May 14, 2002, 12:00 AM

Traffic spikes until last minute at flower and card sites pre-Mother’s Day

Sales of online flowers for the week ending Mother’s Day totaled $76.6 million, up 390% over the average week to date in 2002 and 18% over the week ending Mother`s Day 2001, comScore Networks reports. Card sites’ busiest day was Mother’s Day itself.

 

Sales of flowers online for the week ending on Mother’s Day totaled $76.6 million, an increase of 390% over the average week to date in 2002 and 18% higher than the week ending Mother`s Day 2001, comScore Networks Inc. reported today.

Online florists were forced to live up to the promise of quick service, with 1-800-Flowers.com hosting 240,000 visitors on the day before Mother’s Day. Proflowers.com and FTD.com posted their strongest traffic during the preceding weekdays, comScore says. Proflowers.com’s Saturday traffic was 52,000 and FTD.com’s was 99,000.

For the week leading up to Mother’s Day, 1-800-Flower.com’s average daily traffic, at 224,000, was 245% above its usual average. Proflowers.com’s average daily traffic, at 189,000, was 349% above average and FTD.com’s 153,000 was 510% above average.

“Since the 2001 holiday shopping season began, we’ve seen continued strength throughout e-commerce,” said Dan Hess, comScore vice president, “and the sales growth posted around Mother’s Day offers yet another sign of this trend.”

Total number of visits to greeting card sites was up more than 10% in the first week and a half in May vs. last year, comScore says.

ComScore’s numbers show there’s no doubt that consumers use online greeting card sites for last-minute card giving: All the major sites hosted the largest number of users on Mother’s Day.

AmericanGreetings.com drew the largest audience on Mother’s Day, with 1.1 million unique U.S. visitors., 147% above its average Sunday and double its daily traffic leading up to Mother’s Day. BlueMountain.com hosted 624,000 visitors on Sunday, 386% above its usual Sunday traffic and more than double daily traffic in the week before. Hallmark.com hosted 598,000, 369% above a typical Sunday and twice its daily traffic for the week prior. Egreetings.com hosted 363,000, 234% above an average Sunday and 50% above daily traffic for the preceding week.

ComScore recently added shopping by gender measurements and--no surprise--the proportion of men making last-minute online flower buys as the holiday approached skyrocketed. Men were 32% of flower buyers in the week that ended May 5, but 81% of buyers on Mother’s Day.

 

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