares Social Media Strategies for Prom
When you were in high school, chances are you planned your prom look by reading Seventeen magazine or heading to the mall. Not so with...
Industry Pros to Share Lucrative and Easy Wedding Designs in Boston
According to a Wedding Wire survey, 40 percent of proposals occur between Thanksgiving and Valentine’s Day — meaning there are scores of giddy...
CAD Includes Visit to Arlington National Cemetery
While in Washington, D.C., to educate legislators about issues impacting their businesses, floral industry members will have a chance to explore...
Dozens Gather in Nashville for Targeted Education and Tips
For dozens of floral industry members, last weekend brought an opportunity to make good on New Year’s resolutions to be more profitable, learn new...
Learn Time-Management for Designers in Nashville
Remember those Staples commercials with the elusive “easy button”? While that particular contraption does not exist (if only!), there are plenty of...
Expert Tips from a CPA to Get You Through the Holidays
Hustling to find reliable, friendly seasonal drivers during the most wonderful time of the year? Try reaching out to senior citizens, suggests Paul...
Get Your V-Day Game Plan in Nashville
While there’s still one month left in 2018, as we all know, it's never too early to start planning for February's big event. Save the date for the...
Designers to Compete for Top Honors at Sylvia Cup in Palm Springs
The clock is ticking. The pressure is on. The competition for top honors is stiff. And the pay-off? Cheers, accolades, the admiration of your peers...
SAF Profit Blast in Green Bay: They Came, They Learned, They Bonded
Ninety-four industry members gathered in Green Bay, Wisconsin last Sunday for the latest installment of the Society of American Florists’ popular...
Want to Make an Impression Online Fast? Create Custom Photos
How much time do you have to grab customers’ attention online? According to the Journal of Behaviour and Information Technology, you get 50...
Win the Online Popularity Contest at 1-Day Profit Blast in Green Bay
The World Wide Web is arguably the world’s largest shopping mall — and it has way too many retailers to count. How’s a florist supposed to get...
Florists Leave Detroit with Ideas on Sales, Service, Financials and More
What’s the best way to capitalize on a full day of targeted education aimed at improving just about every facet of your business, from accounting to...
Florists Gear Up for Detroit Profit Blast
The Society of American Florists’ 1-Day Profit Blast heads to Detroit this Sunday, May 20. Sponsored by Nordlie and Kennicott Brothers Company, the...
Two Tips for Taking Better Outgoing Mother’s Day Orders
You're days away from one of the biggest holidays of the year. Don’t panic. "Mother's Day can be a lot easier, profitable and stress-free if your...
Want to Compete Online? Learn to Drive Local Orders to Your Shop
Florists are busy all day — designing, interacting with customers, managing supplies, costs and staff and maybe drinking a cup of coffee (or 12) —...
Millennial Floral Designer Talks Shifts in Customer Expectations
With Pinterest dreams and Martha Stewart moms, millennial customers have plenty of ideas — and florists are the pros tasked with crafting those...
Florists Leave Omaha With Renewed Energy, Actionable Tips
Eager to start 2018 on a high note, 121 floral industry members gathered in Omaha, Nebraska, on January 14 for the latest installment in SAF’s...
Florists Prep for Inspiring Day in Omaha
It’s been more than two years since Rhonda Bullington attended SAF’s 1-Day Profit Blast in Des Moines, an experience that expanded her skillset and...
Profit Blast Heads to the Heartland
Ready to hit the ground running in 2018? For a jolt of energy and education, join your peers and some of the brightest minds in the industry on...
Millennial Designer to Deliver Popular Gift Trends in Omaha
What do a protea, Moscow Mule mug and a troll doll have in common? These are three “tools” Laura Daluga, AIFD, has used to surprise and delight...
Interactive Workshop Helps Florist Stand Out Among Christmas Crowd
In Wilmington, North Carolina, one florist has hit upon a way to turn a local Christmas expo into a reliable sales lead generator: an interactive...
In Louisville, Florists Talk Millennials, Events, Facebook — and One Customer Question to Nix
Connecting with millennials and down-sizing boomers. Running events more profitably. Increasing average orders. Finally (finally!) getting a handle...
At Profit Blast in Louisville, a Focus on More Profitable Events
Knowing what to charge wedding and event clients can be tricky. When retailers miscalculate, they risk not making a profit. Fortunately, help is on...
Attract Millennials with Smaller Designs at 1-Day Profit Blast
Here’s a trend you’ve probably heard something about already: Most millennials aren’t dreaming of or investing in McMansions. (Maybe in the pages of...
Laura Daluga, AIFD, puts together a spectacular bouquet at SAF’s 1-Day Profit Blast
See how Laura Daluga Aifd puts together this spectacular spiral hand tied bouquet in just 11 minutes at SAF’s Profit Blast. Posted by Society...
SAF Cancels Convention, But Not All is Lost
When SAF canceled its convention on Sept. 5, a day before the four-day event was to begin, the decision elicited a simultaneous sigh of relief,...
Look Out, Boston: Here Comes SAF’s 1-Day Profit Blast
The landing place of the Mayflower and the Pilgrims, best-known for its clam chowder, fish and chips, baked beans and lobsters, is the next stop for...
Free WebBlast: The Social Selling Mindset
Do you have what it takes to market your store online? Step No. 1 is getting in the right mindset for success. The Society of American Florists...
Explore the Future of Retail at SAF Palm Beach 2017
The retail industry changed drastically in the 1990s, when the invention of the World Wide Web allowed shoppers to place orders at any hour of the...
Members Save 10% on Crystal Media’s Live Facebook Training Program
Having a hard time keeping up with Facebook? You're not alone. That's why the Society of American Florists partners with Crystal Vilkaitis, a retail...
Terrarium Bar? Check. Profit Blast Packs Immediate Inspiration
Talk about instant inspiration and return on investment. Two days after attending the Society of American Florists’ 1-Day Profit Blast in St. Louis,...
Free WebBlast on ‘The Economic Effects of Trumponomics’
What is going on with the economy, and how can I position my floral business accordingly? Is...
Learn the Art of Floral Couture in Palm Beach
These days, the list of celebrities who embrace body flowers is ridiculously long. Keira Knightley, Jennifer Lawrence and Kirsten Dunst are among...
Look Out St. Louis, Here Comes SAF’s 1-Day Profit Blast
With high temperatures expected to reach 102 degrees Fahrenheit in St. Louis, Missouri this Saturday, July 22, florists there can beat the heat and...
Palm Beach Offers Chance to Showcase and Check Out New Products
One way to stand out against local competitors and national companies such as Amazon: Stock the kind of goods customers just can’t get everywhere....
Free WebBlast: Pricing for a Bigger Piece of the Pie
The grass is always greener on the other side of the fence. Florists who cater to a less affluent customer base envy uptown competitors with their...
Members Save 10% on Crystal Media’s Live Facebook Training
Facebook is one of the best social media platforms a business owner can use to build their business. But with constant changes and updates, it feels...
Find Your Hidden Profits in St. Louis
Even the most resourceful and bottom-line oriented retailers likely have a goldmine of unrealized profit — buried in their costs, said retail floral...
Data-Driven Decisions Drive Growth
Last month, Amazon acquired Whole Foods for $13.7 billion, signaling the company’s intention to dominate yet another segment of the retail industry....
Learn How to Channel Elon Musk at SAF Palm Beach 2017
OneIn recent years, Tesla, the Fremont, California-based manufacturer of electric car, has struggled mightily with safety. In late May, news...
Get in the Mindset for Successful Social Selling in St. Louis
How did a retailer experience an increase in sales of more than 30 percent year over year? How did another retailer see the highest sales day in a...
Free Social Media Training for SAF Members
Social media is crucial to business success. That’s why the Society of American Florists has arranged a special social media training opportunity...
‘Vital Group’ of Experts and Industry Members to Come Together in Palm Beach
Picture this: a slate of more than three dozen experts on hand offering advice to improve your marketing, cut your costs, increase your sales, and...
SAF Convention to Cover Staffing from All Angles
Despite an apparent epidemic of college graduates struggling to find a job and Americans’ growing appetite for plant-based movements, including...
To Capture Millennial Customers, Think Small
The “new” American Dream for millennials: a small — sometimes really small — house. According to a 2015 survey by the National Association of Home...
Watch Mother’s Day Mania WebBlast
Are you, your staff, your shop and website ready for Mother’s Day? Really? Find out by watching the 30-minute “Mother’s Day Mania,” a WebBlast...
Members Save $50 on IFE Registration, Meet SAF Staff
Headed to the International Floriculture Expo (IFE)? Members of the Society of American Florists receive a special discount off IFE registration and...
Free WebBlast to Give Mother’s Day Marketing, Sales Pointers
The National Retail Federation is estimating that 69 percent of those celebrating Mother’s Day will buy mom flowers — so now is the time for...
Free WebBlast to Prep Retailers for Mother’s Day
Mother’s Day requires all hands on deck. That’s why the Society of American Florists is bringing in four experts to address the hot spots flower...
Are You Leaving Money on the Design Bench?
Cost of goods sold and labor are two controllable expenses that can make or break your floral shop. Buying right and using the correct markup are...
Sustainable Design Among Five Trends Slated for 1-Day Profit Blast
How do you design and market in a way that appeals to the sustainability-oriented consumer? How should the personalization mandate – “made for me” –...
Social Media Expert to Share ‘Secrets’ of Social Media Reach
You post consistently to your social media pages. You add photos, videos and then — nothing. A few comments, maybe a few likes or shares, and a big...
‘Veteran Millennial Designer’ to Present Gift Trends at 1-Day Profit Blast
The Society of American Florists has tapped Laura Daluga, AIFD, to headline SAF’s 1-Day Profit Blast in Philadelphia on Saturday, March 25. A fourth...
Bring the Team to 1-Day Profit Blast in Philadelphia
SAF’s 1-Day Profit Blast in Philadelphia, sponsored by DVFlora on Saturday, March 25, packs design, sales, technology and management education into...
Free WebBlast to Reveal 5 Steps to Profitable Weddings and Events
As a wedding and event florist, you're constantly bombarded with opportunities to make more revenue. But if your profits are not growing in tandem...
Look Out Denver and Columbus, Here Comes SAF’s 1-Day Profit Blast
Looking for a dose of profit-boosting ideas before the holidays kick into high gear? SAF is bringing its popular 1-Day Profit Blast to two markets...
Premier Products Showcase, Supplier Expo to Foster Connections
Two popular annual events scheduled on the first full day of SAF Maui 2016, the association’s 132nd Annual Convention, Sept. 21-24, at the...
Missing Your Motivational Mojo? Find it at SAF Maui 2016
Is your sales team stuck in the same-old, same-old? Are you struggling to motivate people to increase average transactions and go after bigger...
See the Best Crops in Outstanding Varieties Exhibit
Florists who want to add a dash of something new to their design room and coolers will soon have the chance to review more than 5,000 stems of the...
Back to School at the College of Cool
Get ready for a crash course in the hottest products on the market as the wacky professors from Professional Floral Communicators – International...
Sylvia Cup Floral Design Competition Entry Deadline is Aug. 3
Two dozen of the nation’s best floral designers will be given the same flowers, foliage and design supplies — and two hours to create the surprise...
Free WebBlast on Fiscal Forecasting for a Fickle Economy
What is going on with the economy, and how can I position my floral business accordingly? Is now a good time to hire? Or buy a big ticket item for...
Top Business Experts Coming to SAF Maui 2016
Giving customers what they want and need was sound retailing advice 10 years ago — but today the best businesses are doing much more than that:...
Speakers to Swap Strategies at AIFD National Symposium
Do you love talking about flowers and floral design? Do you present programs to garden clubs or other professionals? Come talk shop with experts...
Sparks Peddles ‘Petal it Forward’ in Chicago
SAF Vice President of Marketing Jennifer Sparks will discuss Petal It Forward during the International Floriculture Expo in Chicago. Her educational...
SAF Maui 2016 – How to Produce Great Video
Don't miss David Kesler, AIFD, PFCI, of the Floral Design Institute in Portland, Oregon, present "How to Produce Great Video" at SAF Maui 2016,...
Presidential Election Colors Design, Floral Trends for 2017
What does the presidential election have to do with centerpieces for weddings planned for June 2017 — or, for that matter, your VIP customer who is...
5 Questions to Ask Your Team the Week After Mother’s Day
Before you decompress from Mother’s Day and while you can still recall details, debrief with staff on what went right, what went wrong and simply...
Petal It Forward and Save $50 on IFE Registration
Last October, SAF capitalized on popular pay-it-forward initiatives with Petal It Forward, a public relations campaign to randomly give two bouquets...
Florists Ponder Pricing Strategies
How do you set prices? Do you offer “charm” prices (those ending in the number 9) or rounded prices? Do you charge for delivery and services...
Florists Leave Austin with Ideas, Insights and Contacts
Inspirational. Practical. Exactly the information I needed. These are just some of the comments coming in days after SAF’s 1-Day Profit Blast in...
Sogueco to Highlight Tech Trends at 1-Day Profit Blast in Austin
Retailers are headed to Austin, Texas, at the end of February to find out how to leverage technology trends so they can increase online business....
CPA Doles Out Tips on Valuation
Considering selling your business in the next few years — or even few decades? The time to prepare is now. That was one of many takeaway lessons...
Colombian Flower Growers Continue Promos in Japan
The group that represents the flower farmers behind three-quarters of Colombia’s flower exports continued its push for goodwill — and increased...
Google Insider on SEO: Keep Content Fresh and Use Those Free Tools
In the run-up to Thanksgiving, Christmas (and, for that matter, Valentine’s Day), make sure blogging is on your daily to-do list. Otherwise, you’re...
Meet the Elite: SAF’s 2015 Outstanding Varieties Winners
Everyone loves a winner. This month's issue of Floral Management is flush with them. From the winners of SAF’s annual awards, to the floral...
Schedule an Inspiring Getaway in Des Moines
Before the holiday chaos descends in full force, give yourself the gift of education by attending SAF's 1-Day Profit Blast, Saturday, November 14,...
Back Home, Convention Attendees Put New Knowledge into Action
Kristen Brown, Rutland Beard Floral Group, Catonsville, Maryland; Joy Lai, Teleflora, Inc., Los Angeles; Michelle Bolchune, Lion Ribbon...
California Growers, Shippers Host Buyers at Fun ‘N Sun
Leaders of CalFlowers (the California Association of Flower Growers and Shippers) are thanking an improved economy and a growing appreciation for...
Out of Stock? How to Suggest Substitutions With Ease
We've all been there. A customer calls requesting an arrangement she saw online, but you don't have the exact flowers or containers pictured in your...
Retailers Up Average Order Values with New Products
If you want to take your arrangements to the next level (read: a higher price point), the same old containers and accessories simply won't cut it....
Who Will Be Crowned Best in Show?
For growers entering SAF's 2015 Outstanding Varieties Competition, Sept. 9, the next few days will entail a whole lot of packing, prepping and...
Helpful Hints & Suggestions for the PFCI Audition DVD
The PFCI Board of Trustees can only evaluate what it sees and hears on your audition presentation. Here is what the PFCI Board of Trustees is...
Industry Companies Team Up to Honor Veterans on Memorial Day
Over the holiday weekend, floral industry companies came together with the Memorial Day Flowers Foundation to honor service members at more than 200...
Florists Embrace Mobile — and Profitability — in Hartford
"Can I get your phone number?" Attendees representing 19 different states (and the District of Columbia) with anywhere from two to 40-plus years of...
Explore Trends, Best Practices at SAF Amelia Island 2015
Want to know what really motivates someone to reach for their wallet and buy flowers? You can find out from one of the world’s top consumer trends...
PFCI Marks 50th Anniversary with All-Star Panel
Professional Floral Communicators – International (PFCI) has gathered a star-studded panel to celebrate its anniversary. “Rise & Shine: 50 Years...
Presentation Bouquets for a Dancing Queen
What do Olympic winners, beauty pageant winners and theatrical performers all have in common? Each receives a presentation bouquet to celebrate...