MyRecon OSINT
Blooms Today
On 11 November 2023, Blooms Today was breached. 3,184,010 accounts were exposed, including email addresses, names, partial credit card data. MyRecon rates it 64/100, severe. That is about 12% of the population of Australia.
A florist's database has a property most retail data does not: a large share of the people in it never bought anything. Gift orders carry a recipient, a name, an address, often a phone number, belonging to somebody who has no account, agreed to no terms, and will never receive a notification because the company has no relationship with them to notify.
Whether this particular corpus separates buyers from recipients is not something the breach record can tell you, and it is worth being precise about that rather than assuming the worst. What the record does say is that 3.2 million addresses appeared alongside names, phone numbers, physical addresses and partial card data, in a file offered for sale roughly five months after the most recent data in it was created. Nobody was watching in between.
The exposure that follows is a delivery scam, and flowers make it unusually effective. An unexpected delivery is plausible for almost anyone, confirming an address for one feels harmless, and a message that already has your address and the last four digits of a card reads as legitimate. A courier that cannot deliver does not need your card details to try again, and a florist does not ask for them by text.
What happened
In April 2024, 15M records from the online florist Blooms Today were listed for sale on a popular hacking forum. The most recent data in the breach corpus was from November 2023 and appeared alongside 3.2M unique email addresses, names, phone numbers physical addresses and partial credit card data (card type, 4 digits of the number and expiry date). The breach did not expose sufficient card data to make purchases. Blooms Today did not respond when contacted about the incident.
Breach description from Have I Been Pwned, used under a CC BY 4.0 licence.
Who was behind it
No party has been publicly confirmed as responsible, and this page will not name one. Most breaches are never formally attributed: data surfaces on a forum or inside a combined dump long after the intrusion, and the trail back to a specific actor is rarely made public. Where a group has claimed responsibility it is usually named in the account above, that claim is theirs, not a finding of ours.
What was exposed, and why it matters
- Email addressesThe address becomes a confirmed, active target, expect more phishing, better aimed.
- NamesTurns an anonymous address into an identified person, which is what makes targeted phishing possible.
- Partial credit card dataNot enough to spend, but enough to convince a victim that a caller is genuinely from their bank.
- Phone numbersEnables SIM-swap attacks against SMS two-factor codes, and puts the number on scam-call lists indefinitely.
- Physical addressesWhere someone actually lives. Combined with a name this moves the risk off the internet.
What to do if you were in it
- Move two-factor authentication off SMS and onto an authenticator app, which a SIM swap cannot intercept.
- Be sceptical of post and callers who already know your address, knowing it is no longer evidence of anything.
- Expect better-aimed phishing. A message that already knows your name and where you have an account is the whole point of a breach like this.
Questions people ask about this breach
Was my email address in the Blooms Today breach?
Enter it in the box at the top of this page. MyRecon checks it against this breach and every other one on record, and the address is never stored.
What data was leaked in the Blooms Today breach?
email addresses, names, partial credit card data, phone numbers, physical addresses. Each one is explained above, along with what it means for the person it belongs to.
When did it happen, and when did it become public?
The breach is dated 11 November 2023. It was published to Have I Been Pwned on 3 September 2024, a gap of 297 days during which the data was already out.
Is the Blooms Today breach real?
Yes. Have I Been Pwned lists it as verified, meaning the data was checked against the source rather than taken on trust.
How many people were affected?
3,184,010 accounts. That is about 12% of the population of Australia. That is accounts rather than people, one person often has several.
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Three kinds of content appear on this page and they are kept apart deliberately. The breach description is quoted from Have I Been Pwned under its licence. The severity score, the field-by-field explanation and the advice are computed from the record itself, every sentence derives from a number or a flag in it, which is what stops the analysis drifting from the evidence. Anything under the "MyRecon's take" byline is editorial: our reading of this breach, presented as opinion rather than as a finding.