The petals will unroll, like the one flat petal on the right. I think most echinacea start out with the 'tube' petals.

Thanks. They’ve held for over a week at this point... but we’ll see...

It may have been mislabeled. There are chrysanthemums with spoon petals so a search of Echinacea with spoon petals brought up this one.

https://www.hillier.co.uk/nurseries/products/listings/echinacea-fourth-of-july/

http://www.genesis-plantmarketing.co.uk/portfolio/echinacea-purpurea/

The closest plant I can think of is ‘All that jazz”.... but it’s just colored like a standard purpurea. Yours has a nice bi tone look to it..... so definetely s keeper.

Now... As Keeper30 mentions... some odd ball plants will start rolled and unfurl to normal petals.... and others will just partially unfurl somewhere in between. That back bloom though looks like it’s done and set... so again I think you have s keeper.

Are sll all the blooms consistent like this ?

Here's a yellow spoon petaled coneflower.

http://songsparrow.com/catalog/plantdetails.cfm?ID=4587&type=SUN,&pagetype=plantdetails&plant_name=Echinacea%20%27Passion%20Flute%27%20PPAF

and another pink one.

https://www.growjoy.com/store/pc/Echinacea-Quills-Thrills-Coneflower-Plant-2-5-Inch-Pot-p5302.htm

'Cheyenne Spirit' is a seed strain rather than a unique cultivar, so can have a very wide variation in both color and flower form when sold under that specific label. Pom-pom, doubles, quill- or spoon-shaped flowers are all possibilities. So not a different echinacea or a mislabeled plant but one that is just open to a lot of variation in its presentation.

Thanks everyone! Having the term “spoon shaped” is helpful - I was having a hard time figuring out how to describe the shape in my searches... so far it’s only put out 2 flowers, but there are quite a few about to bloom - we’ll see what they do...

yes, I think the bicolor aspect is super pretty!

Gardengal, I knew about Cheyenne Spirit being a seed strain... Do you know (assuming that this is a Cheyenne Sprit plant) if the seeds from individuals in the seed strain tend to grow true to parent type? So, red from red, yellow from yellow, spoon from spoon? Or are resulting seedlings pretty variable? I’m guessing the latter...

As per NM (above), Echinacea 'Sunset' (Big Sky Series) and anomalous quilling:

https://www.houzz.com/discussions/echinacea-sunset-weird-petals-dsvw-vd~1656528

Interesting. I actually think my plant looks quite a bit like those photos, color-wise. The shape of mine is definitely more pleasing so far, with fuller petals. I wonder if that’s what I ended up with?

As per gardengal48 (above), the major source below specifically lists rolling/quilling of petals as a potential (phenotypic) expression in 'Cheyenne Spirit'.

Little to doubt that the label at Lowes was correct.

http://www.perennials.com/plants/echinacea-cheyenne-spirit.html

"Do you know (assuming that this is a Cheyenne Sprit plant) if the seeds from individuals in the seed strain tend to grow true to parent type? So, red from red, yellow from yellow, spoon from spoon? Or are resulting seedlings pretty variable? I’m guessing the latter..."

You correct in assuming the latter :-)) Seedlings can be extremely variable w/ no regard to parent characteristics. If there was more distinction or a reliable trait passed on consistently from the parent plant, then they would likely be separated out as a unique cultivar.