May 1, 2013, 9:42 AM

Easter helps 1-800-Flowers.com’s fiscal Q3 sales bloom

Online sales for the flower and gift merchant grew 9.6% during the quarter.

Allison Enright

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1-800-Flowers.com Inc. this week reported $144.9 million in web sales for its fiscal third quarter of 2013, up 9.6% from a year ago. The retailer also reported a 7.2% increase in total sales.

It credited strong sales surrounding Valentine’s Day and the fact that the Easter holiday fell within its fiscal third quarter this year. Last year, the Easter holiday occurred during the e-retailer’s fourth quarter. The e-retailer says revenue increased more than 11% during February alone but did not break out sales by month.

For the quarter ended March 31, 1-800-Flowers.com, No. 58 in the 2013 Internet Retailer Top 500, reported:

  • E-commerce sales of $144.9 million, up by 9.6% from $132.2 million in Q3 of fiscal 2012.
  • Total sales of $192.6 million, a 7.2% increase from $179.7 million in the prior year period.
  • Consumer floral sales of $121.0 million, a 7.1% increase from $113.0 million in Q3 of fiscal 2012.
  • Gourmet food and gift baskets sales of $49.3 million in Q3 of fiscal 2012, up 14.4% from $43.1 million a year ago.
  • Net income of $2.6 million compared with a net loss of $85,000 in the same quarter last year.

“These results represent a continuation of the positive trends in our business that we have seen for more than two years now and reflect the success of our efforts to manage those aspects of our business that we can control,” says Jim McCann, CEO of 1-800-Flowers.com. “This includes our enhanced marketing and merchandising programs that are helping to drive solid revenue growth.”

E-commerce accounted for 75.2% of total sales compared with 73.6% in the third quarter of fiscal 2012. 1-800-Flowers.com says 1.7 million consumers placed orders with it during the quarter, including 702,000 consumers new to the e-retailer. It says existing customers placed 58.4% of orders.

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