"How To Make Executive-Level Earnings With Giftbaskets"

Gift-giving isn't just a seasonal concern -- there's always 
an occasion. And today, many people are taking the matter into 
their own hands by creating affordable, unique gift ideas. These 
people have discovered the exciting new business of custom-made 
gift baskets. 

Gift basket making has become a rapidly expanding cottage 
industry, allowing the entrepreneur to have fun, be creative, and
make livable profits. The business of making gift baskets 
requires a small initial investment as a home-based endeavor and 
can grow into a multi-employee operation in a relatively short 
time. For the enterprising and creative person it is a great way 
to start a small business with an unlimited market. 

Starting a gift basket business as a home-based operation is 
an ideal way to begin since a lot of equipment is not necessary 
and there's no rent to pay on office space. The biggest expense 
could be a car to be used for delivery of the gift baskets. 
Utilizing existing shelving and garage space for storage also 
helps this home-based business cut down on expenses. 

Some people have found that by working an average of 25 
hours a week an annual gross of up to $15,000 is possible. Of 
course, profit depends on individual initiative and efficient 
marketing. Once a handsome "home-generated" profit is realized, 
an expansion to a larger gift basket service could mean a sizable
yearly income. 

BUSINESS OVERVIEW

In order to begin a profitable venture in the gift basket 
business the individual entrepreneur must be well prepared. If 
the business is to be, at least initially, home-based, several 
basic steps need to be taken. 

(1) Find the appropriate inventory at affordable prices. 

(2) Create gift baskets that are not only marketable, but 
more pleasing and affordable than those of the competition. 

(3) Develop an efficient system of delivery as well as 
selling retail for customer pickup. 

(4) Price gift baskets for the highest profit. 

(5) Promote the business at minimal expense. 

These initial steps are not all that difficult. They will 
require time, a small monetary investment, and even a little 
experimentation. Once you develop a system for making gift 
baskets, you can begin to be more creative, making specialized 
"theme" baskets filled with exotic treats that will increase 
demand by your market. 

Most people getting into the business of gift basket making 
have some experience at creating these delightful gifts. As a 
hobby, these people have made baskets for relatives and friends 
as gifts for special occasions. Creativity is essential. If you 
are skilled, or have some experience, in craft oriented ideas, 
creating unique and irresistible gift baskets shouldn't be a 
problem. However, the person who has no practical experience, and
who is not "naturally artistic" might do well to hire a creative 
friend or relative as a partner in this business venture. 

It's a good idea to test your ability to create marketable 
gift baskets before you get into the business. You can do this by
purchasing some baskets and basic materials such as gourmet 
foods, fragrant soaps, colorful ribbons, exotic teas or baby-care
items for a "new baby" basket. 

You need not go to great expense. Get enough items to make 
two or three baskets and then experiment. You'll soon realize 
what it takes to make individual gift baskets -- patience, 
creativity, and imagination. Operating a gift basket service is 
most often an endeavor taken by people who relish the creativity 
involved in making the baskets. If you plan to establish a one-
person, home-based gift basket service, you'll need the 
discipline necessary to perform a professional service. In some 
instances, usually during the holidays, you can plan on a 
six-day-a-week, 10 to 12 hour a day job. If you know where to 
find the customers, and you're willing to put in some long hours,
the pay-off can be quite rewarding. 

GETTING STARTED

A gift basket service can be a successful venture operating 
out of a home. Since there is no "store" location involved there 
need not be a substantial outlay for rent or equipment. Inventory
can be stored in existing storage spaces within your home and 
garage. You may have to add some shelves for proper storage, but 
these can easily be constructed at little expense. 

Most homes already have some of the equipment needed for 
business use -- a phone and a typewriter. If your phone isn't 
equipped with an answering machine, you should get one since 
orders may come in while you are out making deliveries. Not much 
else in the way of equipment is essential. However, you may want 
to invest in some sort of file cabinet and cash box. 

Another piece of equipment -- a shrink wrap machine -- will 
add a touch of professionalism to your operation. This machine 
wraps your baskets in a clear or colored plastic film. Good 
shrink wrap machines sell for about $400. 

If you need to buy office furniture, don't get carried away. 
A small desk and chair, along with your file cabinet and 
bookshelves, are all that is really needed. This should be an 
expense you can hold under $500. 

You'll also need adequate record keeping equipment as well 
as stationery, envelopes, business cards, sales slips, invoices, 
containers, labels and other miscellaneous items. Most of these 
items can be purchased at local office-supply stores. Again, 
don't go overboard. Buy only what you need. 

Most gift basket orders can be taken at home by phone, and 
the finished product can be delivered to the customers home or 
place of business. If some of the deliveries are not within 
reasonable driving distance, the local UPS can handle the 
delivery. 

It is important that you keep a log of all your deliveries. 
Be careful to get the full name, correct address and phone number
of the recipient. Should you get lost, you can call and get 
directions to put you back on course. Most home business owners 
average from 2-5 deliveries per hour. All UPS deliveries should 
be logged the same as other deliveries, and you should keep a 
record of all postage costs. 

Since as much as 80 percent of your orders will come in by 
phone, you'll either have to be available or have an answering 
machine. Scheduling deliveries for morning hours will allow you 
to spend the rest of the working day answering the phone and 
arranging new baskets. 

If, for some reason, a home-based business is not feasible, 
another way to get started in gift basket servicing is to rent a 
space or office in your community. Specialty shops are good 
locations for a gift basket business because you will be 
providing a "special" service. 

Renting or subleasing space in an existing shop can be 
beneficial to both parties involved. You will be getting adequate
work space for your business while paying a percentage of the 
owner's monthly rent.  

Once you've decided where you will start up your gift basket 
business you'll need to begin making "business" like decisions. 
After all, you will be the boss. You'll have to decide how much 
time you are going to invest in the business. You can plan your 
hourly work week by determining how many baskets you are willing 
to make. This is an individual matter. It depends on how much 
time you have and how much profit you wish to make. 

INVENTORY

To be successful in the gift basket business you must offer 
baskets that are unique and filled with pleasing and useful 
items. You'll need to locate a good source for the type of 
baskets you'll be offering, and you'll need to shop for the 
appropriate items to fill those baskets. 

Initial inventory should be a combination of wholesale and 
retail items. The wholesale inventory should be made up of items 
to be used in large quantities as "fillers" and in the most basic
basket arrangements. Retail inventory should consist of items 
used in making customized or thematic baskets. 

Some people getting started in the gift basket business have 
taken the initiative to contact various stores and businesses 
that offer gift baskets for sale. Through these contacts, new 
owners can obtain information on what kind of baskets and themes 
work best. The beginner can then create gift baskets based on 
what has worked for others. 

Most home-based gift basket services purchase baskets 
wholesale. Before doing this you must determine the type and size
of the baskets you'll be making. You'll need to know if you'll be
specializing in small gift baskets or large, or a combination. 
Depending on your location, you'll most likely need to go to a 
large city to purchase baskets wholesale. 

As a small, home-operated service most of your customers 
will be interested in basic, relatively inexpensive gift baskets.

If the need arises for more elaborate and expensive "designer" 
baskets you can purchase those wholesale too. 

To begin, you should purchase just a few types of baskets, 
such as planters, fruit bowls, baby baskets and candy baskets. 
These baskets are most likely to be in greater demand than other 
"special" baskets. When ordering baskets, it is a good idea to 
ask your supplier for recommendations. This is a good way to 
learn the proper styles and amounts of baskets you should have on
hand. Of course, your customers will also furnish you with 
invaluable insight into the types of baskets best suited for your
market. 

Once you have located and purchased the types of gift 
baskets you plan to offer, you'll need to get items to fill them.

Keep in mind the kinds of baskets you are offering. Don't go 
overboard on expensive merchandise that isn't appropriate for the
baskets you have in stock. The thing to remember is ... stick to 
the basics. 

Since toiletry arrangements are very popular, you should 
have a good supply of lotion, shampoo, bath oil, soap, and 
fragrant powders. With these arrangements, it is also a good idea
to have in stock several all-natural items, and children's 
products. 

The initial inventory should also include items for popular 
gourmet food arrangements. You can shop around and find an 
intriguing selection of teas, coffees, crackers, cheeses, 
sardines, oysters and fruit. Some people include wine, beer, and 
champagne in these gourmet arrangements, but a special liquor 
license is needed to resell these items. That's an expense a 
beginner may want to put off until the business is turning a 
profit. 

Your start-up inventory should also include popular items 
such as candles, toys, stuffed animals, dried flowers, small 
books, stationery, writing utensils, and an assortment of items 
such as golf tees, tennis balls, socks and gloves. 

Another aspect of gift basket inventory is decorations. With 
each basket you'll want to include an assortment of trimmings, 
labels and cards. You'll also need a supply of ribbon, artificial
grass, tissue paper, small cards with envelopes and tape. These 
items can normally be purchased in quantity, and that can save 
money on your initial investment. 

To find current manufacturers and distributors of gift 
basket supplies you should scan the directories published by many
giftware magazines. You can call or write to any of these 
magazines to find out if they have any directories to offer, and 
if so, how much they charge. You can also subscribe to trade 
magazines to keep abreast of new companies entering the gift 
basket supply market. A trip to your local library should furnish
you with ample information about various giftware and relevant 
trade magazines. 

Usually, when starting up, a new gift basket service will 
only need a few suppliers. Besides locating these suppliers by 
the methods just described, you can attend tradeshows, wholesale 
showrooms and conventions. A thorough and patient research of 
suppliers will allow you to select the most reliable people to do
business with. You'll also get quality merchandise at the most 
affordable prices. 

When selecting suppliers you should decide whether you wish 
to deal with manufacturers, distributors, independent 
craftspeople, import companies, or some combination of the four. 
These are general categories, but they do describe most suppliers
you will be dealing with. 

Many small business operators buy from manufacturers because 
their prices are usually the lowest. One drawback to buying from 
manufacturers is that your business location may mean high 
shipping costs. Buying from a distributor usually results in 
paying higher prices than those to a manufacturer, but if the 
distributor is nearby, shipping costs are lower and delivery is 
quicker. 

Some of the gift basket makers best purchases are made from 
independent craftspeople. Since most of their products are made 
at home, quantities of specific items may be limited, but often a
working relationship between the craftsperson and gift basket 
operator is a profitable arrangement. 

Depending on individual attitudes about buying foreign 
products, import sources can supply a gift basket service with 
both exotic and practical merchandise. The type of suppliers you 
use depends on the type of merchandise you plan to market, your 
budget, and your business location. 

Once you have an adequate inventory of baskets and supplies 
you'll need to determine how to price the finished product. Most 
first-time business operators find that adding a 100 percent 
markup straight across is the least complicated method of 
pricing. This percentage of markup normally covers all expenses 
and still allows a reasonable profit. 

You can determine prices in a more complicated fashion. This 
method requires keeping a log of how much time it takes to make 
each basket. You'll also need to figure in the cost of the 
basket, the "filler" items, and trimmings. If the basket is to be
mailed, figure in postage. If it's to be delivered, add for gas, 
mileage and time. Also determine overhead costs, and then decide 
what you consider a fair margin of profit. Once you've done all 
that, you should be able to come up with prices for each basket. 

The most important thing a new gift basket business owner 
should realize is that starting slow, with a small inventory is 
the most prudent and safest way to begin. It may take about one 
year for a new gift basket business to get established. After 
that amount of time and experience, the owner should be able to 
determine what sells best as well as monthly sales and inventory 
turnover. With this information, the owner can decide how much 
inventory to carry. If the business is to be profitable, it is    
essential to have the proper amount of inventory without an 
excessive outlay of cash. 

THE MARKET

One of the most appealing features of the gift basket 
business is the virtually unlimited market. Everyone loves to 
give and receive baskets, and gift-giving is an almost constant 
occurrence. 

The most significant customers for a gift basket service are 
women. A large percentage of these women are married with 
children and full-time jobs. For whatever reason, these women are
still largely responsible for selecting and buying gifts. Since 
women make up the largest percentage of the gift buying market 
catering to their tastes and ideas will furnish the owner with a 
good source of information about what arrangements work best. 

Another important type of customer for a gift basket service 
is corporate clients. Often, these customers send gifts to 
business associates and their own clients. For corporations and 
businesses, gift-giving can present a problem. Most businesses 
choose to give gifts not only during the holidays, but in 
recognition of employees promotions, retirements, birthdays and 
anniversaries. The gifts they choose need to be appropriate and 
personal. Gift baskets are ideal for this type of giving. 

A new business will have to do some promoting to let 
corporate customers know about their gift basket service. But the
effort could be well worth it. Corporate customers could provide 
a sizable volume of sales, and on a repeating basis. 

Even if your gift basket service is going to be home-based 
and in a relatively small community, you will need to have a good
idea of the available market. A decision must be made as to the 
customers you will cater to. This will help you determine the 
type and price range of your product. In order to understand and 
best utilize the available market, you should conduct a market 
survey. 

To conduct a usable market survey, several basic steps must 
be followed. 

(1) Establish the limits of your market or trading area. 

(2) Research the population within your potential market to 
understand spending patterns and characteristics. A population 
base of 25,000 is usually a sufficient market for a home-based 
operation. 

(3) Figure the trading area's buying power. 

(4) Find out the current sales volume of any competing 
businesses in your trading area. If there are no actual gift 
basket businesses, determine the sales volume of the type of 
goods you will be marketing. 

(5) Project a reasonable proportion of the total sales 
volume you can achieve. 

Many government agencies, trade associations, or other 
businesses within the gift basket industry have compiled reports 
and studies that will furnish you with much of the market survey 
information. Some information you will pull together on your own.

PROMOTING YOUR BUSINESS

One of the most important keys to the success of any 
business is marketing. In order to make potential customers aware
of a new business, advertising and promotion are essential. 
That's because a new business needs a direct line of 
communication about the product to potential customers. 
 
There are many effective methods of getting the word out 
about your business. What works best often depends on location of
the business and the amount of money available to spend on 
advertising and promotion. 

In some cases, especially in smaller markets, word-of-mouth 
advertising is responsible for a great deal of business. But, if 
the owner wishes to expand the business an advertising and 
promotion budget is necessary. The amount budgeted for this 
purpose can vary. Many businesses budget advertising and 
promotion based on anticipated gross sales. In most cases, an 
advertising budget of 2 to 5 percent of projected gross sales has 
proven effective. 

Most small businesses usually advertise in the following 
media: 

(1) Newspapers 

(2) Radio 

(3) Direct Mail 

(4) Yellow Pages 

(5) Magazines 

In smaller markets, word-of-mouth advertising, combined with 
the local radio station and newspaper can be very effective at 
reaching new customers. Direct mailings are also a good way to 
advertise within your budget. 

For a home-based business catering to a local market, 
newspaper advertising works very well. Most local newspaper ad 
rates are reasonable, and a display or classified ad should bring
your product to the attention of a high percentage of potential 
customers. 

Many new gift basket service operators take advantage of 
free publicity generated in local newspapers. Most local 
newspapers are happy to give write-ups to new local businesses. 
You should also furnish the newspaper with any information you 
have about contest promotions or charitable endeavors. Anything 
about your business the local newspaper can use as "fill" in 
their paper, they usually will accept. This is a highly effective
way of getting publicity for your business and catching the 
attention of potential customers. 
 
 

Small market radio is also an affordable means of 
advertising. You can get spot announcements on most small, local 
radio stations for less than $10 per announcement. Special 
reduced rates are usually available if you buy a certain quantity
or "package". Although most local radio stations cover only a 
limited area, the coverage is sufficient for your market. 

Gift basket business owners frequently use direct mailing as 
a means of attracting new business. This form of advertising is 
highly effective in that it brings a straight forward sales 
message to a high percentage of potential customers. Since 
special postal rates are provided for direct mail it is one of 
the most affordable forms of advertising. 

There are different methods of obtaining mailing lists for 
use in direct mail advertising. Some businesses purchase them 
from list brokers while other advertisers consult the yellow 
pages under "Advertising." Normally, renting a mailing list for 
one-time use will cost up to $70 per thousand names. 

If you are purchasing a mailing list from a broker, choose 
an established service. Find out how often the list has been 
rented over the past several months. Also inspect the list 
thoroughly. It may be wise to contact some of the previous 
renters to find out what success they had with the list. 

Another highly effective form of advertising is the yellow 
pages. Regardless of budget, an ad in the yellow pages of your 
local phone directory is a smart investment. These advertisements
can be creative listings complete with illustrations, or a simple
one-line mention. If possible, get the largest display 
advertisement you can afford. Many local customers scan the 
yellow pages when looking for a special service, such as gift 
baskets. So an attractive yellow page ad is one of the best ways 
to advertise a business. 

Many small business operators also use brochures to convey 
the services they offer to potential customers. These brochures 
describe the assortment of baskets you make and contain your 
mailing address and phone number as well as outline your method 
of delivery. Your brochures can be as elaborate or as basic as 
your budget will allow. But they will lend an air of 
professionalism to your business as well as describe in detail 
what service you have to offer. 

The purpose of advertising is to entice potential customers 
to try your product. As a gift basket service owner you want to 
convince customers that your baskets are the best and most 
affordable on the market. Effective advertising and promotion is 
the surest way to reach potential customers and clients. 
 
 
 

POTENTIAL PROFITS

Since the gift basket business offers a product that is 
always in demand, the profit potential is impressive. Some home-
based gift basket services have reported gross profits of over 
$100,000 a year. And many of these people started their gift 
basket services with less than a $2,000 investment. 

Even small baskets produce substantial profits. An average 
gift basket may cost the business owner from $5 to $10 and retail
for as much as $50. Spare-time operators have reported selling an
average of 10 baskets per day, priced from $35 to $50 per basket.

In a year's time, that could mean a profit of nearly $100,000 
with very little overhead involved. 

Although the potential profits from a gift basket service, 
even with a minimal initial investment of $2,000, are 
substantial, you should have an estimate of your potential sales 
and profit before you start your business. There are several 
factors involved in estimating monthly sales and profit: 

(1) Make an estimate of how many people in your market are 
viable prospects as customers for your product. In making this 
estimate, be reasonable and conservative. 

(2) Estimate the average sales you can reasonably expect 
from each customer. 

(3) Figure out the total yearly sales volume by multiplying 
the projected number of customers by the projected amount of 
money each will spend. 

(4) Project seasonal sales patterns. Each month of the year 
should have varying percentages of the total volume, especially 
holiday months. 

(5) To estimate monthly sales, take the total annual sales 
figure from step three and multiply it by the estimated monthly 
percentages. 

(6) Adjust these monthly sales estimates by taking into 
consideration the start up period. This will be strictly an 
estimate if you haven't yet started the business. 

(7) Subtract all your labor, materials, and overhead 
expenses from the monthly sales estimates. The remaining figure 
is your net profit before taxes. 

These steps may seem somewhat complicated, especially before 
you've started the business. But this projected operating 
statement makes good business sense and will give you a head 
start on handling your finances once your business is off the 
ground. Once the business is in full operation and actual 
operating information is available, you can update your projected
operating statement on a regular basis. 

The potential for profit from operating a gift basket 
service depends on several factors. Most important is the market 
of potential customers. The amount and type of inventory you have
to offer along with the creative quality of your gift baskets, 
also plays a major role in your financial success. If you are a 
disciplined and enterprising person, your potential earnings from
a gift basket service could very well climb into six figures. 

SUCCESS ANALYSIS

Eight contributing factors are measured on a 1 to 10 basis 
(with 10 being excellent) based on analysis of this opportunity.

1. Time Investment                           7
2. Start-up Costs                            6
3. Gross Income Potential                    8
4. New Income Potential                      7
5. Income in Relation to Investment          7
6. Stability                                 9
7. Overall Risk                              6
8. Potential for Growth                      9

Overall Potential for Success                7.38

LEGAL REQUIREMENTS

One of the first things a new business owner has to consider 
is the proper legal form under which the business will operate. 
The business can either operate as a sole proprietorship, 
partnership, limited partnership, or as a corporation. 

Whatever the legal form of your gift basket service, you'll 
need to be aware of all the legalities involved. If your business
is a sole proprietorship operation, you won't have many legal 
forms to worry about. The only legal papers required for a sole 
proprietorship are a business license and a fictitious-name 
filing with the county clerk's office. 

If you choose to operate your business using a distinctive 
name, other than your personal name, you'll most likely be 
required by the city, county or state to register the name. The 
method of doing this will vary from state to state, but in many 
states you simply pay a small registration fee at the county 
clerk's office. Some states may require placing a fictitious-name
advertisement in a local newspaper. 

To find out the proper procedure for your area, contact your 
bank and find out if it requires a fictitious name registry or 
certificate in order to start a business account. If it does, the
bank personnel can tell you where to obtain one. Filing a 
fictitious-name notice will cost anywhere from $10 to $100. 

Unlike other forms of business, a sole proprietorship 
requires no separate income tax returns. As a sole proprietor, 
all of your income and expenses will be reported on Schedule C of
IRS form 1040. If your aren't familiar with tax laws and 
regulations for business operations, you should consult with a 
professional accountant. 

Keeping records of your business operation is also required 
by law. These records are used to determine your tax liability. 
No specific type of bookkeeping system is mandated by law, 
however your records must be accurate. They must also show your 
income, deductions, credits, and other information required by 
federal, state and local regulations. 

If your bookkeeping skills are less than adequate, you'll 
need the help of a competent professional. This will mean an 
extra expense, but it's an expense you cannot afford to overlook.

Having accurate and complete records is not only a legal 
requirement, it is also an efficient and professional way to 
operate a business. 

CONCLUSION

Operating a home-based gift basket service can be a highly 
rewarding venture. By following several key steps, an 
enterprising individual can turn creativity into profit. 

(1) Investment -- Unless you have unlimited capital, keep 
your initial cash outlay for equipment and inventory to a 
minimum. You should be able to start up with an investment of 
between $2,000 and $3,000. In some cases, even less. 

(2) Product -- Learn to design and arrange gift baskets that 
will keep you far ahead of any competition. If you have no 
practical craft experience, there are courses that teach the 
fundamentals of gift basket making. If you have limited artistic 
ability, enlist the services of a more creative friend or 
relative. The irresistibility of your product is the key to your 
success. 

(3) Marketing -- Investigate, then utilize the most 
effective means of advertising and promoting your business. 
Develop a realistic advertising budget that will allow you to 
reach every potential customer in your market. 

(4) Regulations -- Be well versed in, and adhere to, all 
rules and regulations pertaining to a small home-based business. 
The regulations vary from state to state and will most like 
require some research or instruction from a professional 
consultant. 

(5) Bookkeeping -- Maintain permanent and accurate business 
operating records. 

Since the market for gift baskets is virtually unlimited, 
the business of making and selling this product is rapidly 
growing. Operating your own home-based gift basket service is an 
ideal way to be creative, have fun, and realize substantial 
earnings. If you're interested in starting a small business that 
allows you to be creative and to make money, a home-operated gift
basket service is the perfect opportunity. 

SOURCES

Business Guides: 

AEA Business Manual No. X130, Gift Basket Service. From 
American Entrepreneurs Association, 2392 Morse Ave., Irvine, CA 
92714
 
Tara Perkens Baskets, 2796 Harbor Boulevard, #107 Costa 
Mesa, CA 92626 

Publications: 

Giftware Business, 1515 Broadway, New York, NY 10036 (212) 
869-1300 

Associations: 

Gift Association of America, 1511 K St. N.W., Ste. 716, 
Washington D.C. 20005
 
 

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