Edible Arrangements launches Mother’s Day collection, gifting concierge for early orders

Edible Arrangements moved early on Mother’s Day this year, unveiling its 2026 collection on April 14 with a new campaign, “We Can Arrange That,” and a gifting concierge persona named Eddie. The pitch is simple and shrewd: help shoppers avoid the annual scramble, while making the gift feel more polished than a last-minute bouquet or a boxed dessert from the nearest store.

The collection is built around the kind of bundled gifting that works when time is tight and expectations are not. Edible is pairing fresh fruit with premium florals, desserts and non-alcoholic beverages, including the Bloom & Berry Gift Box, the returning Artist Collection and Cipriani Bellini Zero. With Mother’s Day falling on Sunday, May 10 in the United States, the early rollout gives shoppers a clear runway before the shipping crunch, and a fallback that looks more intentional than the usual generic card-and-candy rescue.

That timing matters because Edible has built its Mother’s Day business around convenience as much as sentiment. Its Mother’s Day site says the company has more than 1,000 store locations worldwide, and its same-day-delivery page listed 24 available items when captured. For procrastinators, that makes the difference between a meaningful gift and a panic purchase. For everyone else, it is an argument for ordering early and letting someone else handle the packing, routing and presentation.

The brand is also leaning into a broader shift in consumer behavior. Its 2024 State of Gifting Report found that last-minute gifting is rising, while same-day and next-day delivery are becoming more important to shoppers. That helps explain why Edible is not just selling products, but selling a service promise, one that is built to catch the people who forget the holiday until the week of, and the planners who want the gift locked in before inventory tightens.

The business case is clear, too. A 2025 QSR report said Edible generated more than $50 million in revenue and $9.2 million in digital-channel sales alone, topping its second-highest Valentine’s Day in 2022 by $1.2 million. Mother’s Day remains one of the company’s biggest moments, alongside Valentine’s Day, and the new concierge push suggests Edible knows the real luxury here is not just the fruit or the flowers. It is the relief of having the whole thing arranged before the rest of the holiday market sells out.