Gift Basket Mechanics
1. Elevate the products at rim-height of the container for better presentation and value.
2. Provide support and stability for the merchandise inside the basket.
Some years ago a retailer in a chain gourmet store was heard giving this shocking advice about making a gift basket: “I just throw a little hay in the bottom and put some merchandise on top. There’s nothing else to know about making a gift basket.” Sad to say, this retailer stopped carrying gift baskets because, as she eventually admitted, “They didn’t sell.” And no wonder! The baskets were poorly constructed. Before a customer could get to their destination carrying the gift basket, everything inside was a mess.