SAF 2026 Annual Convention Recap: Celebrating Flowers, Community, and the Future of Our Industry

The 141st Society of American Florists Annual Convention was held at The Ritz-Carlton, Amelia Island. The beautiful scenery was matched by the stunning flowers adorning the hotel throughout the week. We were especially excited that the convention was so close to our offices this year, allowing multiple members of the Details team to attend, learn, and connect with members of our industry. From August 17–21, the week was packed with learning, inspiring conversations, celebrations, and, of course, flowers! If you couldn’t make it this year, here’s our recap of the event.

Day 1

To kick off the week, Talmage McLaurin, AIFD, sponsored by Esmeralda Farms and Accent Decor, gave attendees a look at the upcoming trends for 2027. The six trends he highlighted were Transcendental, Littoral Shores, Forage Found, History Lessons, Nocturnal, and Deconsumption. These trends are already appearing in fashion, literature, and home décor and are quickly making their way into the floral world. Each trend was highlighted with a trendy vessel from Accent Decor, which was especially fitting given the company’s ability to create products that align with emerging design trends. We can’t wait to see these trends emerge and discover how florists interpret them in their own work!

The Supplier Expo is always a fun opportunity to meet our customers, connect with partners, and make new floral friends. This year was certainly no different! From sharing our new and fun swag to hearing firsthand experiences from our customers about using our software, it was exciting to connect with so many familiar and new faces. We were especially excited to welcome Rebecca Gill from Rebecca’s Flowers to the Details Community and celebrate her as the winner of our Free Year giveaway!

Our very own Amelia Heck also enjoyed the First-Timers Reception hosted by Family Flowers. This is a great opportunity for first-time attendees to meet others in the industry and feel welcomed and excited for the week ahead. Family Flowers even created a First-Timers Survival Kit filled with essentials to help attendees make the most of the convention, which was such a fun touch!

Following the First-Timers Reception, we transitioned into the President’s Reception. SAF President Lori Wheat served as our MC for the week, and attendees enjoyed opening night with a celebration of flowers, community, and the exciting week ahead.

Day 2

The next day, we celebrated Arizona Flower Market’s recognition as the 2026 Marketer of the Year. Their initiative with Tempe Blooms brought the community together to celebrate flowers and highlighted the impact floral businesses can have in their local communities.

Kate Penn also presented the State of the Industry, which is always one of the most interesting sessions of the convention. Through SAF surveys and research, it is clear that our industry remains strong and determined. Floral sales are up, and florists are feeling optimistic as we head toward the end of 2026.

The research also highlighted some of the changing priorities across the industry. Employees are looking for a sense of belonging and opportunities for continued education in the workplace. Floral businesses are leaning into their local communities while also using AI to support their marketing initiatives. Overall, businesses are becoming more intentional with their offerings as they navigate changing costs and tariffs. At the same time, consumers are looking for experiences and unique gifting opportunities, which can work in a florist’s favor by creating memorable moments for their customers.

Overall, it is looking like a strong finish to 2026 for the floral industry!

Celebrating Outstanding Varieties

Throughout the event, the Outstanding Varieties Competition was on display for attendees. If you haven’t had the chance to experience this showcase, it is truly a flower wonderland filled with new and breathtaking products from growers and breeders across our industry.

This year’s recognized varieties included:

Best in Class, Spray Rose & Best in Show Winner: New Moon, Rosaprima

Best in Class, Other Cut Flower Category: Natura Moderna Limoncello, Rosaprima

Best in Class, Rose: Yoga, Agrinag-Alma-Natuflor

Best in Class, Garden Rose: Country Berry, Agrinag-Alma-Natuflor

Best in Class, Dianthus: Wien, GeoFlora

Best in Class, Chrysanthemum: Pip, Deliflor Americas

Best in Class, Cut Bulb Flower: Cloni Success Madame, Eco Roses

Best in Class, Alstroemeria: Green Clown, Esmeralda Farms

Best in Class, Breeder: Elvina, Icon Selections

A special shout-out to our partners at Jet Fresh Growers, who had three incredible varieties recognized in this year’s competition! Fancy Dreams took home a Blue Ribbon, while Suave and Crystal Fairy were each awarded Red Ribbons. Congratulations to the Jet Fresh team and to all of the talented growers and breeders recognized for their incredible work!

Business Sessions for Every Part of the Industry

Throughout the convention, there were business sessions designed for owners, managers, and employees. From staff training and marketing tactics to AI and wedding trends, there was something for everyone. Each session offered practical takeaways attendees could bring home and put into action within their own businesses.

It wouldn’t be an SAF event without economic insights from Charlie Hall, Ph.d. He shared that consumer spending for Valentine’s Day and Mother’s Day increased compared to the previous year and discussed tariffs and how they may affect our industry. Colombia’s cut flowers are now at 12.5%, Ecuadorian roses are at 6.8%, the Netherlands is at 10%, and the newest 50% Canadian tariff is now in effect.

While these numbers may seem intimidating, Charlie reminded attendees of three important takeaways: Price your value with confidence, watch units—not just dollars, and control what you can control.

Later that evening, the SAFPAC Reception was held to raise funds supporting continued advocacy efforts on Capitol Hill. This year also introduced the 60-Second Showdown, which pitted the floral industry’s three segments—retailers, wholesalers/importers, and growers/manufacturers—against one another in a fast-paced battle for bragging rights.

Golden Hour with the NextGen Community

One of our biggest highlights was co-hosting the NextGen Reception with BloomNation. This was our second year hosting the reception together, and to say we outdid our previous year would be an understatement!

The reception took place in the courtyard overlooking the ocean, just in time for sunset. The setting was the perfect backdrop for our Golden Hour theme. From the signature Liquid Gold Margarita to the Glitter Glow Up Bar, photo booth, and fun take-home gifts, everyone was decked out in their best golden-hour fashion.

It was so much fun watching the NextGen community come together to network, celebrate, and enjoy an evening surrounded by friends and fellow floral professionals. We are incredibly grateful to everyone who came out and made the night so special!

If you have photos from the event, we would love to see them! Share them on Instagram and tag @detailsflowers and @bloomnation.

Day 3

The final day of the conference was full of inspiration and celebration. Mike Lee started the morning by navigating constant change, cutting through distractions, managing burnout, and showing attendees how to show up with greater clarity, purpose, and presence.

Barry Gottlieb followed by challenging conventional thinking and exploring how leaders can remain curious, adaptable, and creative in an era of constant disruption. His hands-on activities and guidance for continuing the conversation outside the presentation were eye-opening and incredibly helpful.

To end the conference on a high note, attendees gathered for the Stars of the Industry Awards Ceremony. Our very own Corrine Heck was inducted into the American Academy of Floriculture (AAF) alongside many other floral superstars. Congratulations to everyone inducted into AAF and PFCI!

The evening featured many well-deserved awards, and it was especially meaningful to hear from the winners and their loved ones through video messages. Congratulations to all of the 2026 recipients:

2026 Century Award: San Francisco Flower Market

2026 Alex Laurie Award: Dr. William B. Miller

2026 Tommy Bright Award: Marlin Hargrove, AAF, AIFD, PFCI

2026 Rising Star Award: Erin Bruno and Christine Guenther, AAF, PFCI

2026 Paul Ecke Jr. Award: Russ Barley, AAF, AIFD, CFD, FSMD

2026 Floriculture Hall of Fame: Ian Prosser, AAF, AIFD, CFD, NDSF, PFCI

2026 Sylvia Cup Grand Prize Winner: Cindy Hall, AIFD, CF, KMF

2026 Sylvia Cup 1st Runner-Up: Sam Prom-Chiem, AIFD

2026 Sylvia Cup 2nd Runner-Up: Alejandro Figueira Fernandez, AIFD, CEJ, PFCI

Until Next Year!

The SAF Annual Convention is a celebration of the history of our industry while also looking ahead to its future. From innovative trends and new varieties to education, advocacy, business insights, and meaningful connections, the week was a great reminder of just how much passion and creativity exist within the floral industry.

We are so honored to be a part of this community and grateful for the opportunity to learn, connect, and celebrate alongside so many incredible floral professionals.

We can’t wait to see everyone again at the next convention in Palm Springs, California, August 30–September 1, 2027!