1. Ordering flowers online isn t so straightforward . . .

The online flower business in the United States is relatively small, but has been growing at a steady clip, hitting $2.4 billion in 2009, up from $1.3 billion in 2004, according to Forrester Research. Yet even at that size, there are lots of folks angling for a piece of the pie. It s not uncommon for third-party order gatherers with little experience in the floral industry to pose as local florists online. They purchase pay-per-click Google or Yahoo ads that automatically insert whatever city is being searched to make themselves appear local, then pass orders on to florists for a kickback that includes commission fees and a rebate from the wire service.

In most cases, consumers are charged a fee ranging from $7.95 to more than $25 for these brokers to forward their order to a local florist, according to FloristDetective.com. That means that only a fraction of the amount you pay for a bouquet makes it into the hands of the florist filling the order. Before placing an order online, call the company to confirm that an actual flower shop exists in your local area.

2. . . . even from the big-name flower sites.

One of the largest online florists, for example, is Teleflora. The company s $14.99 fee includes service, delivery and wire service charges, and applies to flowers and plants delivered in the U.S. and Canada. Teleflora, like any other business, does what it believes provides the best services to its customer, the retail florist, at the best prices possible in a competitive marketplace, says a company spokeswoman. Consumers should keep in mind that when they order online the quantity and quality of the arrangement may only be as good as the florist that s filling the order. A Teleflora spokeswoman says that the flower shops within its network are selected for their quality, expertise and reliability.

That s not to say that there s no good way to order a bouquet online; instead, consumers should be prepared to possibly spend more on an Internet order than they would for a comparable bouquet at a flower shop.

3. Our arrangements might not look exactly as they do in photos.

When shopping for flower arrangements, don t put too much faith in photos that florists show or even those on their web site. It s possible that some photos could be digitally altered or they may not reflect the quality of flowers that the shop currently has in stock.

Another concern is that a photo of the exact arrangement you request may not be relayed to the florist filling the order. Some retailers may take advantage of the fact that their customers rarely see the final product and the recipients hardly ever complain. But if you sent yourself flowers and they arrived looking different than the pictures you ordered from, you would blow the whistle, says George Staby, president of the Perishables Research Organization, which works to improve the longevity of flowers, fruits and vegetables.

One option for consumers is to contact the online florist to find out if a local outfit is filling the order and to then call the local florist directly.

4. Our delivery times can be unpredictable.

Late delivery is the No. 1 complaint about the floral industry, and not getting the delivery at all is No. 2, according to the Council of Better Business Bureaus, which received a total of 2,256 complaints against florists in 2009, down from 2,808 in 2008. Those complaints are followed by issues pertaining to billing and the quality of arrangements.

In general, if you contact a local florist shop, timely arrival is guaranteed, says Russ Schmitt, president of the Independent Florists Association (IFA). While a small shop may stop taking orders once it reaches maximum capacity generally two to three days before a big holiday online brokers often don t know how much the various florists they tap can handle, according to the association.

If you use an Internet-based company, they have to try to find a local florist in the area you want your flowers delivered to [who will] accept the order from them, says Schmitt. In many cases, shops will cut off these orders and make sure they handle customers who call them directly.

5. These flowers may not last long.

Buds are greatly affected by how they re handled before they reach consumers, and especially by transportation temperatures. Once the flowers arrive at the bricks-and-mortar shop, the temperature in which they re stored or displayed also plays a crucial role in their longevity. Flowers shouldn t be stored near produce (especially apples, which emit a hormone that damages blooms) or cash registers (where air temperature is typically elevated). A few other tips: Avoid sidewalk displays, as exposure to car exhaust can decrease vase life, and check the vase water each day, says Schmitt; cloudy-looking water is a sign that it needs to be changed. Consumers should also ask florists to provide flower food when they make a purchase.

Some retailers now mark their flowers with sell-by dates. If there s no sticker, ask for a vase-life guarantee, suggests Amy Stewart, author of "Flower Confidential" and "Wicked Plants." Most florists will replace blooms that don t last at least five to seven days after purchase.

6. Our buds are not always all natural.

In some cases, flowers that are imported to the U.S. are doused in fungicide in order to pass inspections and to prevent fungal diseases, says Stewart. Lately, more growers have been breeding their own buds in laboratories and mass-producing the most marketable flowers in factories. Unfortunately, flowers produced to withstand three days in a box without water during shipment lack some of the finer qualities, such as delicacy and scent. Fragrance is especially limited, since it s closely tied to the production of the hormone ethylene, which shortens the life of a bloom. We desperately want flowers to smell good, but as flowers are bred to have longer vase life, scent is compromised, Stewart says.

Consumers who want more natural flowers might consider buying from a local farmer s market, says Stewart though the IFA s Schmitt says that even many locally-grown flowers don t have much of a scent.

7. Our software is keeping tabs on your love life.

Many online retailers use data analysis software to better understand their customers purchasing habits, and at times that can impact the promotions or discounts that some customers receive.

At 1-800-Flowers.com, for example, a marketing team maintains profiles of its customers to keep a running history of whom they re sending gifts to and how frequently, what items they re selecting and for what occasions, and how far away they re shipping them. Sales representatives are trained to know how to guide a conversation and to pitch specific additional products. Some of the company s customers give just because, says David Siegel, senior vice president for strategic development at 1-800-Flowers.com. When we have a promotion in place, this customer segment would receive a custom email, which would focus on helping them to connect with important people in their lives.

8. You need to stick to a budget.

When it comes to large gatherings like weddings and bar mitzvahs, florists can be unsure about the total price of their floral d cor until well into the process. To guide her customers, Karen Perry, owner of The Master s Bouquet in Bakersfield, Calif., which services more than 100 weddings and big events each year, says that she offers ballpark figures during the initial consultation meeting. Still, one wedding estimated at $2,000 ended up costing a total of $5,000, after the clients asked for fancier centerpieces for the reception, lighting, napkin folding and other upgrades.

When planning a big event, like a wedding, knowing what you want ahead of time helps, since last-minute changes can factor heavily in the billing for big orders. Prices can be kept in check more easily when clients communicate their budget up front and ask for an itemized copy of the bill from the start, says Sharon McGukin, president of the American Institute of Floral Designers. Another way to trim costs is to choose flowers that are in season, like asters or zinnias in the summer and carnations or lilies in the winter.

9. There s no good shortcut to romance.

Often, it pays to order flowers from a florist who isn t a complete stranger. Why? It s likely that once your florist gets to know you on a personal level, extra attention may be given to your order.

It also helps when a customer provides information about the flower recipient s taste and even their surroundings. Asking about furniture or artwork in the home plays a huge role in finding out more about a person, says Rori Pierpont, owner of Castle & Pierpont Floral Design in New York City, who says it helps to have a personal relationship with your florist.

When sending flowers a long distance, ordering online usually is easier and quicker than tracking down a local flower shop in the recipient s area. Consumers who trust their local florist can ask them for recommendations or they can consider getting the order filled via a trusted, networked shop in the recipient s town. Sure, the Internet is fast and easy, but when it comes to giving flowers, the smart money often means taking the path less convenient.

10. Price gouging on Valentine s Day?"

One quarter of Americans bought flowers on Valentine s Day in 2010, according to the Society of American Florists (SAF) -- and many spent more than they would during a non-holiday time.

Demand is higher on Valentine s Day than any other time of the year, says a SAF spokeswoman. Several rosebuds must be sacrificed to create one long-stem rose, energy costs are higher that time of the year, and florists have to hire and train additional help (from order takers and delivery drivers) to fulfill the huge demand, she says.

While there s no way of avoiding inflated holiday prices completely, it may help to place your order at least a week in advance. That s because prices can creep even higher for those who wait until the last minute; florists receive more than 50% of their Valentine s Day orders on Feb. 13 and Feb. 14. Also, think outside the box: Rose prices will vary depending on their variety or grade, such as stem length, and the design a flower shop offers. For instance, a dozen long-stemmed roses that are professionally designed in a vase will cost more than loose, short-stemmed roses that you pick and design yourself, says SAF s spokeswoman. Also, consumers on a budget can consider purchasing a mixed bouquet of brightly-colored flowers that aren t red or substitute roses with carnations or tulips.