[helen842000]

I don't know if this helps but the UI feel of the site felt more like the products were adverts instead of browsing actual products to buy right-now.

Start collecting e-mail addresses en-masse for the purpose of birthday/anniversary reminders. Hit them with a prominent & simple signup form. Just email address, dates & names of occasions, submit. You can play on the forgetfulness, saying one signup and you'll never forget again.

Once you start getting within 15-30 days of those dates you'll start to see conversions growing. That's when a simple order process (4 clicks and you're done!) will boost conversion.

The fact that you are getting sales shows your idea is of interest, that percentage can only grow as you expand your gift selection and gather customer information & feedback.