1-800-FLOWERS.COM, Inc
1-800-FLOWERS.COM, Inc. sells flowers, gourmet foods, gift baskets, personalized gifts, and related “thoughtful expression” products primarily through an e-commerce platform that spans many specialty brands. The company’s model combines direct-to-consumer gifting (ordered online or by phone) with supporting infrastructure such as manufacturing/fulfillment (e.g., DesignPac) and a florist network services business (BloomNet). It also uses a portfolio approach—brands like Harry & David, Shari’s Berries, and Personalization Mall—so it can serve multiple gifting occasions and price points. A key retention lever is the Celebrations Passport loyalty program, which bundles shipping and service-fee benefits across eligible brands.
Fiscal year 2026 · change from previous year
Development 2021–2026
Business
Share of revenueFlowers, plants, personalized gifts and related gifting products sold via online/telephonic channels, retail stores, and franchise royalties.
Gourmet foods, gift baskets/towers, cookies, popcorn, chocolate and fruit-based gifts sold DTC and through select wholesale/retail channels.
Florist network services including membership fees plus product and service offerings to florists and the floral trade (including Napco and Card Isle).
Products
Reported · share of revenue- Ecommerce84.7 %
- Other15.3 %
Source: 10-K FY2026, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
The core customer is an individual buyer purchasing gifts for occasions such as birthdays, anniversaries, sympathy, holidays, and corporate recognition, typically ordering online or by phone for delivery to a recipient. The portfolio of brands allows the company to match different gifting intents—flowers for immediate expression, gourmet foods for seasonal/holiday gifting, and personalization for keepsakes. A second customer group is businesses and organizations that buy gifts in volume for employees, clients, and events, often valuing reliability, address management, and on-time delivery. Separately, BloomNet serves professional florists and floral businesses that pay membership fees and buy products/services to support their own retail operations. Loyalty and repeat purchasing are encouraged through Celebrations Passport, which reduces friction via shipping and service-fee benefits across eligible brands.
Order flowers, gourmet gifts, and personalized items online/phone for delivery to recipients; value convenience, assortment, and service quality.
Purchase gifts in bulk for employee recognition, client outreach, and events; value reliability, brand perception, and fulfillment capability.
Pay membership fees and buy products/services to help run and grow their florist businesses profitably.
Select products sold through wholesale and retail channels (including big box retailers) to expand distribution beyond DTC.
Strategy
Management frames fiscal 2026 as a foundation-setting period focused on becoming more customer-centric and data-driven, with clearer objectives and ROI-based decision making. The company aims to deepen customer relationships across its brand portfolio using Celebrations Passport to increase repeat purchase frequency and reduce friction from shipping/service charges. Portfolio breadth is used to capture more gifting occasions by cross-selling flowers, gourmet foods, and personalized products under one platform. On the B2B side, BloomNet and wholesale channels provide additional volume streams and industry reach, but require maintaining service levels and member value. Execution priorities therefore center on improving customer experience, marketing efficiency, and operational reliability during peak seasons.
Improves marketing efficiency, personalization, and retention across brands.
Reduces reliance on one-time holiday demand and improves lifetime value.
Geography
The company is headquartered in Jericho, New York and sells primarily through U.S.-focused e-commerce and telephonic channels, with delivery executed via owned fulfillment capabilities and third-party carriers. BloomNet operates as an international floral and gift industry service provider, giving the business some cross-border exposure through florist network relationships and trade services. Demand is tied to U.S. holiday and occasion calendars, which concentrates volume into peak periods and increases operational complexity around nationwide shipping. Because the company ships perishable and time-sensitive products, proximity to customers and carrier performance in key U.S. metros materially affects customer experience and brand perception. The filings provided do not include an authoritative revenue-by-geography table, so a percentage breakdown is not presented.
Risks
Brand trust and perceived product/service quality are central to the model; if customers view gifts as low quality or delivery/service as unreliable, repeat purchasing and brand equity can deteriorate. The business is exposed to cybersecurity and payment security risks due to heavy e-commerce and customer/recipient data usage, and it maintains PCI-DSS compliance and third-party testing as part of its program. Demand is sensitive to macro-economic pressure and promotional intensity, which can reduce order volume and force discounting, as reflected in recent commentary on a highly promotional consumer environment. Operationally, the company faces execution risk around peak holiday shipping, perishability, and third-party carrier performance. Finally, the company carries meaningful goodwill and indefinite-lived intangibles from acquisitions; adverse performance or market conditions can trigger impairment charges that affect reported earnings.
Management notes success depends on high-quality products and customer service; negative perception can diminish brand value and reduce revenue.
A triggering event in Consumer Floral & Gifts led to a large non-cash impairment charge, showing sensitivity to macro conditions and market capitalization.
E-commerce operations rely on customer/recipient data and payment processing; incidents could cause disruption, costs, and reputational harm (PCI-DSS compliance noted).
Accounting
Judgemental itemsTriggering events (macro conditions, market cap decline) required interim testing and led to material non-cash impairment charges.
Impact: Can materially reduce operating income and equity without immediate cash impact.
Tradename impairments were recorded based on revenue outlook and discount rates; small assumption changes can be material.
Impact: Non-cash charges affect earnings and may signal weaker brand economics.
Allocation between deductible and non-deductible goodwill impairment changed the recognized amounts.
Impact: Affects effective tax rate and deferred tax balances.
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Last updated: 24/09/2026