People enjoy treating friends, family, and themselves on special occasions and throughout the year. Edible is one company that strives to offer consumers items that are worthy of such celebrations, whether the day is a calendar holiday or just a regular day. To learn more about the company’s products and trends outlined in its recent State of Gifting report, we connected with Angela Johnson, chief strategy and innovation officer, Edible Brands.

Jenni Spinner: Seasonal treats seem to be a pretty popular option at Edible—could you talk about what kinds of seasonal products you offer, which holidays are the most important, and how consumer seasonal demands/buying habits have evolved over time?

Angela Johnson: Seasonal moments have always been an important part of how our customers gift. While traditional holidays like Valentine’s Day and Mother’s Day are still incredibly popular, we’re seeing more and more consumers embrace the unexpected. Whether it's a birthday, a new job, or just making it through a long week, people are finding more ways to show they care in the moment. In fact, our State of Gifting Report found that one in four gifts were sent ‘just because,’ which is why we’re focused on creating products that are perfect for those spontaneous, heartfelt gestures. From seasonal cupcakes to cozy fall dessert boards, we’re meeting people where they are.

JS: Related to that, you shared some interesting generational stats around gifting in your State of Gifting report; could you please share some highlights?

AJ: Each generation has its own gifting personality, and that’s what makes this space so dynamic. Gen Z is bringing back in-store shopping and leaning into gifts that are quirky, personal, and fun. Millennials are incredibly brand loyal because they know what they love and come back to it again and again. Boomers tend to gift big, shared moments with what we call the ‘we’ gifts. What unites them all is the desire for connection. We found that 75% of our customers want gifts to feel personalized, no matter their age. That tells us it’s less about price and more about meaning.

JS: Then, National Pumpkin Day recently happened, just in time for Halloween and the lead-up to Thanksgiving. Could you please discuss the products you’re offering and any promotions you might offer?

AJ: We celebrated National Pumpkin Day on Oct. 26 by giving away free Pumpkin Cheesecake Cups in stores Oct. 26–27. It’s just a fun, easy way to treat yourself and a chance to try one of our new seasonal flavors.

From there, we roll right into the holidays with our Friendsgiving and Thanksgiving collections, which include everything from our Gobble Gobble Platter and Thanksgiving Dessert Board to Red Velvet Cake and floral arrangements. Whether someone’s hosting a dinner, bringing a treat to the office, or just wants to send something thoughtful, we’ve got options that feel festive without being fussy. We’ll also be offering up to 25% off orders from Nov. 18 through Nov. 26, and on Nov. 27, guests can take $20 off dessert boards for pickup, perfect for anyone grabbing something last-minute before the holiday!

Looking ahead to December, our Holiday Sale includes tiered discounts, 10%, 15% or 20% off, depending on how much you spend, and features bestsellers like our Let It Snow Dipped Strawberry Box and Holiday Dessert Board. And in stores, we’re doing a few fun extras, like free cookies on National Cookie Day and complimentary dipped fruit cones all month long for graduates and educators. This time of year is full of reasons to celebrate, and we just want to make it a little easier (and a lot more delicious) to do that.

JS: Do you have a favorite product among Edible’s offerings?

AJ: I’m a big fan of our cookies and the variety we offer each season! The flavors are always rotating, and there’s something about them that just feels a little extra special. Right now, my favorite is the chai latte cookie. It’s cozy, a little unexpected, and the flavor really delivers. Whether you’re sending them as a gift or just grabbing a box for yourself, they’re the kind of treat that feels thoughtful without being over-the-top.

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