How Edible prepares for last-minute gifting before Mother’s Day
Edible Brands reports customers are making gift purchases later than ever, with demand now concentrated in the final 2-3 days before holidays like Valentine's Day and Mother's Day. The retailer sees 1 million daily website visitors leading up to major gifting holidays.
Last-minute gifting demand creates opportunity for sellers with same-day or next-day delivery capabilities during peak holidays. Focus inventory and ad spend on the 48-72 hours before Valentine's Day, Mother's Day, and similar emotional purchase holidays rather than spreading campaigns over weeks.
Consumer behavior is shifting toward more impulsive, compressed purchase windows for emotional categories, requiring sellers to adapt inventory planning and marketing spend timing to capture peak demand periods.
Review your delivery speed settings and ensure fastest shipping options are enabled for gift categories 72 hours before major holidays.
Shift holiday advertising budgets to concentrate 60-70% of spend in the final 3 days before Valentine's Day and Mother's Day rather than spreading evenly.
Bottom Line
Last-minute holiday shopping surge means concentrate ad spend in final 72 hours.
Source Lens
Analyst Intelligence
Research or editorial analysis that adds market context beyond the official announcement.
Impact Level
medium
Last-minute holiday shopping surge means concentrate ad spend in final 72 hours.
Key Stat / Trigger
1 million daily website visitors during holiday lead-up periods
Focus on the operational implication, not just the headline.
Full Coverage
Planning for Mother’s Day has gotten easier for the gift-focused retailer Edible, as it continues to flesh out its fulfillment strategy. Erica Randerson, chief digital officer of Edible Brands, told Digital Commerce 360 that the retailer has been focusing on last-mile delivery as it continues to expand fulfillment.
She said Edible has been increasingly trying to accommodate last-minute purchases as a convenience for customers. “Valentine’s Day and Mother’s Day are really our two big Super Bowl moments of the calendar year,” Randerson told Digital Commerce 360.
“What we saw both in Q4 holidays and in Valentine’s Day was that the customer was coming through the figurative ecommerce store later than ever.” She referred to gifting, especially at the last minute, as “highly emotional purchase decisions.”
In 2018 and 2019 — and in general, before the COVID-19 pandemic, she said — Edible would see a week-long sales period for Valentine’s Day. And it could span up to 10 business days, she said. Now, Edible sees demand for Valentine’s Day build up in early February.
Edible will see a million customers a day on its website at any given time leading up to the holiday, Randerson told Digital Commerce 360. That amplifies the need for last-minute gifting, she explained. Edible’s customers made more last-minute purchases for Valentine’s Day in 2026 than in 2025, Randerson said, without quantifying the growth.
The retailer “saw quite the influx in orders” on Feb. 13 and 14, she said. Edible Brands is No. 182 in the Top 2000 Database. That database ranks North America’s largest online retailers by their annual ecommerce sales. News Edible adds gifts marketplace to its ecommerce site ahead of the holiday season Brian Warmoth | Aug 1, 2025
Original Source
This briefing is based on reporting from Digital Commerce 360. Use the original post for full primary-source context.
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