After some tough years due to lower discretionary spending, e-commerce grew 3.3% in fiscal 2011.
E-commerce sales are once again blooming for 1-800-Flowers.com Inc.
In recent years a cutback in discretionary spending by consumers had resulted in lower e-commerce and floral sales for 1-800-Flowers.com, No. 45 in the Internet Retailer Top 500 Guide.
But for the fiscal 2011 year ended July 3, 1-800-Flowers reported:
Internet Retailer calculates the web accounted for 70.4% of sales in fiscal 2011, the same as in fiscal 2010. “During fiscal 2011, we focused on achieving growth and enhancing our results through areas of our business that we could control,” CEO Jim McCann says. “Throughout the year we saw improving trends in our consumer floral business in terms of revenues, gross margin and contribution margin.”
For the fourth quarter 1-800-Flowers reported:
Internet Retailer calculates the web accounted for 75.9% of sales in Q4 fiscal 2011 compared with 78.8% in Q4 fiscal 2010.