Valentine’s Day spend hit a record $19.6 billion this year, according to the National Retail Federation (NRF). 1-800-FLOWERS.com leveraged both popular and niche search terms to outperform its floral retail rivals, beating competitors in both search ad volume and click share in the month leading up to the holiday.
Improving these metrics likely led to an increase in average order value (AOV) at 1-800-FLOWERS.com. The retailer increased AOV from $78 in 2017 to $82 in 2018, according to Edison Trends. By comparison, AOV actually decreased for competitors FTD and ProFlowers.com in that time frame (FTD dropped from $79 to $76; ProFlowers.com decreased from $73 to $69).
1-800-FLOWERS.com enjoyed a 331% order increase between Feb. 11 and Feb. 13, 2018, well ahead of competitors. ProFlowers.com saw a significant 154% increase in order volume between Feb. 11 and its peak on the Feb. 12, while FTD experienced a 181% increase on those dates. But unlike 1-800-FLOWERS.com, ProFlowers.com and FTD saw order volumes decline from Feb. 12 to Feb. 13.
1-800-FLOWERS.com was the top advertiser by text ad volume from Jan. 15 and Feb. 14, 2018. The top five advertisers by volume were:
- 1800flowers.com: 890 ads;
- proflowers.com: 830 ads;
- fromyouflowers.com: 710 ads;
- bouqs.com: 690 ads; and
- ftd.com: 650 ads.
But while 1-800-FLOWERS.com was first among roughly equal competition in ad volume, the online retailer completely dominated when it came to generating clicks, garnering more than one third of the total. In terms of click share, the top five advertisers were:
- 1800flowers.com: 35.32%;
- ftd.com: 14.81%;
- proflowers.com: 13.50%;
- fromyouflowers.com: 13.46%; and
- teleflora.com: 9.39%.
“Our analysis reveals that 1-800-FLOWERS had an all-encompassing search strategy,” said Ashley Fletcher, VP of Marketing at Adthena. “They bid consistently on all high-volume generic keywords like ‘flowers,’ which are expensive, to more niche, Valentine’s Day-specific terms. It was a full court press.”’
However, 1-800-FLOWERS didn’t sweep all the advertising awards: ProFlowers drove the most search impressions leading up to the holiday. The top-five Valentine’s advertisers by search impressions were:
- proflowers.com: 18.19%;
- fromyouflowers.com: 17.09%;
- 1800flowers.com: 16.52%;
- ftd.com: 14.62; and
- teleflora.com: 11.92%.
For the study, Adthena analyzed more than 2,700 text search ads, totaling more than 590 search terms and 17.4 million impressions, from 276 U.S.-based floral and gourmet foods gift retailers. The study was conducted between January 15 and February 14, 2018.