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Business 50 October | 2022 Target Markets Gift baskets are highly desired gifting options for both businesses and individual consumers alike, providing you with a variety of markets in which to promote them. ey also allow these clients to purchase gifts from your store—in addition to or instead of fresh fl owers and plants. By off ering customization options and add-ons to your collection of gift baskets, customers can personalize these gifts for every recipient, making them even more special. Be sure to promote this distinguishing feature and unique value proposition. Business and corporate clients often compose a large portion of fl orists' gift-basket sales. Businesses often buy gift baskets not only as holiday presents for both clients and employees but also to celebrate those people's milestones and other major life events—birthdays, anniversaries, promotions, retirements, etc.— throughout the year. And, most companies have long gift lists! erefore, it is important to market gift baskets as the perfect gifts for all occasions. Off er to design custom gift baskets for each company that coordinate with that company's identity—gift selection, colors and so on. Off er to tag the baskets with the company's logo and, possibly, suggest including a branded gift from the company—such as drinkware, apparel items, small tech devices or novelty items—in the baskets (which the company provides, of course). You could even suggest that a company supply branded tote bags, cooler totes or small backpacks or duff el bags to use as the "baskets"! Marketing It is important to have a section on your website with pictures of your gift-basket collection as well as a page or two devoted to the customized baskets you can design. Also, regularly post images of your gift-basket designs on your social media accounts, and create email campaigns highlighting specifi c holidays and year-round occasions that targeted to specifi c groups of customers, as well. You must continuously remind consumers that you off er gift baskets in addition to your fl oral gifts, and you also must provide great images of your collection so they accurately visualize exactly what you are promoting. Market gift baskets as great last-minute gifts for both all major holidays and all nonholiday occasions and events year-round, and be sure to suggest gift packages that comprise not only a gift basket but also a lovely seasonally or occasion-specifi c fl ower arrangement or plant, for those wanting to make a grand gesture. Finally, promote your ability to design customized and personalized gift baskets, which will diff erentiate your off erings from the standard and generic baskets off ered by larger national retailers. Baskilicious

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