The Q1 2025 benchmarking report for UK flower delivery services has just been published. Learn how the top 11 UK flower delivery services perform across the digital space.

The research in our report will give you an inside track on who is winning the biggest share of voice within the flower delivery space in the UK. We've included 11 top brands in the space; Bloom & Wild, Interflora, Freddie's Flowers, Waitrose Florist, Bunches, eFlorist, Prestige Flowers, Flower Station, Floom, Cornish Blooms, and Wild at Heart.

Our insights quantify the gaps, risks and missed opportunities for both you and other top floral brands to win digital brand exposure, secure online views, and ultimately win new orders and regular subscribers. The report highlights quick wins that will improve enquiries from your online strategy and will identify the barriers that may be reducing your ability to optimise digital performance. 

To see a preview and contents page of the Q1 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Who is the digital winner of the Flower Delivery sector?

For a glance into just 6 of the metrics we evaluated these top 11 flower delivery services on, check out our quick-look table below;

Continue reading for further detail on this quarter's top and poorest-performing flower delivery services, or request a copy of the report for the full review.

Request the report

What the industry research report covers

The 70+ pages of research benchmarks each flower delivery service based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing, & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will under-perform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q1 2025, the average monthly budget wastage across these UK flower delivery services was £11,767, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £3.36 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Bloom & Wild has the lowest monthly cost-per-click (CPC) at £1, and Prestige Flowers has the highest at £14.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, WaitroseFlorist has the highest estimate monthly ad spend at £244,000, and Bunches has the lowest at £1,330.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical website compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For brands managing a seasonal rotation of stock, such as flowers, they must ensure removing unavailable items is done with care and that redirects are effectively managed.

Bloom & Wild reported 833 4xx errors — the highest of all brands. 404 errors can frustrate visitors if they’re searching for content and lead to a dead end. Excessive 404 errors can also harm a website’s reputation, as search engines can perceive the website as untrustworthy.

Site speed & conversion rate performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. When you're competing to sell a luxury item in a saturated market, such as flower subscriptions, an unappealing site (or one that doesn't signpost well to key products) can mean users turn to your competitors instead.

The overall mobile site speed for this quarter ranged between 84 and 7, with Bloom & Wild flagging the lowest site speed and Prestige Flowers reporting the fastest mobile speed. A slow-loading mobile website (reporting less than a 50% score) can have a direct effect on conversion rates, as 53% of visitors are more likely to leave a website that takes longer than three seconds to load on a mobile.

Building competitive advantage with domain authority

Domain Authority (otherwise known as Domain Rating) helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. Flower delivery services can look to collaborating with high-authority bloggers, as well as outreaching to online publications in the interiors, gardens, gifting, and general press in order to gain backlinks and improve authority.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score for this quarter ranged between 72 and 11, with Cornish Blooms flagging the lowest DA. Websites should care about their domain authority, as their DA score impacts search engine rankings, credibility and overall online visibility. A website with a higher DA score generally ranks higher in search engines.

Organic performance - mobile & desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. For brands within a luxury, or 'treat' sector, such as flower delivery, they'll find they're competing for a smaller pool of traffic as customers cut back on non-essentials due to the cost of living crisis.

Eight of the flower delivery services saw a decrease in organic traffic on desktop, with WaitroseFlorist flagging the biggest decline (-98%). Meanwhile, 6 of the services saw a decrease on mobile (WaitroseFlorist also reported the biggest decline here of -99%). Websites can improve their organic traffic across mobile and desktop through keyword research and including these target keywords in titles, meta descriptions, headings and URLS.

Universal search opportunity

Google Universal Search Results  is an evolving opportunity to make your pages more visible on a SERP (Search Engine Results Page). Universal results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, often appear before traditional listings and are eye-catching for users. You can also appear for a universal search result without being strong in other organic performance. For flower delivery services, 'image pack' is the most useful option for standing out from competitors and showing off their arrangements.

Interflora UK & Ireland secured the most overall Universal Search appearances (26,810), with the majority of these coming from ‘images’. Universal Search results can increase a website’s visibility in search engines, lead to higher click-through rates and enhance the user’s experience.

Longtail keyword opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific.  Optimising for longtail keywords also puts your content strategy in a strong position to rank for retailer new search terms as they enter Google’s index. For flower delivery services, these keywords could include terms such as "flower subscription plans sign up" or "order quick flower delivery".

Interflora UK & Ireland secured the most longtail keyword appearances for position 3 (4,622), with Bloom & Wild at a close second place (4,553 appearances for this position). There are many benefits to following a longtail keyword strategy, such as lower competition, which helps increase rankings in search engines.

Facebook adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.  For flower delivery services, Facebook (and other paid social ads) represent the chance to show off their highly visual products and grab attention from their target market. Facebook ads are also a great way to quickly push and pull ads for products that are either already selling well, or need an additional push.

We’ve included examples of WaitroseFlorist’s sponsored posts. This UK flower delivery service focused on time-sensitive content, which is a great way to stay relevant and current.

Top social shares & content

When it comes to social media and on-site content strategies,  it is important to release evergreen content that has a longer shelf life and maintains its relevancy to an audience for long periods of time. It's great for your retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Content creation also helps with DA, appearances for longtail keywords and 'people also ask' results, so flower delivery services should look to creating shareable pieces that can support performance in all of these areas. 

WaitroseFlorist is the one to beat with the most Facebook Likes (538,700) and the most Instagram followers (634,800). Social media is a great opportunity for brands to engage with their audience and create a trusted community.

Website readability & accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. Sites such as flower delivery services often focus on their need to appear visually appealing and can therefore fall short of the accessibility requirements their users with visual challenges will need. Even for a product which is highly visual, such as flower arrangements, brands must ensure their website is universally accessible.

WaitroseFlorist secured the most accessibility alerts (266), with Flower Station at a close runner up (264 accessibility alerts). Websites that are easily accessible and readable provide a better experience for users, making it easier for visitors to locate when they need, helping to lead to higher engagement and reduced bounce rates.

GET THE FULL 70-PAGE Q1 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.

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