10 Things Your Florist Won't Tell You

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.

What determines the longevity of flowers? Buds are greatly affected by how they're handled before they reach consumers. Have they been transported at the proper temperature (about 32 degrees Fahrenheit) during the average weeklong trek from grower to distributor? You'll never know. But visiting a bricks-and-mortar flower shop means you can check on refrigeration and product placement, both good indicators of life expectancy. Flowers should never be stored near produce (especially apples, which emit a hormone that damages blooms) or cash registers (where air temperature is typically elevated). Also, avoid sidewalk displays, as exposure to car exhaust can decrease vase life.

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. Most florists will replace blooms that don't last at least five to seven days after purchase.

If you want flowers that aren't so altered that they've lost their scent, you might consider buying from a small niche of distributors who sell flowers nationally from their own gardens. Visit BonnyDoonGardenCo.com, for one; owner Teresa Sabankaya grows her signature posies in the Bonny Doon region of the Santa Cruz mountains in California.

Want to avoid being typecast and missing out on the best deals? Start a new account with a different e-mail address to cover your consumer tracks. That way, you'll get any enticement deals returning customers aren't privy to.

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 Walter Fedyshyn, vice president of the American Institute of Floral Designers. Another tip for trimming costs: Opt for flowers that are in season, like astors or zinnias in the summer and carnations or lilies in the winter.

Rori Pierpont, owner of Castle & Pierpont Floral Design in New York City, does just that with her customers. "Asking about furniture or artwork in the home plays a huge role in finding out more about a person," Pierpont says. And her customers back her up: "These flowers are about the story that's told through the arrangement; every story is different and personal," says regular customer Miriam Perl.

When sending flowers long-distance, the best results often come from speaking with a local florist and having 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.