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Shutterfly Inc – ‘10-Q’ for 3/31/18 – ‘EX-101.LAB’

On:  Thursday, 5/10/18, at 4:36pm ET   ·   For:  3/31/18   ·   Accession #:  1125920-18-9   ·   File #:  1-33031

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  As Of               Filer                 Filing    For·On·As Docs:Size

 5/10/18  Shutterfly Inc                    10-Q        3/31/18   72:6.3M

Quarterly Report   —   Form 10-Q   —   Sect. 13 / 15(d) – SEA’34
Filing Table of Contents

Document/Exhibit                   Description                      Pages   Size 

 1: 10-Q        Quarterly Report                                    HTML    683K 
 2: EX-31.1     Certification -- §302 - SOA'02                      HTML     27K 
 3: EX-31.2     Certification -- §302 - SOA'02                      HTML     27K 
 4: EX-32.1     Certification -- §906 - SOA'02                      HTML     22K 
 5: EX-32.2     Certification -- §906 - SOA'02                      HTML     23K 
12: R1          Document and Entity Information                     HTML     41K 
13: R2          Condensed Consolidated Balance Sheets               HTML    100K 
14: R3          Condensed Consolidated Balance Sheet                HTML     29K 
                (Parenthetical)                                                  
15: R4          Condensed Consolidated Statements of Operations     HTML     74K 
16: R5          Condensed Consolidated Statements of Comprehensive  HTML     42K 
                Income (Loss)                                                    
17: R6          Condensed Consolidated Statements of Cash Flows     HTML    107K 
18: R7          The Company and Summary of Significant Accounting   HTML     36K 
                Policies                                                         
19: R8          Revenues                                            HTML     62K 
20: R9          Stock-Based Compensation                            HTML     73K 
21: R10         Net Loss Per Share                                  HTML     40K 
22: R11         Investments                                         HTML    108K 
23: R12         Fair Value Measurement                              HTML     63K 
24: R13         Balance Sheet Components                            HTML     77K 
25: R14         Debt                                                HTML     93K 
26: R15         Segment Reporting                                   HTML     64K 
27: R16         Commitments and Contingencies                       HTML     34K 
28: R17         Share Repurchase Program                            HTML     39K 
29: R18         Restructuring                                       HTML     47K 
30: R19         Derivative Financial Instruments                    HTML     27K 
31: R20         Subsequent Events                                   HTML     26K 
32: R21         The Company and Summary of Significant Accounting   HTML     52K 
                Policies (Policies)                                              
33: R22         Revenues (Tables)                                   HTML     42K 
34: R23         Stock-Based Compensation (Tables)                   HTML     70K 
35: R24         Net Loss Per Share (Tables)                         HTML     40K 
36: R25         Investments (Tables)                                HTML    108K 
37: R26         Fair Value Measurement (Tables)                     HTML     65K 
38: R27         Balance Sheet Components (Tables)                   HTML     78K 
39: R28         Debt (Tables)                                       HTML     68K 
40: R29         Segment Reporting (Tables)                          HTML     59K 
41: R30         Share Repurchase Program (Tables)                   HTML     32K 
42: R31         Restructuring (Tables)                              HTML     42K 
43: R32         Revenues - Impact of Adoption of ASC 606 (Details)  HTML     42K 
44: R33         Revenues - Deferred Revenues (Details)              HTML     35K 
45: R34         Revenues - Consumer Revenues by Brand (Details)     HTML     42K 
46: R35         Stock-Based Compensation - Stock Option Activity    HTML     83K 
                (Details)                                                        
47: R36         Stock-Based Compensation - Stock-Based              HTML     43K 
                Compensation (Details)                                           
48: R37         Stock-Based Compensation - Valuation of Stock       HTML     30K 
                Options (Details)                                                
49: R38         Stock-Based Compensation - Restricted Stock Unit    HTML     46K 
                Activity (Details)                                               
50: R39         Net Loss Per Share (Details)                        HTML     35K 
51: R40         Investments - Schedule of Estimated Fair Value      HTML     59K 
                (Details)                                                        
52: R41         Investments - Summary of Contractual Maturities     HTML     28K 
                (Details)                                                        
53: R42         Fair Value Measurement - Cash Equivalents and       HTML     41K 
                Investments (Details)                                            
54: R43         Fair Value Measurement - Derivative Assets          HTML     26K 
                (Details)                                                        
55: R44         Fair Value Measurement - Borrowings (Details)       HTML     25K 
56: R45         Balance Sheet Components - Prepaid Expenses and     HTML     33K 
                Other Current Assets (Details)                                   
57: R46         Balance Sheet Components - Property and Equipment,  HTML     56K 
                Net (Details)                                                    
58: R47         Balance Sheet Components - Accrued Liabilities      HTML     37K 
                (Details)                                                        
59: R48         Balance Sheet Components - Other Liabilities        HTML     33K 
                (Details)                                                        
60: R49         Debt - Narrative (Details)                          HTML    140K 
61: R50         Debt - Schedule of Term Loan Debt (Details)         HTML     38K 
62: R51         Debt - Schedule of Convertible Note Debt (Details)  HTML     36K 
63: R52         Debt - Schedule of Interest Expense (Details)       HTML     41K 
64: R53         Segment Reporting (Details)                         HTML     46K 
65: R54         Share Repurchase Program - Narrative (Details)      HTML     22K 
66: R55         Share Repurchase Program - Schedule of Repurchases  HTML     29K 
                (Details)                                                        
67: R56         Restructuring (Details)                             HTML     36K 
68: R57         Derivative Financial Instruments (Details)          HTML     47K 
69: R58         Subsequent Events (Details)                         HTML     31K 
71: XML         IDEA XML File -- Filing Summary                      XML    125K 
70: EXCEL       IDEA Workbook of Financial Reports                  XLSX     75K 
 6: EX-101.INS  XBRL Instance -- sfly-20180331                       XML   1.68M 
 8: EX-101.CAL  XBRL Calculations -- sfly-20180331_cal               XML    189K 
 9: EX-101.DEF  XBRL Definitions -- sfly-20180331_def                XML    513K 
10: EX-101.LAB  XBRL Labels -- sfly-20180331_lab                     XML   1.30M 
11: EX-101.PRE  XBRL Presentations -- sfly-20180331_pre              XML    790K 
 7: EX-101.SCH  XBRL Schema -- sfly-20180331                         XSD    129K 
72: ZIP         XBRL Zipped Folder -- 0001125920-18-000009-xbrl      Zip    187K

‘EX-101.LAB’   —   XBRL Labels — sfly-20180331_lab

This Exhibit is an XBRL XML File.

                                                                                                                                                                                
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<link:label id="lab_us-gaap_SubsequentEventTypeAxis_D2EE42DAE814425AC0794873C0920190_label_en-US" xlink:label="lab_us-gaap_SubsequentEventTypeAxis_D2EE42DAE814425AC0794873C0920190" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Event Type [Axis] </link:label>
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<link:label id="lab_us-gaap_SubsequentEventTypeDomain_0A0D6C5D935AA1647DCF4873C092244D_label_en-US" xlink:label="lab_us-gaap_SubsequentEventTypeDomain_0A0D6C5D935AA1647DCF4873C092244D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Event Type [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SubsequentEventTypeDomain" xlink:label="loc_us-gaap_SubsequentEventTypeDomain_0A0D6C5D935AA1647DCF4873C092244D" xlink:type="locator"/>
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<link:label id="lab_us-gaap_SubsequentEventMember_85DADEA3ECE49600841F4873C0925BD5_label_en-US" xlink:label="lab_us-gaap_SubsequentEventMember_85DADEA3ECE49600841F4873C0925BD5" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Event [Member] </link:label>
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<link:label id="lab_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964_terseLabel_en-US" xlink:label="lab_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Type [Axis] </link:label>
<link:label id="lab_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964_label_en-US" xlink:label="lab_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Type [Axis] </link:label>
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<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964" xlink:to="lab_us-gaap_LongtermDebtTypeAxis_89D19F460E01416CA15C4873C092B964" xlink:type="arc"/>
<link:label id="lab_us-gaap_LongtermDebtTypeDomain_A644D100D15F86C4FCEF4873C09220B1_terseLabel_en-US" xlink:label="lab_us-gaap_LongtermDebtTypeDomain_A644D100D15F86C4FCEF4873C09220B1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Type [Domain] </link:label>
<link:label id="lab_us-gaap_LongtermDebtTypeDomain_A644D100D15F86C4FCEF4873C09220B1_label_en-US" xlink:label="lab_us-gaap_LongtermDebtTypeDomain_A644D100D15F86C4FCEF4873C09220B1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Type [Domain] </link:label>
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<link:label id="lab_us-gaap_LineOfCreditMember_91FD7788C3F18B7970104873C09284FA_terseLabel_en-US" xlink:label="lab_us-gaap_LineOfCreditMember_91FD7788C3F18B7970104873C09284FA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Line of credit </link:label>
<link:label id="lab_us-gaap_LineOfCreditMember_91FD7788C3F18B7970104873C09284FA_label_en-US" xlink:label="lab_us-gaap_LineOfCreditMember_91FD7788C3F18B7970104873C09284FA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Line of Credit [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LineOfCreditMember" xlink:label="loc_us-gaap_LineOfCreditMember_91FD7788C3F18B7970104873C09284FA" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ConvertibleDebtMember_E1167A557EFB7A022BA74873C092622A_terseLabel_en-US" xlink:label="lab_us-gaap_ConvertibleDebtMember_E1167A557EFB7A022BA74873C092622A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Convertible Senior Notes </link:label>
<link:label id="lab_us-gaap_ConvertibleDebtMember_E1167A557EFB7A022BA74873C092622A_label_en-US" xlink:label="lab_us-gaap_ConvertibleDebtMember_E1167A557EFB7A022BA74873C092622A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Convertible Debt [Member] </link:label>
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<link:label id="lab_us-gaap_LoansPayableMember_FC02970CF46D5AA747574873C0932540_terseLabel_en-US" xlink:label="lab_us-gaap_LoansPayableMember_FC02970CF46D5AA747574873C0932540" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Term Loan </link:label>
<link:label id="lab_us-gaap_LoansPayableMember_FC02970CF46D5AA747574873C0932540_label_en-US" xlink:label="lab_us-gaap_LoansPayableMember_FC02970CF46D5AA747574873C0932540" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Loans Payable [Member] </link:label>
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<link:label id="lab_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89_terseLabel_en-US" xlink:label="lab_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Credit Facility [Axis] </link:label>
<link:label id="lab_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89_label_en-US" xlink:label="lab_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Credit Facility [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CreditFacilityAxis" xlink:label="loc_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89" xlink:to="lab_us-gaap_CreditFacilityAxis_9B4C0BAE237E11CEB9D84873C0932C89" xlink:type="arc"/>
<link:label id="lab_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC_terseLabel_en-US" xlink:label="lab_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Credit Facility [Domain] </link:label>
<link:label id="lab_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC_label_en-US" xlink:label="lab_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Credit Facility [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CreditFacilityDomain" xlink:label="loc_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC" xlink:to="lab_us-gaap_CreditFacilityDomain_2B1E0173C7913BEF2FCF4873C0936BEC" xlink:type="arc"/>
<link:label id="lab_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC_terseLabel_en-US" xlink:label="lab_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Revolving credit facility </link:label>
<link:label id="lab_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC_label_en-US" xlink:label="lab_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revolving Credit Facility [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RevolvingCreditFacilityMember" xlink:label="loc_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC" xlink:to="lab_us-gaap_RevolvingCreditFacilityMember_C55DD71CBA8101D9C0F84873C09330FC" xlink:type="arc"/>
<link:label id="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED_terseLabel_en-US" xlink:label="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Variable Rate Component [Axis] </link:label>
<link:label id="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED_label_en-US" xlink:label="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Variable Rate Component [Axis] </link:label>
<link:label id="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED_documentation_en-US" xlink:label="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Variable Rate Component [Axis] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_VariableRateComponentAxis" xlink:label="loc_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:to="lab_sfly_VariableRateComponentAxis_558F01248DB1F844637A4873C093A2ED" xlink:type="arc"/>
<link:label id="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70_terseLabel_en-US" xlink:label="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Variable Rate Component [Domain] </link:label>
<link:label id="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70_label_en-US" xlink:label="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Variable Rate Component [Domain] </link:label>
<link:label id="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70_documentation_en-US" xlink:label="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> [Domain] for Variable Rate Component [Axis] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_VariableRateComponentDomain" xlink:label="loc_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:to="lab_sfly_VariableRateComponentDomain_1B108B555646B11A39CA4873C0932D70" xlink:type="arc"/>
<link:label id="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C_terseLabel_en-US" xlink:label="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> LIBOR Rate option </link:label>
<link:label id="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C_label_en-US" xlink:label="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Credit Agreement, LIBOR Rate Option [Member] </link:label>
<link:label id="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C_documentation_en-US" xlink:label="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Credit Agreement, LIBOR Rate Option [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_CreditAgreementLIBORRateOptionMember" xlink:label="loc_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:to="lab_sfly_CreditAgreementLIBORRateOptionMember_5E3FFFBFE7E585CBE2164873C093E24C" xlink:type="arc"/>
<link:label id="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2_terseLabel_en-US" xlink:label="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Credit Agreement, Base Rate Option </link:label>
<link:label id="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2_label_en-US" xlink:label="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Credit Agreement, Base Rate Option [Member] </link:label>
<link:label id="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2_documentation_en-US" xlink:label="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Credit Agreement, Base Rate Option [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_CreditAgreementBaseRateOptionMember" xlink:label="loc_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:to="lab_sfly_CreditAgreementBaseRateOptionMember_A49A9A1ADA1A0F1B4E4A4873C0933BB2" xlink:type="arc"/>
<link:label id="lab_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9_terseLabel_en-US" xlink:label="lab_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Variable Rate [Axis] </link:label>
<link:label id="lab_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9_label_en-US" xlink:label="lab_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Variable Rate [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_VariableRateAxis" xlink:label="loc_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9" xlink:to="lab_us-gaap_VariableRateAxis_713CCEE2258DFE2172584873C0935EB9" xlink:type="arc"/>
<link:label id="lab_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710_terseLabel_en-US" xlink:label="lab_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Variable Rate [Domain] </link:label>
<link:label id="lab_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710_label_en-US" xlink:label="lab_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Variable Rate [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_VariableRateDomain" xlink:label="loc_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710" xlink:to="lab_us-gaap_VariableRateDomain_B5B73161F955E2E8B4924873C0930710" xlink:type="arc"/>
<link:label id="lab_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726_terseLabel_en-US" xlink:label="lab_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Federal funds rate </link:label>
<link:label id="lab_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726_label_en-US" xlink:label="lab_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Federal Funds Effective Swap Rate [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FederalFundsEffectiveSwapRateMember" xlink:label="loc_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726" xlink:to="lab_us-gaap_FederalFundsEffectiveSwapRateMember_2A53446E5107D0352FE14873C0933726" xlink:type="arc"/>
<link:label id="lab_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61_terseLabel_en-US" xlink:label="lab_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> LIBOR </link:label>
<link:label id="lab_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61_label_en-US" xlink:label="lab_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> London Interbank Offered Rate (LIBOR) [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LondonInterbankOfferedRateLIBORMember" xlink:label="loc_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61" xlink:to="lab_us-gaap_LondonInterbankOfferedRateLIBORMember_D1DFA424013925C21ED64873C0931A61" xlink:type="arc"/>
<link:label id="lab_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC_terseLabel_en-US" xlink:label="lab_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Base rate </link:label>
<link:label id="lab_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC_label_en-US" xlink:label="lab_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Base Rate [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_BaseRateMember" xlink:label="loc_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC" xlink:to="lab_us-gaap_BaseRateMember_8949A125E78B342FDB164873C093EEDC" xlink:type="arc"/>
<link:label id="lab_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641_terseLabel_en-US" xlink:label="lab_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Range [Axis] </link:label>
<link:label id="lab_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641_label_en-US" xlink:label="lab_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Range [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RangeAxis" xlink:label="loc_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641" xlink:to="lab_us-gaap_RangeAxis_3D68875C90126726F57A4873C0933641" xlink:type="arc"/>
<link:label id="lab_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C_terseLabel_en-US" xlink:label="lab_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Range [Domain] </link:label>
<link:label id="lab_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C_label_en-US" xlink:label="lab_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Range [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RangeMember" xlink:label="loc_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C" xlink:to="lab_us-gaap_RangeMember_CB4F82FD885E0E07AF454873C098569C" xlink:type="arc"/>
<link:label id="lab_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08_terseLabel_en-US" xlink:label="lab_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Minimum </link:label>
<link:label id="lab_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08_label_en-US" xlink:label="lab_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Minimum [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_MinimumMember" xlink:label="loc_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08" xlink:to="lab_us-gaap_MinimumMember_18C7D6128628840562D14873C0990F08" xlink:type="arc"/>
<link:label id="lab_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8_terseLabel_en-US" xlink:label="lab_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Maximum </link:label>
<link:label id="lab_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8_label_en-US" xlink:label="lab_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Maximum [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_MaximumMember" xlink:label="loc_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8" xlink:to="lab_us-gaap_MaximumMember_91DAB02A5EE6224DAAE04873C0998AC8" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentAxis_6EF57E00A8D047A8B6464873C0990BEA_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentAxis_6EF57E00A8D047A8B6464873C0990BEA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt Instrument [Axis] </link:label>
<link:label id="lab_us-gaap_DebtInstrumentAxis_6EF57E00A8D047A8B6464873C0990BEA_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentAxis_6EF57E00A8D047A8B6464873C0990BEA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentAxis" xlink:label="loc_us-gaap_DebtInstrumentAxis_6EF57E00A8D047A8B6464873C0990BEA" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DebtInstrumentNameDomain_B98FF48F26AB2F8F2AE84873C0991BC6_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentNameDomain_B98FF48F26AB2F8F2AE84873C0991BC6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Name [Domain] </link:label>
<link:label id="lab_us-gaap_DebtInstrumentNameDomain_B98FF48F26AB2F8F2AE84873C0991BC6_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentNameDomain_B98FF48F26AB2F8F2AE84873C0991BC6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Name [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentNameDomain" xlink:label="loc_us-gaap_DebtInstrumentNameDomain_B98FF48F26AB2F8F2AE84873C0991BC6" xlink:type="locator"/>
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<link:label id="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C_terseLabel_en-US" xlink:label="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Convertible Senior Notes 0.25% Due May 15, 2018 </link:label>
<link:label id="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C_label_en-US" xlink:label="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Convertible Senior Notes Zero Point Two Five Percentage Due May Fifteen Two Thousand And Eighteen [Member] </link:label>
<link:label id="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C_documentation_en-US" xlink:label="lab_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Convertible Senior Notes 0.25% Due May 15, 2018 [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember" xlink:label="loc_sfly_ConvertibleSeniorNotesZeroPointTwoFivePercentageDueMayFifteenTwoThousandAndEighteenMember_C470482B1270B2BB890C4873C099089C" xlink:type="locator"/>
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<link:label id="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876_terseLabel_en-US" xlink:label="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Initial Term Loan </link:label>
<link:label id="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876_label_en-US" xlink:label="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Initial Term Loan [Member] </link:label>
<link:label id="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876_documentation_en-US" xlink:label="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Initial Term Loan [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_InitialTermLoanMember" xlink:label="loc_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:to="lab_sfly_InitialTermLoanMember_BEB75CC644933132C1E04873C0991876" xlink:type="arc"/>
<link:label id="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D_terseLabel_en-US" xlink:label="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Incremental Term Loan </link:label>
<link:label id="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D_label_en-US" xlink:label="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Incremental Term Loan [Member] </link:label>
<link:label id="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D_documentation_en-US" xlink:label="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Incremental Term Loan [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_IncrementalTermLoanMember" xlink:label="loc_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:to="lab_sfly_IncrementalTermLoanMember_EFFD334B4B819C412ADC4873C099AA9D" xlink:type="arc"/>
<link:label id="lab_us-gaap_HedgingDesignationAxis_A296E8C8AABB364196694873C0993A48_terseLabel_en-US" xlink:label="lab_us-gaap_HedgingDesignationAxis_A296E8C8AABB364196694873C0993A48" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Hedging Designation [Axis] </link:label>
<link:label id="lab_us-gaap_HedgingDesignationAxis_A296E8C8AABB364196694873C0993A48_label_en-US" xlink:label="lab_us-gaap_HedgingDesignationAxis_A296E8C8AABB364196694873C0993A48" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Hedging Designation [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_HedgingDesignationAxis" xlink:label="loc_us-gaap_HedgingDesignationAxis_A296E8C8AABB364196694873C0993A48" xlink:type="locator"/>
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<link:label id="lab_us-gaap_HedgingDesignationDomain_BF410A872CB10A8518DF4873C0993BA2_terseLabel_en-US" xlink:label="lab_us-gaap_HedgingDesignationDomain_BF410A872CB10A8518DF4873C0993BA2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Hedging Designation [Domain] </link:label>
<link:label id="lab_us-gaap_HedgingDesignationDomain_BF410A872CB10A8518DF4873C0993BA2_label_en-US" xlink:label="lab_us-gaap_HedgingDesignationDomain_BF410A872CB10A8518DF4873C0993BA2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Hedging Designation [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_HedgingDesignationDomain" xlink:label="loc_us-gaap_HedgingDesignationDomain_BF410A872CB10A8518DF4873C0993BA2" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DesignatedAsHedgingInstrumentMember_DE3F0FE5AF37812739204873C099EA50_terseLabel_en-US" xlink:label="lab_us-gaap_DesignatedAsHedgingInstrumentMember_DE3F0FE5AF37812739204873C099EA50" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Designated as Hedging Instrument </link:label>
<link:label id="lab_us-gaap_DesignatedAsHedgingInstrumentMember_DE3F0FE5AF37812739204873C099EA50_label_en-US" xlink:label="lab_us-gaap_DesignatedAsHedgingInstrumentMember_DE3F0FE5AF37812739204873C099EA50" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Designated as Hedging Instrument [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DesignatedAsHedgingInstrumentMember" xlink:label="loc_us-gaap_DesignatedAsHedgingInstrumentMember_DE3F0FE5AF37812739204873C099EA50" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt Instrument </link:label>
<link:label id="lab_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentLineItems" xlink:label="loc_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952" xlink:to="lab_us-gaap_DebtInstrumentLineItems_87BC63BB1F03142BD38D4873C0996952" xlink:type="arc"/>
<link:label id="lab_us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity_7A56DF522C74749649C34873C099D21E_terseLabel_en-US" xlink:label="lab_us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity_7A56DF522C74749649C34873C099D21E" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amount of credit facility undrawn </link:label>
<link:label id="lab_us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity_7A56DF522C74749649C34873C099D21E_label_en-US" xlink:label="lab_us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity_7A56DF522C74749649C34873C099D21E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Line of Credit Facility, Remaining Borrowing Capacity </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity" xlink:label="loc_us-gaap_LineOfCreditFacilityRemainingBorrowingCapacity_7A56DF522C74749649C34873C099D21E" xlink:type="locator"/>
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<link:label id="lab_us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity_A81EC7800F752C914FB24873C099287D_terseLabel_en-US" xlink:label="lab_us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity_A81EC7800F752C914FB24873C099287D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Maximum borrowing capacity </link:label>
<link:label id="lab_us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity_A81EC7800F752C914FB24873C099287D_label_en-US" xlink:label="lab_us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity_A81EC7800F752C914FB24873C099287D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Line of Credit Facility, Maximum Borrowing Capacity </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity" xlink:label="loc_us-gaap_LineOfCreditFacilityMaximumBorrowingCapacity_A81EC7800F752C914FB24873C099287D" xlink:type="locator"/>
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<link:label id="lab_us-gaap_LineOfCredit_013F2525450CB18115B04873C0990CCC_terseLabel_en-US" xlink:label="lab_us-gaap_LineOfCredit_013F2525450CB18115B04873C0990CCC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amount of draw on term loan facility </link:label>
<link:label id="lab_us-gaap_LineOfCredit_013F2525450CB18115B04873C0990CCC_label_en-US" xlink:label="lab_us-gaap_LineOfCredit_013F2525450CB18115B04873C0990CCC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Line of Credit </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LineOfCredit" xlink:label="loc_us-gaap_LineOfCredit_013F2525450CB18115B04873C0990CCC" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DebtInstrumentInterestRateStatedPercentage_BBC606215C3CA8B469644873C0996E3A_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentInterestRateStatedPercentage_BBC606215C3CA8B469644873C0996E3A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Contractual interest rate </link:label>
<link:label id="lab_us-gaap_DebtInstrumentInterestRateStatedPercentage_BBC606215C3CA8B469644873C0996E3A_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentInterestRateStatedPercentage_BBC606215C3CA8B469644873C0996E3A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Interest Rate, Stated Percentage </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentInterestRateStatedPercentage" xlink:label="loc_us-gaap_DebtInstrumentInterestRateStatedPercentage_BBC606215C3CA8B469644873C0996E3A" xlink:type="locator"/>
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<link:label id="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0_terseLabel_en-US" xlink:label="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Interest rate floor </link:label>
<link:label id="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0_label_en-US" xlink:label="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Interest Rate Floor </link:label>
<link:label id="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0_documentation_en-US" xlink:label="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Interest Rate Floor </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_DebtInstrumentInterestRateFloor" xlink:label="loc_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:to="lab_sfly_DebtInstrumentInterestRateFloor_93C395EFAD419CAA7BC24873C09955A0" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Basis spread </link:label>
<link:label id="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Basis Spread on Variable Rate </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentBasisSpreadOnVariableRate1" xlink:label="loc_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127" xlink:to="lab_us-gaap_DebtInstrumentBasisSpreadOnVariableRate1_C53D473E37D43CFB689C4873C099E127" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fixed rate on Term Loan </link:label>
<link:label id="lab_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Interest Rate, Effective Percentage </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentInterestRateEffectivePercentage" xlink:label="loc_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2" xlink:to="lab_us-gaap_DebtInstrumentInterestRateEffectivePercentage_E18405094DE6453FDF814873C09A1AA2" xlink:type="arc"/>
<link:label id="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08_terseLabel_en-US" xlink:label="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization of principal, percentage of original principal </link:label>
<link:label id="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08_label_en-US" xlink:label="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Amortization Of Principal Of Debt, Percentage </link:label>
<link:label id="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08_documentation_en-US" xlink:label="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Amortization Of Principal Of Debt, Percentage </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage" xlink:label="loc_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:to="lab_sfly_DebtInstrumentAmortizationOfPrincipalOfDebtPercentage_A3C9C488F920A83021514873C09AAE08" xlink:type="arc"/>
<link:label id="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45_terseLabel_en-US" xlink:label="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Repricing premium </link:label>
<link:label id="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45_label_en-US" xlink:label="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Repricing Premium, Percentage </link:label>
<link:label id="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45_documentation_en-US" xlink:label="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Repricing Premium, Percentage </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_DebtInstrumentRepricingPremiumPercentage" xlink:label="loc_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:to="lab_sfly_DebtInstrumentRepricingPremiumPercentage_F4BEA477B475D1D84F854873C09A0B45" xlink:type="arc"/>
<link:label id="lab_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Credit facility origination costs </link:label>
<link:label id="lab_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302_label_en-US" xlink:label="lab_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Issuance Costs, Gross </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DeferredFinanceCostsGross" xlink:label="loc_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302" xlink:to="lab_us-gaap_DeferredFinanceCostsGross_86C039F171BB646233724873C09AF302" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization period of credit facility origination fees </link:label>
<link:label id="lab_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Term </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentTerm" xlink:label="loc_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4" xlink:to="lab_us-gaap_DebtInstrumentTerm_89836FDBF9AB231128C84873C09ACDD4" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0_verboseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Loan principal </link:label>
<link:label id="lab_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Face Amount </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentFaceAmount" xlink:label="loc_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0" xlink:to="lab_us-gaap_DebtInstrumentFaceAmount_F1F250962BB0E841C7C94873C09A69C0" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Conversion rate </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, Conversion Ratio </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleConversionRatio1" xlink:label="loc_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401" xlink:to="lab_us-gaap_DebtInstrumentConvertibleConversionRatio1_288FDE60407E62E8F8144873C09AB401" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Conversion price (usd per share) </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, Conversion Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleConversionPrice1" xlink:label="loc_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962" xlink:to="lab_us-gaap_DebtInstrumentConvertibleConversionPrice1_4DD082305C50B432775F4873C09AA962" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Number of days out of thirty that common stock price exceeded conversion price </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, Threshold Trading Days </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleThresholdTradingDays" xlink:label="loc_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA" xlink:to="lab_us-gaap_DebtInstrumentConvertibleThresholdTradingDays_AA3AA526E5865C1D37F04873C09A1DEA" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Number of consecutive trading days in period </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, Threshold Consecutive Trading Days </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1" xlink:label="loc_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6" xlink:to="lab_us-gaap_DebtInstrumentConvertibleThresholdConsecutiveTradingDays1_0080DBD1A470F2097F914873C09AAFC6" xlink:type="arc"/>
<link:label id="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F_terseLabel_en-US" xlink:label="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Holders of notes conversion percentage of conversion price </link:label>
<link:label id="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F_label_en-US" xlink:label="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Holders Of Notes Conversion Percentage Of Conversion Price </link:label>
<link:label id="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F_documentation_en-US" xlink:label="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Holders Of Notes Conversion Percentage Of Conversion Price </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_HoldersOfNotesConversionPercentageOfConversionPrice" xlink:label="loc_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:to="lab_sfly_HoldersOfNotesConversionPercentageOfConversionPrice_2760241B4CC296A7CD6F4873C09A8C8F" xlink:type="arc"/>
<link:label id="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33_terseLabel_en-US" xlink:label="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Notes trading price percentage </link:label>
<link:label id="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33_label_en-US" xlink:label="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Notes Trading Price Percentage </link:label>
<link:label id="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33_documentation_en-US" xlink:label="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Notes Trading Price Percentage </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_NotesTradingPricePercentage" xlink:label="loc_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:to="lab_sfly_NotesTradingPricePercentage_EFCFDC86F2BE923A16444873C09A8F33" xlink:type="arc"/>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amount if converted in excess of principal </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, If-converted Value in Excess of Principal </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal" xlink:label="loc_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F" xlink:to="lab_us-gaap_DebtInstrumentConvertibleIfConvertedValueInExcessOfPrincipal_83FD1D893032D8E1F5914873C09A0F5F" xlink:type="arc"/>
<link:label id="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974_terseLabel_en-US" xlink:label="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt issuance costs attributable to the liability component </link:label>
<link:label id="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974_label_en-US" xlink:label="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Issuance Costs Attributed to Liability Component </link:label>
<link:label id="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974_documentation_en-US" xlink:label="lab_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Debt Issuance Costs Attributed to Liability Component </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_DebtIssuanceCostsAttributedtoLiabilityComponent" xlink:label="loc_sfly_DebtIssuanceCostsAttributedtoLiabilityComponent_0E98E46564E2EBF9ACD54873C09AE974" xlink:type="locator"/>
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<link:label id="lab_sfly_DebtIssuanceCostsAttributabletotheEquityComponent_B194A900356BABF12D7C4873C09A54B2_terseLabel_en-US" xlink:label="lab_sfly_DebtIssuanceCostsAttributabletotheEquityComponent_B194A900356BABF12D7C4873C09A54B2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt issuance costs attributable to the equity component </link:label>
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<link:label id="lab_us-gaap_DeferredTaxAssetsLiabilitiesNet_1B37A226FFBE56C0DAB54873C09A3170_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsLiabilitiesNet_1B37A226FFBE56C0DAB54873C09A3170" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Deferred tax assets </link:label>
<link:label id="lab_us-gaap_DeferredTaxAssetsLiabilitiesNet_1B37A226FFBE56C0DAB54873C09A3170_label_en-US" xlink:label="lab_us-gaap_DeferredTaxAssetsLiabilitiesNet_1B37A226FFBE56C0DAB54873C09A3170" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Deferred Tax Assets, Net </link:label>
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<link:label id="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodShares_4F6289B6A7BB23C725284873C09AFF60_verboseLabel_en-US" xlink:label="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodShares_4F6289B6A7BB23C725284873C09AFF60" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Total number of shares repurchased (in shares) </link:label>
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<link:label id="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodValue_128C8FF9BD05692C041A4873C09A2C90_verboseLabel_en-US" xlink:label="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodValue_128C8FF9BD05692C041A4873C09A2C90" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Total dollar value of shares repurchased </link:label>
<link:label id="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodValue_128C8FF9BD05692C041A4873C09A2C90_label_en-US" xlink:label="lab_us-gaap_StockRepurchasedAndRetiredDuringPeriodValue_128C8FF9BD05692C041A4873C09A2C90" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Stock Repurchased and Retired During Period, Value </link:label>
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<link:label id="lab_us-gaap_DerivativeFairValueOfDerivativeLiability_27D04A5C18C4939140074873C09B8835_terseLabel_en-US" xlink:label="lab_us-gaap_DerivativeFairValueOfDerivativeLiability_27D04A5C18C4939140074873C09B8835" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Note hedge, aggregate amount </link:label>
<link:label id="lab_us-gaap_DerivativeFairValueOfDerivativeLiability_27D04A5C18C4939140074873C09B8835_label_en-US" xlink:label="lab_us-gaap_DerivativeFairValueOfDerivativeLiability_27D04A5C18C4939140074873C09B8835" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative Liability, Fair Value, Gross Liability </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DerivativeFairValueOfDerivativeLiability" xlink:label="loc_us-gaap_DerivativeFairValueOfDerivativeLiability_27D04A5C18C4939140074873C09B8835" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_7AC466AF7F39F70A6EC34873C09B65E9_terseLabel_en-US" xlink:label="lab_us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_7AC466AF7F39F70A6EC34873C09B65E9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Strike price of warrants (usd per share) </link:label>
<link:label id="lab_us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_7AC466AF7F39F70A6EC34873C09B65E9_label_en-US" xlink:label="lab_us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_7AC466AF7F39F70A6EC34873C09B65E9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Class of Warrant or Right, Exercise Price of Warrants or Rights </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1" xlink:label="loc_us-gaap_ClassOfWarrantOrRightExercisePriceOfWarrantsOrRights1_7AC466AF7F39F70A6EC34873C09B65E9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ProceedsFromIssuanceOfWarrants_2C0E2C71BD0074A8BC7E4873C09BD423_terseLabel_en-US" xlink:label="lab_us-gaap_ProceedsFromIssuanceOfWarrants_2C0E2C71BD0074A8BC7E4873C09BD423" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Proceeds from issuance of warrants </link:label>
<link:label id="lab_us-gaap_ProceedsFromIssuanceOfWarrants_2C0E2C71BD0074A8BC7E4873C09BD423_label_en-US" xlink:label="lab_us-gaap_ProceedsFromIssuanceOfWarrants_2C0E2C71BD0074A8BC7E4873C09BD423" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Proceeds from Issuance of Warrants </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ProceedsFromIssuanceOfWarrants" xlink:label="loc_us-gaap_ProceedsFromIssuanceOfWarrants_2C0E2C71BD0074A8BC7E4873C09BD423" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueDisclosuresAbstract_7F9CE73EDCCD2726BB8340883BFAF6BF_label_en-US" xlink:label="lab_us-gaap_FairValueDisclosuresAbstract_7F9CE73EDCCD2726BB8340883BFAF6BF" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value Disclosures [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueDisclosuresAbstract" xlink:label="loc_us-gaap_FairValueDisclosuresAbstract_7F9CE73EDCCD2726BB8340883BFAF6BF" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueDisclosuresTextBlock_FC16AEA7BBB3F721A31040883BFA083B_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueDisclosuresTextBlock_FC16AEA7BBB3F721A31040883BFA083B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value Measurement </link:label>
<link:label id="lab_us-gaap_FairValueDisclosuresTextBlock_FC16AEA7BBB3F721A31040883BFA083B_label_en-US" xlink:label="lab_us-gaap_FairValueDisclosuresTextBlock_FC16AEA7BBB3F721A31040883BFA083B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value Disclosures [Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueDisclosuresTextBlock" xlink:label="loc_us-gaap_FairValueDisclosuresTextBlock_FC16AEA7BBB3F721A31040883BFA083B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract_FA5B26DDCA6C00A374543BBF7B7D94E7_label_en-US" xlink:label="lab_us-gaap_DisclosureOfCompensationRelatedCostsSharebasedPaymentsAbstract_FA5B26DDCA6C00A374543BBF7B7D94E7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Disclosure of Compensation Related Costs, Share-based Payments [Abstract] </link:label>
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<link:label id="lab_us-gaap_ScheduleOfShareBasedCompensationArrangementsByShareBasedPaymentAwardTable_F93E871E2A36F7486B5D3BBF7B7D3E43_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedCompensationArrangementsByShareBasedPaymentAwardTable_F93E871E2A36F7486B5D3BBF7B7D3E43" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of Share-based Compensation Arrangements by Share-based Payment Award [Table] </link:label>
<link:label id="lab_us-gaap_ScheduleOfShareBasedCompensationArrangementsByShareBasedPaymentAwardTable_F93E871E2A36F7486B5D3BBF7B7D3E43_label_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedCompensationArrangementsByShareBasedPaymentAwardTable_F93E871E2A36F7486B5D3BBF7B7D3E43" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Share-based Compensation Arrangements by Share-based Payment Award [Table] </link:label>
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<link:label id="lab_us-gaap_AwardTypeAxis_F5703A6DEA7D09FBC4233BBF7B7D6577_terseLabel_en-US" xlink:label="lab_us-gaap_AwardTypeAxis_F5703A6DEA7D09FBC4233BBF7B7D6577" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Award Type [Axis] </link:label>
<link:label id="lab_us-gaap_AwardTypeAxis_F5703A6DEA7D09FBC4233BBF7B7D6577_label_en-US" xlink:label="lab_us-gaap_AwardTypeAxis_F5703A6DEA7D09FBC4233BBF7B7D6577" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Award Type [Axis] </link:label>
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<link:label id="lab_us-gaap_EmployeeStockOptionMember_E527EF4C44F215D2C7303BBF7B7D6EAB_terseLabel_en-US" xlink:label="lab_us-gaap_EmployeeStockOptionMember_E527EF4C44F215D2C7303BBF7B7D6EAB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Employee Stock Option </link:label>
<link:label id="lab_us-gaap_EmployeeStockOptionMember_E527EF4C44F215D2C7303BBF7B7D6EAB_label_en-US" xlink:label="lab_us-gaap_EmployeeStockOptionMember_E527EF4C44F215D2C7303BBF7B7D6EAB" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Employee Stock Option [Member] </link:label>
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<link:label id="lab_us-gaap_RestrictedStockUnitsRSUMember_DA71DB5CD9E3515AE19A3BBF7B7D4CAD_terseLabel_en-US" xlink:label="lab_us-gaap_RestrictedStockUnitsRSUMember_DA71DB5CD9E3515AE19A3BBF7B7D4CAD" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restricted Stock Units (RSUs) </link:label>
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<link:label id="lab_us-gaap_CapitalLeaseObligationsCurrent_A434FF2516B79BFE3FBF3C9F046EB27A_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalLeaseObligationsCurrent_A434FF2516B79BFE3FBF3C9F046EB27A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Capital lease obligations, current portion </link:label>
<link:label id="lab_us-gaap_CapitalLeaseObligationsCurrent_A434FF2516B79BFE3FBF3C9F046EB27A_label_en-US" xlink:label="lab_us-gaap_CapitalLeaseObligationsCurrent_A434FF2516B79BFE3FBF3C9F046EB27A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Capital Lease Obligations, Current </link:label>
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<link:label id="lab_sfly_AccruedProductionCostsCurrent_00BC343CE6CB032249463C9F046EE68F_label_en-US" xlink:label="lab_sfly_AccruedProductionCostsCurrent_00BC343CE6CB032249463C9F046EE68F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Accrued production costs current </link:label>
<link:label id="lab_sfly_AccruedProductionCostsCurrent_00BC343CE6CB032249463C9F046EE68F_documentation_en-US" xlink:label="lab_sfly_AccruedProductionCostsCurrent_00BC343CE6CB032249463C9F046EE68F" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Carrying value as of the balance sheet date of obligations incurred through that date and payable for production costs. </link:label>
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<link:label id="lab_us-gaap_AccruedMarketingCostsCurrent_5E92BBBE37C2B4581D343C9F046E2C77_terseLabel_en-US" xlink:label="lab_us-gaap_AccruedMarketingCostsCurrent_5E92BBBE37C2B4581D343C9F046E2C77" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accrued marketing expenses </link:label>
<link:label id="lab_us-gaap_AccruedMarketingCostsCurrent_5E92BBBE37C2B4581D343C9F046E2C77_label_en-US" xlink:label="lab_us-gaap_AccruedMarketingCostsCurrent_5E92BBBE37C2B4581D343C9F046E2C77" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Accrued Marketing Costs, Current </link:label>
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<link:label id="lab_us-gaap_TaxesPayableCurrent_4C8843AB0A49FD47802F3C9F046E094D_terseLabel_en-US" xlink:label="lab_us-gaap_TaxesPayableCurrent_4C8843AB0A49FD47802F3C9F046E094D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accrued income, sales and other taxes </link:label>
<link:label id="lab_us-gaap_TaxesPayableCurrent_4C8843AB0A49FD47802F3C9F046E094D_label_en-US" xlink:label="lab_us-gaap_TaxesPayableCurrent_4C8843AB0A49FD47802F3C9F046E094D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Taxes Payable, Current </link:label>
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<link:label id="lab_us-gaap_OtherAccruedLiabilitiesCurrent_CD702CFB054A31E244843C9F046F4E3B_terseLabel_en-US" xlink:label="lab_us-gaap_OtherAccruedLiabilitiesCurrent_CD702CFB054A31E244843C9F046F4E3B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accrued other </link:label>
<link:label id="lab_us-gaap_OtherAccruedLiabilitiesCurrent_CD702CFB054A31E244843C9F046F4E3B_label_en-US" xlink:label="lab_us-gaap_OtherAccruedLiabilitiesCurrent_CD702CFB054A31E244843C9F046F4E3B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Other Accrued Liabilities, Current </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OtherAccruedLiabilitiesCurrent" xlink:label="loc_us-gaap_OtherAccruedLiabilitiesCurrent_CD702CFB054A31E244843C9F046F4E3B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AccruedLiabilitiesCurrent_CCC9B3ECE8E3796F80B43C9F046F57AC_totalLabel_en-US" xlink:label="lab_us-gaap_AccruedLiabilitiesCurrent_CCC9B3ECE8E3796F80B43C9F046F57AC" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total accrued liabilities </link:label>
<link:label id="lab_us-gaap_AccruedLiabilitiesCurrent_CCC9B3ECE8E3796F80B43C9F046F57AC_label_en-US" xlink:label="lab_us-gaap_AccruedLiabilitiesCurrent_CCC9B3ECE8E3796F80B43C9F046F57AC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Accrued Liabilities, Current </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AccruedLiabilitiesCurrent" xlink:label="loc_us-gaap_AccruedLiabilitiesCurrent_CCC9B3ECE8E3796F80B43C9F046F57AC" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RevenueFromContractWithCustomerAbstract_567C0F20887696949B782BEDAB8E23AD_label_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerAbstract_567C0F20887696949B782BEDAB8E23AD" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revenue from Contract with Customer [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RevenueFromContractWithCustomerAbstract" xlink:label="loc_us-gaap_RevenueFromContractWithCustomerAbstract_567C0F20887696949B782BEDAB8E23AD" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DisaggregationOfRevenueTableTextBlock_FE05B8931B10913A103E2BEEEA054D3C_terseLabel_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueTableTextBlock_FE05B8931B10913A103E2BEEEA054D3C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue </link:label>
<link:label id="lab_us-gaap_DisaggregationOfRevenueTableTextBlock_FE05B8931B10913A103E2BEEEA054D3C_label_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueTableTextBlock_FE05B8931B10913A103E2BEEEA054D3C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DisaggregationOfRevenueTableTextBlock" xlink:label="loc_us-gaap_DisaggregationOfRevenueTableTextBlock_FE05B8931B10913A103E2BEEEA054D3C" xlink:type="locator"/>
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<link:label id="lab_us-gaap_EarningsPerShareAbstract_FF71A97ABF37DBEB65EE866FDF27B024_label_en-US" xlink:label="lab_us-gaap_EarningsPerShareAbstract_515078130CFD5D098E4E5033E66D1489" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Earnings Per Share [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_EarningsPerShareAbstract" xlink:label="loc_us-gaap_EarningsPerShareAbstract_515078130CFD5D098E4E5033E66D1489" xlink:type="locator"/>
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<link:label id="lab_us-gaap_EarningsPerShareTextBlock_88EC315B8192A16153B8866FDF27FAD8_verboseLabel_en-US" xlink:label="lab_us-gaap_EarningsPerShareTextBlock_E7785C91EC065757BFC0455239CB791F" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Net Loss Per Share </link:label>
<link:label id="lab_us-gaap_EarningsPerShareTextBlock_88EC315B8192A16153B8866FDF27FAD8_label_en-US" xlink:label="lab_us-gaap_EarningsPerShareTextBlock_E7785C91EC065757BFC0455239CB791F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Earnings Per Share [Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_EarningsPerShareTextBlock" xlink:label="loc_us-gaap_EarningsPerShareTextBlock_E7785C91EC065757BFC0455239CB791F" xlink:type="locator"/>
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<link:label id="lab_us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_D238A3975ACA7E78D538ADDA3B78DCB2_label_en-US" xlink:label="lab_us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_D238A3975ACA7E78D538ADDA3B78DCB2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Investments, Debt and Equity Securities [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract" xlink:label="loc_us-gaap_InvestmentsDebtAndEquitySecuritiesAbstract_D238A3975ACA7E78D538ADDA3B78DCB2" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue_D8711413EB6270A2D564ADDA3B7813D1_terseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue_D8711413EB6270A2D564ADDA3B7813D1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> One year or less </link:label>
<link:label id="lab_us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue_D8711413EB6270A2D564ADDA3B7813D1_label_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue_D8711413EB6270A2D564ADDA3B7813D1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Available-for-sale Securities, Debt Maturities, Next Twelve Months, Fair Value </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue" xlink:label="loc_us-gaap_AvailableForSaleSecuritiesDebtMaturitiesWithinOneYearFairValue_D8711413EB6270A2D564ADDA3B7813D1" xlink:type="locator"/>
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<link:label id="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D_terseLabel_en-US" xlink:label="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> One year through three years </link:label>
<link:label id="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D_label_en-US" xlink:label="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Available-for-sale Securities, Debt Maturities, Year One Through Three, Fair Value </link:label>
<link:label id="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D_documentation_en-US" xlink:label="lab_sfly_AvailableforsaleSecuritiesDebtMaturitiesYearOneThroughThreeFairValue_5675057B1DF19B546E6BAE0493EA630D" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Available-for-sale Securities, Debt Maturities, Year One Through Three, Fair Value </link:label>
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<link:label id="lab_us-gaap_AvailableForSaleSecurities_AD59AAF2DF97D29912D3ADDA3B78DD1B_totalLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecurities_AD59AAF2DF97D29912D3ADDA3B78DD1B" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Available-for-sale securities </link:label>
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<link:label id="lab_us-gaap_IncomeStatementAbstract_68B547A017E8B28E06464028033D65B9_label_en-US" xlink:label="lab_us-gaap_IncomeStatementAbstract_68B547A017E8B28E06464028033D65B9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Income Statement [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncomeStatementAbstract" xlink:label="loc_us-gaap_IncomeStatementAbstract_68B547A017E8B28E06464028033D65B9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236_terseLabel_en-US" xlink:label="lab_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Net revenues </link:label>
<link:label id="lab_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236_label_en-US" xlink:label="lab_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revenue, Net </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SalesRevenueNet" xlink:label="loc_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236" xlink:to="lab_us-gaap_SalesRevenueNet_D1AAB2974573FF9FC0D94028033D3236" xlink:type="arc"/>
<link:label id="lab_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D_verboseLabel_en-US" xlink:label="lab_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Cost of net revenues </link:label>
<link:label id="lab_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D_label_en-US" xlink:label="lab_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cost of Goods Sold </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CostOfGoodsSold" xlink:label="loc_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D" xlink:to="lab_us-gaap_CostOfGoodsSold_46DF23A0BEFE2260A33D4028033D2A0D" xlink:type="arc"/>
<link:label id="lab_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8_terseLabel_en-US" xlink:label="lab_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring </link:label>
<link:label id="lab_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8_label_en-US" xlink:label="lab_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Inventory Write-down </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InventoryWriteDown" xlink:label="loc_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8" xlink:to="lab_us-gaap_InventoryWriteDown_025510508063ABDDFDB14028033D8DF8" xlink:type="arc"/>
<link:label id="lab_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394_totalLabel_en-US" xlink:label="lab_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Gross profit </link:label>
<link:label id="lab_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394_label_en-US" xlink:label="lab_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Gross Profit </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_GrossProfit" xlink:label="loc_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394" xlink:to="lab_us-gaap_GrossProfit_D95285E23A517C44664E4028033DE394" xlink:type="arc"/>
<link:label id="lab_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Operating expenses: </link:label>
<link:label id="lab_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A_label_en-US" xlink:label="lab_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Operating Expenses [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingExpensesAbstract" xlink:label="loc_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A" xlink:to="lab_us-gaap_OperatingExpensesAbstract_455FA33B90689F8129B14028033DF44A" xlink:type="arc"/>
<link:label id="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B_verboseLabel_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Technology and development </link:label>
<link:label id="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B_label_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Technology And Development Expenses </link:label>
<link:label id="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B_documentation_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> The aggregate personnel and related costs for employees and contractors engaged in the development and ongoing maintenance of the entity's website, infrastructure and software. These expenses include (i) depreciation of the computer and network hardware used to run the entity's website (ii) storage of the customer data (iii) amortization of purchased software and (iv) co-location, power and bandwidth costs. </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_TechnologyAndDevelopmentExpenses" xlink:label="loc_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:to="lab_sfly_TechnologyAndDevelopmentExpenses_3DF23A90DAD2596488AC4028033D2E5B" xlink:type="arc"/>
<link:label id="lab_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E_verboseLabel_en-US" xlink:label="lab_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Sales and marketing </link:label>
<link:label id="lab_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E_label_en-US" xlink:label="lab_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Selling and Marketing Expense </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SellingAndMarketingExpense" xlink:label="loc_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E" xlink:to="lab_us-gaap_SellingAndMarketingExpense_8B37F786D41C7174E3EE4028033D6B5E" xlink:type="arc"/>
<link:label id="lab_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516_verboseLabel_en-US" xlink:label="lab_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> General and administrative </link:label>
<link:label id="lab_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516_label_en-US" xlink:label="lab_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> General and Administrative Expense </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_GeneralAndAdministrativeExpense" xlink:label="loc_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516" xlink:to="lab_us-gaap_GeneralAndAdministrativeExpense_D8BD9B1E4C1B8AD9FCAA4028033D8516" xlink:type="arc"/>
<link:label id="lab_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C_verboseLabel_en-US" xlink:label="lab_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring </link:label>
<link:label id="lab_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C_label_en-US" xlink:label="lab_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Charges </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringCharges" xlink:label="loc_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C" xlink:to="lab_us-gaap_RestructuringCharges_CFDB54D6708B0659D8AA4028033E0F6C" xlink:type="arc"/>
<link:label id="lab_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE_totalLabel_en-US" xlink:label="lab_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total operating expenses </link:label>
<link:label id="lab_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE_label_en-US" xlink:label="lab_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Operating Expenses </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingExpenses" xlink:label="loc_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE" xlink:to="lab_us-gaap_OperatingExpenses_5C80E411B54E651ED9934028033E4BEE" xlink:type="arc"/>
<link:label id="lab_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Loss from operations </link:label>
<link:label id="lab_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC_label_en-US" xlink:label="lab_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Operating Income (Loss) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingIncomeLoss" xlink:label="loc_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC" xlink:to="lab_us-gaap_OperatingIncomeLoss_D685A474238BC2865D504028033EEBCC" xlink:type="arc"/>
<link:label id="lab_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C_negatedLabel_en-US" xlink:label="lab_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Interest expense </link:label>
<link:label id="lab_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C_label_en-US" xlink:label="lab_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Interest Expense </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InterestExpense" xlink:label="loc_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C" xlink:to="lab_us-gaap_InterestExpense_E9BFFEF30F1B96DBBB5F4028033E605C" xlink:type="arc"/>
<link:label id="lab_us-gaap_InvestmentIncomeInterest_16BE5E7BDAF36F6798BC4028033E033B_terseLabel_en-US" xlink:label="lab_us-gaap_InvestmentIncomeInterest_16BE5E7BDAF36F6798BC4028033E033B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Interest and other income, net </link:label>
<link:label id="lab_us-gaap_InvestmentIncomeInterest_16BE5E7BDAF36F6798BC4028033E033B_label_en-US" xlink:label="lab_us-gaap_InvestmentIncomeInterest_16BE5E7BDAF36F6798BC4028033E033B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Investment Income, Interest </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InvestmentIncomeInterest" xlink:label="loc_us-gaap_InvestmentIncomeInterest_16BE5E7BDAF36F6798BC4028033E033B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments_287D9CA4F1D491E0EFAB4028033ED182_totalLabel_en-US" xlink:label="lab_us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments_287D9CA4F1D491E0EFAB4028033ED182" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Loss before income taxes </link:label>
<link:label id="lab_us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments_287D9CA4F1D491E0EFAB4028033ED182_label_en-US" xlink:label="lab_us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments_287D9CA4F1D491E0EFAB4028033ED182" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Income (Loss) from Continuing Operations before Equity Method Investments, Income Taxes, Noncontrolling Interest </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments" xlink:label="loc_us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesMinorityInterestAndIncomeLossFromEquityMethodInvestments_287D9CA4F1D491E0EFAB4028033ED182" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncomeTaxExpenseBenefit_C1E75B9DE6245D863FD04028033E32B2_negatedLabel_en-US" xlink:label="lab_us-gaap_IncomeTaxExpenseBenefit_C1E75B9DE6245D863FD04028033E32B2" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Benefit from income taxes </link:label>
<link:label id="lab_us-gaap_IncomeTaxExpenseBenefit_C1E75B9DE6245D863FD04028033E32B2_label_en-US" xlink:label="lab_us-gaap_IncomeTaxExpenseBenefit_C1E75B9DE6245D863FD04028033E32B2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Income Tax Expense (Benefit) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncomeTaxExpenseBenefit" xlink:label="loc_us-gaap_IncomeTaxExpenseBenefit_C1E75B9DE6245D863FD04028033E32B2" xlink:type="locator"/>
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<link:label id="lab_us-gaap_NetIncomeLoss_B3E09EB7845998C72CEB4028033EA471_totalLabel_en-US" xlink:label="lab_us-gaap_NetIncomeLoss_B3E09EB7845998C72CEB4028033EA471" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net loss </link:label>
<link:label id="lab_us-gaap_NetIncomeLoss_B3E09EB7845998C72CEB4028033EA471_label_en-US" xlink:label="lab_us-gaap_NetIncomeLoss_B3E09EB7845998C72CEB4028033EA471" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Income (Loss) Attributable to Parent </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetIncomeLoss" xlink:label="loc_us-gaap_NetIncomeLoss_B3E09EB7845998C72CEB4028033EA471" xlink:type="locator"/>
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<link:label id="lab_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51_terseLabel_en-US" xlink:label="lab_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Net loss per share - basic and diluted (in dollars per share) </link:label>
<link:label id="lab_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51_label_en-US" xlink:label="lab_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Earnings Per Share, Basic and Diluted </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_EarningsPerShareBasicAndDiluted" xlink:label="loc_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51" xlink:to="lab_us-gaap_EarningsPerShareBasicAndDiluted_CDA08D650670131F5DB34028033EFB51" xlink:type="arc"/>
<link:label id="lab_us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_DBBCF503B6C97D2D732E4028033E5193_verboseLabel_en-US" xlink:label="lab_us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_DBBCF503B6C97D2D732E4028033E5193" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Weighted-average shares outstanding - basic and diluted (in shares) </link:label>
<link:label id="lab_us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_DBBCF503B6C97D2D732E4028033E5193_label_en-US" xlink:label="lab_us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_DBBCF503B6C97D2D732E4028033E5193" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Weighted Average Number of Shares Outstanding, Basic and Diluted </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted" xlink:label="loc_us-gaap_WeightedAverageNumberOfShareOutstandingBasicAndDiluted_DBBCF503B6C97D2D732E4028033E5193" xlink:type="locator"/>
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<link:label id="lab_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1_terseLabel_en-US" xlink:label="lab_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Statement [Table] </link:label>
<link:label id="lab_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1_label_en-US" xlink:label="lab_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Statement [Table] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_StatementTable" xlink:label="loc_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1" xlink:to="lab_us-gaap_StatementTable_091DCA533D609486AE274028033E6DF1" xlink:type="arc"/>
<link:label id="lab_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Income Statement Location [Axis] </link:label>
<link:label id="lab_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC_label_en-US" xlink:label="lab_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Income Statement Location [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncomeStatementLocationAxis" xlink:label="loc_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC" xlink:to="lab_us-gaap_IncomeStatementLocationAxis_808E3A8AEC01F9DA6CF44028033E2BEC" xlink:type="arc"/>
<link:label id="lab_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A_terseLabel_en-US" xlink:label="lab_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Income Statement Location [Domain] </link:label>
<link:label id="lab_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A_label_en-US" xlink:label="lab_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Income Statement Location [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncomeStatementLocationDomain" xlink:label="loc_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A" xlink:to="lab_us-gaap_IncomeStatementLocationDomain_C46B0A602327D2B3DCAD4028033EA17A" xlink:type="arc"/>
<link:label id="lab_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8_terseLabel_en-US" xlink:label="lab_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cost of net revenues </link:label>
<link:label id="lab_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8_label_en-US" xlink:label="lab_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cost of Sales [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CostOfSalesMember" xlink:label="loc_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8" xlink:to="lab_us-gaap_CostOfSalesMember_600072825B324C8FCA534028033EAFA8" xlink:type="arc"/>
<link:label id="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E_verboseLabel_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Technology and development </link:label>
<link:label id="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E_label_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Technology and Development [Member] </link:label>
<link:label id="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E_documentation_en-US" xlink:label="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> The allocation (or location) of expenses to (in) technology and development. </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_TechnologyAndDevelopmentMember" xlink:label="loc_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:to="lab_sfly_TechnologyAndDevelopmentMember_B060E99A278AFBF2A6DB4028033E740E" xlink:type="arc"/>
<link:label id="lab_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9_verboseLabel_en-US" xlink:label="lab_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Sales and marketing </link:label>
<link:label id="lab_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9_label_en-US" xlink:label="lab_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Selling and Marketing Expense [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SellingAndMarketingExpenseMember" xlink:label="loc_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9" xlink:to="lab_us-gaap_SellingAndMarketingExpenseMember_487FEA8F2F3C26D80FBF4028033F79B9" xlink:type="arc"/>
<link:label id="lab_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4_verboseLabel_en-US" xlink:label="lab_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> General and administrative </link:label>
<link:label id="lab_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4_label_en-US" xlink:label="lab_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> General and Administrative Expense [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_GeneralAndAdministrativeExpenseMember" xlink:label="loc_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4" xlink:to="lab_us-gaap_GeneralAndAdministrativeExpenseMember_E8C4AA2C598A681BDB964028033F27B4" xlink:type="arc"/>
<link:label id="lab_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring </link:label>
<link:label id="lab_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974_label_en-US" xlink:label="lab_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Charges [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringChargesMember" xlink:label="loc_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974" xlink:to="lab_us-gaap_RestructuringChargesMember_0A96EDD755134BE950F64028033F0974" xlink:type="arc"/>
<link:label id="lab_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C_terseLabel_en-US" xlink:label="lab_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Statement [Line Items] </link:label>
<link:label id="lab_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C_label_en-US" xlink:label="lab_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Statement [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_StatementLineItems" xlink:label="loc_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C" xlink:to="lab_us-gaap_StatementLineItems_7145D0DAD6AC74F4E4BD4028033F4B5C" xlink:type="arc"/>
<link:label id="lab_us-gaap_AllocatedShareBasedCompensationExpense_647404604CEB71BA968C4028033F84D0_terseLabel_en-US" xlink:label="lab_us-gaap_AllocatedShareBasedCompensationExpense_647404604CEB71BA968C4028033F84D0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Stock-based compensation </link:label>
<link:label id="lab_us-gaap_AllocatedShareBasedCompensationExpense_647404604CEB71BA968C4028033F84D0_label_en-US" xlink:label="lab_us-gaap_AllocatedShareBasedCompensationExpense_647404604CEB71BA968C4028033F84D0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Allocated Share-based Compensation Expense </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AllocatedShareBasedCompensationExpense" xlink:label="loc_us-gaap_AllocatedShareBasedCompensationExpense_647404604CEB71BA968C4028033F84D0" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DisaggregationOfRevenueTable_E14B29A704BEB661278E40883C7769AE_terseLabel_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueTable_E14B29A704BEB661278E40883C7769AE" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue [Table] </link:label>
<link:label id="lab_us-gaap_DisaggregationOfRevenueTable_E14B29A704BEB661278E40883C7769AE_label_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueTable_E14B29A704BEB661278E40883C7769AE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue [Table] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DisaggregationOfRevenueTable" xlink:label="loc_us-gaap_DisaggregationOfRevenueTable_E14B29A704BEB661278E40883C7769AE" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ConsolidationItemsAxis_36B341966AA17729F526409A5D6B2C2D_terseLabel_en-US" xlink:label="lab_us-gaap_ConsolidationItemsAxis_36B341966AA17729F526409A5D6B2C2D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Consolidation Items [Axis] </link:label>
<link:label id="lab_us-gaap_ConsolidationItemsAxis_36B341966AA17729F526409A5D6B2C2D_label_en-US" xlink:label="lab_us-gaap_ConsolidationItemsAxis_36B341966AA17729F526409A5D6B2C2D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Consolidation Items [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ConsolidationItemsAxis" xlink:label="loc_us-gaap_ConsolidationItemsAxis_36B341966AA17729F526409A5D6B2C2D" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ConsolidationItemsDomain_500028BD83F6C76DD428409A5D72083B_terseLabel_en-US" xlink:label="lab_us-gaap_ConsolidationItemsDomain_500028BD83F6C76DD428409A5D72083B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Consolidation Items [Domain] </link:label>
<link:label id="lab_us-gaap_ConsolidationItemsDomain_500028BD83F6C76DD428409A5D72083B_label_en-US" xlink:label="lab_us-gaap_ConsolidationItemsDomain_500028BD83F6C76DD428409A5D72083B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Consolidation Items [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ConsolidationItemsDomain" xlink:label="loc_us-gaap_ConsolidationItemsDomain_500028BD83F6C76DD428409A5D72083B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Operating Segments </link:label>
<link:label id="lab_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E_label_en-US" xlink:label="lab_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Operating Segments [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingSegmentsMember" xlink:label="loc_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E" xlink:to="lab_us-gaap_OperatingSegmentsMember_23B732CBDC50214A8C32409A5D86C97E" xlink:type="arc"/>
<link:label id="lab_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB_terseLabel_en-US" xlink:label="lab_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Segments [Axis] </link:label>
<link:label id="lab_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB_label_en-US" xlink:label="lab_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Segments [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_StatementBusinessSegmentsAxis" xlink:label="loc_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB" xlink:to="lab_us-gaap_StatementBusinessSegmentsAxis_273CBD61530DCA50E91F4099CB7652DB" xlink:type="arc"/>
<link:label id="lab_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D_terseLabel_en-US" xlink:label="lab_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Segments [Domain] </link:label>
<link:label id="lab_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D_label_en-US" xlink:label="lab_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Segments [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SegmentDomain" xlink:label="loc_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D" xlink:to="lab_us-gaap_SegmentDomain_A1A84A40A5F36DC2AEFE4099CB8A6D0D" xlink:type="arc"/>
<link:label id="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057_terseLabel_en-US" xlink:label="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Consumer </link:label>
<link:label id="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057_label_en-US" xlink:label="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Consumer [Member] </link:label>
<link:label id="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057_documentation_en-US" xlink:label="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Consumer [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ConsumerMember" xlink:label="loc_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:to="lab_sfly_ConsumerMember_8280C95667CC600783344099CB8AD057" xlink:type="arc"/>
<link:label id="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB_terseLabel_en-US" xlink:label="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Shutterfly Business Solutions (SBS) </link:label>
<link:label id="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB_label_en-US" xlink:label="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Shutterfly Business Segments (SBS) [Member] </link:label>
<link:label id="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB_documentation_en-US" xlink:label="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Shutterfly Business Segments (SBS) [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ShutterflyBusinessSegmentsSBSMember" xlink:label="loc_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:to="lab_sfly_ShutterflyBusinessSegmentsSBSMember_023302F6DADF778AEB5A4099CB8AFBCB" xlink:type="arc"/>
<link:label id="lab_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1_terseLabel_en-US" xlink:label="lab_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Products and Services [Axis] </link:label>
<link:label id="lab_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1_label_en-US" xlink:label="lab_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Products and Services [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ProductOrServiceAxis" xlink:label="loc_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1" xlink:to="lab_us-gaap_ProductOrServiceAxis_FB138E13ABC8A6EB1B7440883C7782B1" xlink:type="arc"/>
<link:label id="lab_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A_terseLabel_en-US" xlink:label="lab_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Products and Services [Domain] </link:label>
<link:label id="lab_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A_label_en-US" xlink:label="lab_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Products and Services [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ProductsAndServicesDomain" xlink:label="loc_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A" xlink:to="lab_us-gaap_ProductsAndServicesDomain_988C2E10F6B4613081D740883C772D9A" xlink:type="arc"/>
<link:label id="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255_terseLabel_en-US" xlink:label="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Shutterfly brand </link:label>
<link:label id="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255_label_en-US" xlink:label="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Shutterfly Brand [Member] </link:label>
<link:label id="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255_documentation_en-US" xlink:label="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Shutterfly Brand [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ShutterflyBrandMember" xlink:label="loc_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:to="lab_sfly_ShutterflyBrandMember_4FEE9FA2ED5FBA0409C740883C770255" xlink:type="arc"/>
<link:label id="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4_terseLabel_en-US" xlink:label="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Tiny Prints Boutique </link:label>
<link:label id="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4_label_en-US" xlink:label="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Tiny Prints Boutique [Member] </link:label>
<link:label id="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4_documentation_en-US" xlink:label="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Tiny Prints Boutique [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_TinyPrintsBoutiqueMember" xlink:label="loc_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:to="lab_sfly_TinyPrintsBoutiqueMember_143230F9663E226B8ECC40883C778AF4" xlink:type="arc"/>
<link:label id="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9_terseLabel_en-US" xlink:label="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Tiny Prints </link:label>
<link:label id="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9_label_en-US" xlink:label="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Tiny Prints [Member] </link:label>
<link:label id="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9_documentation_en-US" xlink:label="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Tiny Prints [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_TinyPrintsMember" xlink:label="loc_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:to="lab_sfly_TinyPrintsMember_B7A9CC15ECE2FE471F8C40883C773DA9" xlink:type="arc"/>
<link:label id="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58_terseLabel_en-US" xlink:label="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Wedding Paper Divas </link:label>
<link:label id="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58_label_en-US" xlink:label="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Wedding Paper Divas [Member] </link:label>
<link:label id="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58_documentation_en-US" xlink:label="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Wedding Paper Divas [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_WeddingPaperDivasMember" xlink:label="loc_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:to="lab_sfly_WeddingPaperDivasMember_CEBDA9D2E9BEFB1D43DF40883C771E58" xlink:type="arc"/>
<link:label id="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556_terseLabel_en-US" xlink:label="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> MyPublisher </link:label>
<link:label id="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556_label_en-US" xlink:label="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> MyPublisher [Member] </link:label>
<link:label id="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556_documentation_en-US" xlink:label="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> MyPublisher [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_MyPublisherMember" xlink:label="loc_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:to="lab_sfly_MyPublisherMember_97885C0F2FF61D06CCBF40883C77D556" xlink:type="arc"/>
<link:label id="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D_terseLabel_en-US" xlink:label="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Other </link:label>
<link:label id="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D_label_en-US" xlink:label="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Other Brands [Member] </link:label>
<link:label id="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D_documentation_en-US" xlink:label="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Other Brands [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_OtherBrandsMember" xlink:label="loc_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:to="lab_sfly_OtherBrandsMember_534F6B4E7DFA9B0B8A8340883C77A14D" xlink:type="arc"/>
<link:label id="lab_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E_terseLabel_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue [Line Items] </link:label>
<link:label id="lab_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E_label_en-US" xlink:label="lab_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Disaggregation of Revenue [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DisaggregationOfRevenueLineItems" xlink:label="loc_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E" xlink:to="lab_us-gaap_DisaggregationOfRevenueLineItems_E431FF51DACC2F2E0FDE40883C7D905E" xlink:type="arc"/>
<link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6_terseLabel_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Total net revenues </link:label>
<link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6_label_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revenue from Contract with Customer, Excluding Assessed Tax </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax" xlink:label="loc_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6" xlink:to="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_08016C95C595DFABD13440883C7D43E6" xlink:type="arc"/>
<link:label id="lab_us-gaap_StatementOfIncomeAndComprehensiveIncomeAbstract_D0C5EB52619E7B787EF502CE575BE808_label_en-US" xlink:label="lab_us-gaap_StatementOfIncomeAndComprehensiveIncomeAbstract_D0C5EB52619E7B787EF502CE575BE808" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Statement of Comprehensive Income [Abstract] </link:label>
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<link:label id="lab_sfly_PrepaidPostage_6D4FF61F51A995F2778802CE569948BB_terseLabel_en-US" xlink:label="lab_sfly_PrepaidPostage_6D4FF61F51A995F2778802CE569948BB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Prepaid postage </link:label>
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<link:label id="lab_sfly_PrepaidPostage_6D4FF61F51A995F2778802CE569948BB_documentation_en-US" xlink:label="lab_sfly_PrepaidPostage_6D4FF61F51A995F2778802CE569948BB" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Prepaid Postage </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_PrepaidPostage" xlink:label="loc_sfly_PrepaidPostage_6D4FF61F51A995F2778802CE569948BB" xlink:type="locator"/>
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<link:label id="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885_terseLabel_en-US" xlink:label="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Manufacturing partners receivable </link:label>
<link:label id="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885_label_en-US" xlink:label="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Manufacturing Partners Receivable </link:label>
<link:label id="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885_documentation_en-US" xlink:label="lab_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Manufacturing Partners Receivable </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ManufacturingPartnersReceivable" xlink:label="loc_sfly_ManufacturingPartnersReceivable_4AC41364936B9474ECF202CE56991885" xlink:type="locator"/>
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<link:label id="lab_us-gaap_OtherPrepaidExpenseCurrent_7C86D832279A9CC5B6A102CE569904ED_terseLabel_en-US" xlink:label="lab_us-gaap_OtherPrepaidExpenseCurrent_7C86D832279A9CC5B6A102CE569904ED" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Other prepaid expenses and current assets </link:label>
<link:label id="lab_us-gaap_OtherPrepaidExpenseCurrent_7C86D832279A9CC5B6A102CE569904ED_label_en-US" xlink:label="lab_us-gaap_OtherPrepaidExpenseCurrent_7C86D832279A9CC5B6A102CE569904ED" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Other Prepaid Expense, Current </link:label>
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<link:label id="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_C6CBC1FB995A566D49B902CE56998940_totalLabel_en-US" xlink:label="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_C6CBC1FB995A566D49B902CE56998940" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total prepaid expenses and other current assets </link:label>
<link:label id="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_C6CBC1FB995A566D49B902CE56998940_label_en-US" xlink:label="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_C6CBC1FB995A566D49B902CE56998940" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Prepaid Expense and Other Assets, Current </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PrepaidExpenseAndOtherAssetsCurrent" xlink:label="loc_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_C6CBC1FB995A566D49B902CE56998940" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable_447555B3ABA0DE4A37AF35DE95A71EF8_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable_C311C7E8ABFB59E980EE47B8AEC59EAC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value Measurements, Recurring and Nonrecurring [Table] </link:label>
<link:label id="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable_447555B3ABA0DE4A37AF35DE95A71EF8_label_en-US" xlink:label="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable_C311C7E8ABFB59E980EE47B8AEC59EAC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value Measurements, Recurring and Nonrecurring [Table] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable" xlink:label="loc_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisTable_C311C7E8ABFB59E980EE47B8AEC59EAC" xlink:type="locator"/>
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<link:label id="lab_us-gaap_InvestmentTypeAxis_1172E7DEBBCAB7DE433435DE95A73DFC_terseLabel_en-US" xlink:label="lab_us-gaap_InvestmentTypeAxis_7212D7A2D5E35C6DAF4516CA6434B23D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Investment Type [Axis] </link:label>
<link:label id="lab_us-gaap_InvestmentTypeAxis_1172E7DEBBCAB7DE433435DE95A73DFC_label_en-US" xlink:label="lab_us-gaap_InvestmentTypeAxis_7212D7A2D5E35C6DAF4516CA6434B23D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Investment Type [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InvestmentTypeAxis" xlink:label="loc_us-gaap_InvestmentTypeAxis_7212D7A2D5E35C6DAF4516CA6434B23D" xlink:type="locator"/>
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<link:label id="lab_us-gaap_InvestmentTypeCategorizationMember_238184EF95D42F44F51935DE95A74C21_terseLabel_en-US" xlink:label="lab_us-gaap_InvestmentTypeCategorizationMember_B5C97A71163A5933853660B8C4BDB237" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Investments [Domain] </link:label>
<link:label id="lab_us-gaap_InvestmentTypeCategorizationMember_238184EF95D42F44F51935DE95A74C21_label_en-US" xlink:label="lab_us-gaap_InvestmentTypeCategorizationMember_B5C97A71163A5933853660B8C4BDB237" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Investments [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InvestmentTypeCategorizationMember" xlink:label="loc_us-gaap_InvestmentTypeCategorizationMember_B5C97A71163A5933853660B8C4BDB237" xlink:type="locator"/>
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<link:label id="lab_us-gaap_MoneyMarketFundsMember_C870D67C51E0F89504B135DE95A7FF61_terseLabel_en-US" xlink:label="lab_us-gaap_MoneyMarketFundsMember_D4EF1722B7FA58EC80892F7E6F3EA764" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Money market funds </link:label>
<link:label id="lab_us-gaap_MoneyMarketFundsMember_C870D67C51E0F89504B135DE95A7FF61_label_en-US" xlink:label="lab_us-gaap_MoneyMarketFundsMember_D4EF1722B7FA58EC80892F7E6F3EA764" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Money Market Funds [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_MoneyMarketFundsMember" xlink:label="loc_us-gaap_MoneyMarketFundsMember_D4EF1722B7FA58EC80892F7E6F3EA764" xlink:type="locator"/>
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<link:label id="lab_us-gaap_CorporateDebtSecuritiesMember_0B2E0FE46413489E40AE35DE95A7DE13_terseLabel_en-US" xlink:label="lab_us-gaap_CorporateDebtSecuritiesMember_EC86036168D3540ABC70A2F06F7F7615" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Corporate debt securities </link:label>
<link:label id="lab_us-gaap_CorporateDebtSecuritiesMember_0B2E0FE46413489E40AE35DE95A7DE13_label_en-US" xlink:label="lab_us-gaap_CorporateDebtSecuritiesMember_EC86036168D3540ABC70A2F06F7F7615" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Corporate Debt Securities [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CorporateDebtSecuritiesMember" xlink:label="loc_us-gaap_CorporateDebtSecuritiesMember_EC86036168D3540ABC70A2F06F7F7615" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AgencySecuritiesMember_DD884ABD128251C9E94835DE95A8A1AC_terseLabel_en-US" xlink:label="lab_us-gaap_AgencySecuritiesMember_9D2F02F69E6D57A6B03CE1D45C2B9322" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Agency securities </link:label>
<link:label id="lab_us-gaap_AgencySecuritiesMember_DD884ABD128251C9E94835DE95A8A1AC_label_en-US" xlink:label="lab_us-gaap_AgencySecuritiesMember_9D2F02F69E6D57A6B03CE1D45C2B9322" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Agency Securities [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AgencySecuritiesMember" xlink:label="loc_us-gaap_AgencySecuritiesMember_9D2F02F69E6D57A6B03CE1D45C2B9322" xlink:type="locator"/>
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<link:label id="lab_us-gaap_CommercialPaperMember_9D0969407C81A6000FDB35DE95A8C7F7_terseLabel_en-US" xlink:label="lab_us-gaap_CommercialPaperMember_9B98D05E7C8F59EB824944E46EF2F6D3" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Commercial Paper </link:label>
<link:label id="lab_us-gaap_CommercialPaperMember_9D0969407C81A6000FDB35DE95A8C7F7_label_en-US" xlink:label="lab_us-gaap_CommercialPaperMember_9B98D05E7C8F59EB824944E46EF2F6D3" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Commercial Paper [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CommercialPaperMember" xlink:label="loc_us-gaap_CommercialPaperMember_9B98D05E7C8F59EB824944E46EF2F6D3" xlink:type="locator"/>
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<link:label id="lab_us-gaap_USTreasuryAndGovernmentMember_687FA6C79D31465A6FD435DE95A8EA97_terseLabel_en-US" xlink:label="lab_us-gaap_USTreasuryAndGovernmentMember_049277EC30C85ABDBEE7E50DE963AFCC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> U.S. Government securities </link:label>
<link:label id="lab_us-gaap_USTreasuryAndGovernmentMember_687FA6C79D31465A6FD435DE95A8EA97_label_en-US" xlink:label="lab_us-gaap_USTreasuryAndGovernmentMember_049277EC30C85ABDBEE7E50DE963AFCC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> US Treasury and Government [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_USTreasuryAndGovernmentMember" xlink:label="loc_us-gaap_USTreasuryAndGovernmentMember_049277EC30C85ABDBEE7E50DE963AFCC" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis_1B9E035FEC5B5AAF879935DE95A82FE7_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueByFairValueHierarchyLevelAxis_A9577F72220A54A2B34D260B41104FC7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value, Hierarchy [Axis] </link:label>
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<link:label id="lab_us-gaap_FairValueMeasurementsFairValueHierarchyDomain_217F19F8A6A13CFBEBC435DE95A808F2_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueMeasurementsFairValueHierarchyDomain_119F58CDEAFD53D396B02B679E29C35C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value Hierarchy [Domain] </link:label>
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<link:label id="lab_us-gaap_FairValueInputsLevel1Member_006EEC96410E909FD6EC35DE95A8348E_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueInputsLevel1Member_9DDD46F662CE56859B68FA89AEA8CFAF" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Level 1 Securities </link:label>
<link:label id="lab_us-gaap_FairValueInputsLevel1Member_006EEC96410E909FD6EC35DE95A8348E_label_en-US" xlink:label="lab_us-gaap_FairValueInputsLevel1Member_9DDD46F662CE56859B68FA89AEA8CFAF" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value, Inputs, Level 1 [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueInputsLevel1Member" xlink:label="loc_us-gaap_FairValueInputsLevel1Member_9DDD46F662CE56859B68FA89AEA8CFAF" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FairValueInputsLevel1Member_9DDD46F662CE56859B68FA89AEA8CFAF" xlink:to="lab_us-gaap_FairValueInputsLevel1Member_9DDD46F662CE56859B68FA89AEA8CFAF" xlink:type="arc"/>
<link:label id="lab_us-gaap_FairValueInputsLevel2Member_CBCB50AAD999B9AAE50335DE95A88180_verboseLabel_en-US" xlink:label="lab_us-gaap_FairValueInputsLevel2Member_DE8078087F1752A48C82702CB269C6AE" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Level 2 Securities </link:label>
<link:label id="lab_us-gaap_FairValueInputsLevel2Member_CBCB50AAD999B9AAE50335DE95A88180_label_en-US" xlink:label="lab_us-gaap_FairValueInputsLevel2Member_DE8078087F1752A48C82702CB269C6AE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value, Inputs, Level 2 [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueInputsLevel2Member" xlink:label="loc_us-gaap_FairValueInputsLevel2Member_DE8078087F1752A48C82702CB269C6AE" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FairValueInputsLevel2Member_DE8078087F1752A48C82702CB269C6AE" xlink:to="lab_us-gaap_FairValueInputsLevel2Member_DE8078087F1752A48C82702CB269C6AE" xlink:type="arc"/>
<link:label id="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_C2233623696585EE314C35DE95A80168_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_156D51F7EBA7508BB57813E7CE5727C0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value, Assets and Liabilities </link:label>
<link:label id="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_C2233623696585EE314C35DE95A80168_label_en-US" xlink:label="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_156D51F7EBA7508BB57813E7CE5727C0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems" xlink:label="loc_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_156D51F7EBA7508BB57813E7CE5727C0" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_156D51F7EBA7508BB57813E7CE5727C0" xlink:to="lab_us-gaap_FairValueAssetsAndLiabilitiesMeasuredOnRecurringAndNonrecurringBasisLineItems_156D51F7EBA7508BB57813E7CE5727C0" xlink:type="arc"/>
<link:label id="lab_us-gaap_CashAndCashEquivalentsFairValueDisclosure_0A7275F9D5F8A8D3169D35DE95A81063_terseLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsFairValueDisclosure_CE61E5A09A5E5409BE9EAF8C613F162A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash Equivalents </link:label>
<link:label id="lab_us-gaap_CashAndCashEquivalentsFairValueDisclosure_0A7275F9D5F8A8D3169D35DE95A81063_label_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsFairValueDisclosure_CE61E5A09A5E5409BE9EAF8C613F162A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cash and Cash Equivalents, Fair Value Disclosure </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CashAndCashEquivalentsFairValueDisclosure" xlink:label="loc_us-gaap_CashAndCashEquivalentsFairValueDisclosure_CE61E5A09A5E5409BE9EAF8C613F162A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CashAndCashEquivalentsFairValueDisclosure_CE61E5A09A5E5409BE9EAF8C613F162A" xlink:to="lab_us-gaap_CashAndCashEquivalentsFairValueDisclosure_CE61E5A09A5E5409BE9EAF8C613F162A" xlink:type="arc"/>
<link:label id="lab_us-gaap_InvestmentsFairValueDisclosure_3236E5215CF82EE0E84135DE95A86631_terseLabel_en-US" xlink:label="lab_us-gaap_InvestmentsFairValueDisclosure_D7A33909ACE45CF69F3133C5EB4C1C56" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Investments </link:label>
<link:label id="lab_us-gaap_InvestmentsFairValueDisclosure_3236E5215CF82EE0E84135DE95A86631_label_en-US" xlink:label="lab_us-gaap_InvestmentsFairValueDisclosure_D7A33909ACE45CF69F3133C5EB4C1C56" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Investments, Fair Value Disclosure </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InvestmentsFairValueDisclosure" xlink:label="loc_us-gaap_InvestmentsFairValueDisclosure_D7A33909ACE45CF69F3133C5EB4C1C56" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InvestmentsFairValueDisclosure_D7A33909ACE45CF69F3133C5EB4C1C56" xlink:to="lab_us-gaap_InvestmentsFairValueDisclosure_D7A33909ACE45CF69F3133C5EB4C1C56" xlink:type="arc"/>
<link:label id="lab_us-gaap_ScheduleOfPropertyPlantAndEquipmentTable_AF3A0F5863102625D23340883BE25D5A_label_en-US" xlink:label="lab_us-gaap_ScheduleOfPropertyPlantAndEquipmentTable_AF3A0F5863102625D23340883BE25D5A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment [Table] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfPropertyPlantAndEquipmentTable" xlink:label="loc_us-gaap_ScheduleOfPropertyPlantAndEquipmentTable_AF3A0F5863102625D23340883BE25D5A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfPropertyPlantAndEquipmentTable_AF3A0F5863102625D23340883BE25D5A" xlink:to="lab_us-gaap_ScheduleOfPropertyPlantAndEquipmentTable_AF3A0F5863102625D23340883BE25D5A" xlink:type="arc"/>
<link:label id="lab_us-gaap_PropertyPlantAndEquipmentByTypeAxis_4FCAEE317BAFA1B4DF4D40883BE2BF56_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentByTypeAxis_4FCAEE317BAFA1B4DF4D40883BE2BF56" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment, Type [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PropertyPlantAndEquipmentByTypeAxis" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentByTypeAxis_4FCAEE317BAFA1B4DF4D40883BE2BF56" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentByTypeAxis_4FCAEE317BAFA1B4DF4D40883BE2BF56" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentByTypeAxis_4FCAEE317BAFA1B4DF4D40883BE2BF56" xlink:type="arc"/>
<link:label id="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain_1FB4AFB2AB01A18DA79540883BE2A650_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain_1FB4AFB2AB01A18DA79540883BE2A650" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment, Type [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentTypeDomain_1FB4AFB2AB01A18DA79540883BE2A650" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentTypeDomain_1FB4AFB2AB01A18DA79540883BE2A650" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentTypeDomain_1FB4AFB2AB01A18DA79540883BE2A650" xlink:type="arc"/>
<link:label id="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345_terseLabel_en-US" xlink:label="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Manufacturing equipment </link:label>
<link:label id="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345_label_en-US" xlink:label="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Manufacturing Equipment [Member] </link:label>
<link:label id="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345_documentation_en-US" xlink:label="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Manufacturing Equipment [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ManufacturingEquipmentMember" xlink:label="loc_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:to="lab_sfly_ManufacturingEquipmentMember_921E88A8AFB9E290076240883BE24345" xlink:type="arc"/>
<link:label id="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B_terseLabel_en-US" xlink:label="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Computer equipment and software </link:label>
<link:label id="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B_label_en-US" xlink:label="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Computer Equipment and Software [Member] </link:label>
<link:label id="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B_documentation_en-US" xlink:label="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Computer Equipment and Software [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ComputerEquipmentandSoftwareMember" xlink:label="loc_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:to="lab_sfly_ComputerEquipmentandSoftwareMember_B3AECCE61EC95363998940883BE2569B" xlink:type="arc"/>
<link:label id="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85_terseLabel_en-US" xlink:label="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Capitalized software and website development costs </link:label>
<link:label id="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85_label_en-US" xlink:label="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Software And Website Development Costs [Member] </link:label>
<link:label id="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85_documentation_en-US" xlink:label="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Capitalized costs to develop software for internal use and website development costs, eligible for capitalization. </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_SoftwareAndWebsiteDevelopmentCostsMember" xlink:label="loc_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:to="lab_sfly_SoftwareAndWebsiteDevelopmentCostsMember_ACFB4640529BB264FDAB40883BE3EF85" xlink:type="arc"/>
<link:label id="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343_terseLabel_en-US" xlink:label="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Buildings under build-to-suit leases </link:label>
<link:label id="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343_label_en-US" xlink:label="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Building Construction-in-Progress [Member] </link:label>
<link:label id="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343_documentation_en-US" xlink:label="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Building Construction-in-Progress [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_BuildingConstructionInProgressMember" xlink:label="loc_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:to="lab_sfly_BuildingConstructionInProgressMember_EC127B253F4ECA0C715140883BE33343" xlink:type="arc"/>
<link:label id="lab_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067_terseLabel_en-US" xlink:label="lab_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Leasehold improvements </link:label>
<link:label id="lab_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067_label_en-US" xlink:label="lab_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Leasehold Improvements [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LeaseholdImprovementsMember" xlink:label="loc_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067" xlink:to="lab_us-gaap_LeaseholdImprovementsMember_575AB5CC0012D06E097240883BE3B067" xlink:type="arc"/>
<link:label id="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245_terseLabel_en-US" xlink:label="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Rental equipment </link:label>
<link:label id="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245_label_en-US" xlink:label="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Camera Rental Equipment [Member] </link:label>
<link:label id="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245_documentation_en-US" xlink:label="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Camera Rental Equipment [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_CameraRentalEquipmentMember" xlink:label="loc_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:to="lab_sfly_CameraRentalEquipmentMember_830E7FAF60017AE6848040883BE3A245" xlink:type="arc"/>
<link:label id="lab_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD_terseLabel_en-US" xlink:label="lab_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Furniture and fixtures </link:label>
<link:label id="lab_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD_label_en-US" xlink:label="lab_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Furniture and Fixtures [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FurnitureAndFixturesMember" xlink:label="loc_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD" xlink:to="lab_us-gaap_FurnitureAndFixturesMember_AB892782871D9FFB4CF940883BE32AAD" xlink:type="arc"/>
<link:label id="lab_us-gaap_PropertyPlantAndEquipmentLineItems_DD5BB01439A87851D70840883BE3BABB_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentLineItems_DD5BB01439A87851D70840883BE3BABB" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PropertyPlantAndEquipmentLineItems" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentLineItems_DD5BB01439A87851D70840883BE3BABB" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PropertyPlantAndEquipmentLineItems_DD5BB01439A87851D70840883BE3BABB" xlink:to="lab_us-gaap_PropertyPlantAndEquipmentLineItems_DD5BB01439A87851D70840883BE3BABB" xlink:type="arc"/>
<link:label id="lab_us-gaap_PropertyPlantAndEquipmentAbstract_0C167A75F96C2F17E3B340883BE3FE1F_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentAbstract_0C167A75F96C2F17E3B340883BE3FE1F" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Property and Equipment </link:label>
<link:label id="lab_us-gaap_PropertyPlantAndEquipmentAbstract_0C167A75F96C2F17E3B340883BE3FE1F_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentAbstract_0C167A75F96C2F17E3B340883BE3FE1F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment [Abstract] </link:label>
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<link:label id="lab_us-gaap_CapitalLeaseObligations_43E4D2D3B50A2C1CDCF340883BE31258_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalLeaseObligations_43E4D2D3B50A2C1CDCF340883BE31258" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Capital lease obligations </link:label>
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<link:label id="lab_us-gaap_CapitalLeasesLesseeBalanceSheetAssetsByMajorClassAccumulatedDeprecation_D192C90DB5B6863E4CD640883BE399A0_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalLeasesLesseeBalanceSheetAssetsByMajorClassAccumulatedDeprecation_D192C90DB5B6863E4CD640883BE399A0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accumulated depreciation of assets under capital leases </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingRollForward_B33DE3F8AE06463A8DB93BBF7E4725BA_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingRollForward_B33DE3F8AE06463A8DB93BBF7E4725BA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Number of Options Outstanding </link:label>
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<link:label id="lab_us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_DF247629D9617BD900BB3BBF7E47E2D0_negatedLabel_en-US" xlink:label="lab_us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised_DF247629D9617BD900BB3BBF7E47E2D0" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Exercised (in shares) </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Options vested and expected to vest (in shares) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Vested and Expected to Vest, Outstanding, Number </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingNumber_AA3FAEB7CA62415A25583BBF7E5121BE" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9_verboseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Options vested (in shares) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Vested and Expected to Vest, Exercisable, Number </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableNumber_D95192C778ABA82B96BF3BBF7E514AB9" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Weighted Average Exercise Price </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Weighted Average Exercise Price [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePriceRollforward_F954881D254034D718123BBF7E51B968" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888_periodStartLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xml:lang="en-US"> Balances (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_47C5460226B10EAA6C303BBF7E51D888" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Granted (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangements by Share-based Payment Award, Options, Grants in Period, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageExercisePrice_ADA717F67B3ABA42F69B3BBF7E5150F2" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Exercised (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangements by Share-based Payment Award, Options, Exercises in Period, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsExercisesInPeriodWeightedAverageExercisePrice_0EA895EDE3A45717F6133BBF7E51C9F6" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Forfeited, cancelled or expired (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangements by Share-based Payment Award, Options, Forfeitures in Period, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardOptionsForfeituresInPeriodWeightedAverageExercisePrice_58C341D8F8242C5CF1013BBF7E51B60B" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_A3CA39235D20BDDF29133BBF7E516568_periodEndLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_A3CA39235D20BDDF29133BBF7E516568" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:type="resource" xml:lang="en-US"> Balances (in dollars per share) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_A3CA39235D20BDDF29133BBF7E516568" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_A3CA39235D20BDDF29133BBF7E516568" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsOutstandingWeightedAverageExercisePrice_A3CA39235D20BDDF29133BBF7E516568" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Options vested and expected to vest (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Vested and Expected to Vest, Outstanding, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestOutstandingWeightedAverageExercisePrice_02C3D119CF2F88277A633BBF7E5136FC" xlink:type="arc"/>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Options vested (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Vested and Expected to Vest, Exercisable, Weighted Average Exercise Price </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B" xlink:to="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsVestedAndExpectedToVestExercisableWeightedAverageExercisePrice_23DB7C2458F84D54727A3BBF7E51AC3B" xlink:type="arc"/>
<link:label id="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA_terseLabel_en-US" xlink:label="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Weighted Average Remaining Contractual Term (Years) </link:label>
<link:label id="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA_label_en-US" xlink:label="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Weighted Average Contractual Term (Years) [Abstract] </link:label>
<link:label id="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA_documentation_en-US" xlink:label="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> -- None. No documentation exists for this element. -- </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_WeightedAverageContractualTermYearsAbstract" xlink:label="loc_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:to="lab_sfly_WeightedAverageContractualTermYearsAbstract_0F9DA8102DC455F774083BBF7E5180DA" xlink:type="arc"/>
<link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_D9CBAEDA7E5CA39A58B63BBF7E518880_terseLabel_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_D9CBAEDA7E5CA39A58B63BBF7E518880" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Term at end of period </link:label>
<link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_D9CBAEDA7E5CA39A58B63BBF7E518880_label_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsOutstandingWeightedAverageRemainingContractualTerm2_D9CBAEDA7E5CA39A58B63BBF7E518880" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Options, Outstanding, Weighted Average Remaining Contractual Term </link:label>
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<link:label id="lab_sfly_InterestExpenseRelatedToConvertibleSeniorNotesTableTextBlock_4FE6C7976663154614263FEB4D195938_terseLabel_en-US" xlink:label="lab_sfly_InterestExpenseRelatedToConvertibleSeniorNotesTableTextBlock_4FE6C7976663154614263FEB4D195938" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Interest expense related to convertible senior notes </link:label>
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<link:label id="lab_us-gaap_LongTermDebtCurrent_6238E0D5A688DC3E6B334207AAB50FD8_label_en-US" xlink:label="lab_us-gaap_LongTermDebtCurrent_6238E0D5A688DC3E6B334207AAB50FD8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Current Maturities </link:label>
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<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_LongTermDebtCurrent_6238E0D5A688DC3E6B334207AAB50FD8" xlink:to="lab_us-gaap_LongTermDebtCurrent_6238E0D5A688DC3E6B334207AAB50FD8" xlink:type="arc"/>
<link:label id="lab_us-gaap_LongTermDebtNoncurrent_BDE080CCA27D277B16EB4207AAB52FD7_verboseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent_BDE080CCA27D277B16EB4207AAB52FD7" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Term loan, non-current </link:label>
<link:label id="lab_us-gaap_LongTermDebtNoncurrent_BDE080CCA27D277B16EB4207AAB52FD7_label_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent_BDE080CCA27D277B16EB4207AAB52FD7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Debt, Excluding Current Maturities </link:label>
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<link:label id="lab_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_62D12781EB42AB69948B866FDF571A9E_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_847D8D474A135513BE7CBF756FDD47BA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Summary of the status of the company's stock option plan </link:label>
<link:label id="lab_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_62D12781EB42AB69948B866FDF571A9E_label_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_847D8D474A135513BE7CBF756FDD47BA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation, Stock Options, Activity [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_847D8D474A135513BE7CBF756FDD47BA" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_847D8D474A135513BE7CBF756FDD47BA" xlink:to="lab_us-gaap_ScheduleOfShareBasedCompensationStockOptionsActivityTableTextBlock_847D8D474A135513BE7CBF756FDD47BA" xlink:type="arc"/>
<link:label id="lab_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_2A6F2EE5E7A931D8DB98866FDF57DF86_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_AFC7085D70AC5074A4391E938237142B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Summary of valuation assumptions for stock options </link:label>
<link:label id="lab_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_2A6F2EE5E7A931D8DB98866FDF57DF86_label_en-US" xlink:label="lab_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_AFC7085D70AC5074A4391E938237142B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Share-based Payment Award, Stock Options, Valuation Assumptions [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_AFC7085D70AC5074A4391E938237142B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_AFC7085D70AC5074A4391E938237142B" xlink:to="lab_us-gaap_ScheduleOfShareBasedPaymentAwardStockOptionsValuationAssumptionsTableTextBlock_AFC7085D70AC5074A4391E938237142B" xlink:type="arc"/>
<link:label id="lab_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_7C94D3C0AADFBD8C89B5866FDF57C554_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_6AA50A3BD76E5708A67AA9625D87CB0C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Summary of company restricted stock unit activity </link:label>
<link:label id="lab_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_7C94D3C0AADFBD8C89B5866FDF57C554_label_en-US" xlink:label="lab_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_6AA50A3BD76E5708A67AA9625D87CB0C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Nonvested Restricted Stock Units Activity [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_6AA50A3BD76E5708A67AA9625D87CB0C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_6AA50A3BD76E5708A67AA9625D87CB0C" xlink:to="lab_us-gaap_ScheduleOfNonvestedRestrictedStockUnitsActivityTableTextBlock_6AA50A3BD76E5708A67AA9625D87CB0C" xlink:type="arc"/>
<link:label id="lab_us-gaap_LongTermDebtTextBlock_F3E67DEDC386F91E5A5D40883BD88548_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtTextBlock_F3E67DEDC386F91E5A5D40883BD88548" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Debt </link:label>
<link:label id="lab_us-gaap_LongTermDebtTextBlock_F3E67DEDC386F91E5A5D40883BD88548_label_en-US" xlink:label="lab_us-gaap_LongTermDebtTextBlock_F3E67DEDC386F91E5A5D40883BD88548" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Debt [Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LongTermDebtTextBlock" xlink:label="loc_us-gaap_LongTermDebtTextBlock_F3E67DEDC386F91E5A5D40883BD88548" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueByMeasurementBasisAxis_8B925067CFE10424E6F6ADE872EBF01A_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueByMeasurementBasisAxis_8B925067CFE10424E6F6ADE872EBF01A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Measurement Basis [Axis] </link:label>
<link:label id="lab_us-gaap_FairValueByMeasurementBasisAxis_8B925067CFE10424E6F6ADE872EBF01A_label_en-US" xlink:label="lab_us-gaap_FairValueByMeasurementBasisAxis_8B925067CFE10424E6F6ADE872EBF01A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Measurement Basis [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueByMeasurementBasisAxis" xlink:label="loc_us-gaap_FairValueByMeasurementBasisAxis_8B925067CFE10424E6F6ADE872EBF01A" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueDisclosureItemAmountsDomain_260EBD2E6F727CF0DF34ADEA64B0E3F9_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueDisclosureItemAmountsDomain_260EBD2E6F727CF0DF34ADEA64B0E3F9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair Value Measurement [Domain] </link:label>
<link:label id="lab_us-gaap_FairValueDisclosureItemAmountsDomain_260EBD2E6F727CF0DF34ADEA64B0E3F9_label_en-US" xlink:label="lab_us-gaap_FairValueDisclosureItemAmountsDomain_260EBD2E6F727CF0DF34ADEA64B0E3F9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value Measurement [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueDisclosureItemAmountsDomain" xlink:label="loc_us-gaap_FairValueDisclosureItemAmountsDomain_260EBD2E6F727CF0DF34ADEA64B0E3F9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_PortionAtFairValueFairValueDisclosureMember_4DEEE89599BB83C373DDADE9E8664979_terseLabel_en-US" xlink:label="lab_us-gaap_PortionAtFairValueFairValueDisclosureMember_4DEEE89599BB83C373DDADE9E8664979" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Portion at Fair Value Measurement </link:label>
<link:label id="lab_us-gaap_PortionAtFairValueFairValueDisclosureMember_4DEEE89599BB83C373DDADE9E8664979_label_en-US" xlink:label="lab_us-gaap_PortionAtFairValueFairValueDisclosureMember_4DEEE89599BB83C373DDADE9E8664979" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Portion at Fair Value Measurement [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PortionAtFairValueFairValueDisclosureMember" xlink:label="loc_us-gaap_PortionAtFairValueFairValueDisclosureMember_4DEEE89599BB83C373DDADE9E8664979" xlink:type="locator"/>
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<link:label id="lab_us-gaap_EstimateOfFairValueFairValueDisclosureMember_C3530CE623CB4B8FC217ADE8733FEE27_terseLabel_en-US" xlink:label="lab_us-gaap_EstimateOfFairValueFairValueDisclosureMember_C3530CE623CB4B8FC217ADE8733FEE27" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Estimate of Fair Value Measurement </link:label>
<link:label id="lab_us-gaap_EstimateOfFairValueFairValueDisclosureMember_C3530CE623CB4B8FC217ADE8733FEE27_label_en-US" xlink:label="lab_us-gaap_EstimateOfFairValueFairValueDisclosureMember_C3530CE623CB4B8FC217ADE8733FEE27" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Estimate of Fair Value Measurement [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_EstimateOfFairValueFairValueDisclosureMember" xlink:label="loc_us-gaap_EstimateOfFairValueFairValueDisclosureMember_C3530CE623CB4B8FC217ADE8733FEE27" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DerivativeAssets_B430EA1874DD94EFE91DADDA3B6366C0_terseLabel_en-US" xlink:label="lab_us-gaap_DerivativeAssets_B430EA1874DD94EFE91DADDA3B6366C0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Derivative assets </link:label>
<link:label id="lab_us-gaap_DerivativeAssets_B430EA1874DD94EFE91DADDA3B6366C0_label_en-US" xlink:label="lab_us-gaap_DerivativeAssets_B430EA1874DD94EFE91DADDA3B6366C0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative Asset </link:label>
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<link:label id="lab_us-gaap_SubsequentEventsAbstract_EC9C3D3A76C3D7CB0236405D611D0D90_label_en-US" xlink:label="lab_us-gaap_SubsequentEventsAbstract_EC9C3D3A76C3D7CB0236405D611D0D90" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Events [Abstract] </link:label>
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<link:label id="lab_us-gaap_BusinessAcquisitionAxis_BEC1FB36E0F9C8413DDD405D76D17ADA_terseLabel_en-US" xlink:label="lab_us-gaap_BusinessAcquisitionAxis_BEC1FB36E0F9C8413DDD405D76D17ADA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Business Acquisition [Axis] </link:label>
<link:label id="lab_us-gaap_BusinessAcquisitionAxis_BEC1FB36E0F9C8413DDD405D76D17ADA_label_en-US" xlink:label="lab_us-gaap_BusinessAcquisitionAxis_BEC1FB36E0F9C8413DDD405D76D17ADA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Business Acquisition [Axis] </link:label>
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<link:label id="lab_us-gaap_BusinessAcquisitionAcquireeDomain_B04BA2EB9D6E227E0F3F405D76D25639_terseLabel_en-US" xlink:label="lab_us-gaap_BusinessAcquisitionAcquireeDomain_B04BA2EB9D6E227E0F3F405D76D25639" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Business Acquisition, Acquiree [Domain] </link:label>
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<link:label id="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6_terseLabel_en-US" xlink:label="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Lifetouch, Inc. </link:label>
<link:label id="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6_label_en-US" xlink:label="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Lifetouch, Inc. [Member] </link:label>
<link:label id="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6_documentation_en-US" xlink:label="lab_sfly_LifetouchInc.Member_3498CAAE7F4B2AFB1183405D7898FEB6" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Lifetouch, Inc. [Member] </link:label>
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<link:label id="lab_us-gaap_SubsequentEventLineItems_589D19D54E39CAFAB3DE405D76BCE3A2_terseLabel_en-US" xlink:label="lab_us-gaap_SubsequentEventLineItems_589D19D54E39CAFAB3DE405D76BCE3A2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Subsequent Event [Line Items] </link:label>
<link:label id="lab_us-gaap_SubsequentEventLineItems_589D19D54E39CAFAB3DE405D76BCE3A2_label_en-US" xlink:label="lab_us-gaap_SubsequentEventLineItems_589D19D54E39CAFAB3DE405D76BCE3A2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Event [Line Items] </link:label>
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<link:label id="lab_us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired_D9B5E94620AAF7F37D3D405D76C33552_terseLabel_en-US" xlink:label="lab_us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired_D9B5E94620AAF7F37D3D405D76C33552" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Percentage of issued and outstanding shares of common stock acquired </link:label>
<link:label id="lab_us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired_D9B5E94620AAF7F37D3D405D76C33552_label_en-US" xlink:label="lab_us-gaap_BusinessAcquisitionPercentageOfVotingInterestsAcquired_D9B5E94620AAF7F37D3D405D76C33552" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Business Acquisition, Percentage of Voting Interests Acquired </link:label>
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<link:label id="lab_us-gaap_BusinessCombinationConsiderationTransferred1_0263A9DDC0FACD9C0786405D76CABF70_terseLabel_en-US" xlink:label="lab_us-gaap_BusinessCombinationConsiderationTransferred1_0263A9DDC0FACD9C0786405D76CABF70" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Consideration for the acquisition </link:label>
<link:label id="lab_us-gaap_BusinessCombinationConsiderationTransferred1_0263A9DDC0FACD9C0786405D76CABF70_label_en-US" xlink:label="lab_us-gaap_BusinessCombinationConsiderationTransferred1_0263A9DDC0FACD9C0786405D76CABF70" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Business Combination, Consideration Transferred </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_BusinessCombinationConsiderationTransferred1" xlink:label="loc_us-gaap_BusinessCombinationConsiderationTransferred1_0263A9DDC0FACD9C0786405D76CABF70" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ScheduleOfShortTermDebtTable_78CF3B9FD1CCEB61C79B4028028A2C9B_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfShortTermDebtTable_78CF3B9FD1CCEB61C79B4028028A2C9B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of Short-term Debt [Table] </link:label>
<link:label id="lab_us-gaap_ScheduleOfShortTermDebtTable_78CF3B9FD1CCEB61C79B4028028A2C9B_label_en-US" xlink:label="lab_us-gaap_ScheduleOfShortTermDebtTable_78CF3B9FD1CCEB61C79B4028028A2C9B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Short-term Debt [Table] </link:label>
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<link:label id="lab_us-gaap_ShortTermDebtLineItems_F5AE5DC826FE106845E04028028A5745_terseLabel_en-US" xlink:label="lab_us-gaap_ShortTermDebtLineItems_F5AE5DC826FE106845E04028028A5745" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Short-term Debt [Line Items] </link:label>
<link:label id="lab_us-gaap_ShortTermDebtLineItems_F5AE5DC826FE106845E04028028A5745_label_en-US" xlink:label="lab_us-gaap_ShortTermDebtLineItems_F5AE5DC826FE106845E04028028A5745" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Short-term Debt [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShortTermDebtLineItems" xlink:label="loc_us-gaap_ShortTermDebtLineItems_F5AE5DC826FE106845E04028028A5745" xlink:type="locator"/>
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<link:label id="lab_us-gaap_LongTermDebtCurrent_F0AA98401454ECDB71074028028A30CF_totalLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtCurrent_F0AA98401454ECDB71074028028A30CF" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net carrying amount (classified as current) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LongTermDebtCurrent" xlink:label="loc_us-gaap_LongTermDebtCurrent_F0AA98401454ECDB71074028028A30CF" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent_C219794EE83B66164D884028028AA6D7_terseLabel_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent_C219794EE83B66164D884028028AA6D7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Equity component </link:label>
<link:label id="lab_us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent_C219794EE83B66164D884028028AA6D7_label_en-US" xlink:label="lab_us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent_C219794EE83B66164D884028028AA6D7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Debt Instrument, Convertible, Carrying Amount of Equity Component </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent" xlink:label="loc_us-gaap_DebtInstrumentConvertibleCarryingAmountOfTheEquityComponent_C219794EE83B66164D884028028AA6D7" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_474158027363D09BA247E90358311752_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_ABB43A8FFF2B5875A4BC78748770D000" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Summary of the net loss per share </link:label>
<link:label id="lab_us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_474158027363D09BA247E90358311752_label_en-US" xlink:label="lab_us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_ABB43A8FFF2B5875A4BC78748770D000" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Earnings Per Share, Basic and Diluted [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfEarningsPerShareBasicAndDilutedTableTextBlock_ABB43A8FFF2B5875A4BC78748770D000" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_CE11E36AD7A1ED53D63FE8540FDAC487_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_513F1CC21F075AEFA876A415E34910B7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of antidilutive securities excluded from computation of earnings per share </link:label>
<link:label id="lab_us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_CE11E36AD7A1ED53D63FE8540FDAC487_label_en-US" xlink:label="lab_us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_513F1CC21F075AEFA876A415E34910B7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Antidilutive Securities Excluded from Computation of Earnings Per Share [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock" xlink:label="loc_us-gaap_ScheduleOfAntidilutiveSecuritiesExcludedFromComputationOfEarningsPerShareTextBlock_513F1CC21F075AEFA876A415E34910B7" xlink:type="locator"/>
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<link:label id="lab_us-gaap_StatementOfCashFlowsAbstract_A37CCE8E826377FE51AC4028032A215A_label_en-US" xlink:label="lab_us-gaap_StatementOfCashFlowsAbstract_A37CCE8E826377FE51AC4028032A215A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Statement of Cash Flows [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_StatementOfCashFlowsAbstract" xlink:label="loc_us-gaap_StatementOfCashFlowsAbstract_A37CCE8E826377FE51AC4028032A215A" xlink:type="locator"/>
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<link:label id="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_0F7A05199E3EA46E47734028032ADC3F_terseLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_0F7A05199E3EA46E47734028032ADC3F" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash flows from operating activities: </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_0F7A05199E3EA46E47734028032ADC3F_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_0F7A05199E3EA46E47734028032ADC3F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Operating Activities [Abstract] </link:label>
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<link:label id="lab_us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_E9A13B34355959E1A5804028032BB773_terseLabel_en-US" xlink:label="lab_us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_E9A13B34355959E1A5804028032BB773" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Adjustments to reconcile net loss to net cash used in operating activities: </link:label>
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<link:label id="lab_us-gaap_DepreciationDepletionAndAmortization_DA43A3857A7BA1D65C104028032B8610_verboseLabel_en-US" xlink:label="lab_us-gaap_DepreciationDepletionAndAmortization_DA43A3857A7BA1D65C104028032B8610" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Depreciation and amortization </link:label>
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<link:label id="lab_us-gaap_AmortizationOfIntangibleAssets_07C6B84E9E8F1BBB2D984028032B4EA7_terseLabel_en-US" xlink:label="lab_us-gaap_AmortizationOfIntangibleAssets_07C6B84E9E8F1BBB2D984028032B4EA7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization of intangible assets </link:label>
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<link:label id="lab_us-gaap_AmortizationOfFinancingCostsAndDiscounts_C28E99F96B5668060AC64028032BA479_terseLabel_en-US" xlink:label="lab_us-gaap_AmortizationOfFinancingCostsAndDiscounts_C28E99F96B5668060AC64028032BA479" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization of debt discount and issuance costs </link:label>
<link:label id="lab_us-gaap_AmortizationOfFinancingCostsAndDiscounts_C28E99F96B5668060AC64028032BA479_label_en-US" xlink:label="lab_us-gaap_AmortizationOfFinancingCostsAndDiscounts_C28E99F96B5668060AC64028032BA479" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Amortization of Debt Issuance Costs and Discounts </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensation_0C46A2F6AF1CEBC66D194028032B9BCD_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensation_0C46A2F6AF1CEBC66D194028032B9BCD" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Stock-based compensation </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensation_0C46A2F6AF1CEBC66D194028032B9BCD_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensation_0C46A2F6AF1CEBC66D194028032B9BCD" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensation" xlink:label="loc_us-gaap_ShareBasedCompensation_0C46A2F6AF1CEBC66D194028032B9BCD" xlink:type="locator"/>
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<link:label id="lab_us-gaap_GainLossOnSaleOfPropertyPlantEquipment_315F837C5362FEF0119B4028032B9FFC_negatedLabel_en-US" xlink:label="lab_us-gaap_GainLossOnSaleOfPropertyPlantEquipment_315F837C5362FEF0119B4028032B9FFC" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Loss on disposal of property and equipment </link:label>
<link:label id="lab_us-gaap_GainLossOnSaleOfPropertyPlantEquipment_315F837C5362FEF0119B4028032B9FFC_label_en-US" xlink:label="lab_us-gaap_GainLossOnSaleOfPropertyPlantEquipment_315F837C5362FEF0119B4028032B9FFC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Gain (Loss) on Disposition of Property Plant Equipment </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_GainLossOnSaleOfPropertyPlantEquipment" xlink:label="loc_us-gaap_GainLossOnSaleOfPropertyPlantEquipment_315F837C5362FEF0119B4028032B9FFC" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DeferredIncomeTaxExpenseBenefit_16847AC5D63F4E16C0774028032B3FDE_verboseLabel_en-US" xlink:label="lab_us-gaap_DeferredIncomeTaxExpenseBenefit_16847AC5D63F4E16C0774028032B3FDE" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Deferred income taxes </link:label>
<link:label id="lab_us-gaap_DeferredIncomeTaxExpenseBenefit_16847AC5D63F4E16C0774028032B3FDE_label_en-US" xlink:label="lab_us-gaap_DeferredIncomeTaxExpenseBenefit_16847AC5D63F4E16C0774028032B3FDE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Deferred Income Tax Expense (Benefit) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DeferredIncomeTaxExpenseBenefit" xlink:label="loc_us-gaap_DeferredIncomeTaxExpenseBenefit_16847AC5D63F4E16C0774028032B3FDE" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringCosts_1D6B1041ADAB4E1ED09F4028032C31B4_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringCosts_1D6B1041ADAB4E1ED09F4028032C31B4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring </link:label>
<link:label id="lab_us-gaap_RestructuringCosts_1D6B1041ADAB4E1ED09F4028032C31B4_label_en-US" xlink:label="lab_us-gaap_RestructuringCosts_1D6B1041ADAB4E1ED09F4028032C31B4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Costs </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringCosts" xlink:label="loc_us-gaap_RestructuringCosts_1D6B1041ADAB4E1ED09F4028032C31B4" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Changes in operating assets and liabilities: </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Operating Capital [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:label="loc_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C" xlink:to="lab_us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_BCD023028016B27E903F4028032C4F5C" xlink:type="arc"/>
<link:label id="lab_us-gaap_IncreaseDecreaseInAccountsReceivable_63A6256580AB524F14EB4028032C06A6_negatedLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccountsReceivable_63A6256580AB524F14EB4028032C06A6" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Accounts receivable </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInAccountsReceivable_63A6256580AB524F14EB4028032C06A6_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccountsReceivable_63A6256580AB524F14EB4028032C06A6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Accounts Receivable </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInAccountsReceivable" xlink:label="loc_us-gaap_IncreaseDecreaseInAccountsReceivable_63A6256580AB524F14EB4028032C06A6" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncreaseDecreaseInInventories_ED604399D672AEA3F9394028032CC1A9_negatedLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInInventories_ED604399D672AEA3F9394028032CC1A9" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Inventories </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInInventories_ED604399D672AEA3F9394028032CC1A9_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInInventories_ED604399D672AEA3F9394028032CC1A9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Inventories </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInInventories" xlink:label="loc_us-gaap_IncreaseDecreaseInInventories_ED604399D672AEA3F9394028032CC1A9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880_negatedLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Prepaid expenses and other assets </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Prepaid Expense and Other Assets </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets" xlink:label="loc_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880" xlink:to="lab_us-gaap_IncreaseDecreaseInPrepaidDeferredExpenseAndOtherAssets_8CD732F508F5A8CF94214028032C4880" xlink:type="arc"/>
<link:label id="lab_us-gaap_IncreaseDecreaseInAccountsPayable_276B2C480021615B50F34028032C539B_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccountsPayable_276B2C480021615B50F34028032C539B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accounts payable </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInAccountsPayable_276B2C480021615B50F34028032C539B_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccountsPayable_276B2C480021615B50F34028032C539B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Accounts Payable </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInAccountsPayable" xlink:label="loc_us-gaap_IncreaseDecreaseInAccountsPayable_276B2C480021615B50F34028032C539B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC_terseLabel_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accrued and other liabilities </link:label>
<link:label id="lab_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC_label_en-US" xlink:label="lab_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Increase (Decrease) in Accrued Liabilities </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IncreaseDecreaseInAccruedLiabilities" xlink:label="loc_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC" xlink:to="lab_us-gaap_IncreaseDecreaseInAccruedLiabilities_2763DA6C0DE019AE554A4028032C37AC" xlink:type="arc"/>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInOperatingActivities_6DB94E246DDBA879B40C4028032C4146_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInOperatingActivities_6DB94E246DDBA879B40C4028032C4146" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net cash used in operating activities </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInOperatingActivities_6DB94E246DDBA879B40C4028032C4146_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInOperatingActivities_6DB94E246DDBA879B40C4028032C4146" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Operating Activities </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:label="loc_us-gaap_NetCashProvidedByUsedInOperatingActivities_6DB94E246DDBA879B40C4028032C4146" xlink:type="locator"/>
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<link:label id="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_C8D71E0F475DDC83CEFA4028032C019A_terseLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_C8D71E0F475DDC83CEFA4028032C019A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash flows from investing activities: </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_C8D71E0F475DDC83CEFA4028032C019A_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_C8D71E0F475DDC83CEFA4028032C019A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Investing Activities [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:label="loc_us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_C8D71E0F475DDC83CEFA4028032C019A" xlink:type="locator"/>
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<link:label id="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_E308AE4C6F6852FD15584028032C9060_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_E308AE4C6F6852FD15584028032C9060" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Purchases of property and equipment </link:label>
<link:label id="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_E308AE4C6F6852FD15584028032C9060_label_en-US" xlink:label="lab_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_E308AE4C6F6852FD15584028032C9060" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments to Acquire Property, Plant, and Equipment </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:label="loc_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_E308AE4C6F6852FD15584028032C9060" xlink:type="locator"/>
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<link:label id="lab_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06_negatedLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Capitalization of software and website development costs </link:label>
<link:label id="lab_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06_label_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments to Acquire Software </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsToAcquireSoftware" xlink:label="loc_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06" xlink:to="lab_us-gaap_PaymentsToAcquireSoftware_91DFFA47E0F54C84B6644028032DBA06" xlink:type="arc"/>
<link:label id="lab_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Purchases of investments </link:label>
<link:label id="lab_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569_label_en-US" xlink:label="lab_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments to Acquire Investments </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsToAcquireInvestments" xlink:label="loc_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569" xlink:to="lab_us-gaap_PaymentsToAcquireInvestments_A51A14176DB975DE95604028032DB569" xlink:type="arc"/>
<link:label id="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663_terseLabel_en-US" xlink:label="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Proceeds from the maturities of investments </link:label>
<link:label id="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663_label_en-US" xlink:label="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Proceeds from Maturity of Investments </link:label>
<link:label id="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663_documentation_en-US" xlink:label="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> The cash inflow associated with the maturity of all investments such as debt, security and so forth during the period. </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ProceedsfromMaturityofInvestments" xlink:label="loc_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:to="lab_sfly_ProceedsfromMaturityofInvestments_1B656956D8AAB65558924028032D2663" xlink:type="arc"/>
<link:label id="lab_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072_terseLabel_en-US" xlink:label="lab_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Proceeds from sale of property and equipment </link:label>
<link:label id="lab_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072_label_en-US" xlink:label="lab_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Proceeds from Sale of Property, Plant, and Equipment </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment" xlink:label="loc_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072" xlink:to="lab_us-gaap_ProceedsFromSaleOfPropertyPlantAndEquipment_9D69940F1318CE97B1E24028032DC072" xlink:type="arc"/>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net cash provided by (used in) investing activities </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Investing Activities </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivities" xlink:label="loc_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944" xlink:to="lab_us-gaap_NetCashProvidedByUsedInInvestingActivities_738DE4A4FF0D873277D64028032D6944" xlink:type="arc"/>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C_terseLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash flows from financing activities: </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Financing Activities [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:label="loc_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C" xlink:to="lab_us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_440053EBBCE56190FD854028032D0C1C" xlink:type="arc"/>
<link:label id="lab_us-gaap_ProceedsFromStockOptionsExercised_C82CDA23E47A55B764444028032D45BC_verboseLabel_en-US" xlink:label="lab_us-gaap_ProceedsFromStockOptionsExercised_C82CDA23E47A55B764444028032D45BC" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Proceeds from issuance of common stock upon exercise of stock options </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ProceedsFromStockOptionsExercised" xlink:label="loc_us-gaap_ProceedsFromStockOptionsExercised_C82CDA23E47A55B764444028032D45BC" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ProceedsFromStockOptionsExercised_C82CDA23E47A55B764444028032D45BC" xlink:to="lab_us-gaap_ProceedsFromStockOptionsExercised_C82CDA23E47A55B764444028032D45BC" xlink:type="arc"/>
<link:label id="lab_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Repurchases of common stock </link:label>
<link:label id="lab_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800_label_en-US" xlink:label="lab_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments for Repurchase of Common Stock </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsForRepurchaseOfCommonStock" xlink:label="loc_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800" xlink:to="lab_us-gaap_PaymentsForRepurchaseOfCommonStock_443948FF21FC499FAB194028032D6800" xlink:type="arc"/>
<link:label id="lab_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Principal payments of capital lease and financing obligations </link:label>
<link:label id="lab_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA_label_en-US" xlink:label="lab_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Repayments of Long-term Capital Lease Obligations </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RepaymentsOfLongTermCapitalLeaseObligations" xlink:label="loc_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA" xlink:to="lab_us-gaap_RepaymentsOfLongTermCapitalLeaseObligations_BC81D414C6019C1589CD4028032E30CA" xlink:type="arc"/>
<link:label id="lab_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Principal payments of borrowings </link:label>
<link:label id="lab_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE_label_en-US" xlink:label="lab_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Repayments of Bank Debt </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RepaymentsOfBankDebt" xlink:label="loc_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE" xlink:to="lab_us-gaap_RepaymentsOfBankDebt_CF31E68EF9DDCCE905384028032E3BCE" xlink:type="arc"/>
<link:label id="lab_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Payment of debt issuance costs </link:label>
<link:label id="lab_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651_label_en-US" xlink:label="lab_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments of Debt Issuance Costs </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsOfDebtIssuanceCosts" xlink:label="loc_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651" xlink:to="lab_us-gaap_PaymentsOfDebtIssuanceCosts_AC24EED8E2E1D85E90734028032E7651" xlink:type="arc"/>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A_totalLabel_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net cash provided by (used in) financing activities </link:label>
<link:label id="lab_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A_label_en-US" xlink:label="lab_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Net Cash Provided by (Used in) Financing Activities </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:label="loc_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A" xlink:to="lab_us-gaap_NetCashProvidedByUsedInFinancingActivities_2CB6EE23C2B2E6515C7E4028032ED96A" xlink:type="arc"/>
<link:label id="lab_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B_totalLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Net decrease in cash and cash equivalents </link:label>
<link:label id="lab_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B_label_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cash and Cash Equivalents, Period Increase (Decrease) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease" xlink:label="loc_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B" xlink:to="lab_us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease_80712049B577488C35AB4028032EAF6B" xlink:type="arc"/>
<link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E9AE200CB7A32D10A15A4028032E47A0_periodStartLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E9AE200CB7A32D10A15A4028032E47A0" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xml:lang="en-US"> Cash and cash equivalents, beginning of period </link:label>
<link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E9AE200CB7A32D10A15A4028032E47A0_label_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E9AE200CB7A32D10A15A4028032E47A0" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cash and Cash Equivalents, at Carrying Value </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:label="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue_E9AE200CB7A32D10A15A4028032E47A0" xlink:type="locator"/>
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<link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E27DF0C3FE97D0D3938E4028032ED122_periodEndLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E27DF0C3FE97D0D3938E4028032ED122" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:type="resource" xml:lang="en-US"> Cash and cash equivalents, end of period </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:label="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue_E27DF0C3FE97D0D3938E4028032ED122" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue_E27DF0C3FE97D0D3938E4028032ED122" xlink:to="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_E27DF0C3FE97D0D3938E4028032ED122" xlink:type="arc"/>
<link:label id="lab_us-gaap_SupplementalCashFlowInformationAbstract_51A3AD780F48C0BA48D34028032EDCA2_terseLabel_en-US" xlink:label="lab_us-gaap_SupplementalCashFlowInformationAbstract_51A3AD780F48C0BA48D34028032EDCA2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Supplemental schedule of non-cash investing / financing activities: </link:label>
<link:label id="lab_us-gaap_SupplementalCashFlowInformationAbstract_51A3AD780F48C0BA48D34028032EDCA2_label_en-US" xlink:label="lab_us-gaap_SupplementalCashFlowInformationAbstract_51A3AD780F48C0BA48D34028032EDCA2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Supplemental Cash Flow Information [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SupplementalCashFlowInformationAbstract" xlink:label="loc_us-gaap_SupplementalCashFlowInformationAbstract_51A3AD780F48C0BA48D34028032EDCA2" xlink:type="locator"/>
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<link:label id="lab_sfly_IncreaseDecreaseInAccruedPurchasesOfPropertyAndEquipment_0E37E704C72F985B83664028032E10D2_terseLabel_en-US" xlink:label="lab_sfly_IncreaseDecreaseInAccruedPurchasesOfPropertyAndEquipment_0E37E704C72F985B83664028032E10D2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Net decrease in accrued purchases of property and equipment </link:label>
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<link:label id="lab_sfly_CapitalizedStockbasedCompensation_45A9E6EEFD823ACD7C114028032E561A_terseLabel_en-US" xlink:label="lab_sfly_CapitalizedStockbasedCompensation_45A9E6EEFD823ACD7C114028032E561A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Stock-based compensation capitalized with software and website development costs </link:label>
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<link:label id="lab_us-gaap_DifferenceBetweenRevenueGuidanceInEffectBeforeAndAfterTopic606Member_B5416709E1E46B0921F440883C8F8BB5_terseLabel_en-US" xlink:label="lab_us-gaap_DifferenceBetweenRevenueGuidanceInEffectBeforeAndAfterTopic606Member_B5416709E1E46B0921F440883C8F8BB5" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Difference between Revenue Guidance in Effect before and after Topic 606 </link:label>
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<link:label id="lab_us-gaap_AdjustmentsForNewAccountingPronouncementsAxis_07FA0CEF8391098C34BE40883C8F10B9_terseLabel_en-US" xlink:label="lab_us-gaap_AdjustmentsForNewAccountingPronouncementsAxis_07FA0CEF8391098C34BE40883C8F10B9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Adjustments for New Accounting Pronouncements [Axis] </link:label>
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<link:label id="lab_us-gaap_TypeOfAdoptionMember_5B8376D465F78F28010D40883C8F034A_terseLabel_en-US" xlink:label="lab_us-gaap_TypeOfAdoptionMember_5B8376D465F78F28010D40883C8F034A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Type of Adoption [Domain] </link:label>
<link:label id="lab_us-gaap_TypeOfAdoptionMember_5B8376D465F78F28010D40883C8F034A_label_en-US" xlink:label="lab_us-gaap_TypeOfAdoptionMember_5B8376D465F78F28010D40883C8F034A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Type of Adoption [Domain] </link:label>
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<link:label id="lab_us-gaap_Assets_C6BEB6644E01897F8A3440883C8F2D98_terseLabel_en-US" xlink:label="lab_us-gaap_Assets_C6BEB6644E01897F8A3440883C8F2D98" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Total assets </link:label>
<link:label id="lab_us-gaap_Assets_C6BEB6644E01897F8A3440883C8F2D98_label_en-US" xlink:label="lab_us-gaap_Assets_C6BEB6644E01897F8A3440883C8F2D98" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Assets </link:label>
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<link:label id="lab_us-gaap_SalesRevenueNet_7641BDFC2BE66F8B495940883C90FA0D_verboseLabel_en-US" xlink:label="lab_us-gaap_SalesRevenueNet_7641BDFC2BE66F8B495940883C90FA0D" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Revenues </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SalesRevenueNet" xlink:label="loc_us-gaap_SalesRevenueNet_7641BDFC2BE66F8B495940883C90FA0D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SalesRevenueNet_7641BDFC2BE66F8B495940883C90FA0D" xlink:to="lab_us-gaap_SalesRevenueNet_7641BDFC2BE66F8B495940883C90FA0D" xlink:type="arc"/>
<link:label id="lab_us-gaap_DeferredRevenue_743CA2B21AC0B9D3618840883C9093A7_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredRevenue_743CA2B21AC0B9D3618840883C9093A7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Deferred revenue </link:label>
<link:label id="lab_us-gaap_DeferredRevenue_743CA2B21AC0B9D3618840883C9093A7_label_en-US" xlink:label="lab_us-gaap_DeferredRevenue_743CA2B21AC0B9D3618840883C9093A7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Deferred Revenue </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DeferredRevenue" xlink:label="loc_us-gaap_DeferredRevenue_743CA2B21AC0B9D3618840883C9093A7" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DeferredCostsCurrentAndNoncurrent_52A4E135D261CE6A810740883C90D82C_terseLabel_en-US" xlink:label="lab_us-gaap_DeferredCostsCurrentAndNoncurrent_52A4E135D261CE6A810740883C90D82C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Deferred costs </link:label>
<link:label id="lab_us-gaap_DeferredCostsCurrentAndNoncurrent_52A4E135D261CE6A810740883C90D82C_label_en-US" xlink:label="lab_us-gaap_DeferredCostsCurrentAndNoncurrent_52A4E135D261CE6A810740883C90D82C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Deferred Costs </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_DeferredCostsCurrentAndNoncurrent" xlink:label="loc_us-gaap_DeferredCostsCurrentAndNoncurrent_52A4E135D261CE6A810740883C90D82C" xlink:type="locator"/>
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<link:label id="lab_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA_terseLabel_en-US" xlink:label="lab_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Floating interest (including the effects of cash flow hedges) </link:label>
<link:label id="lab_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA_label_en-US" xlink:label="lab_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Interest Expense, Debt, Excluding Amortization </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InterestExpenseDebtExcludingAmortization" xlink:label="loc_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA" xlink:to="lab_us-gaap_InterestExpenseDebtExcludingAmortization_2997CB26A144D29E5B42468A7B4BA9CA" xlink:type="arc"/>
<link:label id="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8_terseLabel_en-US" xlink:label="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> 0.25% coupon </link:label>
<link:label id="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8_label_en-US" xlink:label="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Contractual Interest Expense </link:label>
<link:label id="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8_documentation_en-US" xlink:label="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Contractual Interest Expense </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ContractualInterestExpense" xlink:label="loc_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:to="lab_sfly_ContractualInterestExpense_BB75C6DA0EBEE7C94607468A7B4BCCC8" xlink:type="arc"/>
<link:label id="lab_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2_terseLabel_en-US" xlink:label="lab_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization of debt issuance costs </link:label>
<link:label id="lab_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2_label_en-US" xlink:label="lab_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Amortization of Debt Issuance Costs </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AmortizationOfFinancingCosts" xlink:label="loc_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2" xlink:to="lab_us-gaap_AmortizationOfFinancingCosts_5A003E50F7EBEDD00085468A7B4BB3A2" xlink:type="arc"/>
<link:label id="lab_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8_terseLabel_en-US" xlink:label="lab_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Amortization of debt discount </link:label>
<link:label id="lab_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8_label_en-US" xlink:label="lab_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Amortization of Debt Discount (Premium) </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AmortizationOfDebtDiscountPremium" xlink:label="loc_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8" xlink:to="lab_us-gaap_AmortizationOfDebtDiscountPremium_4CA05B06F1FFCE2D9479468A7B4BB8C8" xlink:type="arc"/>
<link:label id="lab_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F_totalLabel_en-US" xlink:label="lab_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Interest expense, convertible notes </link:label>
<link:label id="lab_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F_label_en-US" xlink:label="lab_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Interest Expense, Debt </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InterestExpenseDebt" xlink:label="loc_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F" xlink:to="lab_us-gaap_InterestExpenseDebt_CFE0C59517AEA2E93031468A7B4BB44F" xlink:type="arc"/>
<link:label id="lab_sfly_DocumentAndEntityInformationAbstract_EC38BC6C61D6761F1F4E866FDFA45114_label_en-US" xlink:label="lab_sfly_DocumentAndEntityInformationAbstract_378373E9B1D15D98961D92D293844EE3" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Document and Entity Information [Abstract] </link:label>
<link:label id="lab_sfly_DocumentAndEntityInformationAbstract_EC38BC6C61D6761F1F4E866FDFA45114_documentation_en-US" xlink:label="lab_sfly_DocumentAndEntityInformationAbstract_378373E9B1D15D98961D92D293844EE3" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> -- None. No documentation exists for this element. -- </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_DocumentAndEntityInformationAbstract" xlink:label="loc_sfly_DocumentAndEntityInformationAbstract_378373E9B1D15D98961D92D293844EE3" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_DocumentAndEntityInformationAbstract_378373E9B1D15D98961D92D293844EE3" xlink:to="lab_sfly_DocumentAndEntityInformationAbstract_378373E9B1D15D98961D92D293844EE3" xlink:type="arc"/>
<link:label id="lab_dei_EntityRegistrantName_A241661348BE5C45259F866FDFA4F288_terseLabel_en-US" xlink:label="lab_dei_EntityRegistrantName_D1247664CBC4560495EEAA365FB5A380" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Entity Registrant Name </link:label>
<link:label id="lab_dei_EntityRegistrantName_A241661348BE5C45259F866FDFA4F288_label_en-US" xlink:label="lab_dei_EntityRegistrantName_D1247664CBC4560495EEAA365FB5A380" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Entity Registrant Name </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_EntityRegistrantName" xlink:label="loc_dei_EntityRegistrantName_D1247664CBC4560495EEAA365FB5A380" xlink:type="locator"/>
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<link:label id="lab_dei_EntityCentralIndexKey_4971E5571AF4B4199003866FDFA4F89B_terseLabel_en-US" xlink:label="lab_dei_EntityCentralIndexKey_7AA94DC8BBF957B5A006DBA49036B927" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Entity Central Index Key </link:label>
<link:label id="lab_dei_EntityCentralIndexKey_4971E5571AF4B4199003866FDFA4F89B_label_en-US" xlink:label="lab_dei_EntityCentralIndexKey_7AA94DC8BBF957B5A006DBA49036B927" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Entity Central Index Key </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_EntityCentralIndexKey" xlink:label="loc_dei_EntityCentralIndexKey_7AA94DC8BBF957B5A006DBA49036B927" xlink:type="locator"/>
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<link:label id="lab_dei_CurrentFiscalYearEndDate_8D6807ACC9EFD99918E7866FDFA4740A_terseLabel_en-US" xlink:label="lab_dei_CurrentFiscalYearEndDate_2417F60193BD5F279E38B176B280C859" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Current Fiscal Year End Date </link:label>
<link:label id="lab_dei_CurrentFiscalYearEndDate_8D6807ACC9EFD99918E7866FDFA4740A_label_en-US" xlink:label="lab_dei_CurrentFiscalYearEndDate_2417F60193BD5F279E38B176B280C859" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Current Fiscal Year End Date </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_CurrentFiscalYearEndDate" xlink:label="loc_dei_CurrentFiscalYearEndDate_2417F60193BD5F279E38B176B280C859" xlink:type="locator"/>
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<link:label id="lab_dei_EntityCurrentReportingStatus_F2FA843FC8625597F6E2866FDFA46C42_terseLabel_en-US" xlink:label="lab_dei_EntityCurrentReportingStatus_487F1E65F34C507D8B1E82F75485580A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Entity Current Reporting Status </link:label>
<link:label id="lab_dei_EntityCurrentReportingStatus_F2FA843FC8625597F6E2866FDFA46C42_label_en-US" xlink:label="lab_dei_EntityCurrentReportingStatus_487F1E65F34C507D8B1E82F75485580A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Entity Current Reporting Status </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_EntityCurrentReportingStatus" xlink:label="loc_dei_EntityCurrentReportingStatus_487F1E65F34C507D8B1E82F75485580A" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_dei_EntityCurrentReportingStatus_487F1E65F34C507D8B1E82F75485580A" xlink:to="lab_dei_EntityCurrentReportingStatus_487F1E65F34C507D8B1E82F75485580A" xlink:type="arc"/>
<link:label id="lab_dei_EntityFilerCategory_F20DB1B53F70CF70F7FB866FDFA5F5C0_terseLabel_en-US" xlink:label="lab_dei_EntityFilerCategory_C24D9E7580795780A6591D342F885C8D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Entity Filer Category </link:label>
<link:label id="lab_dei_EntityFilerCategory_F20DB1B53F70CF70F7FB866FDFA5F5C0_label_en-US" xlink:label="lab_dei_EntityFilerCategory_C24D9E7580795780A6591D342F885C8D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Entity Filer Category </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_EntityFilerCategory" xlink:label="loc_dei_EntityFilerCategory_C24D9E7580795780A6591D342F885C8D" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_dei_EntityFilerCategory_C24D9E7580795780A6591D342F885C8D" xlink:to="lab_dei_EntityFilerCategory_C24D9E7580795780A6591D342F885C8D" xlink:type="arc"/>
<link:label id="lab_dei_EntityCommonStockSharesOutstanding_B445940BE490D2424737866FDFA53439_terseLabel_en-US" xlink:label="lab_dei_EntityCommonStockSharesOutstanding_97243467B2DA5E8AAA8134B8CA832290" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Entity Common Stock, Shares Outstanding </link:label>
<link:label id="lab_dei_EntityCommonStockSharesOutstanding_B445940BE490D2424737866FDFA53439_label_en-US" xlink:label="lab_dei_EntityCommonStockSharesOutstanding_97243467B2DA5E8AAA8134B8CA832290" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Entity Common Stock, Shares Outstanding </link:label>
<link:loc xlink:href="http://xbrl.sec.gov/dei/2014/dei-2014-01-31.xsd#dei_EntityCommonStockSharesOutstanding" xlink:label="loc_dei_EntityCommonStockSharesOutstanding_97243467B2DA5E8AAA8134B8CA832290" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AvailableForSaleSecuritiesTextBlock_ED91EA59153537458EE6866FDF195EEB_terseLabel_en-US" xlink:label="lab_us-gaap_AvailableForSaleSecuritiesTextBlock_6C2219D4E72C500CAAC6661DC28AFA73" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair value of short and long-term investments classified as available for sale </link:label>
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<link:label id="lab_us-gaap_PropertyPlantAndEquipmentTextBlock_1FED3AECCEDE110C8400E3C2289911BA_label_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentTextBlock_5846E84345D654318B7AC50D14FED2A8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment [Table Text Block] </link:label>
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<link:label id="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_9A0F72271B0303B8601BE3C228996E1E_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_4467A19348EF52B8AEA2C82065E50B1C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of accrued liabilities </link:label>
<link:label id="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_9A0F72271B0303B8601BE3C228996E1E_label_en-US" xlink:label="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_4467A19348EF52B8AEA2C82065E50B1C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Accrued Liabilities [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_4467A19348EF52B8AEA2C82065E50B1C" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_4467A19348EF52B8AEA2C82065E50B1C" xlink:to="lab_us-gaap_ScheduleOfAccruedLiabilitiesTableTextBlock_4467A19348EF52B8AEA2C82065E50B1C" xlink:type="arc"/>
<link:label id="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_AF25F59D8CABE53B2268E3C22899A65C_terseLabel_en-US" xlink:label="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of other liabilities </link:label>
<link:label id="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_AF25F59D8CABE53B2268E3C22899A65C_label_en-US" xlink:label="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Other Noncurrent Liabilities [Table Text Block] </link:label>
<link:label id="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_AF25F59D8CABE53B2268E3C22899A65C_documentation_en-US" xlink:label="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Schedule of Other Noncurrent Liabilities [Table Text Block] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock" xlink:label="loc_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:to="lab_sfly_ScheduleofOtherNoncurrentLiabilitiesTableTextBlock_2006EBB920F8554EA256FCDB91A28799" xlink:type="arc"/>
<link:label id="lab_us-gaap_StockRepurchaseProgramAuthorizedAmount1_C235BDD70391F62828874028028181E4_terseLabel_en-US" xlink:label="lab_us-gaap_StockRepurchaseProgramAuthorizedAmount1_C235BDD70391F62828874028028181E4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Stock repurchase program, authorized amount </link:label>
<link:label id="lab_us-gaap_StockRepurchaseProgramAuthorizedAmount1_C235BDD70391F62828874028028181E4_label_en-US" xlink:label="lab_us-gaap_StockRepurchaseProgramAuthorizedAmount1_C235BDD70391F62828874028028181E4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Stock Repurchase Program, Authorized Amount </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_StockRepurchaseProgramAuthorizedAmount1" xlink:label="loc_us-gaap_StockRepurchaseProgramAuthorizedAmount1_C235BDD70391F62828874028028181E4" xlink:type="locator"/>
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<link:label id="lab_us-gaap_SubsequentEventsTextBlock_08AA3D1004A23E98E34D40883B897996_terseLabel_en-US" xlink:label="lab_us-gaap_SubsequentEventsTextBlock_08AA3D1004A23E98E34D40883B897996" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Subsequent Events </link:label>
<link:label id="lab_us-gaap_SubsequentEventsTextBlock_08AA3D1004A23E98E34D40883B897996_label_en-US" xlink:label="lab_us-gaap_SubsequentEventsTextBlock_08AA3D1004A23E98E34D40883B897996" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Subsequent Events [Text Block] </link:label>
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<link:label id="lab_us-gaap_FairValueAssetsMeasuredOnRecurringBasisTextBlock_3B1A8CC210320012757135DE95AB48C9_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueAssetsMeasuredOnRecurringBasisTextBlock_FC3B64F54BE75C02B03A0FA64246E75C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair value, assets measured on recurring basis </link:label>
<link:label id="lab_us-gaap_FairValueAssetsMeasuredOnRecurringBasisTextBlock_3B1A8CC210320012757135DE95AB48C9_label_en-US" xlink:label="lab_us-gaap_FairValueAssetsMeasuredOnRecurringBasisTextBlock_FC3B64F54BE75C02B03A0FA64246E75C" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value, Assets Measured on Recurring Basis [Table Text Block] </link:label>
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<link:label id="lab_us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock_E99165A2BD5655265A5035E70A782848_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock_431C7A5DD23E559DA5C013FD25801DC4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair value, derivative assets </link:label>
<link:label id="lab_us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock_E99165A2BD5655265A5035E70A782848_label_en-US" xlink:label="lab_us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock_431C7A5DD23E559DA5C013FD25801DC4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Derivative Assets at Fair Value [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock" xlink:label="loc_us-gaap_ScheduleOfDerivativeAssetsAtFairValueTableTextBlock_431C7A5DD23E559DA5C013FD25801DC4" xlink:type="locator"/>
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<link:label id="lab_us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock_AB1D8DC375729AB1EE3D35DE95ABA3D2_terseLabel_en-US" xlink:label="lab_us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock_289EC716B312592DB58B07E83036F68B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Fair value, liabilities measured on a recurring basis </link:label>
<link:label id="lab_us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock_AB1D8DC375729AB1EE3D35DE95ABA3D2_label_en-US" xlink:label="lab_us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock_289EC716B312592DB58B07E83036F68B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Fair Value, Liabilities Measured on Recurring Basis [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock" xlink:label="loc_us-gaap_FairValueLiabilitiesMeasuredOnRecurringBasisTextBlock_289EC716B312592DB58B07E83036F68B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringAndRelatedActivitiesAbstract_5F96854C37AF2FA05A794202BF6E585A_label_en-US" xlink:label="lab_us-gaap_RestructuringAndRelatedActivitiesAbstract_5F96854C37AF2FA05A794202BF6E585A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring and Related Activities [Abstract] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringAndRelatedActivitiesAbstract" xlink:label="loc_us-gaap_RestructuringAndRelatedActivitiesAbstract_5F96854C37AF2FA05A794202BF6E585A" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTable_89A89CDB0E07DF6C47CC4202BF713AD8_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTable_89A89CDB0E07DF6C47CC4202BF713AD8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of Restructuring and Related Costs [Table] </link:label>
<link:label id="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTable_89A89CDB0E07DF6C47CC4202BF713AD8_label_en-US" xlink:label="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTable_89A89CDB0E07DF6C47CC4202BF713AD8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Schedule of Restructuring and Related Costs [Table] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfRestructuringAndRelatedCostsTable" xlink:label="loc_us-gaap_ScheduleOfRestructuringAndRelatedCostsTable_89A89CDB0E07DF6C47CC4202BF713AD8" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringPlanAxis_7DB71D2165E20BA60E194202BF73A628_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringPlanAxis_7DB71D2165E20BA60E194202BF73A628" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring Plan [Axis] </link:label>
<link:label id="lab_us-gaap_RestructuringPlanAxis_7DB71D2165E20BA60E194202BF73A628_label_en-US" xlink:label="lab_us-gaap_RestructuringPlanAxis_7DB71D2165E20BA60E194202BF73A628" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Plan [Axis] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringPlanAxis" xlink:label="loc_us-gaap_RestructuringPlanAxis_7DB71D2165E20BA60E194202BF73A628" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringPlanDomain_6C5A6DEF13CF441B310E4202BF73B6D4_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringPlanDomain_6C5A6DEF13CF441B310E4202BF73B6D4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring Plan [Domain] </link:label>
<link:label id="lab_us-gaap_RestructuringPlanDomain_6C5A6DEF13CF441B310E4202BF73B6D4_label_en-US" xlink:label="lab_us-gaap_RestructuringPlanDomain_6C5A6DEF13CF441B310E4202BF73B6D4" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Plan [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringPlanDomain" xlink:label="loc_us-gaap_RestructuringPlanDomain_6C5A6DEF13CF441B310E4202BF73B6D4" xlink:type="locator"/>
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<link:label id="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8_terseLabel_en-US" xlink:label="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> 2017 Restructuring </link:label>
<link:label id="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8_label_en-US" xlink:label="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Plan 2017 [Member] </link:label>
<link:label id="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8_documentation_en-US" xlink:label="lab_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Restructuring Plan 2017 [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_RestructuringPlan2017Member" xlink:label="loc_sfly_RestructuringPlan2017Member_A946A9DF21F1EEDB0CA74202BF7326D8" xlink:type="locator"/>
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<link:label id="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443_terseLabel_en-US" xlink:label="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> 2015 Restructuring </link:label>
<link:label id="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443_label_en-US" xlink:label="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Plan 2015 [Member] </link:label>
<link:label id="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443_documentation_en-US" xlink:label="lab_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Restructuring Plan 2015 [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_RestructuringPlan2015Member" xlink:label="loc_sfly_RestructuringPlan2015Member_6D28863EFCAF472914344202BF769443" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringCostAndReserveAxis_7AC0043AC62FD83562904202BF761AA4_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringCostAndReserveAxis_7AC0043AC62FD83562904202BF761AA4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring Type [Axis] </link:label>
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<link:label id="lab_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323_terseLabel_en-US" xlink:label="lab_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Type of Restructuring [Domain] </link:label>
<link:label id="lab_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323_label_en-US" xlink:label="lab_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Type of Restructuring [Domain] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_TypeOfRestructuringDomain" xlink:label="loc_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323" xlink:to="lab_us-gaap_TypeOfRestructuringDomain_46AF2C6BAB02B0543CF74202BF769323" xlink:type="arc"/>
<link:label id="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487_terseLabel_en-US" xlink:label="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Property and equipment </link:label>
<link:label id="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487_label_en-US" xlink:label="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment, Primarily Capitalized Software Development Costs [Member] </link:label>
<link:label id="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487_documentation_en-US" xlink:label="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US"> Property, Plant and Equipment, Primarily Capitalized Software Development Costs [Member] </link:label>
<link:loc xlink:href="sfly-20180331.xsd#sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember" xlink:label="loc_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:to="lab_sfly_PropertyPlantandEquipmentPrimarilyCapitalizedSoftwareDevelopmentCostsMember_061B2714921F3AC7457D4202BF76A487" xlink:type="arc"/>
<link:label id="lab_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8_terseLabel_en-US" xlink:label="lab_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Employee costs </link:label>
<link:label id="lab_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8_label_en-US" xlink:label="lab_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Employee Severance [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_EmployeeSeveranceMember" xlink:label="loc_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8" xlink:to="lab_us-gaap_EmployeeSeveranceMember_EEAE6871F72B2B1B0E094202BF76C6B8" xlink:type="arc"/>
<link:label id="lab_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8_terseLabel_en-US" xlink:label="lab_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Other costs </link:label>
<link:label id="lab_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8_label_en-US" xlink:label="lab_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Other Restructuring [Member] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OtherRestructuringMember" xlink:label="loc_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8" xlink:to="lab_us-gaap_OtherRestructuringMember_3743380EC0FE7CAF75334202BF76E4F8" xlink:type="arc"/>
<link:label id="lab_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring Cost and Reserve [Line Items] </link:label>
<link:label id="lab_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282_label_en-US" xlink:label="lab_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Cost and Reserve [Line Items] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringCostAndReserveLineItems" xlink:label="loc_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282" xlink:to="lab_us-gaap_RestructuringCostAndReserveLineItems_22020155C778EB8305DA4202BF763282" xlink:type="arc"/>
<link:label id="lab_us-gaap_RestructuringReserveRollForward_DB631D108867111525C44202BF76C7B7_terseLabel_en-US" xlink:label="lab_us-gaap_RestructuringReserveRollForward_DB631D108867111525C44202BF76C7B7" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Restructuring Reserve [Roll Forward] </link:label>
<link:label id="lab_us-gaap_RestructuringReserveRollForward_DB631D108867111525C44202BF76C7B7_label_en-US" xlink:label="lab_us-gaap_RestructuringReserveRollForward_DB631D108867111525C44202BF76C7B7" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Reserve [Roll Forward] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringReserveRollForward" xlink:label="loc_us-gaap_RestructuringReserveRollForward_DB631D108867111525C44202BF76C7B7" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005_periodStartLabel_en-US" xlink:label="lab_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xml:lang="en-US"> Beginning balance </link:label>
<link:label id="lab_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005_label_en-US" xlink:label="lab_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring Reserve </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringReserve" xlink:label="loc_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005" xlink:to="lab_us-gaap_RestructuringReserve_27FDE1DF889BCDB6A21F4202BF767005" xlink:type="arc"/>
<link:label id="lab_us-gaap_PaymentsForRestructuring_8506443A2EB9DF640C7C4202BF761ACA_negatedTerseLabel_en-US" xlink:label="lab_us-gaap_PaymentsForRestructuring_8506443A2EB9DF640C7C4202BF761ACA" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US"> Cash payments </link:label>
<link:label id="lab_us-gaap_PaymentsForRestructuring_8506443A2EB9DF640C7C4202BF761ACA_label_en-US" xlink:label="lab_us-gaap_PaymentsForRestructuring_8506443A2EB9DF640C7C4202BF761ACA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Payments for Restructuring </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsForRestructuring" xlink:label="loc_us-gaap_PaymentsForRestructuring_8506443A2EB9DF640C7C4202BF761ACA" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RestructuringReserve_C7B08CBA498B2C7238234202BF76A12E_periodEndLabel_en-US" xlink:label="lab_us-gaap_RestructuringReserve_C7B08CBA498B2C7238234202BF76A12E" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:type="resource" xml:lang="en-US"> Ending balance </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RestructuringReserve" xlink:label="loc_us-gaap_RestructuringReserve_C7B08CBA498B2C7238234202BF76A12E" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_RestructuringReserve_C7B08CBA498B2C7238234202BF76A12E" xlink:to="lab_us-gaap_RestructuringReserve_C7B08CBA498B2C7238234202BF76A12E" xlink:type="arc"/>
<link:label id="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED_terseLabel_en-US" xlink:label="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Basis of Presentation </link:label>
<link:label id="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED_label_en-US" xlink:label="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Basis of Accounting, Policy [Policy Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_BasisOfAccountingPolicyPolicyTextBlock" xlink:label="loc_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED" xlink:type="locator"/>
<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED" xlink:to="lab_us-gaap_BasisOfAccountingPolicyPolicyTextBlock_7FFC887ED60CD97DD9D546F6760E9DED" xlink:type="arc"/>
<link:label id="lab_us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_3472ABB032BB8908079146F6760F28AE_terseLabel_en-US" xlink:label="lab_us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_3472ABB032BB8908079146F6760F28AE" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Recent Accounting Pronouncements </link:label>
<link:label id="lab_us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_3472ABB032BB8908079146F6760F28AE_label_en-US" xlink:label="lab_us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_3472ABB032BB8908079146F6760F28AE" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> New Accounting Pronouncements, Policy [Policy Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" xlink:label="loc_us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_3472ABB032BB8908079146F6760F28AE" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RevenueRecognitionPolicyTextBlock_0A2BA8FED4ACE425BF5946F6D25B61A9_terseLabel_en-US" xlink:label="lab_us-gaap_RevenueRecognitionPolicyTextBlock_0A2BA8FED4ACE425BF5946F6D25B61A9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Revenue Recognition Policy </link:label>
<link:label id="lab_us-gaap_RevenueRecognitionPolicyTextBlock_0A2BA8FED4ACE425BF5946F6D25B61A9_label_en-US" xlink:label="lab_us-gaap_RevenueRecognitionPolicyTextBlock_0A2BA8FED4ACE425BF5946F6D25B61A9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revenue Recognition, Policy [Policy Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RevenueRecognitionPolicyTextBlock" xlink:label="loc_us-gaap_RevenueRecognitionPolicyTextBlock_0A2BA8FED4ACE425BF5946F6D25B61A9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_RevenueRecognitionDeferredRevenue_9DA83B2CF9855096B5EF46F776520B23_terseLabel_en-US" xlink:label="lab_us-gaap_RevenueRecognitionDeferredRevenue_9DA83B2CF9855096B5EF46F776520B23" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Deferred Revenues </link:label>
<link:label id="lab_us-gaap_RevenueRecognitionDeferredRevenue_9DA83B2CF9855096B5EF46F776520B23_label_en-US" xlink:label="lab_us-gaap_RevenueRecognitionDeferredRevenue_9DA83B2CF9855096B5EF46F776520B23" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Revenue Recognition, Deferred Revenue [Policy Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_RevenueRecognitionDeferredRevenue" xlink:label="loc_us-gaap_RevenueRecognitionDeferredRevenue_9DA83B2CF9855096B5EF46F776520B23" xlink:type="locator"/>
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<link:label id="lab_us-gaap_SegmentReportingDisclosureTextBlock_C942506824A2E312196640883BAF74CF_terseLabel_en-US" xlink:label="lab_us-gaap_SegmentReportingDisclosureTextBlock_C942506824A2E312196640883BAF74CF" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Segment Reporting </link:label>
<link:label id="lab_us-gaap_SegmentReportingDisclosureTextBlock_C942506824A2E312196640883BAF74CF_label_en-US" xlink:label="lab_us-gaap_SegmentReportingDisclosureTextBlock_C942506824A2E312196640883BAF74CF" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Segment Reporting Disclosure [Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SegmentReportingDisclosureTextBlock" xlink:label="loc_us-gaap_SegmentReportingDisclosureTextBlock_C942506824A2E312196640883BAF74CF" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock_F89DE6B6497084C21356B036A4A702E9_terseLabel_en-US" xlink:label="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock_F89DE6B6497084C21356B036A4A702E9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Schedule of restructuring and related costs </link:label>
<link:label id="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock_F89DE6B6497084C21356B036A4A702E9_label_en-US" xlink:label="lab_us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock_F89DE6B6497084C21356B036A4A702E9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Restructuring and Related Costs [Table Text Block] </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock" xlink:label="loc_us-gaap_ScheduleOfRestructuringAndRelatedCostsTextBlock_F89DE6B6497084C21356B036A4A702E9" xlink:type="locator"/>
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<link:label id="lab_us-gaap_DerivativeInstrumentsAndHedgingActivitiesDisclosureAbstract_93DDCC65A216848963BB40883B96E08A_label_en-US" xlink:label="lab_us-gaap_DerivativeInstrumentsAndHedgingActivitiesDisclosureAbstract_93DDCC65A216848963BB40883B96E08A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative Instruments and Hedging Activities Disclosure [Abstract] </link:label>
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<link:label id="lab_us-gaap_ConvertibleDebtFairValueDisclosures_8C9EB852B8678BDF77FA40883BEED153_label_en-US" xlink:label="lab_us-gaap_ConvertibleDebtFairValueDisclosures_8C9EB852B8678BDF77FA40883BEED153" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Convertible Debt, Fair Value Disclosures </link:label>
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<link:label id="lab_us-gaap_LoansPayableFairValueDisclosure_5479C142DF9A81A9EA0540883BEE4D49_label_en-US" xlink:label="lab_us-gaap_LoansPayableFairValueDisclosure_5479C142DF9A81A9EA0540883BEE4D49" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Loans Payable, Fair Value Disclosure </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_E70ABA3B7BC05474CF83E8540FE415AA_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_BD5E59B7233D55B59FB52D2CB1F9FAA2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Number of Units Outstanding </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_E70ABA3B7BC05474CF83E8540FE415AA_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_BD5E59B7233D55B59FB52D2CB1F9FAA2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Nonvested, Number of Shares [Roll Forward] </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_288118C9709D6C321CB0E8540FE4CCFA_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_BEC3BE6A8CF35C37B31E95C74B591A79" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Granted (in shares) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_288118C9709D6C321CB0E8540FE4CCFA_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_BEC3BE6A8CF35C37B31E95C74B591A79" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Grants in Period </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod_F3FC3C589A00E13550EAE8540FE40B15_negatedLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod_96F81DE92C325CDCAF793095748C9289" xlink:role="http://www.xbrl.org/2009/role/negatedLabel" xlink:type="resource" xml:lang="en-US"> Forfeited (in shares) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod_F3FC3C589A00E13550EAE8540FE40B15_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod_96F81DE92C325CDCAF793095748C9289" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Forfeited in Period </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeitedInPeriod_96F81DE92C325CDCAF793095748C9289" xlink:type="locator"/>
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<link:label id="lab_sfly_RestrictedStockUnitsExpectedToVestEndingPeriod_8D1AA35BE1A3873FAD74E8540FE498DA_periodEndLabel_en-US" xlink:label="lab_sfly_RestrictedStockUnitsExpectedToVestEndingPeriod_1624BB1F61FF56A6B46F2788642C191D" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:type="resource" xml:lang="en-US"> Restricted stock units expected to vest, ending period (in shares) </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract_D3EFFF67409B3A9DD020E8540FE4271A_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract_4E7CE243146D5CE4892DD4A3A7D6A72C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Weighted Average Grant Date Fair Value </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue_13DF51354774D6D3CDC5E8540FE45A60_periodStartLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue_FCC76BD2A1DF5907B719350BFC5562E6" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:type="resource" xml:lang="en-US"> Awarded and unvested, beginning period (in dollars per share) </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_F4041E40EF47ABD66C1BE8540FE446C0_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_4F6769E5E7B95D3C9B2A7BB7975E6C19" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Granted (in dollars per share) </link:label>
<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_F4041E40EF47ABD66C1BE8540FE446C0_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_4F6769E5E7B95D3C9B2A7BB7975E6C19" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Equity Instruments Other than Options, Grants in Period, Weighted Average Grant Date Fair Value </link:label>
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<link:label id="lab_us-gaap_DerivativeTable_AA3FF00F91484FB0E5BE40883B91118B_terseLabel_en-US" xlink:label="lab_us-gaap_DerivativeTable_AA3FF00F91484FB0E5BE40883B91118B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Derivative [Table] </link:label>
<link:label id="lab_us-gaap_DerivativeTable_AA3FF00F91484FB0E5BE40883B91118B_label_en-US" xlink:label="lab_us-gaap_DerivativeTable_AA3FF00F91484FB0E5BE40883B91118B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative [Table] </link:label>
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<link:label id="lab_us-gaap_DerivativeInstrumentRiskAxis_926FF4DEF1BAC1CBAE5240883B912A93_label_en-US" xlink:label="lab_us-gaap_DerivativeInstrumentRiskAxis_926FF4DEF1BAC1CBAE5240883B912A93" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative Instrument [Axis] </link:label>
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<link:label id="lab_us-gaap_DerivativeContractTypeDomain_8BD6F33767C8A55A6EC140883B92144A_label_en-US" xlink:label="lab_us-gaap_DerivativeContractTypeDomain_8BD6F33767C8A55A6EC140883B92144A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Derivative Contract [Domain] </link:label>
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<link:label id="lab_us-gaap_InterestRateSwapMember_30AFE352A197686860CE40883B927CC9_terseLabel_en-US" xlink:label="lab_us-gaap_InterestRateSwapMember_30AFE352A197686860CE40883B927CC9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Interest rate swap agreement </link:label>
<link:label id="lab_us-gaap_InterestRateSwapMember_30AFE352A197686860CE40883B927CC9_label_en-US" xlink:label="lab_us-gaap_InterestRateSwapMember_30AFE352A197686860CE40883B927CC9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Interest Rate Swap [Member] </link:label>
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<link:label id="lab_us-gaap_DerivativeInstrumentsGainLossByHedgingRelationshipAxis_470B40FE9B53E22064E940883B92D9EA_terseLabel_en-US" xlink:label="lab_us-gaap_DerivativeInstrumentsGainLossByHedgingRelationshipAxis_470B40FE9B53E22064E940883B92D9EA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Hedging Relationship [Axis] </link:label>
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<link:label id="lab_us-gaap_HedgingRelationshipDomain_8FD9FFE07ED20656E79F40883B920BA5_label_en-US" xlink:label="lab_us-gaap_HedgingRelationshipDomain_8FD9FFE07ED20656E79F40883B920BA5" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Hedging Relationship [Domain] </link:label>
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<link:label id="lab_us-gaap_CashFlowHedgingMember_AB8EF6E1EBA42DBDFFB440883B92EC97_terseLabel_en-US" xlink:label="lab_us-gaap_CashFlowHedgingMember_AB8EF6E1EBA42DBDFFB440883B92EC97" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash flow hedge </link:label>
<link:label id="lab_us-gaap_CashFlowHedgingMember_AB8EF6E1EBA42DBDFFB440883B92EC97_label_en-US" xlink:label="lab_us-gaap_CashFlowHedgingMember_AB8EF6E1EBA42DBDFFB440883B92EC97" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Cash Flow Hedging [Member] </link:label>
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<link:label id="lab_sfly_TermLoanFacilityMember_406776C70807C2F3C44840883B937124_terseLabel_en-US" xlink:label="lab_sfly_TermLoanFacilityMember_406776C70807C2F3C44840883B937124" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Term Loan facility </link:label>
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<link:label id="lab_us-gaap_DerivativeLineItems_0B2D364129A6CBAF0D0940883B932D79_terseLabel_en-US" xlink:label="lab_us-gaap_DerivativeLineItems_0B2D364129A6CBAF0D0940883B932D79" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Derivative [Line Items] </link:label>
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<link:label id="lab_us-gaap_InterestExpense_C558E4877B015F27306840883B93C74B_terseLabel_en-US" xlink:label="lab_us-gaap_InterestExpense_C558E4877B015F27306840883B93C74B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Interest expense </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InterestExpense" xlink:label="loc_us-gaap_InterestExpense_C558E4877B015F27306840883B93C74B" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF_terseLabel_en-US" xlink:label="lab_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> ASSETS </link:label>
<link:label id="lab_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF_label_en-US" xlink:label="lab_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Assets [Abstract] </link:label>
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<link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF" xlink:to="lab_us-gaap_AssetsAbstract_4F3C15875D1A328022F4416EA53765DF" xlink:type="arc"/>
<link:label id="lab_us-gaap_AssetsCurrentAbstract_53FD8E086166D1EB3E76416EA53A2D87_terseLabel_en-US" xlink:label="lab_us-gaap_AssetsCurrentAbstract_53FD8E086166D1EB3E76416EA53A2D87" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Current assets: </link:label>
<link:label id="lab_us-gaap_AssetsCurrentAbstract_53FD8E086166D1EB3E76416EA53A2D87_label_en-US" xlink:label="lab_us-gaap_AssetsCurrentAbstract_53FD8E086166D1EB3E76416EA53A2D87" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Assets, Current [Abstract] </link:label>
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<link:label id="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_5A4A70232F95320589AF416EA53A5CE3_terseLabel_en-US" xlink:label="lab_us-gaap_CashAndCashEquivalentsAtCarryingValue_5A4A70232F95320589AF416EA53A5CE3" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Cash and cash equivalents </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_CashAndCashEquivalentsAtCarryingValue" xlink:label="loc_us-gaap_CashAndCashEquivalentsAtCarryingValue_5A4A70232F95320589AF416EA53A5CE3" xlink:type="locator"/>
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<link:label id="lab_us-gaap_ShortTermInvestments_F59B7442E2EC2DDA6207416EA53A23CF_terseLabel_en-US" xlink:label="lab_us-gaap_ShortTermInvestments_F59B7442E2EC2DDA6207416EA53A23CF" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Short-term investments </link:label>
<link:label id="lab_us-gaap_ShortTermInvestments_F59B7442E2EC2DDA6207416EA53A23CF_label_en-US" xlink:label="lab_us-gaap_ShortTermInvestments_F59B7442E2EC2DDA6207416EA53A23CF" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Short-term Investments </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_ShortTermInvestments" xlink:label="loc_us-gaap_ShortTermInvestments_F59B7442E2EC2DDA6207416EA53A23CF" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AccountsReceivableNetCurrent_CFA615235D631F4E1EF8416EA53A37CA_terseLabel_en-US" xlink:label="lab_us-gaap_AccountsReceivableNetCurrent_CFA615235D631F4E1EF8416EA53A37CA" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Accounts receivable, net </link:label>
<link:label id="lab_us-gaap_AccountsReceivableNetCurrent_CFA615235D631F4E1EF8416EA53A37CA_label_en-US" xlink:label="lab_us-gaap_AccountsReceivableNetCurrent_CFA615235D631F4E1EF8416EA53A37CA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Accounts Receivable, Net, Current </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AccountsReceivableNetCurrent" xlink:label="loc_us-gaap_AccountsReceivableNetCurrent_CFA615235D631F4E1EF8416EA53A37CA" xlink:type="locator"/>
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<link:label id="lab_us-gaap_InventoryNet_A4552BA2D82E1B616B6D416EA53AC29D_verboseLabel_en-US" xlink:label="lab_us-gaap_InventoryNet_A4552BA2D82E1B616B6D416EA53AC29D" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Inventories </link:label>
<link:label id="lab_us-gaap_InventoryNet_A4552BA2D82E1B616B6D416EA53AC29D_label_en-US" xlink:label="lab_us-gaap_InventoryNet_A4552BA2D82E1B616B6D416EA53AC29D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Inventory, Net </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_InventoryNet" xlink:label="loc_us-gaap_InventoryNet_A4552BA2D82E1B616B6D416EA53AC29D" xlink:type="locator"/>
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<link:label id="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_2307DA3B8F60EC98138F416EA53BCD2C_terseLabel_en-US" xlink:label="lab_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_2307DA3B8F60EC98138F416EA53BCD2C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Prepaid expenses and other current assets </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PrepaidExpenseAndOtherAssetsCurrent" xlink:label="loc_us-gaap_PrepaidExpenseAndOtherAssetsCurrent_2307DA3B8F60EC98138F416EA53BCD2C" xlink:type="locator"/>
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<link:label id="lab_us-gaap_AssetsCurrent_A3F1555480318DE249A5416EA53B6501_totalLabel_en-US" xlink:label="lab_us-gaap_AssetsCurrent_A3F1555480318DE249A5416EA53B6501" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total current assets </link:label>
<link:label id="lab_us-gaap_AssetsCurrent_A3F1555480318DE249A5416EA53B6501_label_en-US" xlink:label="lab_us-gaap_AssetsCurrent_A3F1555480318DE249A5416EA53B6501" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Assets, Current </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AssetsCurrent" xlink:label="loc_us-gaap_AssetsCurrent_A3F1555480318DE249A5416EA53B6501" xlink:type="locator"/>
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<link:label id="lab_us-gaap_LongTermInvestments_E4E083F849853DFAF404416EA53B6836_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermInvestments_E4E083F849853DFAF404416EA53B6836" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Long-term investments </link:label>
<link:label id="lab_us-gaap_LongTermInvestments_E4E083F849853DFAF404416EA53B6836_label_en-US" xlink:label="lab_us-gaap_LongTermInvestments_E4E083F849853DFAF404416EA53B6836" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Long-term Investments </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LongTermInvestments" xlink:label="loc_us-gaap_LongTermInvestments_E4E083F849853DFAF404416EA53B6836" xlink:type="locator"/>
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<link:label id="lab_us-gaap_PropertyPlantAndEquipmentNet_EA9A4F6006E9946B3638416EA53B43DB_verboseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentNet_EA9A4F6006E9946B3638416EA53B43DB" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Property and equipment, net </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PropertyPlantAndEquipmentNet" xlink:label="loc_us-gaap_PropertyPlantAndEquipmentNet_EA9A4F6006E9946B3638416EA53B43DB" xlink:type="locator"/>
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<link:label id="lab_us-gaap_IntangibleAssetsNetExcludingGoodwill_29814020479B0819073F416EA53B0A5C_verboseLabel_en-US" xlink:label="lab_us-gaap_IntangibleAssetsNetExcludingGoodwill_29814020479B0819073F416EA53B0A5C" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Intangible assets, net </link:label>
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<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_IntangibleAssetsNetExcludingGoodwill" xlink:label="loc_us-gaap_IntangibleAssetsNetExcludingGoodwill_29814020479B0819073F416EA53B0A5C" xlink:type="locator"/>
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<link:label id="lab_us-gaap_Goodwill_E01168E8A495D3118002416EA53B1241_label_en-US" xlink:label="lab_us-gaap_Goodwill_E01168E8A495D3118002416EA53B1241" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Goodwill </link:label>
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<link:label id="lab_us-gaap_OtherAssetsNoncurrent_B260F1F212BD86E1F299416EA53BD3DB_terseLabel_en-US" xlink:label="lab_us-gaap_OtherAssetsNoncurrent_B260F1F212BD86E1F299416EA53BD3DB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Other assets </link:label>
<link:label id="lab_us-gaap_OtherAssetsNoncurrent_B260F1F212BD86E1F299416EA53BD3DB_label_en-US" xlink:label="lab_us-gaap_OtherAssetsNoncurrent_B260F1F212BD86E1F299416EA53BD3DB" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Other Assets, Noncurrent </link:label>
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<link:label id="lab_us-gaap_LiabilitiesCurrentAbstract_47343C8201501AEFA248416EA53BAA58_terseLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesCurrentAbstract_47343C8201501AEFA248416EA53BAA58" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Current liabilities: </link:label>
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<link:label id="lab_us-gaap_AccountsPayableCurrent_67A2F4996F80A82189B1416EA53B3FC3_label_en-US" xlink:label="lab_us-gaap_AccountsPayableCurrent_67A2F4996F80A82189B1416EA53B3FC3" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Accounts Payable, Current </link:label>
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<link:label id="lab_us-gaap_AccruedLiabilitiesCurrent_0E30EBA07DDAEAE281E6416EA53C31C9_verboseLabel_en-US" xlink:label="lab_us-gaap_AccruedLiabilitiesCurrent_0E30EBA07DDAEAE281E6416EA53C31C9" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Accrued liabilities </link:label>
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<link:label id="lab_us-gaap_DeferredRevenueCurrent_FC958565CBDCAC5E582B416EA53C8BE8_verboseLabel_en-US" xlink:label="lab_us-gaap_DeferredRevenueCurrent_FC958565CBDCAC5E582B416EA53C8BE8" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Deferred revenue </link:label>
<link:label id="lab_us-gaap_DeferredRevenueCurrent_FC958565CBDCAC5E582B416EA53C8BE8_label_en-US" xlink:label="lab_us-gaap_DeferredRevenueCurrent_FC958565CBDCAC5E582B416EA53C8BE8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Deferred Revenue, Current </link:label>
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<link:label id="lab_us-gaap_LiabilitiesCurrent_C7F1EBA6724EEA762164416EA53C2FC2_label_en-US" xlink:label="lab_us-gaap_LiabilitiesCurrent_C7F1EBA6724EEA762164416EA53C2FC2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Liabilities, Current </link:label>
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<link:label id="lab_us-gaap_LongTermDebtNoncurrent_E19C2DC8608265CBF73E416EA53C672E_terseLabel_en-US" xlink:label="lab_us-gaap_LongTermDebtNoncurrent_E19C2DC8608265CBF73E416EA53C672E" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Long-term debt </link:label>
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<link:label id="lab_us-gaap_CommonStockValue_7FA33E3AD806B3612F58416EA53C0C73_terseLabel_en-US" xlink:label="lab_us-gaap_CommonStockValue_7FA33E3AD806B3612F58416EA53C0C73" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Common stock, $0.0001 par value; 100,000 shares authorized; 33,122 and 32,297 shares issued and outstanding on March 31, 2018 and December 31, 2017, respectively </link:label>
<link:label id="lab_us-gaap_CommonStockValue_7FA33E3AD806B3612F58416EA53C0C73_label_en-US" xlink:label="lab_us-gaap_CommonStockValue_7FA33E3AD806B3612F58416EA53C0C73" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Common Stock, Value, Issued </link:label>
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<link:label id="lab_us-gaap_AdditionalPaidInCapitalCommonStock_56A3C47565F7A2D46150416EA53C1C6B_verboseLabel_en-US" xlink:label="lab_us-gaap_AdditionalPaidInCapitalCommonStock_56A3C47565F7A2D46150416EA53C1C6B" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Additional paid-in capital </link:label>
<link:label id="lab_us-gaap_AdditionalPaidInCapitalCommonStock_56A3C47565F7A2D46150416EA53C1C6B_label_en-US" xlink:label="lab_us-gaap_AdditionalPaidInCapitalCommonStock_56A3C47565F7A2D46150416EA53C1C6B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Additional Paid in Capital, Common Stock </link:label>
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<link:label id="lab_us-gaap_AccumulatedOtherComprehensiveIncomeLossNetOfTax_DD6A9E53214CB030646D416EA53CA92A_verboseLabel_en-US" xlink:label="lab_us-gaap_AccumulatedOtherComprehensiveIncomeLossNetOfTax_DD6A9E53214CB030646D416EA53CA92A" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US"> Accumulated other comprehensive income </link:label>
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<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_AccumulatedOtherComprehensiveIncomeLossNetOfTax" xlink:label="loc_us-gaap_AccumulatedOtherComprehensiveIncomeLossNetOfTax_DD6A9E53214CB030646D416EA53CA92A" xlink:type="locator"/>
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<link:label id="lab_us-gaap_StockholdersEquity_4D2ABED0ADBFF9E61FFC416EA53C6BEA_totalLabel_en-US" xlink:label="lab_us-gaap_StockholdersEquity_4D2ABED0ADBFF9E61FFC416EA53C6BEA" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total stockholders' equity </link:label>
<link:label id="lab_us-gaap_StockholdersEquity_4D2ABED0ADBFF9E61FFC416EA53C6BEA_label_en-US" xlink:label="lab_us-gaap_StockholdersEquity_4D2ABED0ADBFF9E61FFC416EA53C6BEA" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Stockholders' Equity Attributable to Parent </link:label>
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<link:label id="lab_us-gaap_LiabilitiesAndStockholdersEquity_EDF151C8BB159273BAF4416EA53C0621_totalLabel_en-US" xlink:label="lab_us-gaap_LiabilitiesAndStockholdersEquity_EDF151C8BB159273BAF4416EA53C0621" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:type="resource" xml:lang="en-US"> Total liabilities and stockholders' equity </link:label>
<link:label id="lab_us-gaap_LiabilitiesAndStockholdersEquity_EDF151C8BB159273BAF4416EA53C0621_label_en-US" xlink:label="lab_us-gaap_LiabilitiesAndStockholdersEquity_EDF151C8BB159273BAF4416EA53C0621" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Liabilities and Equity </link:label>
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<link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate_8439783F364898D34DBBB036A516F8FB_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardFairValueAssumptionsExpectedDividendRate_8439783F364898D34DBBB036A516F8FB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Dividend yield </link:label>
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<link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_1E7FA12CCFBA5BA3E59AB0BE81FDDD89_terseLabel_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_1E7FA12CCFBA5BA3E59AB0BE81FDDD89" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US"> Expected term (years) </link:label>
<link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_1E7FA12CCFBA5BA3E59AB0BE81FDDD89_label_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_1E7FA12CCFBA5BA3E59AB0BE81FDDD89" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US"> Share-based Compensation Arrangement by Share-based Payment Award, Fair Value Assumptions, Expected Term </link:label>
<link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1" xlink:label="loc_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardFairValueAssumptionsExpectedTerm1_1E7FA12CCFBA5BA3E59AB0BE81FDDD89" xlink:type="locator"/>
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