Teleflora is now engaging in competitive price point marketing in an effort to compete with Proflowers and FTD.com. Their marketing strategy is to offer product at $19.99 as displayed in their Adwords campaign:
According to the landing page, if you are looking for "cheap flower arrangements," then their your florist of choice.
I've circled in "red" below the promotion price of $19.99. At present, this marketing strategy seems to be only offered via a click on their Adword campaign and is not available by way of directly going to Teleflora.com. This implies they are testing the water.