Canstar Blue compares online florists in Australia based on their range of flowers, delivery reliability and value for money, amongst other things. Websites rated were petals.com.au, easyflowers.com.au, 1300flowers.com.au, florist.com.au, rosesonly.com.au, interflora.com.au and bloomex.com.au
* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in February 2017, published in March 2017.
See our Ratings Methodology.
When it comes to ordering flowers and gifts for your loved ones online, you really can’t afford to make any mistakes. Or more accurately, the online florist you choose can’t afford to! Those special occasions only come round once a year, or even less frequently, so you’ll want to use a retailer you know you can trust to get it right – in terms of the quality of flowers they provide, but also the promptness in which they are delivered. Nothing can ruin a birthday, wedding, anniversary or Valentine’s Day like flowers that do not match their online description, or simply a botched delivery. Unfortunately these seem to be regular occurrences, with some retailers called out for shoddy service in recent times.
So which online flower delivery websites can you really trust? The best way to find out, we think, is to ask hundreds of customers about their personal experiences with a wide range of online florists. That’s exactly what Canstar Blue has done with our annual review and ratings, with the feedback from survey respondents reflected by the star ratings table you see above. This year, seven different online flower delivery services have featured in the results, with Petals.com.au the only one to achieve the maximum five stars for overall customer satisfaction. It also rated five stars on range of flowers, range of other items for sale, ease of website navigation, and – crucially – for delivery reliability. Petals.com.au also received four stars on product accuracy (i.e. the delivered flowers matched their online image) and value for money.
All but one online florist excelled in at least one specific area:
An important point to understand about online florists in Australia is that the retailer you order through online is usually not the same company that actually delivers your flowers! Online florists team up with many local florists around the country to provide the flowers you order. This makes sense because it’s impossible for online retailers to have a physical presence in every town or city, and the nature of ordering perishable flowers is that delivery time is of the essence.
While this makes perfect business sense, it can lead to problems for customers, such as the flowers that were ordered online not being available in a particular area. It also makes the retailers less accountable for delivery problems. Nevertheless it’s worth saying that the majority of consumers who order flowers online have no troubles at all.
To help you pick the best online florist for your next special occasion, let’s get an overview of the retailers that featured in our ratings.
Wherever your loved ones are in the world, there’s a good chance you can use petals.com.au (operated by the Petals Network) to send them a fresh floral gift. Operating in more than 70 countries across all six inhabited continents, Petals connects you to florists near your recipient, with an easy to navigate web catalogue to search through.
Petals also offers some more unusual plant gifts, such as potted plants, succulents, and natives, for a more unique option. Gift baskets and balloon bouquets can also be sent through the service. Standard cut-offs for same-day delivery apply (by 2pm on weekdays and 10am on Saturdays), with no deliveries available on Sundays or public holidays except for special occasions such as Valentine’s Day, Mother’s Day and Christmas.
With a network of handpicked florists, 1300flowers.com.au claims to offer a ‘boutique’ florist experience combined with the convenience of online and telephone orders. While it uses a smaller number of florists than most online retailers, it claims to maintain closer relationships with its florist partners than competitors with hundreds of partners.
Customers can navigate the website to find bouquets categorised by occasion or price range, plus premium hampers. A number of bouquets add extra touches such as cards, teddy bears, chocolates, and other small gifts. Same-day delivery is available Australia-wide for orders placed before 2pm on weekdays and 10am on Saturdays, with no deliveries available on Sundays except for special days including Valentine’s Day and Mother’s Day. Standard delivery is $11.95, with extra charges for some remote areas or to guarantee delivery within a particular time window.
An Australian-owned and operated business, Easyflowers.com.au covers all of Australia with the exception of some isolated locations. However, if you wish to send plants and hampers rather than fresh bouquets, the Easyflowers website claims that these orders can reach any remote pocket of our great southern land. Easyflowers partners with independent florists in all capital cities and major regional centres to make sure, it says, that bouquets are prepared as fresh as possible local to your recipient.
Delivery charges are $18.95 for same day (only guaranteed for orders placed before 2pm weekdays and 9am Saturdays local time in major cities), $12.95 for next day, and $14.95 for plants and hampers. Surcharges apply during peak periods. Deliveries are not available on Sundays and national public holidays, except for Valentine’s and Mother’s Day. Easyflowers topped our customer ratings for the previous two years.
The florist.com.au website allows you to easily browse bouquets by occasion, flower type, or price range. Orders can be made online or by phone. A range of hampers are also available, depending on delivery location. The Flower Factory claims to pride itself on value for money and everyday low prices.
Same day flower delivery is available to almost every metropolitan and regional area for orders placed before 2pm on weekdays and 10am on Saturdays (in the recipient’s time zone). Most deliveries can be made within 24 hours, the company says, The Flower Factory delivers not just to Australia but to almost 150 countries across the world, making it easy to reach someone with the special gift of flowers no matter where they are.
The Interflora network was first created in surprising circumstances. World War Two created a spike in demand for sending flower delivery orders by wire, a demand which boosted the connections between different florists that had already begun to collaborate to provide flower deliveries from the nearest florist to the delivery location. After the war, florists from America, Britain and Europe met in Copenhagen to form Interflora Incorporated, a formal organisation to provide flower delivery services across borders near and far. Its reach has expanded even further beyond its original founding countries. With over 1,200 florist and gift company partners in Australia alone, you can reach almost anyone in the world with flowers and gifts.
Despite the name, Rosesonly.com.au offers far more than just roses (although that is said to be its specialty). Roses Only is a premium online florist that also provides other gifts such as fruit baskets and gift hampers. For something a little different, arrangements are also available presented in hat boxes or teacups.
Each order can be customised with a choice of add-ons such as cards, wine, bears, chocolates, tea, photo prints and much more. Floral decorations and centrepieces for functions and events can be custom-ordered by the in-house team from Roses Only Sydney. Delivery deadlines and costs vary depending on location.
Bloomex is an online flower delivery service originally founded in Canada. It soon expanded to Australia and currently serves Sydney, Melbourne, Canberra, Brisbane, Perth, Newcastle, Gold Coast and Geelong with flower and gift deliveries at low prices. Same day delivery is available for orders placed before 1pm (with a delivery fee of $24.95), while next day availability is available up until 4pm (with a delivery fee of $19.95). Orders placed well in advance cost $14.95. Surcharges may apply, including a $5 surcharge for “special days”. Delivery is not available on Sundays or official public holidays, except for Valentine’s Day and Mother’s Day.
As you can tell from our ratings table above, lots of factors come into play when trying to pick the best online florist for your needs. Our research identified the key drivers of customer satisfaction as:
It’s telling that the feeling of getting value for money is less important to consumers overall than the purchased products accurately reflecting those originally seen and paid for online, and the reliability of delivery as instructed. That shouldn’t be too much to ask for, but the majority of complaints about online florists tend to relate to these two factors.
Buying flowers online, rather than from a physical store and delivering them in person, is clearly a convenient option. However, it does come with a certain level of risk – it only takes one thing to go wrong to ruin the day for everyone concerned. With that in mind, we hope our ratings provide a helpful guide for your next online flower purchase.
Canstar Blue commissioned Colmar Brunton to survey 6,000 Australian adults across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased flowers from an online flower delivery company in the last 12 months – in this case, 735 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
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