US: local flower promotions sizzle during American Flowers Week

Slow Flowers Society launched American Flowers Week in 2015 as a community-focused floral holiday, encouraging everyone in the floral marketplace to participate — from flower seed and bulb producers to cut flower growers; from designers to retailers; from cutting garden enthusiasts to artists.

As the original American-grown floral holiday, the campaign’s goal is to stimulate interest in beauty, seasonality, local agriculture, and sustainable floral design.

The timely importance of promoting seasonal and locally-grown flowers is at its peak, especially given new findings around consumer behavior and attitudes relating to cut flower purchases, based on the 2021 National Gardening Survey (published in April 2021). The omnibus survey of nearly 2,500 U.S. households found that 57 percent of respondents say it is very or somewhat important that the flowers they purchase are American-grown, while 58 percent of respondents say buying locally-grown flowers is very or somewhat important.

The survey, sponsored in part by Slow Flowers Society, found that four in 10 U.S. adults (41 percent, 104.6 million) reported spending some amount of money on cut flowers in 2020, with an average household expenditure of $62.63, or an estimated $6.55 billion spent by U.S. households last year.

So how do flower farmers leverage the marketing and branding opportunities during a patriotic “buy local” campaign, which runs June 28-July 4 each year? Creative ideas include retail and farmers’ market displays. direct-to-consumer and CSA programs, hands-on design workshops and artful collaborations with florists. Here is an overview of some of the inventive projects that took place earlier this year:

CSA Bouquets
Slow Flowers’ red-white-and-blue American Flowers Week bouquet labels are sold as a member benefit, giving farmers and florists a low-cost way to elevate their branding. Sage Devlin of Far Bungalow Farm in Leesburg, Virginia, used the labels as packaging for the farm’s June CSA bouquets and bulk flower bucket program.

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