SHUTTERSTOCK/AUN PHOTOGRAPHER
What Inspires Us TOOLS FOR TODAY
> Florists are finding new ways to solve age-old challenges — and in this issue of Floral Management, we spotlight tools, tactics, and tech to help you do just that. From design to delivery to digital
marketing, our articles show how floral pros are embracing innovation to run stronger, more streamlined businesses. In “AEO and GEO: The Next Gen of SEO” (p. 30), discover how florists are optimizing web content for voice and AI-driven searches — and why that matters more than ever. In “Power Up Your Business With Apps” (p. 22), floral pros share their favorite platforms for everything from hiring to social posts and scheduling.
Apps are also transforming care and handling. In the Quality
column (p. 48), Chris Drummond, AAF, PFCI, of Penny’s By Plaza Flowers in Philadelphia, shares how an app paired with sensors in his coolers delivers real-time temperature data — significantly extending vase life, reducing shrink, and improving labor and inventory management, especially during high-demand floral holidays. Looking for a fresh way to boost summer sales? In the
Business of Design (p. 42), Sheldon Jensen of Flowers by Michelle shows how clever combos of plushies and tumblers help boost average order value — and customer delight. And while you’re making the most of summer, now is the perfect time to get a
head start on planning for the winter holidays. The Fresh Choices (p. 18) column highlights dazzling novelty poinsettias ready to turn heads this holiday season. You’ll also find a wealth of financial wisdom in Paul Goodman’s last finance
column (p. 36) for Floral Management. Goodman is retiring after decades of service to the industry. His data-driven guidance has helped countless businesses thrive. We’re deeply grateful for his contributions and wish him all the best in his well-earned retirement. The column will continue with the expertise of Derrick Myers, CPA, PFCI, of Crockett, Myers & Associates, and guest columnists. We hope this issue leaves you with new ideas, deeper insights — and
renewed confidence that with the right tools and community, growth is always within reach. Thanks for reading,
Amanda Jedlinsky Editor in Chief
ajedlinsky@safnow.org
DOWNLOAD Browse a collection of downloadable social media and web banner images for summer, July 4th, Labor Day back to school, and fall.
safnow.org/ social-graphics
4 FLORAL MANAGEMENT | July/Aug 2025 |
WWW.SAFNOW.ORG More Online
LEARN Attract more local customers and increase online sales with a new course, Digital Marketing for Flower Shops, free for SAF members. Learn step-by-step strategies for running eff ective Google and Meta ad campaigns, improving your SEO, and tracking your return on investment to stand out online and see real results.
safnow.org/ digitalmarketing
DISCOVER Find tools and resources to understand tariff s, their impact on the industry, and practical strategies for businesses to navigate and mitigate challenges in this package on SAF’s Floral Education Hub. Resources include the latest news, a chart of tariff rates by country, economic insights, and courses to help control costs and set prices.
safnow.org/tariff s
EXPLORE Whether you’re opening a new business or training a new employee, SAF’s newly released new industry entrant resource package helps educate the fl oral-curious about every aspect of the industry. The toolkit includes an industry FAQ, a graphic on the seasonality of the industry, a business plan template, an educational course, and more.
safnow.org/newindustryentrants
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