Brand Passion Index: Edible Arrangements Eats the Competition
Kimberly Surico |
 12/12/12 |
2 min read

As they do every year, the holidays got here way too quickly and this year I am turning to online shopping to get great gifts for family and friends in a fraction of the time. When I’m at a loss for what to get, food and wine always seems to be a great go-to, so I thought that this month I’d use NetBase to see what the social voice is saying about holiday shopping online. I’m a huge fan of gift baskets (giving and receiving!), so here are the brands I looked at: Edible Arrangements,,, Harry & David, and Hickory Farms.

In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Edible Arrangements had the largest share of buzz, with 56% of the overall chatter for the five brands, but ranking the second lowest Net Sentiment of 81 (note that is still very high) and the lowest Passion Intensity of 72 (also very high). I wasn’t surprised by this share of buzz – with all the holiday eating, pounds pile on and so I (and many others) like to go for a more guilt-free option like their beautiful and clever fruit bouquets. Also, check out how much love there is for this category – Edible Arrangements had some of the “lower scores”, and is still in the upper right hand quadrant! Conversations about the brand revealed that while online consumers love to talk about the chocolate-covered strawberries, they also complain about the high prices.

Edible arrangements makes the best chocolate covered strawberries in the galaxy

i dont understand why edible arrangements are soooooo expensive. its fruit. was the love winner, just edging out With a Net Sentiment of 95 and a Passion Intensity of 100 (OMG), they had online consumers raving about the quality of customer service as well as the quality of the gift baskets themselves.

I’ve had the BEST customer service experience with Gift Trees!

I also always look forward to spring time gifts here at GiftTree because I know there will be something I want!

And finally, competed for most loved with a Net Sentiment of 87 and a Passion Intensity of 100. I surfaced some verbatim about this brand and found that people love how personalized the experience is and how well the pairings turn out from has an impressive understanding of its consumers

There is usually no one there to help me with my selection in the store. That is why I am so excited about At you will be able to order wine gift baskets that are already perfectly filled.

So where are you ordering holiday gifts from this year? Let me know – and have a lovely holiday season!

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