March 11, 2003, 12:00 AM

Proflowers’ Valentine’s Day revenues jump 25%

Units shipped by Proflowers leading up to Valentine’s Day rose 20%, while average order size was up 4% and new customer orders increased 13%.

Kurt Peters

Executive Editor

 

With some 2.6 million rose stems and 1.4 million tulips shipped in the last four days before Valentine’s Day alone, Internet florist Proflowers.com reported a 25% increase in net revenue in the two weeks leading up to Valentine’s Day over the previous year, reaching $20 million from $16 million a year ago.

San Diego-based Proflowers sent more flowers direct–from-the-grower than any other flower company for the holiday, reflecting a 20% increase in units shipped during the period over last year, up to 335,844 from 280,627 a year ago, the company reports. Proflowers saw a 4% increase in revenue generated per order, to $59.01 this year from $55.53 last year. Orders from new customers increased 13% for the period.

The company also announced that revenues for its second fiscal quarter ended Dec. 31 rose 19% to $16.4 million from the same period last year.

“Our revenues and order growth can be attributed to the premium we place on excellence in the quality of our flowers and in our efforts to always place the customer first,” says Proflowers CEO Bill Strauss. Proflowers sources its orders from a network of more than 20 growers and includes shipping capabilities to 30 countries worldwide.

 

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