A major theme running through the program is strategic adaptation—something Callahan says is crucial in the current economic climate. “Sessions like ‘Same with Less’ will focus on helping florists maximize profitability by reducing waste, streamlining operations, and sourcing smarter,” he said. Attendees can expect actionable advice on efficient design techniques, local sourcing options, and ways to engineer value into arrangements without sacrificing appeal.
Floriexpo 2025 also places a strong emphasis on future trends. The highly anticipated “2026 Trends Forecast” will help attendees look ahead with clarity, especially around shifting consumer motivations. “Floral purchases are becoming less about aesthetics and more about values and experiences,” said Callahan. “Retailers who understand the ‘why’ behind customer behavior will be best positioned to build long-term loyalty.”
That customer focus continues in sessions like “The Psychology of Flower Buying,” which examines the emotional drivers behind floral purchases. “Marketing isn’t just about showing beautiful product,” Callahan explained. “It’s about communicating the feelings flowers represent—joy, comfort, love, connection. That emotional layer is critical for meaningful customer engagement.”
Technology also plays a central role in this year’s program, particularly in how AI is transforming retail operations. “We’re keeping it practical,” Callahan said. “From inventory optimization to personalized marketing and online customer service, these sessions will show attendees how AI tools can support smarter decision-making and better service—without requiring massive tech investments.”
Creativity and commercial viability will come together in the couture-inspired design session. “This is about translating high-fashion aesthetics into sellable arrangements,” Callahan said. “Florists will learn to draw inspiration from color, texture, and form in a way that elevates their offerings while staying marketable.”
Another session, “Social Holidays,” is designed to help retailers identify quick, low-cost opportunities to boost visibility and drive traffic. “We want attendees to leave with simple, creative ways to tap into these often-overlooked days with themed promotions, community collaborations, and easy social content,” Callahan noted.
Floriexpo’s speaker lineup is another key strength this year, with a curated mix of industry veterans and forward-thinkers. “We’re especially excited to feature panelists who pair deep experience with innovative approaches,” said Callahan. “Their practical insight and fresh perspective can spark new ideas and help attendees apply what they’ve learned to their own business.”
In addition to delivering insight, Floriexpo aims to empower first-time attendees to find their place in the industry. “We want new attendees to walk away feeling connected, confident, and equipped to make immediate improvements in their businesses,” Callahan said.
And while inspiration is key, Callahan stressed the importance of implementation. “I hope every attendee takes at least one idea from these sessions and puts it into action within a few weeks of returning home,” he said. “That’s when real growth happens.”
Summing up the value of this year’s education program, Callahan put it simply: “Attending Floriexpo’s education sessions provides floral professionals with the vital knowledge, innovative strategies, and invaluable industry connections needed to navigate the present and build a successful future for their businesses.”
