Edible Arrangements is gearing up for one of its biggest sales moments of the year — Mother’s Day.

The holiday, along with Valentine’s Day, together account for 17% of Edible Arrangements’ annual sales.

And as is the case with Feb. 14, the gifting brand of fruit, flowers and baked goods, is expecting shoppers to wait until the last minute to shop for mom.

“We offer one hour (delivery) for a reason,” said Erica Randerson, Chief Digital Officer at Edible Brands.

Since the pandemic, many retailers have stepped up their ecommerce delivery speed and offer fast shipping, Randerson said. Shoppers have become accustomed to being able to shop until the last minute for everything, including important events, and they do.

Edible Arrangements sees this in its own data for important events and year round.

“Over two-thirds of our orders on an everyday basis are for either same day or next day delivery,” she said.

On Valentine’s Day, 40% of sales Edible Arrangements attributed to the holiday occurred within two days — 20% of sales on Feb. 13 and 20% on Feb. 14.

Edible Arrangements Uses Shopper Data to Entice Early Buying

Edible Arrangements has more than 650 franchise stores that can meet these expected but tight turnaround windows. But to ease the burden on the location producing and fulfilling the order, the brand incentives shoppers to purchase before the big day. For example, if Edible Arrangements knows that one of its previous shoppers buys a Mother’s Day order about a week before, it may offer her a higher discount to lock in that order even prior to this, Randerson said.

“There is a bit of the strategy on our end that goes into understanding who does have a higher propensity to buy earlier, and how do we entice and really lock in that motion,” Randerson said.

The big way Edible Arrangements can solve for these challenges is by using its customer data effectively. Like in the example above, the brand is using past purchase behavior to drive the action it wants. It can further personalize the message within the creative, such as using the images of the category the shopper previously purchased, like chocolate-dipped strawberries.

For a more last-minute shopper, Edible Arrangements will still encourage that shopper to purchase earlier, such as with a reminder of the upcoming holiday or a discount off delivery, she said.

“There’s messaging as well as creative levers that we’re pulling to both help alleviate some of the operational concerns or bottlenecks that can come when you do have a bulk of your business happening on certain days,” Randerson said.

For Mother’s Day 2026, Edible Arrangements expects sales to be flat to positive compared with 2025, which is how Valentine’s Day 2026 performed, she said.

Relaunching Its App to Boost More Frequent Purchases

These existing customers are an important part to Edible Arrangements’ business, as the brand’s shopper on average buys 1.2 times per year. Increasing this metric is a large focus for the brand in this year, Randerson said. To further cater to its shoppers, Edible Arrangements is updating its app and loyalty program within the next few weeks.

Currently, the brand has almost 50,000 app users. The redesigned app will have gift quizzes that can help shoppers match an item to a recipient and then save the gift recommendations for each person. It will allow shoppers to set reminders for important dates, like a birthday, to help them remember to buy something.

The key metric Edible Arrangements will use to measure the app’s success will be increased purchase frequency, along with lifetime value, Randerson said. It took the brand about a year and a half to redesign the app.

Edible Invests in Reddit to Meet Agentic AI Boom

Beyond existing customers, the brand’s products are for anyone sending a celebratory gift. With that broad of a market, Edible Arrangements has a large audience it can unlock. Newer acquisition channels Edible Arrangements is tapping into include Pinterest, TikTok and Reddit, Randerson said.

“We’re learning from the datasets and the customers that we already have, but we’re also doing a lot of conquesting for who that next customer is going to be,” Randerson said.

Many brands are working to increase their presence on Reddit, as several of the large language models use the forum to find content and relay that information to consumers.

“We are a relational brand and relational-based conversations are happening on these platforms,” she said. “As a brand, you have to be very careful of how you show up because it needs to be extremely organic. But certainly, the fact that nearly every LLM has come out and said these organic, more user-led conversations are what are helping rank in this new world of AEO and GEO, is very important to us as well.”

Edible Arrangements has noticed the increase in traffic from agentic chat platforms to its website. Randerson referred to AI traffic as a “hockey-stick level increase.”

“It’s still small — the traffic that we’re getting direct from LLMs. It’s under 10%,” she said. “But what’s really fascinating is that it’s not slowing down and the rate in which it is growing, it seems exponential.”

The brand plans to continue investing in AI content visibility, she said.

More Value Shoppers

Another recent shopping pattern Edible Arrangements has noticed from consumers is more cost-conscience shopping. Instead of consumers cutting back on spending of celebratory arrangements because of economic pressures, the brand has noticed a “shrinkage in AOV.” For example, shoppers may buy now in a $40-$50 price point, when previously they spent $60-$70, Randerson said.

To meet this demand of cost-conscious shoppers, Edible Arrangements has introduced more value-focused messaging, product categories and SKUs. Since the end of 2022, the brand has added more baked goods, florals and plushies that fit a smaller budget, and it also has more call outs in marketing and its website to browse gifts for less than a certain dollar amount.

“There’s been so much innovation on our end, both from a product portfolio standpoint as well as a price point standpoint,” she said. “We’re always being mindful of how are we ensuring that regardless of the size of wallet you have coming to us as a consumer, we have something for you and that something’s going to be special.”

Edible Arrangements is the large brand in the Edible Brands portfolio. In March 2025, the parent company launched Edibles.com, which sells hemp-derived THC products. In April 2026, Edibles opened its first physical store in Atlanta, which is where Edible Brands is headquartered. Also in 2025, Edible Brands acquired fast casual food chain Roti Modern Mediterranean.