Ahead of the 2024 holiday season, Edible Brands released a new report, sharing how customers order its gifts and arrangements, as well as what sets Gen Z customers apart from other age groups.

Among other insights, Edible found that its younger customers were more likely than their Millennials and Gen X counterparts to want to shop in physical stores. The retailer also found that Gen Z shoppers were less loyal to specific brands, making them more likely to keep looking for the best deal possible before making a purchase.

Discussing these findings with Digital Commerce 360, Somia Farid Silber, the CEO of Edible Brands, offered a glimpse into what the company is doing to serve those shoppers. Examples include working with last-mile delivery apps such as DoorDash and Uber Eats, as well as planning ahead for future seasons with new physical stores.

Editors’s note: This is the second in a two-part interview with Somia Farid Silber conducted via email. Read the first part here.

Interview

Digital Commerce 360: Generationally, how have you seen Gen Z’s perception of gifting compared with that of Millennials and Gen X?

Somia Farid Silber: The most significant generational differences in gifting trends center on how each group values personalization, spontaneity and loyalty. Gen Z, for example, is primarily driven by personalization, with 1 in 4 of their gifts including custom touches, such as personalized messages or unique add-ons. This generation also embraces spontaneous gifting to celebrate personal relationships, fueled by social media trends and hashtag holidays like #NationalGirlfriendDay. “Just because” gifting is clearly on the rise, with about 22% of all 2024 orders across generations not tied to traditional holidays, as people find more reasons to connect through small, thoughtful gestures.

Millennials, meanwhile, prioritize brand loyalty, seeking out trusted names that offer quality and familiarity. They’re more likely to balance their purchases for key life events and “just because” tokens, often choosing gifts in the $30–$60 range. Established brands like Edible appeal to this generation because they offer reliability and consistent quality, whether for Mother’s Day, a birthday or a spontaneous pick-me-up.

Gen X stands out as one of the most online-driven generations, with over 90% of orders placed online. This group balances quality with practicality, opting for affordable yet meaningful gifts that allow them to give thoughtfully without overspending. For Gen X, birthdays and care-oriented gifts like “Get Well” or “Just Because” are particularly popular, reflecting their focus on practical, heartfelt gestures.

Like Gen X, Boomers also favor thoughtful, care-oriented gifting but lean toward group gifts or indulgent treats that bring people together. For Boomers, gifting often centers around meaningful shared experiences, like a gourmet spread for a family gathering, and they prefer larger, more memorable items that suit group celebrations.

DC360: Your report showed 1 in 3 gifts purchased in 2024 being for same-day delivery. How has Edible responded to that demand? And how has the company’s fulfillment strategy evolved over its history?

SFS: Our State of Gifting Report highlighted how essential same-day delivery has become, especially as last-minute gifting spikes around the holiday season. Edible is dedicated to making gifts easy to give and meaningful to receive, ensuring that even last-minute gestures feel meaningful. Whether it’s the winter holidays or any other occasion, we’re here to deliver quickly without sacrificing a personal touch.

Through our own expansive delivery fleet, backed by a vast retail footprint and strong delivery partnerships with platforms like DoorDash and Uber Eats, we reach 70% of U.S. households within an hour. Speedy delivery relieves consumer stress, making Edible the perfect choice for hosting gifts, forgotten occasions or simply the last-minute need to make someone’s day. This network ensures that even last-minute gestures feel meaningful, providing thoughtful, high-quality gifts with the speed and reliability our customers expect.

DC360: Are there any new offerings or other incentives you are trying for the first time for the 2024 holiday season?

SFS: We’re always looking for ways to expand our product lineup and create memorable gifting moments beyond the traditional. This year, we launched a new cookie collection inspired by the rising popularity of gourmet cookie brands and designed to offer customers more variety. We have classic flavors, like Chocolate Chunk and Strawberry Cheesecake, available year-round. We’re also leaning into seasonal offerings, with current holiday flavors including Chocolate Peppermint, Apple Pie and Cinnamon Roll. We designed these limited-time flavors to bring an extra layer of excitement and timeliness to our offerings, giving customers something special to look forward to each season. By introducing rotating flavors, we can tap into the growing trend for fresh, limited-time treats while catering to the demand for memorable desserts that make any occasion feel festive and unique.

Festive arrangements and dipped fruit are still our core, but we’re always looking for similar delectable treats that fit well with what we already offer, from cookies to bakeshop items. We’ve also updated and refreshed some of our top-selling products, like dessert boards, which are perfect for holiday celebrations or festive gatherings. In addition, we’ve streamlined our website to make finding and personalizing gifts more accessible than ever. Together, these updates are helping us better serve our customers this holiday season, making finding meaningful, shareable options for their loved ones simpler.

How Gen Z buys gifts compared with older shoppers

DC360: I saw you’re seeing Gen Z prefer to shop in person versus online 30% of the time. How does that compare with the overall share of online versus in-store sales you expect to see for the holidays this year?

SFS: Yes, it’s somewhat surprising to see this digitally savvy generation embrace in-store shopping. Our report highlights that they value the “IRL” experience more than any other generation, which we’re focused on with our new Next Gen stores. Under construction in multiple markets, these stores are designed to go beyond simple transactions by offering customization stations, gifting add-ons like balloons and cards and interactive elements that make the experience unique.

While online remains our largest channel, especially during the holiday rush, in-store shopping is still a crucial part of our strategy. We work to create memorable experiences that resonate with customers across generations. These efforts will create a more seamless connection between digital and in-person shopping​​.

DC360: Can you share anything about Edible’s outlook for 2025 and whether you anticipate sales growing year over year in 2024?

SFS: 2024 has been a strong year for Edible, marked by updates like expanded product offerings and new digital features; we’ve seen strong engagement across different customer segments, from Gen Z to long-time loyalists. We’re optimistic about 2025 and look forward to exploring additional ways to bring Edible’s unique touch to everyday moments, both physically and digitally. We’ll be rolling out new flagship stores, which will be more of a marketplace model, and we’re preparing to launch a revamped loyalty program. Of course, sales are always the top priority, but our main focus remains to be committed to our customers — delivering quality and delight in every interaction. We believe this will drive both repeat business and new interest in Edible.

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