[CARLSBAD, CA] – That Flower Feeling, the national floral marketing organization behind the Just Add Flowers campaign, will host its 2026 Mid-Year State of the Union webinar, “Beyond the Bouquet: A 30-Day Social Sprint to Stop the Summer Slump,” offering a concrete, data-backed roadmap to keep flowers top-of-mind throughout the summer. Designed around the campaign pillars of self-care, mindfulness, home décor, and gift giving, the 60-minute live session will show floral professionals how to turn a traditionally slow season into a growth season using turnkey social content and proven national advertising assets.
Event Details:
Date: Thursday, May 21, 2026
Time: 12:30–1:30 p.m. EST
Format: Live virtual webinar with Q&A
Registration Link: https://us02web.zoom.us/webinar/register/WN_Xqxq6lVdRime2i3SGG5Dfg#/registration
In this virtual “state of the union,” attendees will get the latest “State of That Flower Feeling” update and learn what the organization’s new standalone 501(c)(6) status means for the U.S. floral industry and ongoing national marketing efforts. Leaders will outline how a permanent, industry-funded institution is working to increase everyday floral consumption in the United States, inspired by the impact of past category-building campaigns like “Got Milk?”.
A key highlight of the webinar will be a deep dive into the Midland–Odessa “Texas Blueprint” results, where the Just Add Flowers campaign generated a documented 10.59% sales lift across florists, wholesalers, and grocers, along with an 8.9% increase in online search intent for flowers compared to non-promoted markets. Speakers will unpack how this test market proved that consistent, national “air cover” combined with local activation can shift consumers from holiday-only buying to everyday purchases centered on self-care, mindfulness, home décor, and “just because” gifting.
Attendees will also learn how to build an “organic edge” on social media using the Just Add Flowers campaign and current analytics across TikTok, Meta, and Pinterest, where ongoing digital efforts aim to normalize flowers as an easy, everyday self-care ritual. The program will introduce a simple five-pillar content rotation—Gift Giving, Self-Care, Mindfulness, Home Décor, and Just Because—designed to keep floral brands in front of consumers consistently, without feeling repetitive or promotional.
The webinar will feature an activation masterclass built around the June 30-Day Social Sprint calendar, including a live social scheduling demo and tips for using pre-written captions, brand-approved assets, and customizable templates from the That Flower Feeling partner toolkit. Presenters will show how to blend foundational campaign assets with fresh summer creative to maintain a high-frequency, professional presence on platforms like Instagram, TikTok, Pinterest, and Facebook—without adding hours of work for busy teams.
The session will culminate in an industry town hall and live Q&A, focusing on real-world implementation, staff engagement, and the value of investing in national floral marketing to support local sales. Industry leaders will invite participants to share their wins, questions, and ideas for activating the Just Add Flowers pillars in store, online, and in their communities, creating a feedback loop that strengthens the shared national movement.
All registered attendees will receive two exclusive resources: “June in 60 Minutes,” a 30-day Social Sprint package with 12 ready-to-go captions and a plug-and-play posting schedule. These tools are designed to help florists, wholesalers, growers, and allied partners immediately translate national Just Add Flowers momentum into local visibility and sales.
“This webinar is about turning national momentum into local action,” said Vanessa Leite, Executive Director of That Flower Feeling. “We know from Texas that when we combine category-level ‘air cover’ with consistent, localized storytelling around self-care, mindfulness, home décor, and gift giving, consumers don’t just feel differently about flowers—they actually buy more of them, more often.”
“Beyond the Bouquet: A 30-Day Social Sprint to Stop the Summer Slump” is ideal for florists, wholesalers, growers, and allied partners who want ready-made content, a proven strategy, and a national campaign they can localize with their own brand. Registration details and access to free Just Add Flowers marketing assets are available at www.thatflowerfeeling.org under the Partners section.
Speakers include:
– Chris Drummond, Board Chair, That Flower Feeling
– Oscar Fernandez, Board Member, That Flower Feeling
– Vanessa Leite, Executive Director, That Flower Feeling
– Christopher Lewis, Creative Director, That Flower Feeling
– Lisa Nason, Board/Marketing Committee Chair, That Flower Feeling
– Karen Oie, Board/Development Committee Chair, That Flower Feeling
The webinar is hosted by That Flower Feeling and sponsored by FlowerGeneral.com by Carlstedt’s, a key supporter of national efforts to grow floral consumption across the United States.
About That Flower Feeling
That Flower Feeling is a national, industry-funded 501(c)(6) marketing initiative founded by CalFlowers and supported by growers, importers, wholesalers, hardgoods suppliers, and retailers across the floral supply chain. Its mission is to increase U.S. floral consumption by positioning fresh flowers as an easy, accessible form of everyday self-care. Through its “Just Add Flowers” campaign and free marketing toolkit, That Flower Feeling provides turnkey creative assets and messaging that any floral business can use to drive demand and remind consumers they “don’t need a reason” to bring flowers home.
For more information or to become a contributor, visit thatflowerfeeling.org.
