Somia Farid Silber may be new to the CEO role at Edible Brands, but she has a long history at the giftable fruit and arrangements seller. She first joined the company in a full-time capacity in 2016. Back then, Edible went by its original name from 1999, Edible Arrangements.

Since 2016, however, Farid Silber has taken Edible through a rebrand, shortening the name, updating its visual identity and leading its ecommerce and omnichannel journey into the 2020s, where it is now. This year, Edible released a new “State of Gifting” report to share how its modern customers order and what Edible is doing to meet them.

Edible Brands ranks No. 169 in the Top 1000 Database, Digital Commerce 360’s ranking of the largest North American online retailers. There, Digital Commerce 360 categorizes Edible Brands as a Flowers & Gifts retailer.

In conversation with Digital Commerce 360, Farid Silber fielded questions over email about what Edible has learned about catering to a new, young generation of shoppers and what it’s trying for the first time during the 2024 holiday season.

Editor’s note: This is the first in a two-part interview with Somia Farid Silber. It has been lightly edited for length and clarity.

Interview

Somia Farid Silber, CEO of Edible Brands | Image credit: Edible Brands

Digital Commerce 360: Edible has a long history as a gift-associated brand. What does it take to stand out in that space today, especially around the holiday season?

Somia Farid Silber: For Edible, standing out in the gifting space starts with a deep understanding of what today’s customers need, a key focus of our recent brand relaunch. This initiative modernizes every part of the Edible experience — from our product lineup to our digital and in-store touchpoints — allowing us to stay closely aligned with evolving consumer expectations. As a legacy brand, Edible is uniquely positioned to adapt alongside consumers, especially during popular gifting moments like the holidays, when customers look for both convenience and creativity.

Over the past few years, we’ve expanded our product offerings to bring even more variety to the Edible experience, adding options like dessert boards, floral bouquets and a fresh-baked cookie collection launched this summer. This variety helps us meet customers’ needs, whether they’re planning or shopping last minute. For instance, our dessert boards have been especially popular for at-home hosting, allowing customers to create an elevated spread that enhances any gathering. By expanding our range, we’re making it easier for customers to find the perfect gift — or entertaining essential — that brings people together and makes any moment feel special.

DC360: What are your biggest priorities right now for strengthening digital capabilities at Edible?

SFS: We’re building on insights from the “State of Gifting Report,” which highlights that 70% of Gen Z prefers online shopping. To align with this preference, we’re enhancing our already seamless and delightful digital platform, ensuring it continues to provide a streamlined, enjoyable gifting experience. This focus on digital convenience is essential as demand shifts toward ultra-convenience and personalized gifting.

We’ve already made significant strides in enhancing our ecommerce platform with features like AI-driven personalization, tailored gift recommendations and targeted customer segments that allow us to deliver a more intuitive, customized shopping experience. These innovations have helped boost our average order value by nearly 10%, leading to a 79% increase in return on ad spend. We’re committed to strengthening these digital capabilities and building on the brand relaunch to meet our customers’ evolving expectations for fast, easy and unique gifting options.

How Edible’s brand and arrangements delivery has evolved

DC360: What digital successes are you most proud of during your time with Edible, including before becoming CEO?

SFS: Leading Edible’s brand relaunch has been one of my proudest achievements, as it’s allowed us to redefine the digital and in-store experience to meet the modern customer’s needs. This relaunch has brought fresh energy to the brand, especially with digital innovations that make it easier for customers to find, personalize and deliver gifts on demand. It’s been exciting to see how these updates resonate with customers, notably as we’ve expanded our reach and added new features that align with today’s fast-paced gifting landscape.

One of our key achievements from my time as [vice president] of ecommerce was expanding the convenience of our online platforms through product variety and a range of delivery options. To offer thoughtful, budget-friendly choices, we created our “Gifts Under $50” category, curated to fit any budget. At the same time, we expanded our partnership with DoorDash and UberEats, making it easier than ever for customers to treat themselves or send a small gift “just because.” Together, these updates led to a 100% increase in Gen Z orders, proving that younger generations value quick, affordable gifting options at their fingertips.

DC360: You mention procrastinators in Edible’s new “State of Gifting” report. How do you see Edible responding to that audience?

SFS: We’re seeing more demand for speedy delivery than ever before. Our “State of Gifting Report” showed how big this trend is, with nearly 1 in 3 gift purchases made for same-day delivery. These customers, in turn, are looking for retailers who can meet this need without compromising on quality. That’s why we’ve tailored our offerings to include one-hour delivery, same-day pickup and a product mix that goes beyond fruit arrangements, giving customers the flexibility to choose something thoughtful, even when they’re pressed for time.

To ensure that every Edible gift feels special, even if ordered last minute, we’ve designed our gifting options to make procrastination gifting feel intentional and personal. Customers can add notes or customize elements of their order to show they put thought into it — even if they’re ordering at the last minute. Leveraging our nearly 800 franchise locations nationwide, we combine local expertise with customizable options to deliver thoughtful gifts that make a meaningful impact. Even on short notice, we never sacrifice quality.

Tomorrow, watch for the second part of this interview, as Somia Farid Silber discusses Gen Z’s gifting preferences and how they compare to those of older shoppers. 

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