Registration is open for the Society of American Florists' (SAF) 140th annual convention, SAF Phoenix 2025, taking place Aug. 11–14, 2025, at the Westin Kierland Resort & Spa in Scottsdale, Arizona.
As economic pressures mount—with new tariffs, increasing wages, and shifting consumer expectations—SAF Phoenix 2025 offers floral professionals the tools to adapt and grow. With more than 20 expert-led sessions, this year's convention is designed to help attendees overcome challenges, uncover new opportunities, and strengthen their businesses for the future.
"In today's volatile economic environment, staying informed isn't just helpful—it's essential," says SAF Chief Economist Charlie Hall, Ph.D. "This event is about giving floral professionals real-world insights they can use to lead with confidence."
Understanding the economic outlook
The U.S. economy is slowing, and inflation risks are reemerging. In the keynote session, "Ready for What's Next: Economic Insights to Drive Smarter Decisions," Hall will break down key trends, including interest rates, consumer spending, and business lending. Attendees can go even deeper during an interactive follow-up discussion "Turn Economic Insights into Action."
SAF CEO Kate Penn will also take the stage to present the State of the Floral Industry, offering a high-level view of where the industry stands and where it's headed.
Protect margins amidst rising costs
With sweeping new tariffs and rising wages impacting the bottom line, this year's programming focuses on protecting profitability. Sessions like "Are You Overstaffed, Understaffed or Just Guessing?" and "Stop the Shrink: Strategies to Cut Waste" offer actionable guidance on controlling labor and inventory costs.
Growing your business stronger and smarter
In times of uncertainty, successful businesses evolve. A cross-industry panel, "Growth Through Change," features a florist, wholesaler, and grower sharing how they scaled, reinvented, and diversified their businesses. Attendees will also learn how to assess and realign their branding, and use AI tools to turn business data into actionable insights in sessions like "Backed by Data" and "AI in Action."
Build an empowered team
People are the key to business success. Sessions like "The Empowered Team" and "Train to Sustain" help business leaders develop team ownership, improve productivity, and prepare for leadership transitions. Other sessions crowdsource practical ways to boost employee morale without stretching your payroll.
Stay ahead of consumer trends
With consumers becoming more cautious and selective, it's more important than ever to connect with what they value. In "2026 Flower Trends Forecast," attendees will get a first look at the latest preferences and influences in floral purchasing. "Profiles in Color" dives into the psychology of color and design to help florists create products that drive emotion and sales.
Inspiration and networking
In addition to education, SAF Phoenix 2025 is packed with opportunities to recharge and connect. Explore hundreds of new varieties at the Outstanding Varieties Competition, watch top floral designers compete in the Sylvia Cup, and meet dozens of innovative suppliers at the Supplier Expo.
"Whether you're facing staffing challenges, rising costs, or just looking for fresh ideas, this event delivers real value," says SAF President Oscar Fernandez. "Now isn't the time to pull back—it's the time to lean in."
If you wish to register to attend the Society of American Florists' 140th Annual Convention, you can do so at the link here.
For more information:
SAF
safnow.org