Dive Brief:
- Uber on Tuesday announced the expansion of its seasonal delivery offerings with the launch of its new holiday hub on the Uber Eats platform. The category will expand throughout 2022 to serve various holidays.
- The hub will house its recently launched Holiday Shop, which offers Christmas trees to customers in Los Angeles, San Diego and West Palm Beach as well as wreaths in New York City. Shoppers can open the Uber Eats app, click the "Holiday" billboard and select holiday items from retailers like Rite Aid, GoPuff and Walgreens, according to the announcement.
- The company is offering Uber Eats customers $20 off orders valued at $60 or more from merchants including Mr. Jingles and Bed Bath & Beyond through Dec. 31. Uber One members can get free deliveries on eligible orders valued at $15 or more, per the announcement.
Dive Insight:
Uber's holiday hub launch follows the relationships it has developed with retailers over the past year.
In May, the company partnered with GoPuff to create an "everyday essentials" online shop for GoPuff customers across the country. It then went on to collaborate with Rite Aid on last-mile deliveries from more than 2,000 locations in 17 states, and then partnered with Bed Bath & Beyond to help launch a baby and kids vertical on the Uber Eats app.
Uber expanded into grocery delivery in the U.S. in 2020, initially with a soft launch with partner Cornershop. A year later Uber acquired the remaining 47% of the grocery delivery firm in an all-stock transaction, confirming Uber's interest in competing in grocery delivery while diversifying from its primary ride-hailing business.
But as Uber harnesses its Uber Eats infrastructure across retailers, its competitors are venturing further into the convenience delivery market. Earlier this month, DoorDash announced plans to deliver goods from its online convenience store brand DashMart, beginning in New York City. Instacart, which previously catered to grocery stores, has partnered with retailers like Family Dollar and Dollar Tree this year.
