What Inspires Us READY FOR WHAT’S NEXT


Wondering how other florists are pricing sympathy work as consumers become more budget conscious?


Or which summer promotions actually generate sales?


Just ask Aster, SAF’s new AI business consultant.


Built by SAF for members and trained exclusively on SAF’s trusted publications, articles and courses, Aster delivers answers grounded in real industry expertise — not generic internet advice.


Available anytime, Aster has already served as an on-demand advisor for more than 700 SAF members. safnow. org/askaster


> If there’s one thing that feels im- possible to ignore right now, it’s the pace of change. Technology is evolving almost


daily. Consumer buying habits continue shifting. Costs remain unpredictable. Search engines and social platforms keep rewriting the rules of visibility. And customers themselves are behaving differently depending on where they fall in today’s uneven economy. For florists, that can feel both


overwhelming and energizing at the same time. Because while the pressures are real, so are the oppor- tunities for businesses willing to evolve alongside them. That idea runs throughout


this July/August issue of Floral Management.


Inside, you’ll find practical stories designed to help florists navigate what’s More Online


LEARN Missed SAF’s April Trends and Challenges Discussion? Watch the recording on demand to hear floral industry leaders discuss the rising costs, changing consumer behavior, labor pressures and operational challenges reshaping the business landscape. safnow.org/ondemand


LISTEN Catch the latest industry news and trends wherever you are with SAF’s Spotify channel. New audio stories drop every other week — quick, insightful updates to help you stay connected and informed. Go to Spotify and search SAF News Now.


PREPARE Get prepared to participate in Green Career Week, Oct. 5–9, during SAF’s Aug. 25 virtual Idea Exchange featuring Jazmin Albarran of Seed Your Future. Learn how florists can get involved in the national initiative designed to introduce students and job seekers to careers in floriculture and horticulture. safnow.org/events


changing now — and prepare for what’s coming next. We explore how AI is beginning to reshape floral business operations (p. 30), marketing and cus- tomer service. We examine the changing consumer mindset (p. 34) in today’s “K-shaped economy,” where some customers continue spending confidently while others grow increasingly price conscious. We also look at how florists are responding to shifts in sourcing (p. 36), digital marketing (p. 38) and online com- petition (p. 22). Many of these changes are happening simultaneously, which is exactly why


business owners can no longer afford to operate on autopilot. The old playbooks are evolving. The good news? Florists have always been remarkably adaptable


entrepreneurs. The businesses finding success right now are paying attention to customer


behavior, protecting their margins, embracing useful technology, strengthening their local identities and learning how to move faster without losing the personal service that makes floral businesses special in the first place. And that’s exactly what SAF Amelia Island 2026, SAF’s annual convention


Aug. 18-20, is designed to help florists do. We’ve developed the two-and-a-half-day program to help you build a


business that’s ready for what’s now and what’s next — giving you practical strat- egies, fresh ideas and honest conversations about what’s changing. I hope to see you there! As always, thank you for reading Floral Management.


Amanda Jedlinsky Editor in Chief ajedlinsky@safnow.org


The magazine of the Society of American Florists (SAF)


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