The Society of American Florists (SAF) marked a milestone with its ninth annual “Petal It Forward” event held on October 18, which saw participation from 580 floral businesses spanning all 50 states and seven countries. This heartwarming event is not only a testament to the enduring appeal of flowers but also a captivating demonstration of the powerful impact of floral acts of kindness.
“Petal It Forward” is a unique event that involves floral businesses distributing two bouquets to individuals: one to keep and cherish and another to share with someone else. Beyond the surface, this event carries an essential message – scientific evidence suggests that flowers have the remarkable ability to reduce stress and evoke positive emotions.
Tami Gasch, the owner of Brilliont Blooms in Brillion, Wisconsin, beautifully encapsulated the spirit of “Petal It Forward” in her early morning Facebook post, inviting the community to gather at her store’s parking lot for free flowers. She said, “It’s Petal It Forward, the florists’ national day of kindness—in a sense, for random acts [of kindness]. We hope you can help us spread some kindness in our world because we all know that is something that can be desperately needed and can really make a difference.”
Beyond the inherent goodwill of this event, it serves as a powerful marketing tool that bolsters the brands of participating retail stores, wholesalers, growers, suppliers, and other industry entities. Many participants leveraged the opportunity to form partnerships with local businesses, nonprofits, hospitals, and government institutions, including police, firefighters, and schools, resulting in a positive ripple effect throughout their communities.
The positive vibes from the event were amplified through local media coverage and thousands of social media posts bearing the hashtag #PetalItForward.
Southern charm, Sunshine State giveaways, and Flower Power in Iowa
In Conyers, Georgia, LaToya Ferguson of Sweet Psalms Florist employed her social media platform to invite people to her “Petal It Forward” event, emphasizing, “Free smiles, free flowers—what a combination.”
Floridians across cities like Miami, Fort Lauderdale, Orlando, and Jacksonville were treated to generous floral giveaways. Florists like Beneva Flowers in Sarasota, Florida, distributed their blooms to local businesses, while In Bloom Florist in Orlando dispatched teams to various communities to spread the joy of bouquets.
In Texas, over two dozen florists embarked on a mission to distribute bouquets. Country Flowers & Gifts in Emory, for instance, brightened the local elementary and intermediate schools by distributing 500 roses in a spectrum of colors, radiating positivity throughout the community.
Notably, the state of Iowa emerged as a frontrunner with an impressive 49 participating businesses. Fudge’s Flowers and Gifts in Jefferson, Iowa, introduced a new business to the area with two bouquets, and their heartwarming endeavor was met with gratitude and joy.
The spirit of community and kindness was beautifully captured by Petal & Leaf Floral Design in Muscatine, Iowa, as they garnered immense praise and love from their followers for participating in “Petal It Forward.”
Northeast and West Coast Spreading Floral Cheer
In Galloway, New Jersey, Lilies Florals chose to uplift teachers and students by extending their event to local schools, fostering a sense of camaraderie within the community.
Boynton’s Greenhouse Skowhegan in Skowhegan, Maine, teamed up with a local restaurant to distribute buckets of bouquets, amplifying the reach of the event.
Across the country in Oakland, California, J. Miller Flowers and Gifts has been a consistent participant since the event’s inception. This year, their dedicated volunteers prepared 422 hand-tied bouquets, each given away to create smiles and share the beauty of flowers.
Global Participation: UK and Beyond
The “Petal It Forward” event transcended international borders, with floral businesses from Canada, Colombia, Ecuador, England, Ireland, Scotland, and India taking part.
In the UK, participation received a boost with the support of Caroline Marshall-Foster, the founder of the Good Florist Guide and editor of The Florist, Britain’s oldest floral trade publication. Marshall-Foster enlisted 15 shops to participate, and despite the short notice, they successfully gave away an average of 25 sets of flowers or bouquets, spreading happiness and pride while stepping out of their comfort zones.
Colombia’s Association of Colombian Flower Exporters (Asocolflores) distributed 1,000 bouquets in Bogotá and Medellín. Their involvement underscored the importance of Colombia’s flower industry and the ability of flowers to bring tranquility, love, and hope to the nation.
The “Petal It Forward” event, hosted by the Society of American Florists, transcends the mere exchange of flowers, embodying the power of floristry to connect and nurture communities. The event reinforces the idea that the enchantment of flowers is an experience meant to be shared with others, an ethos that resonates in every corner of the globe.
The Society of American Florists (SAF) stands as the association that unites and cultivates a vibrant floral community through education, training, marketing resources, and advocacy. Its mission revolves around celebrating “the power of flowers in every life.” For more information, visit SAFNow.org.
