To deliver abundant floral know-how, the Society of American Florists (SAF) teamed up with floral and interior designer Rebecca Cole, author of Flower Power and co-host of Discovery Channel's Surprise by Design. Together, they developed the Flower Fundamentals, helping people to become the savviest, most sophisticated floral gift givers they can be.

“It's easy to become a connoisseur of flowers and plants,” Cole said. “And, like knowing about fine wines or great foods, knowing even the basics about flowers will help people feel more self-assured throughout their lives, from gift-giving to weddings to entertaining.”

Introducing The Hip Giver's Guide

SAF and Cole created The Hip Giver's Guide, a month-by-month resource to flowers that are in style, a library of flower and plant varieties, holiday tips and advice, fresh floral research and much, much more. The Hip Giver's Guide is ideal for those who want tips on how to choose a local florist, read up on popular varieties of flowers, get design ideas and more.

What Hip Givers Know

The Michael Cohen Group research reveals just how much people love to give and receive flowers. Ninety-two percent of women can remember the last time they received flowers, and 97 percent of men and women recall the last time they gave a floral gift.

The hundreds of women and men surveyed described a gift of flowers as unlike any other because flowers create lasting memories and make people – both givers and receivers – feel cared about and special. The fleeting nature of flowers also encourages people to appreciate flowers when they are beautiful and vibrant.

“With a gift of flowers, you know that someone is thinking of you right now, this very minute,” Cole said. “It's the memory of the gift and the emotions that last forever.”

What Hip Givers Said

• 88% say flowers can change your mood for the better
• 99% agree that a person who gives flowers is thoughtful
• 89% believe that someone who gives flowers is sophisticated
• 83% would like to receive flowers when they are not expecting them

What Hip Givers Don't Know

While the majority of floral gifts are purchased from a local florist shop, the top five things gift givers don't know about their neighborhood florist include:

• They are design professionals with the artistic ability to create different looks to suit different occasions
• Many local shops offer several convenient means of ordering, including phone lines and Web sites accessible 24 hours a day
• Shop owners are connected with thousands of other local florists across the country and internationally, and can ensure your customized arrangement is sent on time to just about anywhere
• Even the smallest of community florists has access to a wide variety of fresh flowers and plants on a daily basis
• Local florists offer a variety of customer service extras, including how-to workshops, rewards programs, reminder services and more.

“Let your florist be your personal gift consultant,” Cole said. “Tap into their knowledge to learn more about flowers, or let them simply make you look good. It's up to you.”