Earlier this month, I had the honor of attending the Society of American Florists (SAF) Convention 2025 in Phoenix, Arizona, held August 11–14, and what an experience it was. This floral industry convention was packed with value, inspiration, personal surprises, and countless opportunities to learn, connect, and celebrate the floral community.
As Williee Armellini of Flowersandcents.com put it best, conventions are about “humans interacting with humans with a common goal.” Beyond the flowers, education, and awards, what stood out most this year was the inclusive energy — a true gathering of growers, wholesalers, retailers, floral designers, suppliers, and next-generation leaders.
Before I dive into the details of the convention and share some key takeaways, let me first give you a quick overview of what took place at this year’s SAF Convention. There was far too much to cover in a single blog, but I’ll do my best to highlight my favorite moments and insights.
A Convention That Spanned Four Days
The SAF Convention 2025 brought the industry together for four days of education, business insights, and community-building. What follows are some of the moments that stood out most from my experience.
- Day 1 opened with the 2026 Flower Trends Forecast by Talmage McLaurin, AIFD, who shared how global influences and consumer behavior are shaping the colors, styles, and design directions florists will need to watch for in the coming years. Attendees then explored innovations at the Supplier Expo before gathering at the President’s Welcome Reception, where Oscar Fernandez set the tone for the days ahead and first-time attendees had a chance to connect with the broader SAF community.
- Day 2 began with the highly anticipated State of the Industry Breakfast, sponsored by Asocolflores. Kate Penn, Executive Vice President & CEO of SAF, opened with an overview of the floral sector, drawing on fresh data, member feedback, and conversations with leaders across the supply chain. She outlined where the industry has seen wins, where challenges remain, and how SAF is working to support members as they prepare for 2026. After which, Augusto Solano, President of Asocolflores, delivered a keynote that set an inspiring tone. Solano reminded us that tariffs remain under negotiation, with clarity expected in the weeks ahead. While acknowledging the challenges, he emphasized the opportunities to come — sharing a message that resonated deeply with many: flowers are food for the soul and essential to mental health. His call to action? In place of “MAGA,” he proposed “MAHA: Make America Happy Again,” encouraging people to buy more flowers. The day also marked the opening of the Outstanding Varieties Competition and a full slate of educational sessions that set the pace for the convention.
- Day 3 carried a contagious sense of passion, starting with the Business Session Breakfast, where Oscar Fernandez of Equiflor/Rio Roses and Michael Pugh of Pugh’s Flowers spoke about how SAF is addressing industry challenges and supporting its members in real-time. That passion carried through the keynote by Seb Terry, “Unlocking Passion, Performance and Transformation,” which reminded us that when we lead with purpose and reconnect with what drives us, we not only transform ourselves but also the teams and communities around us. The energy was evident throughout the day — from walking the aisles of the Outstanding Varieties Competition, where 3,000 stems showcased the innovations of breeders and growers worldwide, to the packed ballroom for the 56th Annual Sylvia Cup Design Competition. The evening concluded with the Stars of the Industry Awards Experience, where celebration and connection unforgettably united the floral community.
- Day 4 closed with optional workshops and off-site tours. The Progressive Retail Operations Tour offered a behind-the-scenes look at Arizona Family Flowers and Metro Tech High School, highlighting both business innovation and workforce development. Meanwhile, the workshop “From Posts to Profits: Master Social Media Strategies” with Sarah LoBue of Main Street Florist and Kelsey Thompson of Bloom Floral focused on practical ways to build stronger online strategies, from content planning to leveraging AI. Together, these programs rounded out the convention with hands-on insights for those who attended.
Competitions that Inspire
No SAF Convention 2025 would be complete without its hallmark competitions.
This year, I had the honor of serving as one of the judges for the SAF Outstanding Varieties Competition alongside respected leaders from retail, wholesale, and growing. It was an eye-opening experience to see so many remarkable products up close — a showcase of the innovation, creativity, and quality driving our industry forward. The Best in Show went to Ranunculus Maderna Dolce by Rosaprima, while the People’s Choice Awards were given to Redvolution from Genviv Breeding.
The energy carried into the 56th Annual Sylvia Cup, where twenty floral designers were challenged to create unique designs using the same set of materials. The results were nothing short of inspiring, with each arrangement showcasing a different perspective and creative voice. Judy Janzen, AIFD, CCF, of Chase Flower Shop in Fresno, California, won the grand prize, adding her name to the legacy of this prestigious competition.
These competitions don’t just celebrate excellence — they offer a glimpse into the future of floral design and product innovation.
Education That Drives the Industry Forward
One of the strengths of the Society of American Florists Convention 2025 is the breadth of its educational program. Across four days, sessions covered everything from economic strategy and industry trends to hands-on skills, marketing, technology, and more. Each session offered valuable takeaways, but a few in particular sparked important conversations about the future of our industry.
State of the Industry Report with Kate Penn
Session Focus
As SAF’s CEO, Kate Penn opened the convention with her annual State of the Industry Report, based on new data from SAF surveys, government sources, and direct input from members across the floral supply chain. Her presentation painted a full picture of where the industry stands today — from sales performance to staffing pressures — while also pointing to the opportunities ahead as we move toward 2026.
Key Takeaways
- Consumer demand is strengthening. In 2025, 35% of Americans purchased flowers for Valentine’s Day (up from 28% in 2024) and 38% bought flowers for Mother’s Day (up from 28% in 2020), showing rising engagement with floral holidays.
- Retail florists face mixed results. About one-third reported higher sales this year, while the rest were flat or down. Average order values are holding steady, but profit margins remain under pressure.
- Staffing challenges persist. Finding and keeping skilled designers is one of the most pressing concerns, with burnout and succession planning adding complexity.
- Structural change continues. The industry is seeing more consolidation, DIY ecommerce competition, and an aging owner base with unclear exit strategies — raising questions about long-term business viability.
- Economic pressures weigh heavily. Rising costs, tariffs, and cash flow challenges remain top worries, with many florists expressing concern about making payroll despite solid sales.
- Adaptation is visible. Businesses are responding with tighter inventory controls, smarter purchasing, shared ordering, streamlined operations, and expanded digital marketing efforts.
- Opportunities are clear. Growth is being driven by value-driven purchasing (smart spending, “quiet luxury”), sustainability, local business support, and expanding underserved markets.
- Trust is the new brand equity. Transparency, honesty, and consistency are emerging as the top factors that matter most to consumers when choosing where to buy flowers.
- Generational shifts matter. Younger consumers want authenticity, sustainable options, and interactive retail experiences — signaling a path for the next wave of growth.
Why It Matters
Penn’s report provided a grounded yet optimistic outlook, reminding us that while costs and competition remain real challenges, the floral industry has unique strengths to build on: consumer demand, cultural relevance, and community trust. Her message was clear — by adapting operations, embracing innovation, and focusing on authenticity, the floral community can thrive in the years ahead.
I hope this captured everything she reported — there was so much valuable information to take in. Kate’s report is truly one of the cornerstones of this convention every year, and it’s a must-attend for anyone serious about understanding where our industry is headed.
It was inspiring to see how her insights highlighted both the progress we’ve made and the opportunities we must embrace as an industry.
Building on Kate Penn’s high-level overview, the conversation then turned to the economy, where Professor Charlie Hall provided a perspective on the financial realities shaping our industry.
Ready for What’s Next with Charlie Hall
Session Focus
Professor Charlie Hall, Ellison Chair in International Floriculture at Texas A&M, delivered his much-anticipated economic outlook. More than numbers, his talk was a strategic call to action for every link in the floral supply chain.
Key Takeaways
- 2025 is uneven terrain. About a third of businesses reported growth, while many stayed flat and some declined — showing how unevenly the market is distributing opportunities.
- Pricing discipline is critical. Those who adapted early with price adjustments to offset tariffs and inflation are ahead of those who waited.
- Inventory control is becoming survival-level. Businesses are moving toward leaner operations, buying smarter, and cutting waste to protect razor-thin margins.
- E-commerce is no longer optional. Digital channels are one of the clear dividing lines between businesses that are growing vs. those struggling. This applies to all businesses and sectors.
- Consumers are shifting priorities. They’re demanding:
- Sustainability → transparent sourcing and eco-friendly practices.
- Provenance → wanting to know where flowers come from.
- Experiences → small events, personalization, and immersive retail moments.
- Labor remains a constraint. Skilled designers are difficult to hire and retain, adding cost pressures across the supply chain.
- Tariffs and uncertainty are here to stay. They’re not “temporary challenges” but structural realities businesses must build into their planning.
- Recession risk. Professor Hall pegged the chance at 20–40% depending on indicators, reminding the industry to prepare for bumps ahead.
Why It Matters
This wasn’t just an economic lecture; it was a blueprint for survival and growth. For growers, it underscores the need to invest in transparency and sustainability. For wholesalers and importers, it’s a signal to control costs while building stronger partnerships. For retailers, it’s a call to move beyond transactions into experiences.
Hearing his perspective reminded me that resilience and adaptability remain two of the most important strengths we can cultivate in the floral industry.
While Hall focused on macroeconomic forces, another session shifted the spotlight to A.I. and its impact on customer engagement. Joe Aldeguer, Carma White, and Jennifer Barnard teamed up to demonstrate how artificial intelligence is already reshaping training, sales, and service in floristry.
AI in Action: Smarter Sales and Services Training with Joe Aldeguer, Carma White, and Jennifer Barnard
Session Focus
A.I. is no longer a distant future; it’s here, shaping how florists train teams and serve customers. Joe Aldeguer of SAF, together with Carma White of FiftyFlowers, and Jennifer Barnard of Four Seasons Flowers, showed how AI can move from buzzword to business tool.
Key Takeaways
- CustomGPT as a sales trainer. Staff can role-play, review SOPs, and build confidence anytime — without waiting for a supervisor.
- GoogleLM as a knowledge assistant. Delivers quick answers and audio guides, making training accessible on-demand and in multiple formats.
- Onboarding speed. New employees can be trained faster and more consistently, reducing the lag time before they’re customer-ready.
- Service consistency. AI helps ensure that customer interactions are handled with the same knowledge base, reducing errors or missteps.
- Scalable learning. Small shops and large chains alike can provide uniform training without extra HR or training staff.
- Data sources matter. The system can be trained on PDFs, text files, and SOP documents — but needs regular updates to stay accurate.
- Risks of hallucinations and outdated info. AI isn’t perfect — if left unchecked, it can provide misleading answers.
- Security is non-negotiable. Businesses must set clear controls to avoid sensitive data being mishandled.
- The takeaway. AI won’t replace the human touch, but it can reduce training costs and free up people to focus on what machines can’t do: creativity, empathy, and connection.
Why It Matters
For an industry facing high turnover and labor shortages, this session was a wake-up call. Training is expensive, but inconsistency is even costlier. The speakers showed how AI can help level the playing field for businesses of all sizes, ensuring service quality without draining resources.
This session allowed me to reflect on how technology, when embraced responsibly, can help us serve customers better while empowering our teams to grow.
From Insights to Inspiration
Education may fuel the future, but another cornerstone of the SAF Convention is celebrating the people who shape our industry today. The Stars of the Industry Awards bring the community together to honor floral leaders, highlight extraordinary contributions, and inspire the next generation of rising stars.
Recognition and Awards
The Stars of the Industry Awards recognized individuals and businesses whose contributions continue to shape the future of floriculture. Augusto Solano was inducted into the SAF Floriculture Hall of Fame for his decades of leadership through Asocolflores, while Jacky Lacey received the prestigious Tommy Bright Award for his artistry and influence in floral design. Other honorees included Patricia Knight with SAF’s Gold Medal Award, Rick Long with the Alex Laurie Award for Research and Education, Judy Laushman with the John H. Walker Award, and Dianna Nordman with the Paul Ecke, Jr. Award. Kennedy’s Flowers & Gifts was also named Marketer of the Year.
Amid such an extraordinary group of leaders, I was completely caught off guard to hear my own name announced as a recipient of the SAF Rising Star Award, alongside Sam Bowles. It was a true surprise — one of those moments that leaves you humbled and deeply reflective. To be recognized in this way is an incredible honor, but I know this award is not just mine. It belongs to the floral community that inspires me daily: the guests who have joined me on The Bloom Show, the partners who have supported our mission, and the collaborators who believe in innovation and connection.
Most of all, I am grateful for my team at New Bloom Media and New Bloom Solutions. None of this would be possible without their passion and dedication. This recognition is both a celebration of what we’ve built together and a motivation to keep pushing forward — to create opportunities, strengthen connections, and keep giving back to the community that has given me so much.
Fresh Energy & Industry Campaigns
Beyond the sessions and awards, the convention was alive with fresh ideas and new energy.
- That Flower Feeling introduced its new tagline, “Just Add Flowers”, evolving from its earlier message of “Flowers, Self-care Made Easy.” This refreshed campaign reinforces the everyday value of flowers as part of people’s lives.
- The Next Gen program (Happy Hour!), hosted by Details Flowers Software and BloomNation, gave younger members a platform to connect, share ideas, and bring their creativity to the forefront. Their enthusiasm highlighted the bright future of our industry and the importance of investing in the next generation of leaders.
A New Chapter of Leadership
One of the meaningful moments of the convention was seeing Lori Wheat of Lafayette Florist step into her role as SAF’s new president. Following Oscar Fernandez’s strong leadership, Wheat’s installation felt like a natural continuation of the organization’s commitment to serving every part of the floral industry.
What struck me most in her remarks was her ability to connect different perspectives — she spoke not just as a florist, but as someone who understands the grower and wholesale sides of the business as well. That kind of well-rounded view is an asset to our industry and I am excited to see where her leadership will take us.
Final Reflections
SAF Convention 2025 proved once again why the Society of American Florists remains a cornerstone for our industry, a place where floral industry networking, floral industry education, and inspiration meet. From AI in floristry to timeless artistry in floral design competitions, it showcased the best of what our community can achieve together.
A heartfelt thank you to SAF for hosting such a professional and welcoming event. To the floral community: this is where we come together to learn, grow, and envision the future.
Next year, the convention moves to Amelia Island, Florida, and I highly encourage everyone to experience the energy and connection that only SAF can deliver.
Until then, let’s keep supporting one another, keep innovating, and most importantly — let’s keep blooming, together. 🌸
Photo Credit: Images in this blog were sourced from SAF’s official event album and resources.
