RedEnvelope Sees 300 Percent Increase in Valentine's Day Sales

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Multichannel direct marketer RedEnvelope yesterday said that it had a 300 percent increase in Valentine's Day sales over last year.


The Valentine's Day sales increase follows a successful Christmas holiday season, the company said. The San Francisco-based gift retailer is hoping to achieve profitability by the fourth quarter of 2001.


RedEnvelope delivered 10,000 Valentine's Day packages on peak days during the week leading up to the holiday, the company said.


"The peak day for Valentine's Day marked the largest order volume per day in our history," said Martin McClanan, chief executive officer at RedEnvelope.


The company attributed the sales growth to a wider variety of proprietary, holiday-focused products in a bigger catalog. Also, RedEnvelope delivered catalogs to "seven times" more customers than last year, according to a statement.


RedEnvelope is also planning to include more proprietary products in future campaigns, the company said. During the Valentine's Day campaign, seven of the top 10 "best sellers" were company products, representing approximately 30 percent of the total collection, according to a statement.


To follow up the Valentine's Day campaign, RedEnvelope is scheduled to roll out online and offline catalogs for spring, Mother's Day and Father's Day, the company said.


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