The need for baskets as the foundation to create all-occasion gifts is on the decline, says gift basket expert Shirley George Frazier. Containers are now the focus for retailers pursuing sales from millennials.
"I watched the change begin during the past holiday season," says Frazier, author and gift basket industry expert. "Retail shops are placing more emphasis on buying personalized party pails, market trays and ice buckets to create everyday and special occasion gifts."
The trend is partially inspired by franchisers that arrange fruit, flowers and chocolates in containers, such as watering cans and pitchers, she adds.
"Customers are weary of baskets," Frazier says, tracing the beginning of gift baskets back to 1916. "Millennials don't want their gifts in the same baskets that grandma gets. They want stylish containers for bragging rights wherever they arrive with gift in hand."
Other containers topping the gift list this holiday season include crates for gifts with beverages, mini bathtubs for spa collections, and treasure chests for men.
Frazier is one of the world's authority on gift baskets. In business since 1990, Frazier is chief basketologist at GiftBasketBusiness.com and author of How to Start a Home-Based Gift Basket Business and The Gift Basket Design Book. She speaks at U.S. trade shows; is often quoted in trade, business, and consumer magazines; and has appeared on CNBC, Food Network and The Discovery Channel.