After Mother’s Day 2019 wrapped, the Society of American Florists tallied the number of companies that put down flowers in their promotions this year — and took stock of how representatives responded to the industry’s concerns. As the voice of the floral industry, SAF contacts companies that disparage flowers or florists and asks them to reconsider their approach — not only around Mother’s Day but also year-round.

At press time, SAF had responded to 14 negative floral ads this Mother’s Day season. “The main point of SAF’s response is to bring attention to the disparaging floral statements and ask advertisers to promote products on their own merits,” said Jenny Scala, SAF’s director of marketing and communications. “Success comes when the advertiser ceases running that particular promotion or at least takes note not to go that route in the future.”

By way of comparison, SAF responded to 17 cases in 2018; 18 cases in 2017; 19 cases in 2016; 11 cases in 2015; 14 in 2014; nine cases in 2013; 10 in 2012; and 16 in 2011. For Valentine’s Day, SAF responded to 29 cases in 2019; 28 cases in 2018; 23 cases in 2017 and 2016; 16 cases in 2015; 16 in 2014; 10 cases in 2013; 18 in 2012; and 39 in 2011.

Here is a list of companies recently contacted by SAF:

• An Edible Arrangements franchise in Pittsburgh sponsored a Facebook post showing a fruit arrangement next to a bouquet of wilting flowers. It reads: “Which bouquet do you think Mom wants?”
• GlenLivet posted a video on social media that shows a wilting bouquet and reads: “Flowers Wilt Whisky Won’t.”
• Goldbelly, an online food marketplace, sponsored a Facebook post that read, “WAYYYY Better Mother’s Day Present Than Flowers.” Katie and the Goldbelly Team wrote back, “We are so sorry about this, as we did not mean to be offensive. We absolutely see your point. We love flowers, and we have notified our marketing team regarding this!”
• Jared The Galleria of Jewelry ran TV commercials that said, “forget the flowers.”
• Sarpino’s Pizzeria sent an email with subject line: “Skip the flowers this Mother’s Day ❤️?”
• Tito’s Handmade Vodka posted on Instagram: “Flowers might be the classic choice for #MothersDay, but will they make up for everything you put her through over the years? Show her how much you love her with a different kind of bouquet this year … one that’s boozy and botanical.”

For information on SAF’s negative floral publicity response efforts, click here.

Forward negative ads to jscala@safnow.org.

Mary Westbrook is the editor in chief of Floral Management magazine.