Happy Thursday, N2K reader!

This week’s world-famous news haiku competition™ is about the splendid Winter Olympics, which are now in session. Send me your entry — to haiku at cheddar dot com — by noon ET this very day, for consideration by your Cheddar peers!

And now for something completely different…

Matt Davis — Need2Know Chedditor

News You Need2Know

What’s the stock market up to, eh?

$SPX ( ▼ 0.0% )   $DJI ( ▼ 0.13% )   $NDX ( ▼ 0.16% )

Companies mentioned in today’s newsletter

$FDX ( ▼ 0.22% )   $UPS ( ▲ 1.1% )   $PSKY ( ▲ 1.57% )   $NFLX ( ▼ 3.15% )   $WBD ( ▲ 0.68% )   $BUD ( ▲ 2.03% )   $PEP ( ▲ 1.31% )   $DNKN ( 0.0% )   $COIN ( ▼ 5.73% )

Jobs numbers blow past (low) expectations

The U.S. labor market defied expectations in January, adding 130,000 jobs — nearly double the 68,000 economists had forecast, according to recent data from the Bureau of Labor Statistics. The unemployment rate also dipped to 4.3%, signaling resilient economic conditions despite earlier concerns.

“Bottom line, the January employment report showed continued improvement in the US labor market,” said Mike “I Can” Reid of RBC, talking about the numbers with The Financial Times. The robust performance comes in stark contrast to recent private-sector reports that highlighted rising layoffs and sluggish hiring.

Healthcare led job creation in January, with social assistance and construction also posting gains. However, financial services and federal government roles took a hit. Analysts like Shruti “Sheesh” Mishra of Bank of America noted the data reinforces Federal Reserve Chair Jay Powell’s stance that the labor market is stable, reducing the likelihood of imminent interest rate cuts. U.S. Treasury yields climbed as markets adjusted their rate expectations.

While President Donald Trump celebrated the news, some cautioned against over-optimism. “The private data leading up to this had told a different story,” noted Ian Lyngen of BMO Capital. Others warned seasonal adjustments might obscure ongoing risks to the labor market.

One trend quietly dominated Super Bowl ads

Super Bowl ads are almost as big as the game itself, and this year brought some real surprises. According to USA Today entertainment reporter Ralphie “I Wouldn’t Be” Aversa, the No. 1 ad on the Ad Meter was the emotional Budweiser American Icons spot  $BUD ( ▲ 2.03% ) noting the iconic Clydesdales and the use of the song "Freebird."

Beyond the top spot, two big themes emerged: "a lot of popular songs really driving the narrative for commercials... And then, you, know, I feel like we saw brands do a better job of pulling at our heartstrings." This emotional appeal was evident not just with Budweiser, but also Lay's Last Harvest  $PEP ( ▲ 1.31% ) .

The celebrity trend, particularly nostalgia, was also in full effect. "Absolutely. Nostalgia. We've been seeing that year in and year out," Aversa confirmed. The Dunkin’ spot  $DNKN ( 0.0% ) with Ben “JLo’s Ex“ Affleck, Jen “BPitt’s Ex” Aniston, Jason “McDLT” Alexander, and Tom “Gisele’s Ex” Brady was a play on “Good Will Hunting,” proving that brands are still "playing for nostalgia," just like this newsletter. The key, Aversa suggests, is having a storyline that "weaves in the star power with the laughs."

While AI was initially tipped as a big theme, the conversation also touched on a notable miss. Coinbase’s $COIN ( ▼ 5.73% )  weird Backstreet Boys karaoke ad "checked in in last place on USA Today Ad Meter," demonstrating that not every big-game risk pays off. Overall, the Super Bowl still aims for "mass appeal.” And that, my friends, is the quiet theme that dominated the ads. Surprised? I hope not.

Quote of the Day

The floral brand disrupting V-Day delivery

Valentine’s Day is the single biggest moment for floral e-commerce, but it’s also the most challenging. For UrbanStems, CEO Meenakshi “Oooh” Lala describes it as their “Super Bowl and Black Friday all combined into one.”

She also said consumers wait until the very last minute, with up to 72% of purchasing happening in the 48 to 72 hours before the holiday. YOU FORGOT! YOU FORGOT!

Instead of trying to force customers to order earlier, UrbanStems adapted their fulfillment network. “Let’s give our customers the time they need to purchase,” Lala said. By utilizing seven fulfillment centers and carriers like FedEx $FDX ( ▼ 0.22% ) and UPS $UPS ( ▲ 1.1% ) , they extend their delivery window as late as 3 p.m. on Valentine's Day in select cities.

You send me flowers at 3 p.m. on Valentine’s Day, reader, you’re getting dumped, btw.

The business is also navigating broader economic and technological shifts. UrbanStems is observing "K-shaped economics," which has led to a focus on higher-priced gifting options—like adding "caviar" or "premium wine"— for rich jerks like me.

Looking ahead, AI is set to radically change the e-commerce landscape (or so they say). Lala predicts the consumer shopping experience will “radically change in the next six to eight months” as platforms like Gemini and ChatGPT enable direct checkout. UrbanStems is proactively leveraging AI for better planning and forecasting of their perishable product to stay ahead of the curve. While Valentine's Day is massive, Mother's Day remains the biggest in terms of bouquets sold, proving that "Moms are always more important,” Meenakshi said. Although tell that to your girlfriend this weekend. I dare you.

Song of the Day: RIP Magic, ‘5 Words’