BOISE, Idaho — Albertsons Cos. is rolling out a new digital destination designed to make planning special occasions as easy as ordering weekly groceries.
The grocer said it has launched Celebrations, a centralized planning and shopping experience available across its websites and mobile apps, including Albertsons, Safeway, ACME, Shaw’s, Jewel-Osco, Randalls, Vons and Tom Thumb. The platform brings together inspiration, product selection and checkout for events ranging from birthdays and baby showers to holidays and graduations.
“At Albertsons Cos., we’re committed to making it easier for customers to bring the joy of food to every occasion,” said Jill Pavlovich, senior vice president of digital customer experience. “Celebrations puts essentials in one place, making planning and shopping more convenient, more personal and delightfully effortless for millions of shoppers.”
The company positioned Celebrations as a response to how customers plan events today — in short bursts between work, family and other responsibilities. The experience allows shoppers to browse curated ideas, personalize details and complete an order in minutes, whether they are planning ahead or making last-minute adjustments.
At the core of the offering is a combination of curated content and AI-powered assistance. Customers can explore themed collections, recipes and checklists, while Albertsons’ AI shopping assistant helps guide decisions and surface personalized recommendations and relevant offers.
The Celebrations platform includes custom cake ordering with personalized designs, occasion- and theme-based shopping, party supplies and décor such as flowers, balloons and cards, and catering options ranging from brunch spreads to charcuterie boards. Beverage pairings — including wine, beer, spirits and nonalcoholic options where available — are also integrated into the experience.
Albertsons is also leveraging its own brands within the new destination, featuring exclusive party essentials from Overjoyed and Signature SELECT. Shoppers can choose delivery or DriveUp & Go pickup, depending on market availability, and can add personalized notes or send gifts directly to recipients at checkout.
Company executives emphasized that the differentiator is integration. Rather than directing customers to multiple categories or external services, Celebrations pulls together inspiration, planning tools and fulfillment within the same digital ecosystem customers already use for everyday shopping.
“We’re enhancing the shopping experience for our customers by adding the capability to plan entire celebrations with the same ease as ordering their weekly groceries,” Pavlovich said. “This integration is what makes Celebrations truly innovative.”
The launch aligns with Albertsons’ broader digital strategy to deepen customer engagement and expand the role of its apps beyond routine replenishment. By tying event planning to food, private brands and flexible fulfillment, the grocer aims to capture a greater share of spend tied to life’s milestones and seasonal moments.
Customers can access the new Celebrations destination through their local Albertsons Cos. app or website under the “Shop more” section.
