Instacart Adds Floral Delivery via 1-800-Flowers Partnership
Event summary
- Instacart has partnered with 1-800-Flowers.com for nationwide on-demand floral delivery, launching February 9, 2026.
- The partnership integrates 1-800-Flowers' network of over 700 florist locations into the Instacart App.
- Instacart data indicates a 1,000%+ surge in orders containing flowers on Valentine's Day 2025.
- 1-800-Flowers.com will not have a markup on its products sold through Instacart.
The big picture
This partnership represents Instacart’s continued effort to broaden its product offering and increase customer engagement beyond core grocery delivery. The move to integrate 1-800-Flowers, a significant player in the gifting market, suggests Instacart is targeting higher-margin, seasonal sales. The lack of markup is a strategic move to gain market share quickly, but could compress margins if not managed carefully.
What we're watching
- Market Share
- The success of this partnership hinges on Instacart’s ability to capture a significant portion of the online floral market, currently dominated by 1-800-Flowers and others.
- Profitability
- Instacart’s commitment to no markup for 1-800-Flowers raises questions about the long-term profitability of the partnership and whether Instacart can generate sufficient revenue through other avenues.
- Expansion
- The extent to which Instacart leverages this partnership to expand into other gifting categories beyond flowers will be a key indicator of its broader strategic ambitions.
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