Q4 web sales droop for 1-800-Flowers.com, but perk up for all of 2012

E-commerce grew 6.1% but declined 2.1% in Q4.

Mark Brohan

Online sales fell in the final quarter of fiscal 2012 for 1-800-Flowers.com Inc., but for the year posted a nice gain.

For the 2012 fiscal year ended July 1, 1-800-Flowers.com, No. 51 in the 2012 Internet Retailer Top 500 reported: 

E-commerce accounted for 71.9% of total sales compared with 72.3% in fiscal 2011.

“We are particularly pleased with the growth in revenues, gross margin and contribution margin in our core consumer floral business where we see customers reacting positively to our enhanced marketing efforts, including our initiatives in the fast-evolving social and mobile channels,” says CEO Jim McCann.

For the fourth quarter: 

E-commerce accounted for 77.4% of total sales compared with 78.0% in Q4 fiscal 2011.



1-800-Flowers, e-commerce, fiscal 2012, Jim McCann, Top 500, web sales