It’s that time of year again, when people rush to send bouquets of roses to that special someone. Last February, I wrote about the post-holiday howling and hand-wringing over flowers that were ordered online but went undelivered — or were delivered late — for Valentine’s Day.
With all that in mind, the Web site Cheapism.com, devoted to recommendations that can save you money, has this suggestion: You may pay less, and get better results, by avoiding big name Web sites and calling a local florist directly to have it handle the delivery.
Using a local florist for delivery of a dozen red roses runs about $50 or less, depending on the location, and you’ll generally get more thoughtful service than with a big name online floral site, said Cheapism’s founder, Max Levitte. His staff contacted about 10 local florists in several states, including New York, California, Illinois and Nebraska, as well as the Society of American Florists, for pricing information. (Some shops tack on delivery charges of as much as $15, however, so it’s best to ask about such details up front.) They also scanned hundreds of online user reviews, on sites including Yahoo Shopping, Viewpoints, Epinions, ResellerRatings and TrustPilot.
Using a major online flower service will run from $59 to $86 with standard delivery, Cheapism found. And over all, Mr. Levitte said, the major floral services received poor marks for customer satisfaction on online review sites.
Unhappy customers are more likely to write about their experience than happy ones, he said, but his researchers took that into account: “We read online reviews for a living,” he said, adding in a follow-up email, “We try and focus on reviews that aren’t just scathing, but offer valuable information.” Still, the volume of negative online reviews about the major floral Web sites was hard to ignore, he said, making the direct call option worth a try.
If you contact a shop, Mr. Levitte said, you may be able to negotiate a lower price, since you are eliminating the transaction fees the shop would usually have to pay if filling an order for a national Web site. “You may be able to get a better deal if you go directly to the florist,” he said.
In addition, by contacting the florist yourself, you can ask exactly what blooms it has available, which can help reduce the risk of disappointment that can occur when ordering online, and the arrangement delivered bears no resemblance to the one pictured when you ordered it.
(Consumer Reports did a small test in 2011 and found that 1-800-Flowers scored the best at delivering arrangements that actually resembled the photos. The report also advised buyers to avoid mixed bouquets, which allow more potential for substitution.)
To find a florist near where you want the flowers delivered, you can try the Society of American Florists’ directory. Or, you can enter the recipient’s address into Google maps and search for nearby florists. Some have ratings on Yelp.com.
But beware of search-engine shenanigans, according to the Consumerist’s “Garden of Discontent,” which features outraged consumers’ tales of flower deliveries gone awry. When I typed in a search request for florists near my home address, the top item, above the list of local florists, was ProFlowers, a national retailer.
Still prefer the ease of online flower shopping? I have successfully ordered from the big services, but I always try to schedule delivery the day before a major holiday, to minimize the chance of a missed delivery. Most people are delighted to get flowers early, but they are quite unhappy when they arrive late. Some sites even offer a discount or waive service charges if you choose early delivery.
Do you send flowers for Valentine’s Day, and, if so, where do you buy them?
Bucks Blog: Avoiding Valentine’s Day Flower Woes
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Bucks Blog: Avoiding Valentine’s Day Flower Woes
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Bucks Blog: Avoiding Valentine’s Day Flower Woes
