2022 was a great year for flower and gift retailers

Online sales of flowers and gifts picked up considerably in 2022. The median conversion rate rose slightly from 4.4% in 2021 to 4.6% in 2021. Meanwhile, median monthly unique visitors exploded in the category. They jumped from 569,806 in 2021 to 1,265,680, more than doubling over the period. Consumers showed an interest in the convenience and personalization of ordering flower arrangements, food baskets, and other gifts from home more than ever.

The median ticket price also grew impressively, from $83 in 2021 to $95 in 2022. That’s an increase of over 14%, well above the high inflation rate of the year.

Sales for 1-800-Flowers grew 2.9%

Online sales from all 21 category retailers in the Top 1000 reached $7.09 billion in 2022, an increase of $520 million. Those sales made up 32.4% of total combined in-store and online sales in the category. Penetration was down about 4% from 33.9% penetration in 2021.

The top five retailers in the category remain the same as those in 2021, but each of them has climbed in the rankings. Each saw sales grow, too, from 2.9% for 1-800-Flowers Inc to 19% for Shutterfly Inc.

Despite increases in online visitors and average ticket, online sales for flowers and gifts didn’t grow as quickly as the category overall. Online sales grew 7.9%, about half the rate of 13.9% for total sales.