What Florists Won't Tell Valentine Buyers

Flower Power For Consumers: How To Get Best Deals

(CBS)  Valentine's Day is a week away, but when you order flowers for your special someone, there are a few things your florist won't tell you.

But Leigh Gallagher did, on The Early Show Wednesday, to help you spend the least and get the most for your money.

The SmartMoney magazine senior editor told co-anchor Julie Chen a-third of Americans send flowers on Valentine's Day, and florists make the most of that.

What they don't do is tell all.

Among the things they're usually tightlipped about:

THERE WILL BE MAJOR PRICE INCREASES FOR VALENTINE'S DAY

This is Christmas for florists. They make the bulk of their money on this day, and you pay for it. Prices spike about 30 percent in the weeks before the big day. You might pay $125 for a dozen roses that normally cost $85.

But there are some very easy ways to keep your costs down with the type of arrangement you choose. If you send shorter-stemmed roses instead of long-stemmed, for example, you'll save $20 or more. They're just as nice, and they can actually be easier to put in a vase. Mixed bouquets are another way to save: You can still have roses, but if you intersperse them with some mixed flowers or imported orchids, you'll save. A mixed bouquet might save you up to $100, depending on the flowers you mix in.

Average Flower Prices:
$80 to $100 for a dozen long-stemmed roses
$60 to $75 for a dozen short-stemmed roses
$50 for mixed bouquets

THE INTERNET MAKES IT EASY TO ORDER THE WORST, OVERPRICED FLOWERS.

Ordering flowers via the Web is very popular these days, and there are a number of ways to do it. But there are also a lot of people looking to make a buck, including third-party brokers, or middlemen, who basically take your order and pass it to a wire service for a kickback.

They take a huge cut of the profits, so you're paying more than you need to. These companies are all over the Internet, and they use sneaky marketing tricks that make them appear as if they are local florists. Beware of claims that a site is "family-owned and operated" or that say, "We have a branch in your city." Instead, go with bigger, well-established sites such as Calyx and Corolla, ProFlowers, Flowerbud.com and Hallmark.

THE FLOWERS COULD BE HALF-DEAD BY THE TIME THEY ARRIVE

Some people like to buy flowers themselves and bring them to their special someone in person. The advantage of doing this is that you get to pick the flowers yourself, and there are actually some very easy ways to make sure you're getting the freshest flowers possible. Don't buy flowers that are stored near produce, especially apples: They emit a hormone that damages blooms. Don't buy flowers that are anywhere near a cash register: The elevated temperature isn't good for them. And avoid sidewalk displays: Exposure to car exhaust can decrease the life of the arrangement. (Your significant other might not like that you bought the flowers off the sidewalk, anyway!) Another thing you can do: Ask for a vase-life guarantee. Most florists will replace blooms that don't last at least five to seven days after the purchase.

To try to make sure flowers ordered online are fresh when they arrive, ask questions like whether they're transported at the right temperature, about 32 degrees Fahrenheit. But you'll never really know. You can, though, go to sites that sell flowers direct from growers. ProFlowers is one, BonnyDoonGardenCo.com is another. It's run by a woman who grows her own flowers in California.

DELIVERY TIMES MIGHT BE VERY LATE

The No. 1 complaint against the floral industry is late delivery, and the No. 2 complaint is not getting the delivery at all. Unfortunately, specifying the first delivery of the day doesn't help here, since deliveries are automatically planned by location and lumped together for convenience. The best thing to do is go with a company that offers a 100 percent guarantee. Florists plan their routes based on what's most convenient for them, but calling a florist at least three days in advance gives you a higher probability of timely delivery than calling just a day before or the day of. Also, it helps to call a local florist and order directly. When you call an online site that passes orders on to local florists (whether it's a third-party order-gatherer or a credible site such as FTD), the person taking your order doesn't always know whether the local florist receiving your order has reached its maximum delivery capacity.

ARRANGEMENTS MIGHT LOOK NOTHING LIKE PHOTOS

When you order flowers, you usually pick from a photo online or in a catalog. But the arrangement that gets sent doesn't always look like what you picked out. The florist might run out, or, especially with long distance orders, some retailers take advantage of the fact that the person who ordered the flowers won't see them. Most florists reserve the right to substitute, but you can ask them specifically to substitute something with like color or like value. If there's anything you don't want, specify. For example: No mums, no carnations. Again, here, there is a benefit of dealing with a local store. You can ask what it has in stock and tailor your arrangement to the freshest flowers available. If you order online based on a photo, also be sure to get the measurements of the arrangements: They can look bigger in the pictures than they really are.

[tbuck14]

All Florist are not created equal. My name is Ted & and my Wife Lana own and operate Lena's Flowers & Things. We were very offended on the story for Valentine's Day. Last year 2006 we Delivered well over 700 deliveries with Zero (0) complaints. I guess we were lucky last year. Also our roses are $65.00 and up with a 24hr guarantee. Lana also notified Society of American Florist (SAF) about the story aired. Lena's Flowers & Things invite CBS to work that day at our Flower shop or on deliveries to let you (CBS) know how we operate on Valentines Day. As I said all florist are not created equal. We are a small Mom & Pop shop who work very hard & work 70-80 hrs. on a average per week (Valentines Day will be easy 100 hrs. plus). Thank you for letting Lena's Flowers express there opinin on this story from Money Matters by Julie Chen.
Please respond to Ted at [phone].
P.S The invite goes for anytime.

[brianp55]

For years I purchased roses from florists and was frequently disappointed by the size, appearance and longevity after shelling out large sums of money. Now I purchase roses from Safeway (our local supermarket chain) for $12.00 a dozen and they are absolutely beautiful. For another $4.00, you can add baby's breath and fern. I supported myself through high school and college by working at a greenhouse and florist shop and I know a good bunch of roses when I see one. Trust me, get them from the supermarket.

[socky65]

As a florist, I want to mention how offended I was with your story on Valentine flowers. Why has the news never featured stories on "what jewelers won't tell you" or "what greeting card companies won't tell you". Even more interesting is the idea of "what the newspeople won't tell you". Sure would save my time in the morning if the news would come out and reveal they are just going to rehash stories from the previous day.
Consumers should deal directly with a local retail florist they trust. Any respectable florist would never sell half dead flowers! Our business depends on customer satisfaction. There is a huge number of retail florists whose name is on every floral arrangement that goes out their door. Why would we take any chances at ruining our name, when the competition of internet companies, greeting card companies,and jewelers has become so great? I would love to respond further to the allegations made about "what florists won't tell you", but I think the American Floral Marketing Council or SAF would do a better job. There are a lot of factors that SmartMoney didn't take the time to look at concerning Valentine flowers. Shame on you!

[apdepetris]

A funny florist story from a friend. The guy sent his wife flowers to her office for their anniversary - just a standard bouquet with no roses. Well, a little while later she called him up crying because she had received this bouquet of roses. The problem was that she is allergic to roses which is why he'd sent other flowers. He called the florist and apparently they were trying to be helpful and upgraded the flowers he had ordered to roses (apparently they thought he was some sort of cheapskate). So they had to deliver her a new bouquet and pick up the bouquet of roses.

[schatzi8]

I also am a florist and I am angry that you put such a smarmy light on us.I would tell all my customers why it is that our prices are up! I feel she failed to mention that the floral growers hike up their prices and we have to follow suit. This holiday has huge over head...alot to do in a very short time. I also feel she needed to say that is always best to call a florist directly and all of your hard earned money is put into the product and not into some CEO's pocket. This industry is suffering due to the order gatherers (and the big ones...FTD, Teleflora, and 1800Flowers)they are just as bad. But that is a story I wish someone would do...the cost to belong to one of those wire services is astronomical.
I am greatly offended by this story...we work so *** hard. Why don't you come on down and try this industry at a holiday and really get a feel of what its like! I hope this sheds some light on "What florist's WILL tell you!"

[arealflorist]

A real florist would never leave this... http://www.youtube.com/watch?v=FNYGZHPKQgs
on your doorstep this Valentine's Day! Also, real local florists would NEVER send "half dead" bouquets as this article suggests.

Consumers are bombarded with negative ads about florists on Valentine's Day and most of the issues shown, such as the ones mentioned in this article, aren't true. Consumers should be educated about the perils of ordering flowers for Valentine's Day but they should be told honest facts!

In our shop, we work for three days straight to ensure that only the highest quality, most beautiful bouquets are hand delivered to WOW our customers on the big day.

I really hope that a closer look is taken on this issue and a real florist is interviewed to give consumers the real skinny on ordering Valentine's Flowers.

Please send any questions on this post to: [e-mail]

[blueorchid2]

My name is Jenny. I own the oldest flower shop in my city located in southeast Alabama. I was upset about your article on what florist would not tell you. First and foremost, I tell all my customers up front that flowers will be more on Valentine's Day. I do not get orders off the internet--my customers either come by my shop or call on the phone. I do carry out dead flowers. I will refuse the order if I do not have what the customer wants. I am not going to send anything out of my shop that isn't what it is supposed to be. I am the one that does the delivering, so I do not tell any one that their order will be out at a certain time. However, I start delivering at 7:00 a.m. sharp Valentine's Day and do not stop until I am caught up, which is usually around lunch time. After that I maybe do one or two more deliveries, but am always thru before 4:00p.m. The last several years I have had no complaints. To brag just a little, I think my flowers look better than those in a picture. Also, my arrangements are put in baskets not vases. It makes them easier to deliver and when the flowers are gone, the person still has a basket to use. My mixed arrangements start at $25.00 and go up any price you want and my dozen roses are $55.00(that is arranged in a basket, and delivered.)

[daisygirl7]

WOW! I was sure dissapointed to see how we Florists are portrayed. I personally and all the other florists that I know raise our prices on holidays enough to compensate for the higher price that we pay for certain products. Baby's Breath, Roses long&short,red& pink carnations & Limonium. We pay from double to quadruple the normal price for these things, if we raised our prices the same percentage we wouldn't have a prayer in trying to sell our product. I sell the most beautiful product I can get my hands on and throw away the stuff that doesn't look good. On Line ordering is here to stay and it is very easy for people and I do not take advantage of this customer. I give them as high of quality as anyone else, because it is not the sender I am trying to impress it is the recipient. I want their business too. I add 7 or 8 delivery drivers on holidays and have had all of my orders delivered by 2 pm every year. The only deliveries that get delivered late are the ones with incomplete addresses or are ordered on Valentine's Day.
Please have Leigh Gallagher do her homework. If she really is a senior editor with SmartMoney magazine she should know that you need all the facts before you publish. I learned this in High School.
I also would like to offer my shop as on the job training for anyone at cbs news or smart money magazine, too keep your sanity you don't even have to come in on Valentine's Day. Come on in the day before, you can really see us move then.
feel free to call 1-800-397-2982

[sassystudent]

Are we seriously wrapped up in the cost of flowers? The only time I was unsatisffied with a vase of roses I had recieved I called the florist and they gladdly replaced them. If flowers aren't your thing, or if you are going to complain about the cost of them until next Valentine's Day, don't buy them. Find another creative way to show your love. If you choose to buy flowers put a little effort into it and you will be satisfied with the results.

[oldtimeflst]

I won't waste too much of your time, but we are a 99 year old Family Florist in Philadelphia, and I would suggest you do some more fact checking before trashing an entire industry.
For example,
Prices go up - law of supply and demand. We florists pay nearly DOUBLE for some flower varieities during Valentine's Day. Also, Valentine's pricing usually goes up a week or less before the 14th. Not "in the weeks before..." as you say...

You fail to mention that all those drop-ship companies (ProFlowers, et el.) will be LEAVING your order at the door regardless of temperature. Professional Florists do not do that. We stand by our service, and our product. By the way, you mention that "delivery temperature" should be 32 degrees Fahrenheit...that's freezing. Did you see the video on YouTube? Optimal temp. is around 40 deg. F. for many flowers.

You may want to update your story and re-do some of your bold statements. If you need help with which ones, let me know. My family has been doing business in Philly for nearly 100 years. We're not going anywhere.

- Herb Rothe, III
Rothe Florists, Philadelphia
215-247-0832

[ukeditor]

As Editor of the UK's leading trade magazine for florists I was pretty appalled at your report which was misleading as well as denigrating to florists throughout the world.
I won't pretend that everything is rosy in the industry but it isn't as bad as you intimate and the inference that florists are somehow 'cleaning up' is complete bunkum.
It is global supply and demand that cuases the price rises and many florists will actually be subsidising the price of roses. So far from being a time when they make money, Valentine's is a day most will dread because it is so important to customers.
The real problem is that the Internet has enabled more and more major corporations to jump on the floral bandwagon as a way of making huge commissions for doing nothing more than gathering orders and then forwarding them on.
As a result the consumer could be losing as much as 32% of their order value - in hard cash terms circa $15 - $20 which is totally unnecessary.
I admit I am biased but after 28 years in the industry have a fairly good idea on how it works. To get the best value, service and flowers, consumers should use the Internet and talk to a REAL florist in the ACTUAL area they want flowers delivered to.
It doesn't take any longer but it will result in a better flower buying experience and if it doesn't then tell me. I don't want a consumer being let down anymore than you do!
Kind regards,
Caroline Marshall - Foster
Florist & Wholesale Buyer
England
[e-mail]

[krempflorist]

The one premise that was incorrect was that the only way to be sure a consumer is satisfied is to go to a large national company. By far, the most pleased floral consumers are those who deal with someone they trust and in most cases this is the florist in their area. This assures any consumer that their florist will guarantee satisfaction on the orders sent long distances and personally will handle their local orders.
The pricing issue leaves out the fact that these are agricultural commodities. Is it so difficult to understand the increased costs of flowers being grown in the winter?
The final comment "just send a card" fortunately isn't a feeling shared by the millions who will be sending flowers and experience the joy that they bring to all who see them.

[florapro]

How can so many educated people allow a story like this to publish without first checking the facts. Another case of big business selling out to big business in the interest of big business. You should really consider a follow up to this and get the truth. I am very disappointed by such unprofessional journalism.

[iluvmypup]

I own a small flower shop north of Boston. I resent the accusation that was aired on the Early Show that we florists "gouge" our customers. I am a small sole proprietor trying to compete against huge companies who are all getting into the act. SUPPLY AND DEMAND are what cause the price of roses to go up! A little common sense goes a long way!! And bye the way, my Valentine's Day roses are $ 65.00 a dozen!! How foolish of you to not think this through, and SHAME on you for not supporting your local small businesses, the sacrifices we make, and the backbreaking work we do to earn barely enough to cover our overhead. I charge a fair price for a quality product. Soon the local flower shop and personal service will be nonexistant along with the local butcher shop and hardware stores. We care about our customers. Why would people like myself pay $ 700.00 a MONTH for health insurance, work days without sleep in order to make a profit, and come in two weeks after open heart surgery -- as I did two years ago -- to work on Valentines Day in order support myself. Why arent you supporting us instead of brainwashing the public like this?!? I believe you owe us all a loud and clear apology.
Sincerely,
Lynda Harmon
IMAGINE
744 Broadway
Everett, MA 02149
617-389-6629