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Retailers can also benefit from the custom gift-basket trend by creating prepackaged designs with current consumer-buying patterns in mind. Package items which encompass sales trends in other gourmet specialty categories. Since both tabletop and kitchenware categories are reflecting consumer interest in simple, functional designs, those products and themes will work well in gift baskets.
Mary Ann Jacobs, president of Tucson, AZ-based Gifts to Go, agreed. "I am seeing trends toward very functional gifts for relaxation or anything that is stress release."
Create your own "stress-release" baskets with items from your store: herbal teas, candles, bubble baths, chocolates, massage oils and lotions, lavender soaps, or caches and eucalyptus packaged in an Asian teapot.
Don't take the term "gift baskets" literally. Specialty retailers are using functional items as baskets. Consumers are taking advantage of the trend and appreciate the usefulness of the product.
Jacobs' copper napkin holders, magazine holders, bathroom towel holders, and trash containers double as baskets. Using existing inventory items as gift-basket containers provides retailers with both the ability to fill a market niche and move products which aren't selling on their own.
Frazier explained. "Creating customized gift baskets is one way that retailers capitalize on moving slow-selling merchandise as well as new inventory. If colanders and spinners aren't selling, use them as a basket container. The same works for woks, frying pans, and even cutting boards."
Growing Pains
Gift baskets provide a strong year-round source of income to the specialty retailer. Frazier estimates gift baskets comprise a $1.5-billion industry. If you don't already have a gift basket center within your store, now is the time to begin planning one.
"The fact that gift baskets are stars in their own right has been true for some time, but the fourth quarter is when they really shine," Frazier stated.
Don't take the term "gift baskets" literally. Specialty retailers are using functional items as baskets. Consumers are taking advantage of the trend and appreciate the usefulness of the product.
Jacobs agreed. "The kind of baskets that are catching on are functional."
Jacobs' copper napkin holders, magazine holders, bathroom towel holders, and trash containers double as baskets. Using existing inventory items as gift-basket containers provides retailers with both the ability to fill a market niche and move products which aren't selling on their own.
Frazier explained. "Creating customized gift baskets is one way that retailers capitalize on moving slow-selling merchandise as well as new inventory. If colanders and spinners aren't selling, use them as a basket container. The same works for woks, frying pans, and even cutting boards."
Your Own Niche
Another opportunity to create year-round sales can be found just outside your store. Market your own corner of the world with custom creations featuring regional specialties. Leopold's "San Francisco Sampler" provides her with customers from both the corporate and private sector.
"Anybody can do a fruit basket. But what makes our basket special is all the wonderful flavors of northern California," Leopold said. Packed in a basket or San Francisco gift bag, Leopold uses flavors that represent San Francisco landmarks, including Cable Car Crunch Popcorn, Sourdough Snacks, Ghirardelli Squares, and North Beach's Biscotti. A bag of pistachios is also packed inside, giving Leopold the opportunity to use the slogan "Because what's San Francisco without some nuts?"
What does your region have to offer? Create your own basket with a regional flavor and market it to area hotels and resorts to give their guests upon arrival. Regional baskets also work as housewarming gifts and could be used in a marketing campaign with local realtors.
Whatever the trend or gift-giving season, there are plenty of ways to wrap up custom sales with personalized gift-basket services. Make your store the center of gift-basket design by marketing your services direct to consumers, area businesses, and associations. With a little effort and commitment, you'll find gift-basket sales are in the bag.
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