One drawback about buying online plants is you can't personally look at the plant you are buying. At Lowes, I can pick up them all and inspect them personally. I don't have to trust someone in another state to choose for me. They also guarantee their plants for a full year so you can get a refund next year if they don't return. I would also advise inexperienced gardeners to buy a gallon pot Echinacea size minimum. They will have a much better chance of them living through the winter.
Here's a cool new white, quilled, double Echinacea from Marco van Noort's trial garden.
