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GOURMET NEWS JULY 2014 www.gourmetnews.com MARKETWATCH MARKETWATCH 2 7 G I F T B A S K E T S profit center that has gone all year-round now. Gift baskets have become a big part of the store. Part of when I'm looking at gourmet foods is I'm looking for packag- ing that will fit into gift baskets." WineStyles Tasting Station is distin- guishing itself as a destination retail store for truly special gift baskets, in part through the way it enables its clientele to customize beautiful gift baskets that sat- isfy their singular gifting needs. WineStyles customers have the option to craft their own sophisticated presents by choosing their favorite basket from an ample selection and filling it with what- ever fine wines, craft beers, gourmet goodies or other treats they find in the store. The WineStyles staff then attrac- tively packages everything together, and the basket is ready for gift giving. Of course, WineStyles is not the only company offering shoppers the option to customize their own one-of-a-kind gift baskets. Retailers across the country are responding to consumers' desire to give colleagues, friends and family special gifts, which they personally have a hand in creating. Specialty food scion Dean & DeLuca of- fers its customers an extensive selection of house-curated gift baskets directed at everyone from the coffee lover to the home cook. However, for those who do not see exactly what they are looking for within this selection, the option exists to create one's own gift basket from scratch – all on the retailer's website. Shoppers simply choose the box, basket or tote to fill and then scroll through the company's product offerings, marking the filler op- tions they want to include. The recipient thens finds a unique gift on their doorstop just days later. Arizona-based gourmet grocer AJ's Fine Foods similarly helps its customers craft their own special gift baskets. Gift basket designers in the floral depart- ments at the 12 AJ's Fine Foods stores help shoppers choose the perfect basket. Then it is as simple as strolling around the store and picking out the ideal fill- ings. The store then pops in a gift card, attractively wraps the finished product, and the shopper has an instant gift that is sure to impress. Whole Foods, Cost Plus World Market, Southern Season, Eataly, Murray's Cheese Shop – the list of specialty food retailers of- fering shoppers the option to custom-build their own gift baskets goes on and on. Thankfully (for everyone), the days of un- wrapping cellophane to find a collection of red delicious apples and Valencia oranges are fading far behind us. GN BY LUCAS WITMAN For specialty food retailers, offering a unique selection of carefully crafted gift baskets, brimming with artisanal products can be an important driver of store traf- fic. Shoppers today are picking up gift baskets not only during the end-of-year holiday season, but as gifts of choice for year- round occasions, from birthdays to graduations to housewarmings. How- ever, with so many re- tailers today angling for a piece of the re- tail gift basket marketplace, it takes some care- ful merchandis- ing to stand out among the rest as a go-to destina- tion for gift basket shoppers. "All of [our] stores have huge gift basket sales," said Andrea McGinness, co-owner with her husband Bryan of WineStyles Tasting Station, a national chain of specialty food and beverage stores. "It is a Companies Cater to Their Clientele with Customizable Gift Basket Creations