JULY/AUG 2026 I VOLUME 43 JUL 22


OUTSMART DECEPTIVE ORDER GATHERERS Spoofed calls and misleading online ads can divert orders and erode customer trust. Learn how to protect your brand and strengthen your position as the local florist of choice.


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MEET THE NEW DIGITAL WORKFORCE Today’s AI helps florists save time. Tomorrow’s may help coordinate orders, anticipate disruptions and connect businesses across the floral supply chain.


8 36


ON THE COVER Shirley’s Flower Studio owner Tricia Upshaw, AIFD, AMF, has seen fi rsthand how deceptive order gatherers can divert sales and confuse customers. See how fl orists can respond on p. 22.


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SELL THROUGH THE DIVIDE In today’s uneven economy, some customers are spending freely while others are pulling back. Learn how to adapt your products, pricing and marketing to succeed with both.


2 VIEWPOINT 4 AD INDEX 5 MORE ONLINE 5 WHAT INSPIRES US 6 SAF IN ACTION 8


HANDS ON


12 TALENT 14 FLOWER SALE OR FAIL?


16 FRESH CHOICES 36 UP THE SUPPLY CHAIN 38 DIGITAL STRATEGY 40 BUSINESS OF DESIGN


42 KEY TECHNOLOGY VENDORS


44 QUALITY


43 I NUMBE


NUMBER 3

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