War of the Roses: Competition for Top Spot in the Online Floral Industry

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Mothers Day – as well as Valentine’s Day – is a florist’s dream. These two days spawn the sale of more flowers than any other days of the year. So who are the big winners in the flower sales wars and why? In a comparison of four of the top online flower stores, all of the stores remain neck-and-neck for most of the year in terms of reach percentage and pageviews percentage. On Mothers day and Valentines Day, a few excel, but only one reaches escape velocity.

flowersreach

Teleflora sees a slight bump in traffic during those days and FTD’s traffic does even a bit better, with 1800flowers getting an even bigger bump. The runaway winner for traffic on Mothers Day is ProFlowers.com. The site goes from parity (reaching ~.01% of all internet users) during most of the year to multiplying its reach by more than 13x and reaching nearly double the audience of its nearest rival.

What might explain this incredible jump in traffic for ProFlowers? Anecdotal evidence suggests ProFlowers may have slightly better prices, but is that enough to be a knockout winner? Other web traffic statistics may tell the story.

flowersshares

Engagement metrics are fairly similar between all of the sites, as are sites linking in (actually ProFlowers is dead last here) and traffic coming from search. The biggest difference is in Facebook Likes and Facebook Shares, where ProFlowers enjoys a 20x advantage in likes and a 5x advantage in shares compared to its nearest rival 1800Flowers.

Acknowledging that correlation does not always equal causation, it’s hard to ignore this huge disparity in traffic among these four sites – and the relationship between ProFlowers’ social strategy and it’s prominence on Mothers Day.

Andy Ramm

Andy Ramm

Andy is the President & General Manager of Alexa. He has nearly 20 years of high tech product and business leadership experience, representing tens of millions of customers in both B2B and consumer environments. Andy has lead product management, UX, software development and market development teams across three continents and eight countries.
Andy Ramm

Latest posts by Andy Ramm (see all)

About Andy Ramm

Andy is the President & General Manager of Alexa. He has nearly 20 years of high tech product and business leadership experience, representing tens of millions of customers in both B2B and consumer environments. Andy has lead product management, UX, software development and market development teams across three continents and eight countries.

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  • barfbag

    Can you also share if the facebook likes and shares peak just before the website traffic? Or the facebook promotion is done at the same pace all round the year.

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