The floral industry is changing faster than ever, from rising costs and shifting supply chains to new technologies reshaping how businesses operate. SAF Amelia Island 2026, the Society of American Florists' (SAF) 141st annual convention, Aug. 18—20, is designed to help floral professionals respond with practical strategies and position their businesses for what's next.
"We built this year's program around the real pressures our members are facing," said Lori Wheat, AAF, SAF's president and owner of a retail flower shop in Erie, Colorado. "Whether it's understanding how tariffs are affecting buying decisions, figuring out how AI fits into your workflow or planning for the future of your business, this convention is designed to meet you where you are."
Built for today's business challenges
Programming at SAF Amelia Island 2026 spans the most pressing issues facing floral businesses today, covering AI, data and operations, including how to integrate AI into daily workflows, improve training systems and make smarter decisions with data. Sessions also address economic and industry outlook, offering insights into consumer behavior, pricing pressures and broader economic trends, as well as marketing and digital strategy to strengthen local visibility, compete online and measure marketing ROI. Additional programming focuses on staffing and leadership to build stronger teams, develop managers and improve retention; growth and profitability to improve cash flow, evaluate expansion opportunities and plan for ownership transitions; and trends and design to stay ahead of emerging consumer preferences and design directions.
"Florists are watching every dollar right now," Wheat said. "But the knowledge, connections and ideas gained at this event deliver real, measurable value for businesses."
© Society of American Florists
A proven experience with lasting ROI
Attendees consistently point to SAF's annual convention as a key driver of business growth. In addition to education sessions, the event offers opportunities to connect with peers and suppliers across the floral supply chain.
"The sessions are always full of great ideas, and the ability to connect with peers and suppliers is invaluable," said Doug Lindamood of George's Flowers in Roanoke, Virginia, who attended SAF's convention last year. He was one of the 98.4% of attendees who rated the event excellent or very good and 91% who said they are likely to return.
The convention also features a Supplier Expo, the 57th annual Sylvia Cup Design Competition, Outstanding Varieties Competition, and a variety of networking events such as the First Timers Reception, President's Welcome Party and Next Gen Reception. Floral professionals across the supply chain, including retailers, wholesalers, growers and suppliers, are encouraged to register early to take advantage of early bird pricing.
For more information:
SAF
[email protected]
safnow.org
