In the lead-up to Mother's Day, flowers took center stage in national news coverage and marketing. From tariff concerns to ad campaigns dismissing flowers as a holiday gift, the Society of American Florists (SAF) stepped up as the industry's voice—fielding high-profile media inquiries and defending the value and emotional impact of floral gifts.
SAF CEO Kate Penn was featured on both CBS News and CNN — among other media outlets —offering insights on how florists were responding to tariffs with creativity and resilience. SAF members also garnered media attention, showcasing the powerful role flowers play in connecting families and honoring meaningful moments.
Media messaging
"Every year, the media looks for a fresh angle on Mother's Day flowers. This year, they had one with tariffs," said Penn. "We emphasized in every interview that florists are delivering beauty and value, no matter the customer's budget."
That was SAF's message in a May 6 CBS segment that explored how tariffs were affecting both imported flowers and U.S. growers whose supplies—like bulbs—have become more expensive. Still, florists remain adaptable.
"There are countless substitutions, and florists are masters at creating something that still makes a big impact," Penn said in the segment.
In CNN's coverage, Penn explained how florists are planning earlier and working more closely with suppliers to manage price pressures. "While tariffs and cost increases are not welcome developments," she noted, "the floral industry is remarkably resilient."
Florists in the spotlight
SAF members across the country also took to the airwaves to highlight the power of flowers.
Tracy Parke, owner of House of Flora in Hartford, Connecticut, appeared on WFSB News, sharing how Mother's Day flowers help people remember and honor loved ones. "I'm just thinking about all the people coming to buy flowers for their moms who have passed. They're remembered, and it's important. What we do means something," Parke said.
In Chicago, Liza Roeser, AAF, CEO of FiftyFlowers, appeared on ABC News to demonstrate how flowers can bring families together. Her company's floral bar kits let families create their own arrangements at home. "The flowers get sprinkled around the house, and your daughters get to see you enjoying your flowers," she shared with the host.
Addressing flower-bashing ads
SAF also responded to several companies that launched Mother's Day ads promoting their products by putting down flowers. SAF urged these companies to promote their offerings without devaluing flowers.
Among the brands contacted were Go Car Wash, a national car wash brand with locations across the United States, which sent a promotional email that read: "You could buy flowers…or give her something that doesn't wilt in two days. This Mother's Day, surprise mom with a shine that screams 'I totally planned this.'" Koehn & Koehn Jewelers, a fine jewelry retailer, posted a Mother's Day graphic on social media stating: "No Blooms. She Wants Bling. You're Welcome, Mamas." HexClad, a high-end cookware brand, ran a Mother's Day message on social media that said: "Flowers die. HexClad is forever. Skip the sad bouquet. Get Mom what she really wants: cookware that comes with a lifetime warranty." SoFi, a personal finance and loan provider, emailed customers with the subject line: "More than flowers — the gift of a lifetime." Zip, a digital buy-now-pay-later service, launched a sponsored Mother's Day ad on social media with the message: "Moments last longer than flowers."
"We encouraged these companies to promote their products based on their value—not at the expense of flowers," said Penn. "Flowers carry meaning. They mark milestones. And they deliver joy in ways few other gifts can."
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