Fruit Baskets Still a Hit, If…

A Tisket, A Tasket…

Every year as time rapidly runs downhill towards the holidays, I hear this lament from a few retailer pals. “Don’t you think that fruit baskets are you know, a thing of the past?”

Let me ponder that for a second. No.

Rather, it seems that (with tight labor) some retailers are hoping that fruit baskets are no longer ‘a thing.’ Besides, in this age of smart gadgets and supersonic tech, even the Grinch has his ill-gotten feast of roast beast pre-ordered and delivered to Mount Crumpet. And no fruit baskets.

No matter how passe’ the humble fruit basket may seem to some, every holiday season I see baskets surface at my favorite retail haunts. They’re simple. Colorful. Fresh. And are a thoughtful gift. 

Fruit baskets are also a great way to build sales and add gross profit, but an organized program is necessary to do it right. A few thoughts:

• Set standards. Successful chains have a set plan in place for in-store prepared fruit baskets. A typical setup will include a range of sizes from small to large or even custom, built-to-order. The standards usually have preset weights, pricing, and specific fruit arrangements. A good plan outlines when to order and receive the necessary fruit, and supplies. These, plus labor needs are set up in advance so produce departments are prepared;
• Organized setup and labor. Set up an undisturbed area with everything within reach. Ensure you are prepared to make your projected supply of baskets, Easter-type grass (or excelsior), overwrap, bows and any other necessary supplies and fresh fruit needs secured ahead of time. Decide if you’re going to set up in the backroom or (better) on the sales floor for an impressive ‘stage’ to build your baskets. Advertise so that customers know they can place any special or volume basket pre-orders;
• Train and schedule one or more clerks a week or more in advance for the fruit basket building period. Expect optimum sales the weekend and last few days prior to the holidays. Ideally, your fruit basket display should be set up fresh and full each morning. Then, schedule your clerk(s) on a full shift to make enough baskets to keep your display full and handle custom orders; 
• Merchandising: A stand-alone fruit basket display shows exceptionally well, especially with accompanying Christmas décor. Another winning approach is to also combine the fruit baskets with your holiday floral department offerings, as the categories go together nicely in terms of color, first impressions and impulse sales; and
• Wrap it up: The great thing about any unsold fruit baskets? These can be quickly broken down with the fruit mostly saleable. So, minus the spent labor, the risk is minimal for shrink, if managed carefully.

Fruit baskets are absolutely, mostly an impulse sale. The better built, displayed, signed, and manned, the better sales you’ll enjoy.

Consider that many sales are destined for those on your customer’s ‘last minute’ gift list: Neighbors, friends, delivery people, teachers, and so on. Nothing is more welcome than a gift of wrapped colorful fresh fruit.

Even for little Cindy-Lou. Who is no more than two.

Armand Lobato works for the Idaho Potato Commission. His 40 years’ experience in the produce business span a range of foodservice and retail positions.