US: Industry members share Christmas expectations, design trends

Judging from springtime holiday sales and early indicators for the fall and winter season, consumers are eager to show friends and families the love this holiday season. Knowing the latest floral design styles and trends can help you stand apart from the competition — and getting the inside track on how other florists are prepping for the holiday — and where they think the sales opportunities will be — can help you shine.

These are some of the insights industry members can expect from SAF’s Countdown to Christmas event, which kicks off at 3 p.m. ET on Oct. 23.

The event, sponsored by FTD, was created to give retail florists the tools, insight and inspiration they need to make the most of this holiday season, said SAF’s CEO Kate Penn. It includes a cross-segment panel discussion of some of the holiday’s trends and challenges, along with time for smaller roundtable discussions in breakout rooms, key takeaway sharing, and a Holly Jolly Happy Hour + Design Demo by Deborah De La Flor, AIFD, PFCI, live from her design room in Cooper City, Florida.

Read more at the Society of American Florists (Mary Westbrook)

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