Gift Basket Design and Marketing Tip of the Day Series

[Sarah Botchick]

Since the prom marketing Tip of the Day Series was so successful in the spring, I have decided to start a Tip of the Day Series for Gift Basket Design and Marketing. Now, I understand that many florists don't make gift baskets. But I also know that many DO! Especially in the past few years we have seen florists adding gift baskets to their offerings as an additional source of revenue. If you don't make gift baskets, please simply ignore the thread. If you do make them, I hope you will enjoy the thread and contribute any additional thoughts you might like to share.

I will be posting these tips on my blog and fb page, and transferring them here as regularly as I can. The tips start today, September 1, and I HOPE to keep them going thru December 1 (we'll see if I can make it that long!)

Instead of just using my ideas, I have enlisted the help of 6 experts within the gift basket industry who will all be offering tips and advice. They are:

Pam Newell of the Gift Basket School and the National Gift Basket Professional Convention.
Debbie Quintana, president of the Gift Basket Association, owner of Trends and Tips magazine, and author of Gift Basket Fundamentals and Avance
Flora Morris Brown, Ph. D. of Gift Basket Business World and author of Color Your Life Happy
Mary Ann Jacobs of Mary Ann Jacobs consulting service and creator of many Gift Basket DVDs
Shirley George Frazier of Gift Basket Business and author of The Gift Basket Design Book
Twila Heiselman of Twila Kaye Designs consulting service

I think that hearing the voices of these experts will be much better than just hearing my voice! These women have all been in the trenches for many years and have a wealth of knowledge to share.

Happy reading!

 

[Sarah Botchick]

GBT#1 -Know your customer!

Understand the people who will buy your gift baskets before you begin buying merchandise. It’s easy to purchase snacks, gifts, and other supplies, but if you don’t know what your customers want, your inventory won’t match their needs, and you’ll be stuck with lots of products you cannot sell. Consult the following grid to determine your buying options: http://GiftBasketVideo.com/2008/12/27/products-and-supplies.

This tip courtesy of Shirley George Frazier, author of How to Start a Home-Based Gift Basket Business. For more information, visit her website at: www.giftbasketbusiness.com

 

[Sarah Botchick]

GBT#2 - THINK about your customers

Once you know your customer… think about them when designing!
Always design with a customer in mind! Listening to your customers needs will save you lots of money on inventory and you will spend less time designing something that will not sell.

Tip courtesy of
Pam Newell, co-owner of The Gift Basket School and author of many great e-books: http://www.giftbasketschool.com/ebooks.aspx

 

[Sarah Botchick]

GBT#3 - Shop Smart

Think at least two holidays ahead when shopping for inventory. When buying for Christmas, remember that Valentine’s Day comes up fast after the end of the year. Therefore, lean toward buying more red than green packaged products.

Tip Courtesy of Flora Morris Brown, Ph.D.
http://www.giftbasketbusinessworld.com/classes

 

[Sarah Botchick]

GBT#4 - Save Money When Shopping for Baskets - I

In this economy everyone needs to save money wherever they can. The SINGLE BEST WAY to save money when purchasing gift baskets is to buy baskets WITHOUT TOP HANDLES. Although the top handles add a certain aesthetic appeal, they cost a substantial amount more. Why? Because they cost so much more to ship. The shipping companies have gone to charging by VOLUME of the box instead of just by weight. The top handles add drastically to volume of the box, therefore causing you to pay to ship what basically amounts to air. Even if you are buying your baskets from a local source that is not shipping them to you, remember that they had to get them somehow! Top handled baskets cost the importers more to bring in from China. All the way around they are just the most expensive option. We highly recommend baskets without handles or with side (ear) handles.

 

[Palms]

Great thread Sarah and as i am just launching my gift baskets i am really pleased you are sharing these. Any tips on what you would put in a christmas basket?? are you talking food stuff??

 

[anytimeflowers]

Just my little input. There are lots of great containers that you can use besides baskets, too. I have gotten some printed cardboard ones and they come folded, you just pop them out! It's fun to use "vintage" containers, too.

 

[Sarah Botchick]

Paula,

I think many of the holiday baskets have food in them, but really, a "gift" can be quite a variety. Just make sure that you don't mix food products with anything that is spa like or scented (forthcoming tip.)

Your best bet is to use everyday products, and then cater the basket to the holiday with your embellishments such as ribbon, pine picks, specialty colored containers, etc. You want to buy as many "neutral" products as possible so that you don't have to throw them away if they don't sell for a particular holiday (or store them if they are non food products.) "Holidize" with embellishments instead of products and containers.

Since you are just starting out, I have some sources of books, and online classes that may help you. PM me if you would like a list.

Sarah

 

[Sarah Botchick]

Just my little input. There are lots of great containers that you can use besides baskets, too. I have gotten some printed cardboard ones and they come folded, you just pop them out! It's fun to use "vintage" containers, too.

Linda, you are absolutely right. The trend is going very much to faux leather (trunks, chests, etc.) and metal containers, as well as ceramic, and even glass. The benefit is that these items become the gift - they are something that the recipient can use again in their home or office. The problem is that they are more expensive than baskets, so baskets are still the most popular just because of price. Although the cost of willow has gone up so drastically this year (30% up to us this year) that the other items aren't seeming so outrageous!

 

[Sarah Botchick]

GBT#5 - Save Money When Shopping For Baskets - II

If you read yesterday’s post you know that we recommended that you purchase baskets without top handles. “But I NEED top handles for my design” you might say. We certainly understand that many designers feel that way, and we do offer a wide variety of baskets with top handles. To save money when buying top handled baskets BUY NESTED SETS. The nested sets allow more baskets to be packed in the same amount of box space. This saves you drastically on shipping. Often times you are basically getting free shipping on the inner baskets.

 

[Sarah Botchick]

GBT#6 - FAQ #1 - "Will my products fit in your baskets?"

From September 1 – December 1 every year the single most frequently asked question of the customer service reps at Pioneer Wholesale Co. is “Will my products fit in your baskets?” Since we don’t know the exact sizes of all of the products you will be putting in your baskets, we cannot answer that. The only way to answer that question is this… make a “mock” basket. Read the dimension of the basket on our website, and draw an outline that size on a piece of paper (depending on the size of the basket you may have to tape a couple of pieces of paper together.) Then, place your products IN the outline. Do they fit? Remember, they don’t have to all fit flush – you can, and SHOULD stack products (taller baskets have a greater perceived value.)

 

[Sarah Botchick]

GBT# 7 - Always buy wholesale

ALWAYS buy wholesale from a vendor that you can get more of the same item from. This will allow you to sell in volume and duplicate your designs. You also need to purchase specialty items so your customer needs to purchase from YOU instead of the discount store. If you are purchasing your products and containers at the local discount store or wholesale club, why do your customers need you? They can do the same thing themselves!

 

[Victoria]

It got to a point for me that "basket" was a misnomer. I used all manner of wonderful containers... some useful, some just for fun. They were easy to sell particularly if it meant setting the giver apart from the average or the usual.

V

 

[FANCIES]

how do you price out a basket? I can't seem to sell the ones I make up in the store. I bought some inexpensive tool boxes & put in food item for guys but no one even looked at it. I've done up pretty ones for girls with candles, lotion etc. I want to sell more of these but don't know what I am doing wrong. A man, who had never been in our store before, came in a couple of days ago & started looking around. He was looking at candles. He said he was buying something for his wife. By the time we were done his basket with a Wood Wick candle & assorted spagetties & specialty gourmet food was over $125! The basket I used was $10 & I charged $2 for the cello & bow. How can I sell more of these baskets, in any price range? I appreciate your input. Thank you!

 

[Victoria]

Fancy, what did you charge for your labour?

V