2026 September Ultimate Roundtable: The Year-End Outlook for Floral Businesses

This quarterly event is reserved for SAF's Ultimate level members.

Not an Ultimate level member but want more information on how you can join other roundtable events? Contact SAF’s Membership Specialist Justine Seas.

As the floral industry enters its critical year-end season, businesses are balancing cautious optimism with rising costs, economic uncertainty and continued pressure on profit margins. What do current conditions suggest about consumer demand—and how should floral businesses prepare for the holidays ahead?

In this virtual Ultimate Roundtable, SAF Chief Economist Charlie Hall, Ph.D., will break down the economic forces shaping the industry, explain what the latest SAF Economic Outlook Survey reveals about sales, unit volume and profitability, and share his outlook for holiday spending.

You’ll also hear candid insights from growers about how labor, transportation, supplies and other cost pressures are affecting production and pricing — and what those challenges could mean throughout the floral supply chain. Together, participants will discuss where they are seeing resilience and which adjustments could help businesses finish 2026 strong.

Walk away with practical insights to sharpen your holiday purchasing, pricing, product mix and promotional strategies.

Come prepared to share and discuss:

• Which cost pressures are having the greatest effect on your business
• How rising costs are influencing holiday pricing, purchasing and product decisions
• Where you see the biggest opportunities—and risks—as the industry heads into the holiday season