Do you like a juicy secret? I do, and I have a BIG one to share with you.
Online flower companies all over the United States and across the world don't want you to keep reading. Why? Because I am going to tell you how to get better flowers and a better value at the same time. I am going to pull back the curtain and reveal the washed-up wizard lurking in the shadows of online flower sales as you know it.
The Scenario…we've all been there
Mark orders flowers for Gina and has them sent to her office. They have been dating for 6 months and he wanted to do something special. Mark found the perfect arrangement on megaflower.com. He paid a handsome amount of money on the gift, but Gina was more than worth it. When Gina got the flowers, she was pleasantly surprised. She took a picture of the arrangement on her desk and texted it to Mark with a heart emoji and a short note of thanks. However, when Mark sees the picture, he feels swindled. The picture on the website was so much nicer than what Gina actually received. What happened? Here is what happened.
The Foundation
It is important to know that there is a difference between floral shops/studios, flower wholesalers, and what we will call online flower companies.
- The wholesalers provide a valuable service by providing local shops with the freshest flowers possible. Often, the wholesalers are directly involved with producing the flowers we love to have in our homes or plant in our gardens.
- Your local floral shop operates out of a local storefront and is usually very involved within their community. They are constantly busy keeping the flower studio decorated and current for each season and creating amazing arrangements for their customers. A good flower shop can advise on color schemes, flower types for various occasions, and even the occasional flower card message.
- Online flower companies (as described in this article) do not have a physical location, only an online presence. Seldom do these companies have any type of expertise outside of online marketing.
How can a flower "company" not know about flowers and still be profitable? That is the secret.
Behind The Curtain
Mark didn't think about the place he was purchasing from. He liked what he saw and the price was reasonable…for what was depicted. What actually happened behind the curtain was this. Megaflower.com (a fictitious URL when this was written) was simply a website with pictures of impressive arrangements with ball-park pricing. The company had no way of fulfilling an order on its own. There was no megaflower.com warehouse, shipping department, or distribution center. There was only a very convenient online shopping experience with a cart that accepted any form of payment you can imagine; even crypto.
How Do They Deliver?
Online flower companies do their best to create a network of local flower shops all over the country. They hire the floral shops to put together the arrangement in the picture (or something close to it) for a fraction of the price they charge the customer. In addition to making a cut of the sale, the online flower companies typically bake some sort of handling fee into the grand total that the local flower shop never sees. This is why Gina received a less impressive arrangement than what Mark intended.
Example (not actual figures):
Megaflower.com price for assorted flowers, greenery, and glass vase - $130
Generic Fee of some sort, Ex. “Service Fee" - $50
Sales Tax - $10.80
Grand Total – $190.80
Megaflower.com pays a local flower shop $110 to recreate the online picture and gives them $15 for delivery. Therefore, in this example, Mark is paying $190.80 for $125 worth of product and service.
How Do They Stay In Business?
The megaflower.com type of companies know that online shopping is super convenient. They bank on the fact that very few people would complain about having flowers delivered to them. Would you complain to your family or friend for not sending you a more impressive arrangement? Of course not, the recipient doesn't know what the giver intended to purchase. They are often grateful that someone cared enough to send them something along with a short message of sentiment.
And so the cycle of gratitude (recipient) and disappointment (customer) is perpetuated.
How To Get Better Flowers & Better Value
You didn't think I was going to leave you in the dumps, did you? Good, because there is a better way! You have the power to cut out the middleman. Shop locally at a storefront that you can actually visit. You know that when you pay $190 for an arrangement, that is what you get. Plus, you get to skip the "service fees" that the internet flower companies love to charge. Now, local providers can disappoint at times too, but here are some great tips for finding a place that will do right by you and best by your loved one.
Find Your Florist - Local
Florists are artists. Instead of paint, they use natural elements along with the occasional decorative vessel as a medium. As an artist, each florist has natural tendencies, favorite color pallets, and a unique style. However, just as a talented painter or musician, a good florist can customize very well. They can deliver something that suits your tastes, color preferences, or even allergy profile. Find someone who you jive with and stick with them. The more business you do with them, the better they will understand what you like most. And, by staying local, you have the option of picking your flowers up and skipping the delivery fee.
Find Your Florist – Distance
If you have loved ones that live quite some distance away, a similar principle applies. You need to use a florist that is local to the friends and family you want to recognize. By doing this, you help ensure that your arrangement is as fresh as it can be. How do you do this? Visit a few places in person when you are in town.
- Check out a few places online before you head out to see your loved ones. Maximize your efforts.
- Don't waste your time with a place that does not have a web presence or a convenient e-commerce site.
- Once you have your shortlist of places to visit, stop in. Don't be afraid to have a conversation with the shop owner.
- You may want to call ahead to set up a few minutes, but if they are too busy to spend a few minutes building a good business relationship, they are not going to put the care into your future gifts that you deserve.
This may seem a bit much to some. True, you will not be able to attend all the wonderful Workshops and community events that the floral studio offers, but you will have peace of mind knowing that your friend, the shop owner, has your back when you cannot be there in person.
Build The Relationship
We have mentioned this a little already, but you want to get the most out of your business relationships; everybody does. So, stop by the shop and ask questions.
- Ask your florist about tips on keeping your arrangement looking fabulous for longer.
- Before you place your order, ask about what flowers and arrangements are in style right now. If you want something cutting edge, your florist will know what is trending.
- Bring some pictures with you. Do you want a wonderful centerpiece for your dining room? Bring a picture of the dining room. Your florist can customize a spectacular centerpiece specifically to your décor.
- Are you concerned about toxicity (in the case of pets and small children)? Ask your florist about what you may want to stay away from.
Ordering online is a great way to go. It is convenient, you can shop for what you want by category, and online shopping can save you time. However, for your sake and your recipient's benefit, make sure that the website is for a shop with a physical location. You will likely pay less in empty fees, you will support a small business, and the arrangement will not freeze or grow old in shipping. You pay less, your loved ones get more, and a local business gets the opportunity to delight someone in their community. It is a win, win, win kind of situation.
If you have loved ones in the Grand Rapids, MI area, consider checking out Tandem Studio Floral. We love our community and cherish each opportunity to brighten someone's day or console someone's loss. When you shop on our website, you can rest assured that each and every arrangement is an actual picture of our work. What you see is what you get…literally. Most local floral shops cannot claim the same. In fact, upon request, we will also send you a picture of your actual arrangement before it goes out for delivery. That is unparalleled peace of mind! We look forward to chatting with you. Give us a ring at 616-888-0219.
