How to Design Baskets for the Premium High-end Gift Market
July 29, 2008
The majority of gift baskets shipped are low-end gifts that cater to the masses of people sending inexpensive thank you and general appreciation gifts. This price range would not break anyone’s budget but would allow them an opportunity to show a friend, colleague or business associates some kind of message of good will. Sending baby gift baskets, thank you gifts, get well baskets and birthday gifts would fall under this category. The industry needs more high-end basket suppliers. Designers with skill and ability to create gifts for the upscale market. Gifts that will be sent to CEO’s and executives.
It’s difficult to select a container for a high-end gift basket. So many issues come into consideration. Is the vessel extravagant enough? Is it sturdy enough to hold so many products? These issues and others come into play. For Christmas, a giant metal sleigh would fit perfectly for the occasion. The shipping cost might be a problem due to the weight and dimensions of the box so this type of gift may be more suited for local hand delivery. Targeting local businesses with this choice is the best course of action. Selling the idea as a limited edition gift will play into the premium nature of the product. For photography purposes, adding fake snow in the picture will help emphasize the holiday aspect of the design.
When choosing a color scheme for a premium basket, it’s important to remember that sometimes the sheer number of products in the basket may not provide an opportunity to provide a uniform selection of colors. A high-end gift basket is often filled with dozens of products, and finding product of the same color or even color family will be difficult. In this case, it would be more important to ensure that the presentation of the basket is designed with maximum uniformity and cohesion. All products must compliment each other and not clash. This may be difficult and is what separates then men from the boys or women from the girls. The description of the gift in this case would accentuate the fact that there is so many products that the fact that it might not all match perfectly is inconsequential.
Ever thought of adding electronics to your premium gift basket design? Your competitors probably haven’t. Imagine your recipients receiving the latest iPhone. If sending corporate gifts to the executive committee, top of the line Blackberries, creating gifts around that specific product is a good idea. Add-ons such as holsters, productivity software and Bluetooth headsets could compliment the primary item. This idea only works if the company is planning to provide the recipients with the primary item. Imagine being gifted a phone that the company isn’t providing as your new company phone. If the recipient is stuck in a 3-year phone plan, the intent of the gift is turned on its ear.
Sometimes, the gift will be hand delivered by the sender. This is usually the case for local businesses sending to companies they personally do business with in their own city. The recipients are people they have met and have established a relationship with through the years. In this case, the sender will hand deliver the gift themselves. A gift card would not be necessary in this case. The personal presentation is key to the success of this option. Often it’s best to do this to an office rather than an individual since the individual may feel obligated to gift the sender in return. Sending to an office would avoid that uncomfortable situation.
It’s hard to imagine a high-end gift basket being sent for personal reasons. Most people don’t need a huge assortment of food items unless the gift is being sent as a family gift. Regardless of the many possible reasons for sending gifts, it’s most important to ensure that the gift received is the gift sent with the implied intentions. A gift should provide good thoughts and good feelings towards the sender. Whether as a thank you gift or sympathy gift, make the gift personal.
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