What Inspires Us More Online EVOLVE TO THRIVE


> Consumer demand is holding — but expectations are shifting. Consumers are still buying


GET HELP


“What questions should my wedding consultation landing page answer?” “How can I systematically track and follow up on corporate orders to build loyalty?” Just ask Aster, SAF’s new AI business consultant. Built by SAF 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 acts like an on-demand advisor — ready to help you solve problems, spot opportunities and put SAF’s collective knowledge to work in your business. safnow.org/askaster


flowers and plants for the moments that matter, but they’re more price-conscious, more selective and in some cases, trading down, according to SAF Chief Economist Charlie Hall, Ph.D. That dynamic, in addition to


increased costs and competition, is pushing florists to think differently about how they capture — and keep — sales. For many, that means diver- sifying with non-floral items. From gourmet foods and books to locally made goods and home décor, these additions help reduce risk — offering longer shelf life, fewer handling chal- lenges and less shrink at a time when margins leave little room for loss.


They also give customers more reasons to shop. Whether it’s a locally made


product or a thoughtfully curated gift, these additions can resonate with consum- ers who are more selective about where — and how — they spend. Just as important, they’re helping florists rethink their role. Shops that once


focused on transactions are becoming destinations — places where customers linger, explore and return. At one shop we talked with for our cover story, giftware now accounts for 21% to 30% of total revenue, underscoring its value as a strat- egy, not just an add-on. That idea of rethinking — and repositioning — continues in our Fresh Choices


LISTEN


Catch the latest industry news and trends wherever you are with SAF’s new 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.


LEARN


Attract more local customers and increase online sales with SAF’s online video course, “Digital Marketing for Flower Shops,” free for SAF members. Learn step-by-step strategies for running effective 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


EXPLORE


Whether you’re opening a new business, courting a prospective new hire or training a new employee, SAF’s new industry entrant resource package helps educate the floral-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


column, where we look at how breeders and designers are working to shift perceptions of dianthus. New varieties offer texture, movement and versatility, challenging outdated assumptions. It’s a reminder that growth doesn’t always come from something new — sometimes it comes from seeing existing products differently and helping customers do the same. We also explore a skill set that’s becoming increasingly essential, especially


for wedding and event florists: emotional intelligence. In our second feature, we examine how florists can navigate high-stakes, emotionally charged situations — from difficult clients to last-minute changes — with clarity and control. Those who lead with emotional intelligence aren’t just avoiding conflict; they’re protecting margins, strengthening relationships and reinforcing their reputation. Across all these stories, a consistent theme emerges: The florists who thrive


are the ones who are intentional — about what they sell, how they operate and how they lead — and adapt. In a business environment defined by constant change — from AI to tariffs


to shifting consumer expectations — adaptability isn’t just a response. It’s a skill. And it’s one we’ll continue to explore at SAF’s 141st Annual Convention, SAF Amelia Island 2026, Aug. 18–20. Learn more at safnow.org/events. I hope you’ll join us.


Amanda Jedlinsky Editor in Chief ajedlinsky@safnow.org


The magazine of the Society of American Florists (SAF)


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