How to get the best deal this year? While there's no way of avoiding inflated holiday prices completely, it helps 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 14. And think outside the box: A dozen shorter-stem roses, for example, will be less expensive, says Jennifer Sparks, spokesperson for the Society of American Florists. And mixed bouquets, such as a few roses interspersed with some imported orchids or an assortment of California mixed flowers, are also better deals.
What gives? Third-party "order gatherers" with little experience in the floral industry are posing 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 through a wire service and on to florists for a kickback: a 20% commission fee, plus a $6 to $8 rebate from the wire service. For every $70 bouquet ordered this way, roughly $45 makes it into the hands of the florist filling the order.
How to spot these poseurs? Never believe claims like "family owned and operated" and "we have a branch in that city" without checking, says a FloristDetective.com spokesperson.
For example, while Teleflora's $12 fee includes service, delivery and wire-service charges, as much as 27% of the list price of your arrangement never makes it to the florist. It means that even with some of the biggest names in the industry, ordering online "may reduce the quantity of flowers, and the quality will only be as good as the florist that's filling your order," a FloristDetective.com spokesperson says.
Does that mean there's no good way to order a bouquet online? Of course not. But be prepared to spend more on an Internet order than you would for a comparable bouquet at a flower shop. And stick to the top-rated vendors, such as Calyx & Corolla and Hallmark.
With long-distance orders, 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, of the Perishables Research Organization.
Indeed, even when you visit a local shop and choose a bouquet from, say, an FTD guide, the translation won't always be note perfect. "If for some reason they were out of red roses, a florist might replace them with a dark pink," says FTD floral designer Michael Skaff. "We do like-substitutions for color and value."
Late flower 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. Although some florists hire extra drivers and trucks for the heavy-traffic holidays, timely delivery isn't always guaranteed. It helps to call a local florist at least a week in advance instead of ordering online. 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, says Gary Reed of the Independent Florists' Association.
I am a flower shop owner- and here is my take on this... ALWAYS find a flower shop in the area you are delivering by calling to confirm the physical location of the business. Proflowers is just like all the other wire services.... you have to trust who you are ordering with- and so- do the research and call directly to the florist. We get orders on a daily basis from out of state customers and the first question they ask us is ' Are you physically located in bla bla bla? And we confirm it with them.
I'm surprised no one has mentioned ProFlowers. I have been using this company for about 8 years and have not had a single problem. Their prices are extremely reasonable and everyone who has received flowers from them has been exceptionally pleased by the freshness and appearance of the flowers.
I've ordered floral products numerous times, over the internet and until using Teleflora, I was always satisfied. They sent a completely wrong arrangement from what I ordered and when I notified them of it, they offered me 20% back. After several days of emails and requests to escalate the issue, they finally conceded that the order was 100% wrong, not 20%. I'll NEVER use them again.
I always try to find the name of a local florist--and I don't trust yellow page or internet listings, unless there is something in their listing that makes me confident that they are a florist based where I am sending flowers. I've called people I've done business with to ask their recommendation. I also call other businesses (restaurants, stores, etc. to ask for recommendations-although I don't call businesses during busy periods. For instance, I wouldn't call a jeweler before Valentine's Day. If I'm calling someone I don't know, I always begin 'This is an unusual request for you, but I'm trying to find a good florist in your town. Can you recommend someone?' I also use an orchid grower that ships nationally that uses heat packs to insure warmth (although they probably won't ship to northern regions during January and February.)
I've found that hospital gift shops usually have very nice flowers/balloons/stuffed animals - whatever - and are happy to accommodate a telephone request for anyone wanting to have a delivery to a patient - It is ALWAYS so much more INEXPENSIVE to go this route - no surcharges, extra fees and the patient gets immediate delivery and you get more for your money!