Flower Merchant Sales Flourished Valentine’s Day 2018

Flowers have a unique history as a symbol for romance and remain as popular today as they did centuries ago. This Valentine’s Day, Edison Trends reports diverse views of the sales growth that flower merchants have experienced leading up to the holiday.

Figure 1: How much did people spend on flowers leading up to Valentine’s Day 2018 vs 2017?

Edison Trends examined the average order price across three flower merchants, 1-800-Flowers, FTD, and ProFlowers in the days leading up to Valentine’s Day and discovered that the amount shoppers spent has changed slightly compared to what they spent at the same merchants last year. Specifically, shoppers increased their average order spend at 1-800-Flowers from about $78 in 2017 to about $82 in 2018. Merchants FTD and ProFlowers saw shoppers decrease their spend per order this year compared to last year (FTD $79 in 2017 vs. $76 in 2018, ProFlowers $73 in 2017 vs. $69 in 2018).

Figure 1: Data shows the estimated change of respective averaged sales order price for flower merchants between February 1-13 in 2017 and 2018, based on the Edison Trends dataset. The time period is defined as midnight Wednesday, January 31st PST to midnight Tuesday, February 13th, 2018 PST. The data shown is based on a sample of anonymized and aggregated e-receipts from more than 2.9 million users in the United States.

Figure 2. Which flower merchants sold more than their competitors leading up to Valentine’s Day 2018?

Figure 2: Data shows the estimated daily sales order volume (with 100% representing the highest single daily order total) among 1-800-Flowers, FTD, and ProFlowers, based on the Edison Trends dataset. Period of January 23 to February 13 is defined as midnight Monday, January 22nd PST to midnight Tuesday, February 13th 2018 PST. The data shown is based on a sample of anonymized and aggregated e-receipts from more than 2.9 million users in the United States.

Edison Trends discovered that among popular flower merchants, 1-800-Flowers saw the highest order volume in the days leading up to Valentine’s Day this year. The brand saw a dramatic increase in orders in the two days before Valentine’s Day, spiking on the 13th at 331% more than its figures for the 11th. Competing merchants ProFlowers and FTD followed in highest sales order volume trending toward the holiday. ProFlowers saw a significant 154% increase in order volume between February 11th and its peak on the 12th, while FTD experienced a noticeable 181% increase between February 11th and its February 12th peak.

Looking at when shoppers purchased flowers leading up to Valentine’s Day shows that purchases were clustered on February 12th and 13th, the two days prior to the holiday, with as many orders made on these days as on the five previous days combined. All merchants experienced an increase in flower purchases beginning as early as February 6th.

Pro Flowers

FTD

1800 Flowers

Figure 3. Which flower merchants sold the most by state leading up to Valentine’s Day 2018?

The research also showed that purchasers’ online spending habits leading up to Valentine’s Day vary by state. While a majority of states ordered more from ProFlowers than they did 1-800-Flowers or FTD, several states including Oregon, Nevada, New York and others ordered more from 1-800-Flowers. Alaskans ordered most from FTD.

Figure 3: Data shows the highest estimated total sales order volume by state between February 1-13, 2018 for 1-800-Flowers, FTD, and ProFlowers, based on the Edison Trends dataset. The data shown is based on a sample of anonymized and aggregated e-receipts from more than 2.9 million users in the United States.

Figure 4. How much did each state spend on flowers leading up to Valentine’s Day 2018?

Looking at the combined sales across 1-800-Flowers, FTD, and ProFlowers revealed that the state that spent the most on flower orders between February 1-13, 2018 was Nevada, which averaged $98 on the flower orders purchased leading up to Valentine’s Day. This was followed by Hawaii ($91), Alaska ($91), North Dakota ($81), New York ($80), Texas ($80), Illinois ($79), and Connecticut ($78). Conversely, the state of Vermont spent $49, the least average amount spent on flower orders, followed by South Dakota ($57), Idaho ($62), Montana ($63), Nebraska ($63), Mississippi ($64), Indiana ($64), New Hampshire ($64), and Minnesota ($64).

The data shown is based on a sample of anonymized and aggregated e‑receipts from more than 2.9 million users in the United States. To learn more about what Edison Trends can do for your business contact us at bizdev@edison.tech. Follow us on Twitter @EdisonTrends.