How does FLWS's 17.3 million order volume in Fiscal 2025 compare to its prior year's performance?

While a direct, apples-to-apples comparison of 1-800-FLOWERS.COM, Inc.'s (FLWS) specific order volume with its direct competitors in the e-commerce gifting sector for Fiscal Years 2024 and 2025 is challenging due to the highly fragmented nature of the market and the prevalence of private companies, we can analyze the competitive landscape and broader market trends.

FLWS's own filings indicate that competition in the floral, plant, gift basket, gourmet food, and specialty gift industries is intense and highly fragmented, with no single dominant player in the floral category. Competitors include a wide array of entities such as retail floral shops, online marketplaces, social media platform retailers, catalog companies, floral telemarketers, wire services, supermarkets, mass merchants, and specialty gift retailers.1 Many of these competitors are private, and publicly available "order volume" data for them is scarce.

As previously noted, FLWS reported an 8.2% decrease in order volume in Fiscal Year 2025 to 17.3 million, following a 9.9% decrease in Fiscal Year 2024 to 18.8 million.2 The company attributed these declines to factors such as decreased demand across all segments, macro-economic conditions, inefficient marketing spend, and a highly promotional consumer environment.2

In the broader e-commerce market, U.S. e-commerce sales generally increased by 6.6% in 2024, reaching $1,192.29 billion, compared to $1,118.68 billion in 2023.3 This suggests that while the overall e-commerce market experienced growth, FLWS's specific segment faced unique pressures leading to a contraction in order volume. This divergence highlights the importance of segment-specific analysis rather than relying solely on general e-commerce trends.