Floral businesses invited to join Society of American Florists' Petal It Forward event in October

On Wednesday, Oct. 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’ 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.

Last year’s 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.”

Studies commissioned by SAF found that fresh flowers improve happiness and life satisfaction while reducing stress.

Why participate in Petal It Forward?

In addition to spreading goodwill, Petal It Forward helps floral businesses:

• National spotlight: Hundreds of events taking place on the same day creates a unified impact that attracts attention and media coverage.
• Marketing opportunities: Local media outlets love covering Petal It Forward, giving publicity and community buzz. “You can’t buy that kind of community relations,” said Deborah Whitfield, manager of Art Flower and Gift Shoppe in Rockville Centre in New York.
• 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 of Jenny’s Floral in South Dakota.
• 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 in South Carolina said relationships built through Petal It Forward inspired a campaign that boosted sales — helping her earn SAF’s 2024 Marketer of the Year title.

Petal It Forward is flexible and customizable, allowing businesses to host events tailored to their time, staffing and resources. SAF provides members with a complete toolkit, including:

• Step-by-step instructions to plan a Petal it Forward event
• Media outreach tips and marketing advice
• Downloadable event templates (exclusive to SAF members)

SAF’s goal is to see participation from all 50 states.

Businesses interested in participating can learn more, view resources and sign up (no cost) at  safnow.org/petalitforward.