March Ultimate Roundtable: Valentine’s Day Unwrapped: Consumer Behavior, Sales Trends & Surprises

Includes a Live Web Event on 03/03/2026 at 2:00 PM (EST)

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.

What did Valentine’s Day really reveal about today’s floral consumer — and what does it signal for the industry’s next big moment? In this fast-paced virtual session, SAF Chief Economist Charlie Hall, Ph.D., unpacks fresh IPSOS consumer data commissioned by SAF to expose what shoppers actually did this Valentine’s Day, how spending shifted, and what early demand signals may be pointing toward for Mother’s Day.   

You’ll also hear rapid-fire insights from retailers across the country — what worked, what didn’t, and what trends caught them by surprise. Walk away with actionable takeaways you can use immediately to adjust inventory planning, refine promotions, and strengthen your Mother’s Day strategy while you still have time to make changes.  

Come prepared to share and discuss:  

  • How your 2026 Valentine’s Day sales stacked up against 2025 — and why those differences matter  
  • Emerging consumer buying trends you should factor into your spring planning  
  • Your best predictions — and biggest questions — heading into Mother’s Day  

    

Charlie Hall, Ph.D.

Professor and Ellison Chair in International Floriculture

Texas A&M University

A native of North Carolina, Dr. Charlie Hall received a B.S. in AgriculturalEconomics from the University of Tennessee in 1984, a Master's Degree in Ornamental Horticulture and Landscape Design from the University of Tennessee in 1986, and his Ph.D. from Mississippi State University. He began his academic career at Texas A&M University in 1988, where he spent 13 years on the faculty before joining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hall returned to Texas A&M University as Professor and Ellison Chair in International Floriculture.

Dr. Hall's expertise is in the production and marketing of Green Industry crops. He is nationally recognized in academia and among the horticultural clientele he serves. His major research, teaching, & extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for Green Industry firms.

Dr. Hall currently serves as the Chief Economist for American Hort and Co-Chair of the Advisory Council of Seed Your Future. He is former President and Past-President of the board of directors for America in Bloom. He received the Paul Ecke, Jr. award from the Society of American Florists for professional contributions to the floral industry and the Porter Henegar Memorial Award from the Southern Nursery Association for significant contributions to ornamental horticulture research and to the Southern Nursery Association.

He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association and has received TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association. Dr. Hall has received Texas A&M University’s Association of Former Students’Distinguished Achievement Award in Teaching and the Vice Chancellor’s Award in Excellence for Student Counseling and Relations. He is a member of Alpha Gamma Rho agricultural fraternity and has received their Grand Presidents Award and Brother of the Century designation. 

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Valentine’s Day Unwrapped: Consumer Behavior, Sales Trends & Surprises
03/03/2026 at 2:00 PM (EST)  |  60 minutes
03/03/2026 at 2:00 PM (EST)  |  60 minutes SAF Ultimate level retail members gather monthly for an exclusive cross-segment discussion with growers, wholesalers and suppliers on the most pressing issues in the floral industry.    What did Valentine’s Day really reveal about today’s floral consumer — and what does it signal for the industry’s next big moment? In this fast-paced virtual session, SAF Chief Economist Charlie Hall, Ph.D., unpacks fresh IPSOS consumer data commissioned by SAF to expose what shoppers actually did this Valentine’s Day, how spending shifted, and what early demand signals may be pointing toward for Mother’s Day.  You’ll also hear rapid-fire insights from retailers across the country — what worked, what didn’t, and what trends caught them by surprise. Walk away with actionable takeaways you can use immediately to adjust inventory planning, refine promotions, and strengthen your Mother’s Day strategy while you still have time to make changes.  Come prepared to share and discuss:  How your 2026 Valentine’s Day sales stacked up against 2025 — and why those differences matter  Emerging consumer buying trends you should factor into your spring planning  Your best predictions — and biggest questions — heading into Mother’s Day
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