Shopify’s February data points to signature flowers and sweet treats

Valentine’s Day drove a surge in gifting items, like flowers and desserts, for Shopify customers, according to data shared first with Retail Brew.

Consumers were estimated to spend $29.1 billion on Valentine’s Day this year, according to data from the National Retail Federation and Prosper Insights & Analytics. However, according to Omnisend’s latest report, Valentine’s Day-related marketing activity fell 52% YoY, as 1 in 4 shoppers pulled back on gifting.

But the shoppers who did celebrate were not messing around. Orders for classic go-to flowers like tulips, roses, and lilies went up a whopping 195%, 170% and 56%, respectively. Meanwhile, orders for sweet treats like chocolate-covered fruit surged 110% in February, while cupcake orders jumped 81%.

Spring prep started early: Despite a snowstorm and a blizzard on the East Coast, some people decided it was time to load up on their lawn care toolkits, presumably hoping for warmer weather. Orders for irrigation gear and backyard essentials like herbicides and sprinklers went up 105% and 103%, respectively.

Before spring has even officially arrived, consumers shelled out for gardening totes (up 86%), fertilizers (up 72%), lawn mowers (up 69%), and mulch (up 63%). Meanwhile, optimism (or impatience) is apparently enough to fuel a trip to the garden center. Orders for garden hoses rose 51%, while landscaping plants (up 48%), and pots and planters (up 42%), also ended up flying off Shopify shelves.

People also spent on swing sets and playsets (up 58%), sun loungers (up 55%), outdoor umbrella bases (up 49%) and slides (up 45%).