ABC Show Rates Flowers, Ignores Florists

Despite an ordering glitch, 1-800-Flowers.com seemed to come out on top during a Mother's Day test order story this week on ABC's "Good Morning America."The morning news show pitted online floral vendors against each other in the story, which aired May 7, also testing flowers from Martha Stewart Flowers, FTD.com and Proflowers.

While 1-800-Flowers' $79 arrangement was "the most expensive," Elisabeth Leamy, the show's consumer correspondent, praised the roses' "rich and pink" color, noting the buds "held up well." 1-800-Flowers, however, failed to fill a subsequent test order. (The order was canceled because the company suspected fraud, but 1-800-Flowers never contacted Leamy about the cancellation.)

As for the others:
• Martha Stewart Flowers, like 1-800-Flowers.com, failed to fill a second test order; however it "provided an impressive bouquet" initially. The roses in the $65 arrangement were the first to wilt. 

• FTD.com got points for a "funky yet chic striped vase." However, Leamy ordered a dozen roses but received only six, which never opened, and a bunch of lilies in her $53 arrangement. FTD responded, saying, "Clearly a mistake was made with this order and we apologize. FTD stands by its 100-percent satisfaction guarantee."

• One of the roses in Proflowers's $50 arrangement arrived decapitated -- "despite the card that said 'packed with care by Catalina.'" The arrangement included a care booklet.

The story did not review orders placed directly through local florists, to the frustration of several florists who posted comments about the story online.

"This story hit close to home," says Joe Zagone, a second-generation florist and a co-owner of Steger Flower Shop in Steger, Ill. Zagone added his comments to the online edition, encouraging readers to shop for flowers from florists. "The American florist is suffering right now. I'm very small, trying to make a living, and we just seem to be losing so many orders to firms that are advertising like they are guys down the street."

SAF also responded to the story, writing in part: "There are many options for ordering flowers, providing the convenience and service busy consumers demand today. While your report focused on the experience ordering from four major online floral retailers, it is important to note that there are nearly 23,000 retail florists' shops across the country. Local professional florists are committed to providing excellent product and service."

Test order stories have included local shops in the past. SAF advises florists to treat every order as if it could end up on the front page of their local newspaper or featured on a major news network. 

--Mary Westbrook
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