February 15, 2002, 12:00 AM

No surprise on Valentine’s Day: Flowers, cards, jewelry, food sites boom

Sales of online flowers for the week ahead of Valentine’s Day totaled $59.3 million, ComScore Networks reports, an increase of 460% over an average week but only 2% greater than the same pre-Valentine’s Day period in 2001.

Kurt Peters

Executive Editor

 

Sales of online flowers for the week ahead of Valentine’s Day totaled $59.3 million, ComScore Networks Inc. reports, an increase of 460% over the average week in the past year. However, the results are only 2% greater than the same pre-Valentine’s Day period in 2001, comScore says.

Greeting card sites also experienced big spikes in usage leading up to Valentine’s Day. AmericanGreetings.com attracted 858,418 visitors on Feb. 13, 33% higher than an average day in January, and 3.07 million visitors the week that ended Feb. 10, 31% higher than an average week in January. Comparable figures for BlueMountain.com ,which is owned by American Greetings, were 720,153, up 128% over an average day in January, and 2 million, up 67%. Hallmark racked up 629,400 visitors, up 207% over an average January day and 1.28 million for week, up 85%. Trailing far behind were ecards.com, the No. 4 site with 102,151 visitors on Feb. 13 and marlo.com, with 84,354.

Traffic to the flower sites began building on Feb. 4, and stayed strong through the end of the day on Feb. 13, comScore reports.

1-800-flowers.com topped the pack, with 291,333 visitors on Feb. 13, up 372% from an average day in January and 867,718 for the week ending Feb. 10, up 197% from an average week. Flower.com shot to the No. 2 spot with 245,311 visits, a 4,298% increase from an average day in January, and 368,199 for the week ending Feb. 10, a 980% increase from an average week. ComScore attributes the huge jumps to the descriptive nature of Flower.com’s name. Proflowers.com was in the No. 3 spot, with 229,900 visits on Feb. 13, up 795%, and 1.16 million visits for the week, up 970%. FTD.com came in fourth, with 191,211 visits on Feb. 13, up 768%, and 587,600 for week, up 775%. Flowersusa.com took fifth place at 79,632 visits on Feb. 13, up 1,373% and 214,311 visits for the week, up 920%.

Jewelry sites also proved popular. Jewelry.com’s traffic for the week ending Feb. 10 was up 205% from an average week in January; ice.com’s, 489%; and bluenile.com’s, 151%.

ComScore also reported that dining-related sites saw big boosts in traffic, citysearch.com, for instance, reaching 2.4 million visits the week ending Feb. 10, up 86%.

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