They have a different set of care instructions than most of the blooms we carry. Unlike other flowers, they don't want any preservative in the water at any point ( we usually use a hydrating preservative and a holding solution at the shop). They also need to be cut differently, with a single slit running vertically into the stem about 2 cms from the cut end, to help the flower take up enough hydration.
This quick video ( less than a minute) shows some great close ups of the different colours ( Mute the sound though, the music is very cheesy!)
Don't blink though, cyclamen are only available from late November through till mid January.