Gift Basket Business Blog

Holiday Planning: Use the 5 W’s

November 19th, 2006 at 12:02pm Lorie Obernauer

Remember the 5 W’s: WHO, WHAT, WHY, WHERE, WHEN? Use these to help you plan your holiday promotions.

First, think about WHO you hope to sell to this holiday season. Is your target the stay at home mom or the corporate executive? Answers to this question will guide your decisions about basket designs, types of products you will choose, as well as marketing materials you will create. It is unlikely that the same basket will work for the different market segments that you serve.

Second, WHAT will you be promoting this holiday season? Because the holidays are so busy, it is worth your time to think carefully about the designs you plan to promote. Here are some suggestions to help you insure that you’ll be ready.

1. Create prototypes for each gift basket that you will be selling for the holidays. Make sure that you have gift baskets that sell at a variety of price points. Take photographs of each design. Use the photos for brochures, email marketing and to show staff who will be working with you. All employees, including drivers and bookkeepers should be aware of what you will promoting.

2. Decide how many of each design you expect to sell. If you’ve been in business for a while, you can refer to last year’s records to see how many baskets you sold at each price level. If this is your first year in business, try to talk with other gift basket designers. Go to the Gift Basket Exchange Message Board or the Gift Basket Review Message Board to chat with other gift basket business owners.

3. List all products that you will use in each basket design. Then, list all of your sources for those products. Call your suppliers to make sure they will have the merchandise you need. If there is any question about product availability, you may want to consider choosing new items. Also use this list to create a guide for any designers who may be helping you during the busy season so that everyone knows exactly what to include in each design.

Check back at this blog address to for more tips on the WHERE, WHEN, and WHY of holiday planning.

Entry Filed under: Business Tips