In a bid to uphold the significance of flowers as a cherished Valentine’s Day tradition, the Society of American Florists (SAF) has taken a firm stance against businesses that diminish the value of floral gifts in their marketing campaigns.
SAF, representing the floral industry, is actively encouraging companies to focus on showcasing the unique benefits and compelling selling points of their products rather than resorting to unwarranted and disparaging remarks about flowers.
One notable instance involved skincare company OSEA, which posted a social media ad featuring a vase of flowers with the caption, “Skip the Flowers this Valentine’s Day!” Following SAF’s outreach, a representative from OSEA acknowledged the concerns raised and stated, “Our Valentine’s Day post was based on many factors, and this was not our intention. I want you to know I will send your concerns and feedback to the appropriate team. We appreciate hearing from our others as we continue to grow our family business.”
SAF’s outreach efforts extended to several other businesses engaging in similar practices in their Valentine’s Day marketing:
Luxury gift company Ricordami used headlines such as “Why get her flowers that will die in a week? Make it a memorable Valentine’s Day with our heart-warming Rose Bear” and “Beauty That Lasts Beyond a Season” to promote their preserved rose offerings on Facebook and Instagram.
Financial tech company Klarna, identified by SAF members, ran email and social media promotions with the headline, “Valentine’s Season is here. Do better than flowers.”
Gertrude Hawk Chocolates sent email promotions with the headline “Forget the Flowers. Choose chocolate.”
Online retailer 40 Boxes utilized text messages to advertise their Valentine’s Day sale, claiming, “40 Boxes: Better than Roses…. Get 70% off our collection.”
Air Plant City promoted air plants for the holiday with the message, “Valentine’s Day gifts don’t have to be flowers… Ditch the roses and get your special someone (or yourself) a little something to grow with.”
Shutterfly, a popular stationery, photo, and gift retailer, sent a promotional text message challenging the conventional choice of flowers: “Flowers? For Valentines? Groundbreaking. Let them feel the love this year with a unique gift instead!”
Rogers & Holland Jewelers ran a radio ad that downplayed the transient nature of roses with the lines, “Roses are red, violets are blue…roses die in a day or two.”
Valvoline, a national automotive service company, sent a promotional email with the message, “Your Valentine doesn’t need flowers… they need an oil change.”
Southwest Airlines, in a Valentine’s Day-themed email, promoted a spring travel sale with the subject line, “$49 sale. Even better than roses.”
SAF emphasizes the importance of fostering positive messaging during the Valentine’s Day season and urges businesses to celebrate the enduring symbolism and beauty of flowers as a timeless expression of love.