Call it a rose riot or a carnation clamor, but today’s the day online shoppers who have put off buying Valentine’s Day bouquets will scramble to place their online orders.
Data from previous years points to Feb. 12 and 13 as the top sales days for many online flower retailers, including 1-800-Flowers Inc. CEO Chris McCann says these two days will be the busiest 2019 Valentine’s Day shopping days for 1800Flowers.com.
Valentine’s Day accounts for roughly 5% of 1-800-Flowers’ Inc. annual revenue, generating $1.19 billion in fiscal 2018, which ran from July 2, 2017-July 1, 2018. Within the January-March quarter, 10% of the retailer’s revenue is attributed to flower sales during Valentine’s Day, the retailer says. In addition to 1800Flowers.com, the brands Harry and David, Cheryl’s Cookies, The Popcorn Factory, Simply Chocolate, plus others, fall under 1-800-Flowers Inc.’s umbrella.
Orders from FTD Companies Inc.’s FTD.com, ProFlowers.com (also owned by FTD) and 1800Flowers.com peaked on Feb. 13 during the 2018 Valentine’s Day season, with more orders on Feb. 12-13 than on the previous five days combined, according to marketing analyst firm Edison Trends, which bases its data on 2.9 million U.S. shoppers’ e-mail and app receipts.
A 2018 traffic analysis of 140 retailers that mainly sell in a Valentine’s Day-related category, such as flowers, gifts or candy, shows how the total traffic per day for all of these retailers creeps up from Feb. 1, until reaching its peak on Feb. 13, according to web measurement firm SimilarWeb Ltd. data.
Conversion rates on both desktop and mobile for flower retailers follow a similar late-in-the-season surge, according to marketing analytics firm Jumpshot, which is based on more than 160 billion monthly clicks made by 100 million consumers globally in 2018. ProFlowers.com had a conversion rate increase of 131% on Feb. 13 last year, when its desktop conversion rate reached 26.8%, up from its average 11.6% the week of Jan. 29-Feb. 4.
1-800-Flowers Inc. is No. 66 in the Internet Retailer 2018 Top 500, and FTD.com is No. 138.
To read more about online retailers’ Valentine’s Day strategies and other holiday peaks, purchase the 2018 Peak Season Report.