The Society of American Florists   connects retailers, wholesalers, growers and suppliers to cultivate a thriving        floral community.

SAF News, Events and Updates

March Idea Exchange: Nurturing Next Gen Leaders

March 19 at 2 PM ET

Join your peers to discuss what the next gen of floral industry leaders need to succeed — and how today’s leaders can provide tools and resources to help. 

Does Your Marketing Have What it Takes to Win $5,000?

SAF’s Marketer of the Year contest recognizes original, successful marketing executed in the past five years, and is open to any SAF retailer, wholesaler, importer, manufacturer or grower. The deadline to apply is May 31.

1-Day Profit Blast

Cleveland, OH: June 11, 2024

Florists and staff get practical advice to boost their bottom line in a half-day program covering design, service, marketing and more. Plus, a supplier showcase with plenty of networking time.

SAF's 139th Annual Convention

SAF Miami 2024: Aug. 6-9

Join floral pros from all industry segments to experience three days of world class business training, creative inspiration, and networking with 400+ peers.

Latest Floral Industry News

Highlights from this issue

The Gen Z Way

Gen Z is poised to outnumber baby boomers in the workforce this year, calling for a shift in career development and workplace culture.

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Digital Advertising That's Literally 'Over The Top'

As ad-supported streaming continues to grow in popularity, so do the opportunities for targeted advertising. Find out how you can reach young, affluent audiences by leveraging over-the-top (OTT) advertising on streaming platforms. 

Read Now

Since 2015, SAF has choreographed one of the most engaging floral promotions in the industry’s history — Petal It Forward. What started as an SAF-led promotional event in New York City has grown into a nationwide initiative. Watch this video to see what it’s all about!

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