The Society of American Florists has created a robust suite of online resources to support the floral industry through the COVID-19 crisis. Information available includes state-by-state links and guidance, updates from national companies, marketing materials, best practices, the latest on government relief efforts, and more.
“Amid all the challenges and ever-changing developments of the past week, the SAF team has been busy developing initiatives to get our industry through this COVID-19 crisis,” said SAF CEO Kate Penn. “Our priorities are to ensure our industry gets the proper consideration when it comes to financial assistance as well as mandated closures, to help create top-of-mind awareness of the health and healing benefits of flowers and plants, and to ensure our members’ businesses are well positioned to resume full operations and thrive once we’re through this crisis.”
Among the updates this week: state resources to help floral businesses understand pertinent rules and regulations related to essential/nonessential designations, unemployment, aid and small business assistance. The page also includes suggested guidance on how to navigate requests for exemptions from state and local jurisdictions. (Read more about SAF’s outreach to governors here.)
Industry Response
SAF has also been in close communication this week with other industry trade associations and national companies and wire services. SAF will continue to update its COVID-19 online resource page with updated information, but industry response highlights from national companies in the past few days include:
- BloomNation. In a letter to member florists, BloomNation shared that it has “initiated marketing campaigns to encourage people to shop locally,” added website announcements to florists’ site indicating they are still taking orders, where appropriate, and distributed best practices and tools via email. “In the medium to longer term, we are currently strategizing on ways to help continue doing business,” according to the letter.
- BloomNet. In a letter to member florists, Dinesh Popat, president of BloomNet, wrote, “As we work side-by-side with you, we will continue to be proactive in reaching out to you as more information, suggestions, best practices, etc. becomes available.” The company has launched a resource page with information on safety guidelines, industry resources and marketing materials. BloomNet is also offering all member florists “the opportunity to enroll in Early Pay Program for free for April 2020 payment.”
- Flower Shop Network. FSN has created COVID-19 resources and an update page for member florists, including a library of social graphics promoting no-contact delivery and curbside delivery. All FSN websites now have a COVID-19 page explaining shop policies, services and accommodations. FSN has also introduced website products, banners and email layouts and the company started the #FloristStrong campaign on social media.
- FTD. The company on Monday shared details of its FTD Florist Assistance Program which includes expedited payment on March orders and credited FTD membership fees for the month of April. The company also is crediting the transmission fee on all orders successfully delivered in the month of April and deferring payment on all Spring/Mother’s Day codified containers until May and offering free consultations with FTD representatives and a host of free or reduced-price “business-building” resources, including the company’s email marketing program. “The florist community has always been resilient and has rallied together in times of crisis before, so history is on our side,” wrote Tom Moeller, executive vice president, florist division. “I am confident our industry will unite once again and adapt to manage through these unprecedented times.”
- Teleflora. The company recently announced its Economic Support Program, a $5 million initiative for florists in the U.S. and Canada. In addition, every Teleflora florist will receive a $200 credit on their March billing statement and, effective for 30 days, Teleflora will waive the 7 percent order commission and florists will receive 80 percent filling commission on every order from Teleflora.com. “Teleflora is confident in the future and committed to supporting its florist partners during these unprecedented times,” according to a company statement. “Even during this uncertain time, Teleflora continues to invest in POS, eFlorist, and additional order driving services for its many florists and are diligently preparing for Mother’s Day.”
Updates to SAF’s COVID-19 resource pages are being incorporated throughout each day. Please check the site regularly for new information, including new webinars in SAF’s COVID-19 series.
Mary Westbrook is the editor in chief of Floral Management magazine.
