Bouqs outperformed flower rivals in early Valentine’s ordering period

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Valentine’s Day is becoming increasingly important for startup DTC brands UrbanStems, Bouqs, and Farmgirl according to Earnest credit card data. Around 36% of UrbanStems sales in the first three months of 2023 came during the two weeks preceding Valentine’s Day in 2023, up from 31% in 2022. Bouqs and Farmgirl experienced similar concentration, rising three points each. This suggests that newer DTC flower names are moving in-line with traditional flower ordering platforms FTD and 1-800-Flowers on their reliance on Valentine’s Day spending. 

Conversely, FTD, 1-800-Flowers, and Flowerama experienced single point declines in their concentration of Valentine’s Day spend, while Teleflora experienced a four point decrease.

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Bouqs is the fastest growing major flower company by sales in the first 7 days of the 2024 Valentine’s Day flower ordering period, +18% YoY, according to Earnest credit card data. Flowerama came in second with flat YoY growth. Sales declined low double digits across other major players YoY. Bouqs’ outperformance could suggest that Valentine’s day will have an even larger share of sales than in years’ past. It could also suggest an otherwise challenging season for companies due to both an increasing share of Valentine’s spending and a YoY sales decline.