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05/05/2021

1-800-Flowers.com Gears up for Mother’s Day and the Year Ahead

1-800-Flowers.com has launched a new multifaceted video campaign in time for the Mother's Day holiday and reported e-commerce growth of 83%.
Jamie Grill-Goodman
Senior Editor
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1-800-Flowers.com has launched a new multifaceted video campaign in time for the Mother's Day holiday and has reported Q3 2021 net revenues increased 70%, driven by e-commerce growth of 83%.

“The record top and bottom-line results for our fiscal third quarter reflect the strength of the e-commerce platform that we have built to drive solid, sustainable growth,” said CEO Chris McCann of 1-800-FLOWERS.COM, Inc.  “The strong results for the quarter represent a continuation of the momentum that we have been building over the past several years. In addition, the acceleration provided by COVID has resulted in profound shifts in consumer behavior that our massive database, strong brand portfolio, and leading-edge technology will turn into a new era of growth. Our highly scalable and leverageable business platform includes our all-star family of trusted brands, our advanced technology stack, our experience and expertise in digital marketing, our large and rapidly growing customer file, and our extensive manufacturing, distribution and logistics capabilities.”

Expanding on the brand's #NoLimitsOnLove creative initiative, the new Love Makes a Family campaign, which incorporates social, streaming, cable, and digital channels, focuses on real-life stories showcasing the wide variety of mother figures in the lives of consumers and the defining moments that shaped their relationships. This campaign is further brought to life by offering customers additional ways to engage in conversations around the power of motherhood in all of its various forms. These include a special roundtable event featuring inspiring stories about moms and the important role they play at the heart of families. Consumers are also encouraged to share a story about their own mom or mother figure across social channels using #NoLimitsOnLove.

"When we asked consumers to tell us the remarkable impact their mother figures had on their lives, the response was extraordinary," said Amit Shah, President, 1-800-Flowers.com. "We are thrilled to celebrate the personal stories about these incredible moms and to keep the conversation going as we head into Mother's Day with more engaging ways to showcase the infinite love that truly makes a family."

The videos live on the campaign's dedicated #NoLimitsOnLove website and will be shared across social platforms as well as promoted on digital streaming services. In addition to the consumer-submitted testimonials, the brand has also produced a series of videos featuring kids and other family members sharing personal stories about their wonderful moms. This content will air across cable television networks and streaming services.

Love Makes a Family: A Virtual Celebration of Love and Motherhood will engage in a thoughtful conversation about moms and family. Participants will hear from guest speakers, including acclaimed chef and culinary personality Antonia Lofaso along with her mother, Josette Lofaso, and United States Women's National Soccer Team soccer player Ali Krieger, joined by her mother, Debbie Alongi. This live discussion, which aims to help participants celebrate the unique love that makes a family, will take place on May 6 at 4 p.m. ET. Consumers can learn more and RSVP here.

Through the campaign's dedicated webpage, as well as through the Community section of the 1-800-Flowers.com website, customers can also find complimentary resources: free e-Cards and virtual backgrounds.

“Based on our expectations for the fourth quarter, combined with what we see going forward, we anticipate driving double-digit growth in our next fiscal year,” McCann said of the retailer’s future.