How SalesDuo Helped Hallmark Flowers Grow Sales by 125% Through Amazon Ads
Flowers are highly seasonal on Amazon. Demand can rise quickly around Valentine’s Day, Mother’s Day, Christmas, and other gift-giving occasions. At the same time, ad competition often becomes more expensive.
Hallmark Flowers needed a way to capture these seasonal demand spikes without wasting its limited ad budget. SalesDuo focused on campaign structure, product-level budget planning, seasonal listing updates, and regular campaign improvements.
The strategy changed from 2021 to 2022 based on what the account data showed. For broader planning beyond this case, see our seasonal sales planning on Amazon.
Results Snapshot
| Brand | Hallmark Flowers |
|---|---|
| Channel/account context | Vendor Central + Amazon Ads |
| Challenge | Seasonal demand, competitive event keywords, and a limited ad budget |
| Comparison period | January–December 2021 vs. January–December 2022 |
| 2021 ACoS | 25% average |
| 2022 peak-season ACoS | 14% average |
| Sales result | 125% increase for the top-selling products referenced in the case study |
| Core actions | Manual + automatic campaign testing, seasonal listing updates, negative keywords, dynamic bids down only, and budget shifts toward stronger ASINs |
Measurement note: Results compare January–December 2021 with January–December 2022 for Hallmark Flowers on the U.S. Amazon marketplace. The 125% result refers to total sales for the top-selling products included in the historical case comparison, covering both ad-driven and organic sales. The 25% and 14% ACoS figures use the same seasonal-campaign scope. The original account is no longer available for a fresh report-level audit, so these figures are presented as historical SalesDuo case-study results.
The Challenge
Hallmark Flowers sells products such as bouquets, succulents, and plant containers. The brand was already selling on Amazon through Vendor Central when SalesDuo began supporting its advertising.
The main challenge was not creating demand from scratch. Hallmark Flowers already had seasonal demand. The bigger issue was using its available ad budget wisely during short and highly competitive sales periods.
Searches for flowers can become very competitive around major gifting events. That made it important to understand which campaigns, keywords, products, and listing updates had the strongest available performance signals before allocating more budget.
Our Amazon Ads Strategy in 2021
For the 2021 seasonal events, SalesDuo created three manual campaigns using Hallmark-suggested and event-related keywords. The team also launched three automatic campaigns to find more search opportunities.
This mix gave SalesDuo more ways to test Sponsored Products targeting while seasonal demand was active.
Competition for high-intent seasonal keywords was strong, which pushed bids higher. The campaigns ran for about three weeks. Because the selling window was short, the team had limited time to collect enough data and make changes before the season ended.
The case study records an average ACoS of 25% for 2021.
How the Strategy Changed in 2022
In 2022, SalesDuo started with more information from the previous year. The team could see which campaigns had performed better and which products shoppers preferred during certain seasonal events.
Hallmark Flowers was advised to use seasonal product tags and event-specific images. They also organized related products so shoppers could find more suitable options within the same detail-page experience.
On the advertising side, SalesDuo worked with campaigns that had already been running for several months instead of depending only on short seasonal launches.
The team tested both manual and automatic targeting. Campaigns that produced better results received more attention, while search traffic was refined through negative keyword optimization.
The team also shifted budget toward products and campaigns with stronger sales and ACoS performance.
SalesDuo used a dynamic bids: down-only approach instead of trying to win every expensive seasonal keyword. The goal was to spend more carefully and focus on opportunities where the budget could work harder, including broader generic terms.
For more on how this bidding method works, see our guide to Amazon PPC bidding strategies.
The Outcome
The Hallmark Flowers case study records a 125% increase in sales for the top-selling products included in the 2022 vs. 2021 comparison.
Average peak-season ACoS also dropped from 25% in 2021 to 14% in 2022.
These improvements did not come from one bid change or one campaign type. SalesDuo combined several changes, including campaign history, targeting tests, negative keywords, seasonal listing updates, and product-level budget changes.
The team kept more budget behind the products and campaigns that were producing stronger results.
Brands looking for similar paid media support can learn more about SalesDuo’s Amazon advertising management.
Why This Approach Worked
- The team learned from the first season. The 2021 campaigns gave SalesDuo a starting point for improving the next seasonal cycle.
- Manual and automatic campaigns had different jobs. Manual targeting gave the team more control over selected keywords, while automatic targeting helped find more search opportunities.
- Advertising matched the seasonal listing updates. Event-specific tags and images supported traffic sent to product pages.
- More budget went to stronger products. Product-level budget changes helped avoid treating every ASIN the same way.
- Search traffic was reviewed regularly. Negative keywords and bid controls helped reduce wasted spend during a highly competitive period.
What This Hallmark Flowers Case Study Shows
Seasonal Amazon advertising can improve when each sales event becomes part of the learning process.
Short seasonal windows still require quick decisions. But those decisions are stronger when they are based on past campaign data, clear product priorities, and careful budget changes.
The goal is not to chase every high-volume keyword. It is to identify the products, campaigns, and search terms producing stronger results and allocate budget accordingly.
This historical case study covers the 2021 and 2022 campaign periods. The main lesson is the process: test, learn, adjust, and move budget toward the products and campaigns performing better.
Turn Seasonal Advertising Data Into Better Decisions
The Hallmark Flowers case shows how a seasonal advertising program can improve when each event shapes the next.
The goal is not simply to spend more during periods of high demand. Brands need to know which products, targeting methods, and budget decisions deserve more investment.
Book Your 1:1 Growth Call with SalesDuo to discuss your Amazon advertising priorities.
You can also explore more Amazon growth case studies.
The Hallmark Flowers case offers a useful starting point for discussing campaign structure and budget oversight with an Amazon PPC agency.
Frequently Asked Questions
What changed between Hallmark Flowers’ 2021 and 2022 Amazon Ads strategy?
In 2022, SalesDuo had more campaign history to work with. The team worked with campaigns that had already been running for several months, tested manual and automatic targeting, added negative keywords, updated seasonal listing elements, and moved more budget toward stronger products.
How did SalesDuo manage seasonal Amazon advertising with a limited budget?
The team focused on spending efficiently instead of trying to outbid competitors on every seasonal keyword.
SalesDuo used campaign testing, bid controls, negative keywords, and product-level budget changes to shift more spend to opportunities producing better results.
Why were automatic and manual campaigns used together?
Manual campaigns gave the team more control over selected keywords. Automatic campaigns helped find other search opportunities.
SalesDuo compared results from both campaign types and adjusted the mix based on account performance.
What does the change from 25% to 14% ACoS represent?
In this historical case study, average ACoS was 25% in 2021 and 14% during the 2022 peak season.
ACoS measures ad spend compared with ad-attributed revenue. These numbers reflect Hallmark Flowers’ account results during those periods and should not be treated as a standard benchmark for every Amazon advertiser.
About the Author
Akbar Syed, a senior Amazon account manager, expertly navigates the complexities of Amazon to develop sales strategies that elevate brands to new heights. Beyond his professional life, he is a tech aficionado, a culinary explorer who loves experimenting with new recipes, and a dedicated traveler always in search of new adventures and experiences.
