Millions of viewers across the country who tuned in to the Today Show last week heard some practical advice from the Society of American Florists about purchasing flowers for Mother’s Day — and that florists are well-positioned to meet consumer needs.

“The beauty of flowers and plants is that really, regardless of your budget, there is something out there for you,” said SAF CEO Kate Penn during the broadcast when asked how consumers can buy flowers on a tight budget. “Tell your florist what your budget is and say, ‘These are my favorite colors, or these are this mother’s favorite flowers, and …here’s what I want to spend’ —  and they’ll make it happen.”

The April 29 segment on the Today Show, which says it draws 5 million viewers every day, took viewers inside the facilities at the Miami International Airport where customs agent Brian Powell, shown with other agents in the background inspecting flowers, said they would process more than a billion stems this year, a 10 percent increase from 2021.

The reporter, Kerry Sanders, closed the segment with more advice: “And finally — this is always important — order early,” he said.

SAF’s positive messaging in the segment is one example of how the association serves as the voice of the floral industry, especially ahead of floral holidays. SAF is also the industry watchdog when it comes to advertisements that disparage flowers around floral holidays. This year, SAF contacted 20 companies before Valentine’s Day, and in the past few weeks has so far reached out to nine companies ahead of Mother’s Day to ask them to consider other marketing approaches that focus on the merits of their products rather than bashing flowers to promote their products.

“SAF is always looking for opportunities to position giving and receiving flowers in the best possible light with consumers, whether that is elevating florists on the Today Show by offering flower purchasing advice or pointing out when a company is unnecessarily bashing flowers,” says Penn. “Our goal is to have media mentions that further SAF’s vision, which is to show consumers the power of flowers in every life.”

Is the local media calling to interview you for their Mother’s Day coverage? Check SAF’s media talking points, which provides answers to the media’s most asked questions.

Amanda Jedlinsky is the managing editor of SAF NOW.