The Society of American Florists hosted its ninth annual “Petal It Forward” event, an initiative that saw participation from 580 floral businesses spanning all 50 states and seven countries. The event’s purpose is to spread the joy of flowers by giving away two bouquets—one for the recipient to keep and another to pay forward—accompanied by the powerful message that flowers have scientifically proven benefits, including stress reduction and the stimulation of positive emotions.
In an early morning Facebook post, Tami Gasch, owner of Brilliont Blooms in Brillion, Wisconsin, enthusiastically welcomed the community to claim free flowers. She noted, “It’s our favorite day of the year here at Brilliont Blooms. It’s Petal It Forward, the florists’ national day of kindness—in a sense, for random acts [of kindness].” Emphasizing the need for kindness, Gasch urged, “We hope you can help us spread some kindness in our world because we all know that is something that can be desperately needed and can really make a difference.”
While many florists embraced the feel-good nature of the day, it’s important to recognize that the event also serves as a powerful marketing tool, strengthening the brands of retail stores, wholesalers, growers, suppliers, and other industry groups. Numerous participants seized the opportunity to form community partnerships with businesses, nonprofits, hospitals, and local government entities, including police, firefighters, and schools. These efforts were documented in local media stories and shared across thousands of social media posts tagged with #PetalItForward.
In Georgia, LaToya Ferguson of Sweet Psalms Florist in Conyers showcased her excitement for the event, inviting people to her Petal It Forward setup outside her shop with the message, “Free smiles, free flowers—what a combination.” In Florida, residents from Miami to Jacksonville received free blooms from various florists, such as Beneva Flowers in Sarasota and In Bloom Florist in Orlando. Texas saw over two dozen florists distributing bouquets, including Country Flowers & Gifts in Emory, which handed out 500 roses, spreading joy at local elementary and intermediate schools.
Iowa had the highest number of participants, with 49 businesses sharing vibrant bouquets to brighten their communities. For instance, Fudge’s Flowers and Gifts in Jefferson, Iowa, celebrated a new business in its area by giving away two bouquets as they generously covered the town with floral beauty. On social media, followers flooded Petal & Leaf Floral Design in Muscatine, Iowa, with praise and love for their participation in Petal It Forward.
Northeast and West Coast florists also partook in the initiative. In Galloway, New Jersey, Lilies Florals extended their event to area schools, bringing joy to teachers and students with lilies and sunflowers. Boynton’s Greenhouse Skowhegan in Skowhegan, Maine, partnered with a local restaurant to distribute buckets of bouquets. J. Miller Flowers and Gifts in Oakland, California, a participant since the event’s inception, prepared 422 hand-tied bouquets, all of which were given away to appreciative recipients.
The reach of Petal It Forward extended beyond U.S. borders, with floral businesses from Canada, Colombia, Ecuador, England, Ireland, Scotland, and India also participating in the event. In the United Kingdom, Caroline Marshall-Foster, founder of Good Florist Guide and editor of The Florist, recruited 15 shops to participate, even on short notice. Asocolflores, the Association of Colombian Flower Exporters, distributed 1,000 bouquets in Bogotá and Medellín, using the campaign to highlight Colombian flower growers and underline the significance of Colombia’s flower industry.
Augusto Solano, CEO of Asocolflores, conveyed the campaign’s essence, stating, “We would like to turn the 1,600 varieties of Flowers of Colombia into 1,600 reasons to smile. When we give flowers, we are giving away tranquility, love, and hope to our countrymen.” The impact of the event reverberated globally, uniting communities and promoting the positive effects of flowers on people’s well-being.