Flowers Direct

Flowers Direct

February 24, 2010 19:00 ET

Women Spend More on Their Own Mum Than on Their Mother-In-Law: Flowers Direct

MORECAMBE, UNITED KINGDOM--(Marketwire - Feb. 24, 2010) - Internet retailer Flowers Direct have an unearthed a curious difference in the Mother's Day shopping habits of men versus women. Looking at last year's sales data it was apparent that a large proportion of orders were for two bouquets of flowers – one for the customer's own Mum and the second, apparently for the customer's Mother-in-law. When the purchaser was female, however, in over two thirds of cases it seems that more is spent on their own Mum than on their mother in law – by about £5. So the bouquets are inevitably different too.

When it comes to Men, on the other hand, they tend to spend the same and buy identical bouquets.

"My husband would behave like that," comments Flowers Direct's Brand Manager, Emma Bowes. "He'd be scared that he'd be in deep hot water if he spent more on his own Mum!"

"But women seem to be a tad more preferential," adds Marketing Director, Michael Duffy, noting that Emma will not comment if she spends more on her own Mum rather than her Mother-in-law!

"Women definitely take more care on selection however. And despite giving preference to their own Mum, price-wise, they take the time to browse the site and pick out Mother's Day flowers they think each of the recipient's will love. Our research shows they consider things like the recipient's favourite flowers, colours and the room scheme for where the flowers are likely to eventually be displayed. Men though are more likely just to bag two of the first thing that they see!"

A further scrutiny of last year's sales data shows that Men are far more likely to shop from the Mother's Day lines presented on the home page.

"Flowers in selling positions one, two and three just whizz out with the men," comments Duffy. "Yet women seem to spend more time browsing the site and buying from a wider selection of lines. Men in general definitely adopt a 'hunter' like approach to sorting out the Mother's Day gift task. The first reasonable offer they see will do. And women seem to take a more considered approach, enjoying weighing up the various options before making more considered purchases. Obviously not all women behave one way and all men the other, but the stats do show a notable difference in behaviours between the sexes."

Flowers Direct's range of Mother's Day flowers starts at a just £19.99. And many lines feature free chocolates – an equally popular add on for both men and women gift shoppers.

"We expect Mother's Day to be buoyant," adds Duffy. "Even in recession, just like last year, people still want to send their Mum a special treat. And people would have to be pretty hard up not to want to do that."

About Flowers Direct:

  • Flowers Direct are an online floral gifting retailer supported by a nationwide network of 800 independent florists.
  • Orders are gathered by the company through its award winning website fulfilled by its florist partners.
  • In 2007 the company purchased Flowergram, a rival flower relay brand and integrated this into its main business. Also during 2007, the business was acquired by Manchester based venture capitalists, Zeus Private Equity, who hope to substantially grow the business over the next three years.
  • On acquiring the business, Zeus strengthened the senior management team by appointing Jonathan Wall as CEO (formerly Marketing Director with electrical retailer Dabs) and Michael Duffy as Marketing Director (formerly in a senior Marketing role at Littlewoods Shop Direct).

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