News » 15.09.2025 - Global floral businesses invited to join Petal it Forward

On Wednesday, October 15, 2025, floral businesses across the U.S. — and around the world — will hand out free flowers to unsuspecting strangers as part of the Society of American Florists' (SAF) 11th annual Petal It Forward event. Each recipient receives two flowers or bouquets: one to keep and one to give away, creating a "pay it forward" ripple effect of joy and happiness.

Last year's milestone 10th annual Petal It Forward saw record-breaking participation, with 706 floral professionals in 49 states, Washington, D.C., and internationally taking part. SAF CEO Kate Penn says this broad participation is vital to the movement's success.

"This feel-good event is one of the best ways to show consumers the joy of giving flowers," Penn said. "The more businesses that participate, the bigger the impact."

The concept is simple yet powerful — and backed by science. Studies commissioned by SAF found that fresh flowers improve happiness and life satisfaction while reducing stress, reinforcing the message at the heart of Petal It Forward.

In addition to spreading goodwill, Petal It Forward helps floral businesses by delivering benefits.

National Spotlight: Hundreds of events taking place on the same day creates a powerful, unified impact that attracts attention and media coverage.

Marketing Opportunities: Local media outlets love covering Petal It Forward, giving shops valuable publicity and community buzz, "You can't buy that kind of community relations," says Deborah Whitfield, manager of Art Flower and Gift Shoppe in Rockville Centre (NY).

Community Ties: Partner with local volunteers, organizations, and businesses to boost visibility and build lasting relationships. "We always partner with the sheriff's office and fire department — they look forward to it every year," said Carrie Moore, AAF, of Jenny's Floral (SD).

Reach New Customers: The event earns praise from customers, gets your brand in front of potential shoppers, and strengthens reputations. Lisa Hays Holmes of Tiger Lily Florist (SC) said relationships built through Petal It Forward inspired a campaign that boosted sales — helping her earn SAF's 2024 Marketer of the Year title.
 

 

Source: www.floraldaily.com

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