Photo By Bella Fiori Florist

The Internet has added a twist of which many unscrupulous businesses have taken advantage. Yet few consumers are aware of any pitfalls with this method of gift giving.

At lunch recently with friends, I asked the question: How would you send flowers for Mothers Day? Most replied that they would simply call or go online to order from a national 800-number or website. Several sets of eyes widened when I explained that, by using one of those companies, they would likely spend an additional 20 percent to 30 percent more for their Mother’s Day flowers than if they simply contacted a florist directly in the town where their mothers lived.

How do you find a trustworthy florist in another town? Here are a few dos and don’ts:

Don’t Use Directory Assistance to Order Flowers

Asking the 4-1-1 operator (or your country’s equivalent) for the name of a florist in, say, Concord, Mass., won’t necessarily connect you with an actual florist in that town. Instead, you may be sent to an order-gatherer—that is, a company that takes orders for flower arrangements and adds fees that amount to as much as 30 percent of the price before sending the order to a local florist. (Thus, an arrangement listed as $39.99 can actually end up costing you $60 with the extra fees. Yet the national company doesn’t pass any of these extra charges to the florist who makes and delivers the bouquet. Thus, once that florist deducts another $10 to $15 to pay a driver to deliver it, he will only receive about $25.99 to $29.99 to create your floral gift.)

These companies list themselves as being local florists, but they aren’t. (Some even fraudulently list physical addresses that don’t exist or are for other businesses in an effort to be appear as legitimate floral retailers.)

Kale Roses, Hypericum, Dahlias, Thistle, Poppy and Scabiosa Pods | Courtesy of Bella Fiori Florist

Do Go Online to Order Flowers — But Be Wary

When you perform an Internet search for a florist, what you see is not always what you get. Many order-gatherers try to look like legitimate local florists. You’ll even find online directories that allow you to search by ZIP code or city — but the search findings actually result in “cloaked” names of these national floral-brokerage firms.

You can easily identify whether an online listing is for a legitimate florist shop simply by calling the number listed and asking, “What’s your street address so I can come look at your arrangements in person?” If the person to whom you are speaking can’t — or won’t — give you a street address, you know it’s not a real florist. So keep calling until you find one.

Another option for online searching is to look for a florist association in the state to which you want to send your mother flowers. Most state, city or regional florist associations offer a listing of their members. These are all real-life florists with brick-and-mortar shops who can fulfill whatever order you send their way.

A website that helps direct consumers away from order-gatherers, Florist Detective, also lists a few other options for finding a local florist online.

Carnations for Mother’s Day | Credit to DeShow.net

Don’t Unwittingly Use a “Drop-Shipper” to Send Flowers

A drop-shipper is a company that packages flowers in a box, overnights them using a freight firm, such as FedEx or UPS, and drops them at the recipient’s door. These companies—such as ProFlowers.com — advertise nationally on radio, TV and in magazines. Their websites show lovely flowers arranged in a vase. But what you are actually sending is a cardboard box filled with flowers and a separate vase — if you pay extra for it.

The recipient has to prepare the flowers by cutting off the bottoms of the stems, stripping off foliage that falls below the water line, adding floral preservative to the vase water and then arranging the flowers herself.

Some of these companies include cool packs and water tubes on each stem to help maintain the freshness of the flowers during their logistical journey. But others do not, and all are subject to being delivered when the recipient isn’t home. That means flowers are left at the door in weather that can be extremely detrimental to their longevity. The result is a box of dead flowers that is more of an insult than a happy surprise.

Pink Roses for Mothers Day

Do Call Your Local Florist to Send Flowers (But Don’t Ask for Referrals During Superbusy Holidays)

Florists are slammed with business during holidays. So asking your local florist to recommend or provide the name of an out-of-town florist is like asking a dentist in the middle of an oral surgery to look at your chipped tooth.

Gerbera Daisy for Mothers Day

Of course, if you love your local florist and don’t mind paying an extra fee for her service, call and ask her to handle the request for you. She will be happy to do so and usually can guarantee delivery of your order. Most florists either have a network of national florists on whom they rely for these situations or they belong to a wire service (floral relay companies), such as FTD or Teleflora. As mentioned, you may pay an extra fee to have your florist send the order for you, but to many busy consumers, the convenience is worth it.

If you call your florist during less busy times of the year, he is likely to be happy to help you by providing the name of an out-of-town florist. However, make sure you do him a favor, in return, by using him the next time you need flowers delivered locally. (Remember to save the name and number of that long-distance florist, though, for the next time you need to send a bouquet.)

Don’t Fall for National Advertising or Daily-Deal Discounts When Ordering Flowers

Those wire services mentioned earlier — FTD and Teleflora, for example—legitimately connect local florists with one another to aid them in sending orders to out-of-town customers. However, their dot-com equivalents — FTD.com, Teleflora.com and other big-name firms such as 1-800-Flowers.com—are not the same. These online affiliates are among the order-gatherers mentioned previously. They add those extra fees to the cost of an arrangement, send the order to a “receiving” florist to fulfill it and charge you a boatload of extra fees in between.

Similarly, take care when you see advertisements for discounted offers, particularly on the daily-deal websites. Recently, the floral industry has seen instances where the company offering the deal sent consumers to a different website than its regular one — a website where the prices were higher. Thus, consumers actually got a worse deal using the discount. (Of course, the regular site still charged hefty extra fees. So avoid these sites no matter how tempting the discounts look.)

Pink Carnation | Credit to DeShow.net

Do Ask Friends for a Referral in Sending Flowers

With so many social-networking sites available today, it’s easy to find a friend or friend-of-a-friend in the city where you want flowers delivered. Go on Facebook, LinkedIn, Twitter or another social-media site. Ask if someone can recommend a local florist that you can call.

Once you have the name of a quality-minded florist you can trust, keep it in a safe place for future use. Then, whether you are sending an order today, tomorrow or next year, you can ensure you are spending money on a bouquet for which you can be proud — and that your mom will be proud to show off.

Written by

Gina Kellogg

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3. How to Give Stylishly Chic Mother’s Day Flowers

Traditional Red Rose Valentine’s Bouquet

Unfortunately, many givers this past Valentine’s Day (as in holidays past) didn’t understand the importance of buying flowers from a local florist. Instead, they saw and heard ads on TV and the radio. They noticed banner advertisements alongside their Facebook profiles. And they called or clicked and ordered.

Flowers for Sale From Faraway

Most of the ads in the national media were for companies known in the florist industry as “order-gatherers” or “wire services”. In other words, they are not florists. They are simply companies that take orders. These companies hire thousands of individuals sitting in cubicles all over the globe to accept and handle these orders.

Once they process your credit-card number, these companies begin contacting florists near the recipient’s home to try and fulfill the order. In handling the transaction, these businesses either add a fee to the cost of the original bouquet, increasing the price substantially over what a local florist probably would have charged for the same arrangement. Or the company offers to pay the florist a low-ball fee to create and deliver the bouquet — often at such a reduced rate that the florist makes little to no profit if he or she accepts the order. As a result, many reputable florists simply say no to such requests. However, some florists do accept these orders, and because those florists receive such a decreased reimbursement for the bouquet, they may include fewer and less expensive flowers than the giver originally ordered.

The resulting floral arrangement often looks nothing like the original design ordered.

Flower Blossoms in a Box

Then there are the companies who advertise prolifically with images of gorgeous, bountiful bouquets in stylish vases overflowing with massive blooms. It’s only in the fine print that the purchaser may discover that these bouquets are sent in a box, without a vase, without water, without cold packs and without any of the other tools that a reputable firm uses to prolong the life of fresh-cut flowers. Recipients simply receive a box of flowers — often drooping, wilted, broken and faded.

Pink Rose

Flowers, Failure and Facebook

This Valentine’s Day was no different. Well, actually, it was different in that it was worse. It turns out that at least one of the major order-gathering firms, ProFlowers, was accused of allegedly sabotaging small local floral shops by placing ads on Google that proclaimed the retailers were “sold out for Valentine’s Day” when online shoppers went searching for local florists. Thus, consumers who might have used local brick-and-mortar stores ended up turning to the online order gatherers because they believed they had no other option for their last-minute orders.

Rose and Ribbon Heart

On Valentine’s Day and the days after, the Facebook pages of some of the biggest floral advertisers in the world blew up with messages of disgust, regret and disappointment. Many of the people posting comments vowed they would never buy from those companies ever, ever again.

Unfortunately, many of them may also decide never to buy flowers ever again — from that company or any other. And that’s a crying shame. Because respectable, trustworthy, honest and talented florists all over the world will never be able to prove to those people that sending flowers doesn’t have to end with a recipient embarrassed to show off the otherwise thoughtful gift their loved ones went to the time and expense to send them. And those people will never experience the long-lasting value of buying quality flowers from a florist who doesn’t lower his or her standards to deliver a subpar product.

The Ease of Becoming a Floral Connoisseur

It’s a lesson you don’t have to learn if you buy your flowers from a florist with whom you’ve developed a trusting relationship. Even if you want to send flowers to some other city, you can find reliable, responsible florists you can call to create your bouquet. One of the easiest ways is via www.Yelp.com or a similar site that offers consumer reviews. Simply search for a florist in the city in which you want flowers delivered. Another option, especially if you need to send sympathy flowers, is to find the name of a nearby funeral company and ask its director what florist he or she can recommend.

Stacked Red Roses

Reputable florists are in abundance, but most are independent businesses without the high-dollar marketing budgets to advertise on TV, radio or the web. So, the next time you see those expensive, ubiquitous ads, see them as a reminder that flowers are a lovely, thoughtful and appreciated gift. Then call or visit a local florist to discuss a custom-prepared bouquet that will perfectly fit your budget and reflect the recipient’s personality.

Whether it’s Valentine’s Day, Mother’s Day, an anniversary, birthday or “just because,” the result will be a loved one with a smile of absolute adoration and pure, unadulterated delight.

Update: Here are some tips for ordering flowers for Valentine’s Day.

How about you? Have you had a good or bad experience with a wire service or local florist? Tell us all about it or share your own view point on the florist industry in the comments below…

Written by

Gina Kellogg

PS: If you enjoyed this article, help spread the word by clicking the “Like”, “Tweet”, “+1” buttons or sharing it using the share icons below. Want to read more articles like this? Then Subscribe, and get our articles directly to your inbox or RSS reader.

Related posts:

1. Valentine’s Day: Just One More Reason to Give Flowers
2. Create Your Own Unique Valentine’s Day Flower Arrangement
3. Send Flowers for Mothers Day — Without the Hidden Fees

Specifically, 81 percent of seniors who participated in a study by Rutgers University (Newark, N.J., U.S.A.) reported a reduction in depression following the receipt of flowers. Forty percent of seniors reported broadening their social contacts beyond their normal social circle of family and close friends. And 72 percent of the seniors who received flowers scored very high on memory tests in comparison with seniors who did not receive flowers.

Did you need any better reasons to send flowers than that?

Save money when you send a loved one flowers.

Sending Flowers with Wire Services

If your Grandma lives across the country from you, you may immediately turn to a wire service to handle the task. When you use these services, you typically visit the company’s website, scroll among images of various flower arrangements, make your selection and pay online. From there, the service sends the order to a florist affiliated with that wire service in the city where you want the flowers delivered. (If you call your local florist to request a long-distance flower order, that shop will usually rely on a wire service to do the same thing.)

Because florists can’t maintain a full inventory of every available flower, they will often have to substitute varieties within an arrangement when fulfilling an order they receive via a wire service. Most websites include a disclaimer that informs the customer that substitutions are a possibility, including variances in containers. As a result, the final arrangement delivered to a loved one may not look exactly like the one shown on the website image.

Another aspect of using a wire service is the possibility that you may pay extra fees—not so in all parts of the world but prevalent in certain countries. To make a profit, these wire services charge fees to cover the costs affiliated with maintaining the network, creating the website, marketing flowers in ad campaigns and other related costs of business. Typically, those fees get added to the price of the flower arrangement. In some cases, these fees can be substantial.

Finding a Local Florist

Ten or 15 years ago, that process made sense. After all, trying to locate the name of a florist near Grandma’s home wasn’t an easy task. But today, the Internet has simplified that undertaking. Using Google maps or another search engine, you can now type in Grandma’s address and then simply search for florists nearby. Voila! The search engine provides a map showing local florists, including phone numbers and, often, even direct links to the retailers’ websites. You can then contact the florist directly. You’ll benefit in multiple ways. For one, you can talk to the florist and describe the type of arrangement you want to send, and the florist can verify what flowers and containers are available to meet your desires. In addition, you’ll save on the fees you would have otherwise paid for the convenience of using a wire service.

Finding a Local Florist with Google Maps

How to Find a Reliable Florist

Concerned that choosing a “random” florist will result in an arrangement that doesn’t meet your standards? Here’s another tip: Search for a funeral business near Grandma’s home. Then call that number and ask the funeral director to recommend a nearby florist. Funeral homes develop close relationships with florists and are familiar with who provides the best service and quality. You can rest assured you’ll be referred to someone who will deliver a flower arrangement that will bring a smile to Grandma’s face—and keep her smiling for days afterward.

You can also use a reliable online florist directory that lists recommended florists in your area. We’ve started building a directory of recommended florists in South Africa, and may extend this service to other countries in the near future.

For more information on finding a florist online and ordering flowers safely, read this article.

Make a Personal Delivery

Live close enough to take flowers to Grandma personally? Consider creating an arrangement in a fun, cheerful and reusable cupcake vase. You simply place individual stems of flowers in holes located on the top of the cupcake-shaped holder to create the floral frosting. Available on Amazon, the vases are available in a variety of colors—pink, yellow, white, turquoise and chocolate brown.

A reusable cupcake vase makes it easy to create a portable gift – Photo courtesy of Joster International

More Information:

Get the Research. Want details on the research proving flowers’ effects on seniors? Check out information published by the Society of American Florists: “Flowers & Seniors Study”

As always, we would love to hear you. What has your experience with using wire services been, or do you prefer searching for a local florist. Let us know in the comments below.

PS: If you enjoyed this article, help spread the word by clicking the “Like”, “Tweet”, “+1” buttons or sharing it using the share icons below. Want to read more articles like this? Then Subscribe to our Updates, and get our articles directly to your inbox or RSS reader.

Related posts:

1. Send Flowers for Mothers Day — Without the Hidden Fees
2. Is Your Florist Selling Fresh Flowers?
3. Valentine’s Day Aftermath: Don’t Give Up After a Bad Bouquet