Question · Q2 2026
Anthony Lebiedzinski inquired about the significant decline in the Consumer Floral and Gift segment, specifically the impact on PMOL, and sought details on Passport member engagement and the future of the loyalty program. He also asked for a breakdown of revenue guidance across segments for the second half of the fiscal year, the strategic adjustments for Valentine's Day falling on a Saturday, and the quarter's order volumes and average order value (AOV).
Answer
James Langrock, CFO, clarified that PMOL experienced a greater decline than flowers, primarily due to a strategic reduction in inefficient marketing spend from the prior year, which improved its ad-to-sales ratio and contribution margin. Adolfo Villagomez, CEO, noted that Passport members continue to outperform non-members, but the company plans significant improvements to the loyalty program based on customer feedback. For the second half, Mr. Villagomez explained that the revenue outlook reflects a mix shift where the flowers business becomes more dominant, with performance consistent or slightly improving. Mr. Langrock added that Valentine's Day's Saturday placement is a factor. Mr. Villagomez confirmed marketing and merchandising strategies are adjusted for this. Mr. Langrock reported that AOV increased by 5.2%, while order volume decreased by approximately 16% for the quarter.
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