Registration opens for the Society of American Florists' 140th annual convention

Registration is now open for the Society of American Florists’ 140th annual convention, SAF Phoenix 2025, 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.”

Understand the economic outlook — and how to respond

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 amid 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.

Grow 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.”

View the full schedule and event details and register at safnow.org/annual-convention.