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1 | 26. "These flowers will be half dead by the time they arrive." Scott Brown arrived at his great uncle's funeral with a bouquet of roses he'd bought at a local florist. But by the end of the day, after he'd handed them off to his great aunt, they were already drooping.
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.
7. "Our buds are freaks of nature."
As if dousing flowers in fungicide to pass inspections at Miami International Airport weren't disturbing enough, more growers are breeding their own buds in laboratories and mass-producing the most marketable flowers in factories. They're handpicking their favorite qualities and breeding them into future generations to create the "perfect" flower. Unfortunately, flowers produced to withstand three days in a box without water during shipment lack some of the finer qualities, such as delicacy and scent. Fragrance is especially limited, since it is closely tied to the production of the hormone ethylene, which shortens the life of a bloom. "We desperately want flowers to smell good, but as flowers are bred to have longer vase life, scent is compromised," Stewart says.
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.
8. "Our software is keeping tabs on your love life."
Online retailers have been using data-analysis software to better understand their customers' purchasing habits for quite some time now, but recently, they're admittedly less generous when it comes to offering discounts to their most frequent shoppers. At 1-800-Flowers.com, for example, a marketing team maintains profiles of all 28 million of its customers to keep a running history of whom they're sending gifts to and how frequently, what items they're selecting and for what occasions, and how far away they're shipping them. Sales representatives, trained to know how to guide a conversation and push specific additional products based on the caller's profile, are also well aware of the category of consumer each caller falls into. "We have a segment of customers that we call 'just because' shoppers. They'll send gifts for no particular reason; they're givers," says Aaron Cano, vice president of consumer knowledge for 1-800-Flowers.com. "When we have a promotion like 10% off, they won't get that email. They'll get 'Tell someone you love them today,' instead."
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.
9. "The bigger the event, the more we'll nickel-and-dime you."
When planning for a large gathering such as a wedding or bat mitzvah, florists are often just as unsure about the price as you are until well into the process. Karen Perry, owner of The Master's Bouquet in Bakersfield, Calif., which services over 100 weddings and big events each year, says that she offers "ballpark figures" during the initial consultation meeting, but that many variables affecting cost often don't come into play until later. For example, flower arrangements for a recent wedding originally estimated at $2,000 ended up costing a total of $5,000, Perry says, after the clients added centerpieces for the reception and asked for some additional upgrades.
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.
10. "There's no good shortcut to romance."
Considering the emotional weight tied to the act of giving flowers, convenience isn't always the best route. That's because a trip to your local florist and dealing one-on-one with a trained professional can translate into a better experience overall. "Once your florist gets to know you on a personal level, extra attention may be given to your order," says David Coake, of trade publication Florists' Review.
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.
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