Flower, gift and greeting sites have a lot riding on Valentine’s Day, comScore Networks Inc. reports. Last year, 13% of all sales for the year at those sites occurred in the three weeks ahead of Valentine’s Day. Sales in the flowers and gifts category grew 308% to a weekly average of $37 million in the three weeks leading up to and including Valentine's Day from the preceding first four weeks of 2002.
ComScore says the following were the top floral/gift sites in December, with number of visitors:
AmericanGreetings: 16.6 million
Hallmark: 9.7 million
FTD.COM: 2.9 million
1-800-Flowers.com: 2.3 million
RedEnvelope.com: 1.7 million
Proflowers.com: 1.1 million
Martha Stewart Sites: 1.1 million
LillianVernon.com: 894,000
OrientalTrading.com: 847000
GiftCertificates.com Sites: 806,000
Williams-Sonoma.com: 749,000
Pier1.com: 627,000
VermontCountryStore.com: 546,000
VermontTeddyBear.com: 495,000
WeddingChannel.com: 493,000
ComScore reports that 57.5% of visitors to flowers and gift sites are female, 42.5% male. The sites attract an older market, with 65+ users represented at the sites 29% more often than they are in the general web population. Shoppers 55-64 are 32% more populous at flower and gift sites than on the web in general; 45- to 54-year-olds, 20% more. Internet users living alone are 17% more likely to visit flowers, gifts and greetings sites than the average Internet user.
Search engine Terra Lycos reports that the term “Valentine's Day” was No. 5 in search popularity last week. But while older adults are over-represented at the Valentine-related shopping sites, children were a big factor in the search. Some of the fastest-rising Valentine's Day queries are Valentine's crafts, Valentine's coloring pages and Valentine's decorations, Terra Lycos reports. Searches for Valentine's gifts for men far exceeded searches on Valentine's gifts for women, Lycos says.
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