Gift basket season is heating up

Competition for gift baskets in the upcoming holiday season will be much fiercer this year as supermarkets and hypermarkets pin their hopes on them to help offset a drop in sales in the first half.

Supawut Chaiprasitkul (right), Managing Director of The Mall Group Supermarkets, with food specialist Laurent Pousse in the gift basket section of a Gourmet Market branch.

Major supermarket and hypermarket chains, including The Mall Group’s Gourmet Market, Tesco Lotus and Tops Supermarket, will launch their basket campaigns next week. All of them will offer deep discounts and add new sales channels for their shopping carts.

New Year’s baskets will cost between 200 and 34,000 baht, covering all customer groups and lifestyles.

“The market for baskets will be fiercer than in the past few years. All operators expect to increase their sales of gift baskets this year to compensate for the decline in sales in the first half,” said Supawut Chaiprasitkul, general manager. Mall Group supermarkets.

The Mall Group will launch its 2015 Blissful Hampers promotion under the concept “A Taste of Extraordinary” from November 13 to January 15 at The Emporium, Siam Paragon, Terminal 21 and The Promenade food markets as well as at all Home Fresh Mart branches in The Mall department store.

The company will spend 20 million baht on its basket campaign this year. The baskets will cost between 400 and 34,000 baht, while custom-made baskets will also be offered.

It’s also teaming up with credit card companies to offer 37% cash back to cardholders, and shopping carts will be available online for the first time.

Laurent Pousse, who has 17 years of experience in the food and beverage industry worldwide, was recruited to help source products overseas and advise customers.

Meanwhile, Mr Supawut said: ‘Buying power in supermarkets has not returned to normal. We have only seen 5% growth in the last five months.’

The Mall Group expects overall shopping cart business to grow 10-15% to 1.35-1.45 billion baht this year. He expects to see 10% hamper sales growth this year to 220 million baht during the 54-day campaign.

Salinla Seehaphan, general business manager at Tesco Lotus, said the company would sell its baskets online and at 1,500 Tesco Express outlets to reach more customers. Discounts of up to 30% will be offered, compared to 28% last year.

Tops Supermarket will be offering discounts of up to 35% on its baskets from November 12 to January 13.

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