As the watchdog of the floral industry, SAF asks news outlets and companies disparaging flowers to reconsider their messages and promote products on their own merits.
In the week before Valentine’s Day, women’s undergarment retailer Hanky Panky removed its flower-bashing social media ad and sent the Society of American Florists an apology.
To advertise its Valentine’s Day specials the company posted a paid ad on Instagram with the text, “Swap your Valentine’s Day bouquet for a gift that’ll last (and they’ll love to wear!).”
SAF responded to let the company know that florists would appreciate if they reconsidered their marketing approach — pointing out the damage that such messaging can do to florists and encouraging the company to advertise the product on its own merits.
A representative quickly responded with an emailed apology and removed the ad from Instagram.
“Thank you for emailing us and letting us know,” the email from a Hanky Panky representative said. “We have immediately taken down the post. Apologies as it was an oversight on our end and no intention to disparage the floral industry. We respect the floral industry, especially local businesses, as we started out as one. Nonetheless, please accept our apologies and we thank you for the lesson learned as understand Valentine’s Day is vital for the floral business.”
SAF also reached out to the following news outlets and companies:
- The food website Eater published an article, “Consider the Vegetable Bouquet This Valentine’s Day, skip a dozen roses for an elegant arrangement you can eat,” which included links to purchase edible bouquets.
- Pact, a sustainable fashion retailer, used the promo code “NOTFLOWERS” for advertising its Valentine’s Day clothing sale.
- The Mann Center, an outdoor entertainment venue in Philadelphia, promoted membership with the email subject line, “Skip the flowers… Bring on the music!”
- Language learning software company Rosetta Stone posted on social media to promote its course packages using the caption, “Flowers are great, but experiences are better. This Valentine’s Day, ditch the bouquet and get 40% off the gift that actually lasts a lifetime.”
- Repeat offender Steven Singer Jewelry, in Philadelphia, posted on its website with text that reads, “Level up from flowers that will wilt and end up in the trash next week.” The jeweler also disparaged flowers on local radio ads.
If you spot a harmful ad or article about flowers, please forward it to edaly@safnow.org.
Elizabeth Daly is the marketing and communications manager for the Society of American Florists.
