The name 1-800-Flowers.com is already something of an anachronism: not since
the early part of this decade has the companys signature phone number played
more than a supporting role, last year accounting for less than 20 percent of
orders.
The rest of the name could soon be a misnomer as well. Earlier this month the
company began showing its first TV commercial urging customers to send a
holiday-themed gift basket, with nary a mention of flowers to be heard.
Its a small difference that signals a big shift at the company: away from its
namesake flower market, which relies on just a handful of holidays for most of
its business (Mothers Day and Valentines Day, specifically) and largely
excludes half the population (namely, men). Instead, the company is aiming at
the $16 billion gift basket industry, which is proving a consistent, year-round
performer even in tough times.
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