Oser Communications Group

1 6 GIFT BASKET PRODUCTS AND PACKAGING KITCHENWARE NEWS & HOUSEWARES REVIEW ■ SEPTEMBER 2014 ■ www.kitchenwarenews.com Gift Baskets Galore With the fourth quarter quickly approaching, the season of gift baskets will soon be upon us. Bundling kitchenware products together for a different take on the typical gift basket offers a chance for retailers to sell products at a slightly higher margin while also leaving a memorable impression of their business for future sales. At the Granada Gourmet in Ormond Beach, Florida, owner Patti Surguine has been whipping up gift baskets throughout the 19 year history of her kitchenware retail location. In most cases she'll opt for an alternative to the traditional basket serving as the base. She's even filled up a wheelbarrow with hay for a fall charity event and topped it with a spread of spirits including beer, wine and vodka, plus a giant pumpkin to complete the theme. "Everybody loves to send flowers. Well, a lot of people are thinking that rather than sending flowers that are going to be gone in a few days, they would rather do a gift basket because it's something that people can keep," said Surguine. "We try to think out of the gift basket, so to speak. We try to use something that the people can have a little gift and goodies in it to enjoy." For Surguine, a large part of putting a gift basket together involves anticipating the needs of the customer. Her location in Florida is near the Daytona International Speedway and sees many NASCAR families come through. She will often make baskets for the teams and is sure to keep in mind their state of being. They might be tired, hot, away from home and traveling with children. For one race family she went to the local bakery for fresh loaves of bread, then added gourmet peanut butter and jams from her shop, plus extra goodies and sweets, for a comfort basket that would allow the recipients to make PB&J just like at home. She always makes sure to add all the necessary disposable utensils, plates and napkins too. On the opposite end of the country, Joy Slone, of Ariel Gourmet and Gift in Richland Park, Washington, creates gift baskets that reflect a combination of gourmet local goods, related kitchenware products and anything else the customer requests. She's made a golf-themed basket complete with golf balls brought in by the customer and movie-themed baskets set in a popcorn bucket with DVDs or movie tickets. Slone says that while the gift baskets may not be the main draw of her business, they are an aspect of her retail store that sets her apart from the competition. "I think for specialty stores, that's what we have to do. We have to keep with the custom and the special part of it that other people can't offer," said Slone. "It's that little personal touch that they're looking for and that we can give them." Slone works with the customer to make the gift basket personal by talking to them about the occasion and steering them in the direction of items that will make sense for a cohesive collection. A customer might take a liking to a trendy gadget that Slone can see will lend well to an Italian dinner-themed basket. Or they might like the idea of using a colander as the base of the basket, and she will direct them to other items that will bring it all together thoughtfully. Both Slone and Surguine assert that the first step to assembling a great gift basket is talking with the customer and getting to the heart of their needs. Next is picking a theme or idea that will tie all the items together in a way that makes sense. From there, a little creativity is essential to the process. "Making a basket is kind of like flying by the seat of your britches. You just have to use your design skills and whatever clever idea you have at the time," said Surguine. "You just look at it, and you just create a work of art right then … I would want people to realize when they have a gift basket, it's not just throwing something together, it's like a flower arrangement or a work of art." Use creativity to pick a theme and apply it throughout the entire basket, whether you decide on a Le Creuset piece as the base or a French press as the idea for the rest of the items in the basket. A few practical tips will come in handy too. Slone suggests using an odd number of products for a proportionate display that is more visually appealing. She also cautions against overfilling the basket with spring fill, or any other decorative shred that is commonly used, because it may obscure the items inside. The same goes for the products inside the basket itself. "Some people will just stuff it full, and that just doesn't look right. You want the proportion between the product and the basket – it is a lot about proportion," said Slone. Surguine adds that making sure all the labels face in the same direction will ensure a neat appearance, and glue dots will keep everything in the right place. BY AMBER GALLEGOS To get started, here are a few basic basket ideas that can easily be made and customized to meet the unique needs of the customer: Beginning Cook A perfect gift for the cook who is just venturing into the world of cooking or possibly getting their own place for the very first time. Use an oven mitt as the base and fill with a matching apron and kitchen basics like a spatula, peeler and whisk. Advanced Chef Opt for a more upscale gift for the cook who has already established themselves in the kitchen. Start with a Le Creuset stock pot as the base and fill it with serious cooking tools like a spice mill, kitchen shears, and marinade injector.

• Cover