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National Floral Brands Make Mother's Day Push

Mother's Day is the biggest holiday of the year for the big floral brands and they doing their utmost to reverse disappointing Valentine's Day sales (down 22.7% on average) this year.

FTD -- the 100-year-old network of 20,000 independent florists -- has a new Web site, a new look for its Mercury Man logo and a new luxury line that starts at $179. That may seem counterintuitive but FTD president Robert Apatoff says "there's part of the market that wants unique and bigger arrangements."

Teleflora is running a TV ad in 29 markets to raise awareness of the brand, as well as paid programming on cable's HSN with the message that Teleflora products are arranged by hand. Meanwhile, 1-800-Flowers.com is offering 30 arrangements for less than $30 and is doubling its marketing budget 100% this year. The increased spending includes a focus on social networking and Spotlight a Mom, a website where people can post inspirational stories about moms they know.

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1 comment about "National Floral Brands Make Mother's Day Push ".
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  1. Kenan Nuer from FlowerShopDeals.com, May 8, 2009 at 10:40 a.m.

    I can attest to the fact that more discount offers are being pushed by these big brand flower shops, especially in this economy. The low range discount offers are the hottest offers for them.

    Proflowers has been the first to do this, and in my opinion the best at it, especially when you look at their high conversion rates. Their discount offers tend to convert 3x as much on my site. http://www.grokdotcom.com/2009/03/18/top-10-online-retailers-by-conversion-rate-february-2009/

    Thanks
    Kenan
    FlowerShopDeals.com

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