1-800-FLOWERS.COM, Inc. says it will begin accepting bitcoin, the world’s most widely used digital currency.

Beginning this fall, bitcoin will join familiar payment options, including Visa, MasterCard, American Express, and PayPal, that are available to the company’s customers across its extensive family of gifting sites, including 1-800-FLOWERS.COM, FannieMay.com, Cheryls.com, ThePopcornFactory.com, 1-800-Baskets.com, FruitBouquets.com, and Stockyards.com.

“As a customer-centric company, we are always looking for new ways to engage with our customers and enhance their shopping experience for all of their celebratory occasions,” says Jim McCann, 1-800-FLOWERS.COM ceo and founder. “Bitcoin, together with our other payment options, offers our customers another highly convenient way to help them deliver smiles to the important people in their lives.”

Throughout its history, 1-800-FLOWERS.COM has been a leading retail and e-commerce innovator in adopting the use of new technologies that enhance customer engagement.

Among its many pioneering firsts, the company was the first merchant to conduct a transaction on America Online and the floral industry’s first company to introduce a mobile gift center. In addition, 1-800-FLOWERS.COM was the first e-commerce company to enable customers to complete a transaction without leaving their Facebook Page.

 1-800-FLOWERS.COM has selected leading bitcoin platform Coinbase to process its bitcoin payments.