Sale stats for online flower and gift retailers

After a great year in 2022 for Flower & Gift retailers, 2023 saw a small decline

Online sales of flowers and gifts shrank slightly in 2023. The median conversion rate decreased slightly from 4.6% in 2022 to 4.3% in 2023. Median monthly unique visitors also decreased from 1,265,680 in 2022 to 1,244,224 in 2023. Facing inflationary concerns, shoppers pulled back on flower and gift spending overall.

The median ticket price grew slightly, from $95 in 2022 to $98 in 2023 as prices increased for goods across the board.

Sales for Edible Arrangements grew 4.4%

Online sales from all 21 category retailers in the Top 1000 reached $7.17 billion in 2023, a decrease of 1.2% or $87.97 million. Those sales made up 35.0% of total combined in-store and online sales in the category.

The top five retailers in the category remain the same as those in 2022, 4 of 5 has climbed in the rankings. Each saw sales grow, too, from 1.4% for FTD to 4.4% for Edible Arrangements. 1-800-Flowers.com Inc had a decline.

Flowers and gifts demographics resemble overall online shopper breakdowns

Consumers of all ages seem interested in purchasing flowers and gifts online. Shoppers in the 25 to 34-year-old demographic are most likely to make purchases in the category, comprising nearly one-fourth of total sales.

The median age breakdown of flower and gift sales is very close to demographics of the overall Top 1000, of which 25.5% are in that 25 to 34-year-old category. 20.4% of shoppers are adults aged 35-44, compared to 21.2% of Top 1000 customers overall. This suggests the category isn’t limited to a single age demographic, but spread more evenly among the online shopping population.