One secret to success during the Society of American Florists’ upcoming Petal It Forward event? Ask suppliers for help — and do it fast.
“The sooner you ask for donations or reduced price for pre-made bouquets or flowers, the better,” said Jennifer Sparks, SAF’s vice president of marketing. “Now is the time to talk to your suppliers to see if they would be willing to work with you on product. By the same token, we urge wholesalers and growers to approach their customers about helping with their Petal It Forward efforts.”
Other advice from industry members who have participated in previous years: Be open to work with any type of donated product and consider inviting your supplier to participate in your event as a “happiness ambassador.”
Last year, Bloomtastic in Columbus, Ohio, gave away 150 bouquets in less than 30 minutes. This year, their goal is to hand out 300 bouquets.
“We will approach our wholesalers about donating some of the flowers or supplies, such as the wraps and flower picks, or give a reduced price,” said Jayson Waits, director of business development . “Since this is a nationwide event started by SAF to promote the entire industry and raise awareness for the local flower shops, we hope that we can gain support from our wholesalers.”
SAF is compiling a list of local Petal It Forward events. So far, florists in 34 states have committed to the event. Get your event listed by completing the Petal It Forward Participation Form at safnow.org/PIFform.
SAF Chairman Shirley Lyons, AAF, PFCI, of Dandelions Flowers & Gifts in Eugene, Oregon, organized local Petal It Forward events in 2015 and 2016.
“Be open with your wholesaler about your budget, and what you need help with,” she said. “Last year, we asked our wholesalers for bunches of roses at a discount because they have strong perceived value among consumers. Getting a free rose and one to give away is still a wow for a consumer — and that makes both the flowers and budget go further.”
Mike Whittle, AAF, of K. Mike Whittle Designs in Marietta, Georgia, invited his wholesaler rep to hand out flowers with his staff. That was a smart move.
“He was amazed at how well the event went, and plans to sponsor us again with donations this year,” Whittle said. “Our goal this year is to hand out between 2,000 and 3,000 bouquets.”
For more inspiration on sourcing product for Petal It Forward, read “Match Made in Heaven” in SAF’s Floral Management magazine.
SAF is compiling a list of local Petal It Forward events to show national media that this event is happening all over the country. Get your event listed by completing the Petal It Forward Participation Form at safnow.org/PIFform.
SAF first led the industry to Petal It Forward in 2015. The 2016 campaign included 262 events in 234 cities in all 50 states plus the District of Columbia, generating more 328 million consumer impressions showcasing the positive impact flowers have on emotional well-being.