Instacart partners with 1-800-Flowers.com for nationwide same-day floral delivery

Floral on Demand: Instacart brings 1-800-Flowers nationwide on its app

Instacart is rolling out a nationwide, first-of-its-kind pure-play floral partnership with 1-800-Flowers.com, making the long-established florist brand directly available to U.S. customers through the Instacart app. The integration connects more than 700 participating florist locations in the 1-800-Flowers local network to Instacart’s shopper and delivery infrastructure, enabling same-day and on-demand delivery of bouquets and gifts across the country. The announcement, distributed from San Francisco and Jericho, N.Y., positions 1-800-Flowers to extend its digital reach into grocery and convenience shopping flows.

The tie-up targets peak gifting moments by combining Instacart’s seasonal demand data and delivery capabilities with 1-800-Flowers’ catalogue and merchant relationships. Instacart is timing the expansion ahead of Valentine’s Day, citing internal app data that shows orders for combination bouquets and fresh roses surge more than 1,000% on Feb. 14. For 1-800-Flowers, the arrangement aims to scale fulfillment capacity, increase order frequency and capture incremental sales by meeting consumers where they already shop for same-day essentials.

Operationally, the partnership leverages Instacart’s app interface, shopper network and tracking features while routing fulfilment through 1-800-Flowers’ local florist partners to maintain freshness and local fulfilment. Customers ordering through Instacart can choose from bouquets, roses, plants, chocolates and add-ons, and opt for same-day upgrades and delivery tracking. Both companies present the collaboration as mutually reinforcing: Instacart expands its non-grocery assortment with a dedicated floral partner, and 1-800-Flowers gains broader distribution and faster on-demand options for time-sensitive gifts.

Supporting local florists and preserving fulfilment quality

1-800-Flowers frames the integration as supportive of its local merchant network, saying the partnership drives meaningful incremental revenue for participating florists by channeling Instacart’s on-demand traffic into local fulfilment. The model keeps order preparation close to consumers, which the companies argue helps preserve vase life and service standards for perishable floral products.

Expanding gifting convenience during peak periods

The collaboration underscores broader industry moves to make gifting more immediate and convenient by embedding specialty assortments into mainstream delivery apps. For a category that spikes around holidays, combining catalogue depth with on-demand logistics aims to convert seasonal demand into repeat behaviour beyond single-day peaks.