The need to send flowers to mom on Mother's Day pushed traffic higher on digital floral Web sites, according to Internet measurement service Nielsen/NetRatings. In the weeks between Valentine's Day and Mother's Day, more people bought flowers for Mother's Day than for Valentine's Day, traditionally the biggest holiday for fresh cut flower purchases. According to Nielsen/NetRatings' "Mother's Day E-Commerce Index,'' the flowers category jumped more than 15% from 618,000 unique visitors for the week before Valentine's Day to 713,000 unique visitors the week before Mother's Day. Blooming ahead of the pack was ProFlowers, which increased 43% in audience traffic from February to May, followed by FTD.com's, with growth of nearly 21%, and 1-800Flowers' rise of 9%. Other e-tailers experiencing a boost from Mother's Day include gifts, up 203%; jewelry, up 149%; gift certificates, up 70%, and apparel, up 56%.
Copyright May 2000, Crain Communications Inc.