Present-day gifting: inspiration from around the world

The gifting mission often sees shoppers be more flexible with budgets, and there is an opportunity for retailers and suppliers to make the mission easier and to increase basket spend. Many retailers globally are already thinking mission-first, adding gifting solutions in-store and online.

Dedicating in-store space to gifting

In its newly refurbished Coles Local supermarket in Camberwell, Coles features a section dedicated to gifting. Gift and greeting cards, candles, as well as ready-made hampers are on offer, helping shoppers find everything they need in one place. The variety of products also helps shoppers find inspiration if the purchase is not pre-planned.

In-store gift baskets

We are also seeing an increase in gift baskets crafted in store for events such as birthdays, baby showers, and more. In Austria, drugstore chain Bipa provides an excellent example of this, with gift baskets that include baby essentials. Different price points also ensure value is delivered and that there are options for every budget.

The virtual gift basket

The ability to personalise is incredibly important when it comes to gifting. As part of its Easter online activation, US-based Target allowed shoppers to build their own basket with four easy steps. It also included ready-made baskets segmented by age group for a quicker and more convenient experience.

Targeting the tourist spend

Retailers in cities that have high tourist footfall can capitalise on the gifting mission for those visiting. In its Square Mall store, FairPrice City includes a dedicated section, including food and non-food items, of “Uniquely Singaporean” specialties. The selection includes shopper education about the products, teaching tourists about the local culture and helping them find the right gift.

Rethinking adjacencies

In select stores, Tesco, in the UK, is including a gifting gondola end, wrapping paper and cards, as well as select alcoholic drinks SKUs in its Flower Shop.

This example showcases how existing categories can be incorporated into the gifting mission. For a successful approach that does not involve a store refit, shippers and pallets can also be introduced to the floral section.

How to capitalise on the gifting mission

There is a big opportunity in the gifting mission for retailers and suppliers alike. With a more flexible budget, and a purchase that may not be entirely pre-planned, there is space to influence shoppers and take advantage of impulse purchases.

For retailers:

• Employ creativity and think beyond traditional gifting occasions, such as seasonal events.

• Take advantage of in-store production credentials for ready-made gift baskets that meet a variety of budgets and needs.

• Offer as much personalisation as possible, in-store and online.

• Harness loyalty data to understand your shoppers’ gifting mission and share learnings with suppliers for increased collaboration.

For suppliers:

• Capitalise on the growing trend: highlight how your products can support the gifting mission in-store and online.

• Think about pack sizes and outside-the-box adjacencies for your products.

• Help retailers evolve the gifting missions beyond traditional seasonal events.

Interested in further insights?

For more, read out latest article on The Gifting Shopper Mission

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