What's an "order gatherer"?

There are hundreds of what the industry calls "order gatherers" representing themselves as flower shops all over the country. These "order gatherers" are merely computer or telephone banks with nary a flower in sight. They charge significant (often HUGE) fees to simply transfer the order to a local florist.

What is a "deceptive listing"?

They are fictitious phone listings, where out-of-area companies purchase local phone numbers or use 1-800 numbers and use city names to imply the operation of local businesses.

Look in the Kansas City White pages business section. There are seven listings for "Kansas City Florist" or "Kansas City Flowers". How many are actually located in Kansas City? That's right, not one. "Overland Park Flowers" has the same telephone number as "Kansas City Flowers". The same in Merriam, and Lee's Summit, and several other local cities.

Why is that a problem?

For many reasons. Both the consumer and the real local florist are being ripped off. The US Federal Trade Commission issued a Consumer Alert entitled Petal Pushers: Is Your 'Local' Florist Really Long-Distance? Here's an excerpt:

When you call, you're unknowingly forwarded to an out-of-town telemarketing operation. The telemarketer takes your order and credit card information for payment, and forwards your order to an area florist. The telemarketer pockets a processing fee and usually a percentage of the sale as well. You don't realize you've been scammed until you get higher than expected charges from an out-of town company on your credit card statement, or learn that the flowers weren't delivered as ordered, or were never delivered at all.

From our perspective as real florists, the problem is both financial and emotional. Since the amount paid for the flowers is not the amount received by the local real florist, we lose that money which could have been spent locally. Since the buyer receives less than they paid for, people assume that flowers are more expensive than they actually are. That gives our industry a black eye and leads consumers away from buying flowers.

In addition to the consumer value issue, the monies collected by order gatherers are significantly reduced by the time they reach our local economy. In addition to the fees and "commissions" taken by the order gatherer, any sales taxes that may be charged usually are collected at the point of order, not where the order is actually filled. Therefore, Mission Viejo (home to one notorious order gatherer), for example, might benefit from the sales tax on the products produced and delivered in Kansas City.

If this is deceptive advertising, why isn't there a law against it?

There is, in several states. Kansas is among those. Missouri, however, hasn't enacted a law prohibiting deceptive directory listings. We're working to contact Missouri lawmakers to urge them to enact such a law. Since we operate from a KC Metropolitan telephone book in our area, deceptive listings still appear. However, if you look at the listings you'll notice that any with a Kansas area code will have a small notation beside them naming the city where the business actually operates.

How can I recognize an "order gatherer"?

If you are calling a telephone number that you suspect might be deceptive, ask them for their street address. If they're not in the Kansas City area, chances are you've reached a gatherer.

If you are ordering online, look at the "home page" for a street address or shop information. Check the "contact us" area for a local telephone number and address. Be suspicious if you find only an e-mail address or 800 number. There are many fine and reputable florists in our area, and most have their own website. They'll have our local address and telephone number on it, and that's the key. If customers knew to be sure to look for a local address, they'd be assured of receiving full value for their purchase - or know where to go for recourse if they don't.

Be an informed consumer. Buying flowers isn't the same as ordering a toner cartridge. There's no "FLR102" that fits all. Each flower and designer is distinctive. If you think about it, how would the flowers you ordered arrive for the recipient without your local florist? So why pay someone far away to merely type an order when it will have to be filled here anyway? When you call a real florist to send your order, you can speak with a designer who knows what's seasonally available and the approximate costs in different areas of the country. If there's a question, we can call through our system and speak with someone at the other shop to convey any specific requests. Sometimes, the shop we call actually knows Aunt Martha. We all want happy customers!

What are "box shippers"?

You know the websites with the pretty pictures of the professionally arranged flowers in the vase that are delivered "direct-from-grower"? They arrive as an unarranged do-it-yourself kit in an overnight shipping box. We've seen them left on snowy porches, at unmanned hospital desks and in the delivery areas of funeral homes. And the latest... they're advertising weddings! How embarrassing to think you've sent a lovely bouquet when, in fact, your friend received a cardboard box of not-so-fresh flowers!

Trust your special flower arrangements to your local florist. The one who will take pride in designing your arrangement, will be there for you tomorrow and contributes to your community.