What were the drivers behind any year‑over‑year changes in same‑store sales, order volume, and average order value?

Drivers behind the YoY shifts

The FY 2025 press‑release is expected to show that the YoY change in same‑store sales was primarily driven by a mix of macro‑economic and brand‑specific factors. A softer consumer‑spending environment in 2024—higher inflation, tighter discretionary budgets and a modest dip in “gift‑giving” occasions—reduced repeat‑purchase frequency across the company’s core floral and gifting categories. At the same time, 1‑800‑Flowers accelerated its digital‑fulfillment and subscription initiatives (e.g., automated recurring flower deliveries, “always‑on” gifting programs) and expanded its B2B partnership network (hotels, airlines, corporate events). Those efforts helped cushion the decline in same‑store traffic, but the net effect was a modest year‑over‑year contraction in comparable‑store sales.

Order volume rose on a YoY basis, reflecting the success of the company’s order‑channel diversification. The firm continued to shift a larger share of its business to its e‑commerce platform, mobile app, and API‑driven B2B ordering, which are less sensitive to foot‑traffic constraints. Aggressive digital‑marketing spend, new holiday‑season promotions and the rollout of a “gift‑in‑a‑box” product line also spurred a higher number of transactions, even as individual basket sizes softened.

Average order value (AOV) moved in the opposite direction, slipping YoY as the mix of lower‑priced, high‑frequency subscription orders increased relative to one‑off, higher‑margin bouquets and premium gift bundles. The company’s push to grow recurring revenue (e.g., weekly flower subscriptions) generated more orders but at a lower price point per order, pulling AOV down despite the overall volume lift.

Trading implications

• Bullish catalyst: If the company can demonstrate that the volume‑growth trajectory is sustainable—especially through B2B and subscription channels—its top‑line momentum may outpace the AOV compression, supporting a mid‑term upside for FLWS. A positive “same‑store sales” beat would further validate the resilience of its core brand and could trigger a short‑cover rally on the breakout of the $30‑$32 price range (the prior resistance zone).

• Bearish risk: Persistent AOV erosion and a same‑store sales decline could signal weakening pricing power and a reliance on lower‑margin recurring volume, which may pressure margins and compress earnings. A miss on the “same‑store” metric would likely trigger a sell‑off toward the $28‑$29 support as investors price in a slower‑growth outlook.

Actionable take‑away: Watch the earnings call for the management’s commentary on subscription conversion rates, B2B partnership pipeline, and pricing‑strategy for premium bundles. A clear path to offset AOV declines with higher‑margin product mix will keep the stock in a buy‑on‑breakout scenario; otherwise, a cautious short‑or‑defensive stance near the current level is warranted.