Gift Basket Business Blog

Target Your Gift Basket Business to Today’s Specialty Food Consumer

Specialty Food Magazine, October, 2008, includes an article about specialty food buying habits of consumers. I think that by paying attention to this information, we can more clearly focus on the type of buyers will also buy gourmet baskets (which are typically packed with specialty foods!) and focus our marketing efforts accordingly.

Following are some of the findings from a report published by the National Association for the Specialty Food Trade (NASFT):

1. People between 18 and 34 are the most likely to purchase specialty foods.
2. Cold beverages, coffee, olive oils(and other specialty oils), cheese and chocolate are purchased by more than 1/2 of specialty food consumers.
3. Almost 6 of 10 consumers purchase foods for everyday meals at home.
4. Cultural activities (museums, art galleries, theater) are important to specialty food consumers.
5. A majority (64%) of specialty food consumers regularly exercise.

So what does this mean to the gift basket business owner? How can this information be used in your marketing plans? Let’s go point by point.

1. Age of Buyers. Advertise in the local college newspaper. Put flyers in the Student Union. Go to coffee shops on the college campus and leave your information.
2. Types of Products Purchased. Coffees, cold beverages, and chocolates are offered by most of your suppliers. Stock up and use these products in your baskets.
3. Everyday Meals: Add a breakfast basket to your line including pancake mix, syrup, jams, and coffee. Consider a basket with pasta, sauce, olives, and breadsticks for a full dinner.
4. Cultural activities: Local theaters have programs which include advertising for local businesses. Museums often have gift shops and I often see consignment items in these shops. Why not find out if that gift shop would like to sell some gourmet baskets to their patrons. Art galleries have art “openings” featuring one or more particular artists at a special show. They often serve snacks at these openings. You might be able to work out something with the gallery owner to “cater” their next opening and showcase your best gourmet treats. Your business cards (or even a sample basket) would let gallery customers know where to get these food items.
5. Exercise: Go to local fitness centers and find out if you can post your business cards or leave flyers with your information and a promotion.

You can take advantage of buying trends by shaping your marketing plans to match the habits of the buying public. Keeping abreast of these trends is critical to keep your business growing.

1 comment October 6th, 2008