Edible Blooms was one of the first brands to offer Afterpay. Ten years on, the business and its customers are still enjoying the benefits.
Edible Blooms co-founder Kelly Jamieson likes to call the brand’s most engaged customers “good humans.” They’re the ones in every social circle that never miss a birthday, anniversary, or farewell.
But even the most organised gift-givers can find themselves stretched when birthdays coincide with major gifting occasions like Mother’s Day or Valentine’s Day, leaving these customers to foot the bill for multiple gifts at once.
So when the opportunity to partner with Afterpay arose 10 years ago, it was a no-brainer for Jamieson. Giving shoppers the option to pay in instalments, she says, “allows our customer to be the kindest person they can be at any time, no matter what else they have on.”
She adds, “It gives our customers the opportunity to say yes to the gifts they actually want to send, rather than trading down to something smaller.”
About Edible Blooms
Jamieson co-founded Edible Blooms with her sister Abbey 21 years ago, offering Australians an edible alternative to traditional flower deliveries. Today the brand’s signature chocolate bouquets and hampers arrive on a doorstep somewhere in Australia every two minutes.
Edible Blooms is headquartered in Adelaide but also has outposts around the country where gift boxes and chocolate bouquets are assembled on-site, ensuring the business delivers consistent quality and speedy delivery.
The brand’s promise of fast delivery has proven to be popular, with an Edible Blooms gift now arriving on a doorstep somewhere in Australia every two minutes.
Helping customers gift now, pay later during big moments
As one of the first 10 businesses to offer Afterpay in Australia, Edible Blooms recognised the benefits of Afterpay early on.
A decade later, Afterpay remains popular with Edible Blooms’ customers, especially during key moments like Mother’s Day, Valentine’s Day and Christmas, says Jamieson.
She explains, “It’s been that reliable lever around our big calendar moments, rather than a background payment option.”
“It’s been that reliable lever around our big calendar moments, rather than a background payment option.”
Kelly Jamieson, Edible Blooms co-founder
In the lead up to Valentine’s Day, for example, eight per cent of Edible Blooms customers checked out with Afterpay, ensuring that the brand captured sales it may otherwise have missed.
Afterpay is so popular with customers that Edible Blooms creates marketing campaigns and offers that highlight Afterpay’s availability.
Afterpay increases conversion rates
Offering Afterpay helps reduce cart abandonment and boost conversion rates.
“Our conversion rates are very high,” Jamieson shares. “We have a 5.5% [website] conversion rate during off-peak periods, and during peak periods it’s much higher.”
Jamieson says that Afterpay, which is featured on Edible Bloom’s product pages, “definitely plays a role in our conversion rate.”
“Afterpay definitely plays a role in our conversion rate.”
Kelly Jamieson, Edible Blooms co-founder
Bigger (gift) basket size
Afterpay gives Edible Blooms customers the flexibility to say yes to the gift they really want to send, rather than trading down – creating a better experience for both the giver and the recipient.
As a result, customers who shopped using Afterpay in the lead up to Valentine’s Day 2026, for example, spent 6% more than those paying with other methods.
Afterpay helps reach new customers
There are a cohort of consumers who seek out Afterpay when making purchasing decisions.
“We’re featured on the Afterpay website and we see direct traffic clicks from that site through to ours,” Jamieson says.
She adds, “Customers are definitely going on the Afterpay site, thinking ‘I need to send a gift, what are my options?’”
This in-built discovery method helps future-proof the Edible Blooms business by acquiring new customers while requiring minimal effort from the team.
“We’re featured on the Afterpay website and we see direct traffic clicks”
Kelly Jamieson, Edible Blooms co-founder
Removing friction at checkout
For Jamieson, the value of Afterpay comes down to removing friction for customers.
Her advice to fellow business owners? “You’re crazy not to offer Afterpay,” she says. “Brands need to make it as easy as possible for people to do business with you and Afterpay does exactly that.”
All referenced statistics provided by Edible Blooms.
“You’re crazy not to offer Afterpay”
Kelly Jamieson, Edible Blooms co-founder
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