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Interactive Marketing

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day

gravatar
By Joanna Peña-Bickley
 · 
February 19, 2007
 · 
2 min read

comScore Networks, a leader in
the measuring the digital age, today released
a study on e-commerce activity related to Valentine’s Day.  While several online retail categories
experienced significant sales increases in the week preceding the holiday,
flowers and greeting cards saw the most dramatic gains. 

Compared to the average of the previous four
weeks, online sales in the category increased 98 percent to $24.5 million
during the week ending February 11.  Jewelry
and watches also saw a bump in sales to $24.7 million, up 22 percent versus the
prior weeks.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Valentine's
  Day Related E-Commerce

 

Online
  Consumer Spending ($ Millions)

 

Five Weeks
  Ending February 11, 2007

 

Source:
  comScore Networks

 

 

 

 

 

Millions ($)

 

 

E-Commerce
  Category

 

 

Avg of 4 Weeks Ending Feb. 4

 

 

Week Ending Feb. 11

 

 

Percentage Increase

 

 

Flowers
  & Greeting Cards

 

 

$12.4

 

 

$24.5

 

 

98%

 

 

Jewelry
  & Watches

 

 

$20.3

 

 

$24.7

 

 

22%

 

 

In recent years, consumers
have increasingly turned to the Web for Valentine’s Day gifts.  Flowers, which are always a sentimental favorite, have experienced the
most noticeable spikes in online sales.  By fulfilling orders through local florists, online flower
retailers have been especially effective in executing on-time deliveries for
Valentine’s Day, which has proven to be a godsend for many last minute
shoppers.

American Greetings Property Most Popular Online
Retailer for Flowers, Gifts and Greeting Cards

In January, more than 29
million Americans visited the Flowers, Gifts & Greeting Cards retail category,
representing approximately one out of every six U.S. Internet users.  The American Greetings Property led the
category with 8.1 million visitors, followed by Hallmark (5.6 million visitors)
and RedEnvelope.com (1.9 million visitors).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Visitation
  to Flowers, Gifts & Greeting Cards Category

 

Unique
  Visitors (000)

 

January
  2007

 

U.S.
  Home, Work & University Locations

 

Source:
  comScore Media Metrix

 

 

 

 

 

Unique Visitors (000)

 

 

Total Internet : Total Audience

 

 

175,559

 

 

Flowers/Gifts/Greeting Cards

 

 

29,353

 

 

American
  Greetings Property

 

 

8,120

 

 

Hallmark

 

 

5,601

 

 

REDENVELOPE.COM

 

 

1,886

 

 

1-800-FLOWERS.COM

 

 

1,679

 

 

Martha
  Stewart Sites

 

 

1,495

 

 

Celebrate
  Express, Inc.

 

 

1,389

 

 

WEDDINGCHANNEL.COM

 

 

1,245

 

 

FTD.COM

 

 

1,163

 

 

PROFLOWERS.COM

 

 

1,124

 

 

Build-A-Bear
  Workshop, Inc.

 

 

1,117

 

Tagged: ComScore · eCommerce · RedEnvelope.com · valentines day
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