Dive Brief:

• Albertsons has launched an online wedding floral service under its Debi Lilly Design brand offering custom blooms, according to a press announcement. The service ships to customers throughout the continental U.S.
• The service lets shoppers choose from several colors and flower types to outfit bouquets, boutonnieres, corsages, aisle markers and centerpieces. Orders can be placed up to 21 days before the event and will arrive three days prior. 
• Albertsons is launching its latest private label service just as wedding season kicks off.

Dive Insight:

Seeking to capitalize on a rising category and explosive digital growth over the past year, Albertsons is now moving a key floral service online. 

Supermarket floral sales rose dramatically last summer, increasing $136 million over the same period during 2019 to reach $1.8 billion, according to the Produce Marketing Association. Much of 2020’s floral boom was due to shoppers spending more money at grocery stores and seeking to liven up their homes, and it’s not clear whether that momentum will extend to this year’s wedding season, though rising vaccination rates, the use of outdoor venues and people’s desire to return to normal life bodes well for the industry.

Meanwhile, online floral sales, including custom service for weddings, have increased steadily in recent years and are on track to reach $5.1 billion this year, according to IBIS World.

Albertsons’ new wedding floral service touts low prices and the ability for shoppers to customize selections across various themes. The service is available under the “Shop” tab on the company’s various banner sites, and includes information about flower freshness and handling instructions in addition to the digital storefront.

“Customers get the look and quality of a custom wedding florist without the expense,” said Debora Steier, Albertsons vice president of floral, in a statement.

Albertsons, which has offered wedding floral arrangements in its stores for decades, is also promoting its online floral blooms as sustainably grown. All flowers are certified by Rainforest Alliance or Bloomcheck, a floral certification program launched by the California Cut Flower Commission.  

The grocer has expanded its private label offerings in wine, home products and sparkling water recently as it seeks to convert more shoppers to the higher-margin offerings. During the company’s latest earnings call last month, CEO Vivek Sankaran said private label penetration is above 25% and should hit 30% within the next few years.