Petal It Forward | Society of American Florists (SAF)
The Society of American Florists (SAF) annual goodwill initiative, Petal It Forward, returns on Oct. 16, 2024, marking its 10th year of spreading joy through the power of flowers. On this day, thousands of floral industry participants across the globe will hand out two flowers or bouquets to unsuspecting passersby, encouraging recipients to keep one and share the other with someone else. This simple act of giving not only brings happiness but also highlights the scientifically proven health benefits of flowers.
In addition to the emotional and social impact, Petal It Forward offers floral businesses an opportunity to boost their marketing efforts, form valuable partnerships, and increase visibility.
Here are four reasons why participating in Petal It Forward can be good for business:
1. Maximize Marketing
Petal It Forward provides floral businesses with a unique platform to expand their marketing reach. Prosper Blooms & Gifts, based in Prosper, TX, saw great success last year and is gearing up for even greater exposure this year by engaging local media outlets.
“We have reached out to our local news stations for media coverage and have assigned teams to different ‘zones’ in the community for maximum impact,” says owner Kambra Bacon.
By partnering with local news stations, radio shows, and print media, businesses can spread the message that flowers — along with their brand — create an uplifting, feel-good experience for everyone involved.
2. Develop New Partnerships
Petal It Forward free flowers and marketing card | SAF
Businesses across the country have used Petal It Forward as an opportunity to connect with community partners. Floral shops have teamed up with schools, hospitals, nonprofits, and first responders, which help amplify the event’s message.
“We always partner with the sheriff’s office and fire department — they both look forward to the event every year,” says Carrie Moore, AAF, of Jenny’s Floral in Custer, SD, noting that more first responders want to get involved every year.
Some businesses have even found partners to help cover the costs. George’s Flowers in Roanoke, VA, partnered with a real estate brokerage that shared the event expenses and provided volunteers to distribute flowers.
3. Earn Community Cred
Participating in Petal It Forward builds a strong connection between floral businesses and their local communities. Last year, Petal & Leaf Floral Design in Muscatine, IA, received praise on social media for its involvement, strengthening its reputation within the community.
Lisa Hays Holmes of Tiger Lily Florist in Charleston, SC, credits the relationships formed through Petal It Forward for inspiring a marketing campaign that increased sales and deepened ties with her historic city. That community-focused marketing earned her the title of SAF’s 2024 Marketer of the Year.
4. Be Part of a Global Movement
Petal It Forward free flowers and bouquets | SAF
In 2023, 580 florists from 50 U.S. states and six countries participated in Petal It Forward, creating a worldwide ripple effect of goodwill. SAF CEO Kate Penn says, “This feel-good event is one of the best ways to show consumers the joy of not just receiving flowers but giving flowers and witnessing the happiness they bring.”
With more businesses involved each year, the message of joy and kindness has a further reach, enhancing the positive impact of the floral industry globally.
To participate in Petal It Forward, the first step is registering your business. Then, businesses can check out SAF’s resources to help plan your event, develop talking points about the wellness benefits of flowers, and market your event. There are also templates for printed cards, t-shirts, media advisories, and press releases.
For more information, visit safnow.org/petalitforward.
