It’s easy to get lulled by complacency.

One day you’re the only gift basket designer in a 20-mile radius, and suddenly you learn from a client, who’s ready to defect, that two more designers are open for business in your town.

How did that happen?

The answer is simple: you didn’t make searching for signs of competition part of your business plan.

In fact, this research is done for you as part of the Elite membership in the Golden Basket Club.

How do you check on the whereabouts and activities of new and current competition?

Shirley George Frazier

Shirley George Frazier is recognized as the world’s authority on the gift basket industry. She is head basketologist at Sweet Survival LLC (known on the web as GiftBasketBusiness.com), which assists creative people to turn their passion into rewarding businesses. Shirley is also author of How to Start a Home-Based Gift Basket Business, The Gift Basket Design Book, and Marketing Strategies for the Home-Based Business. If you're looking for a speaker who's easy to work with, one that attendees will thank you for bringing to the event, contact Shirley at 973-279-2799 or Shirley@ShirleySpeaks.com.

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The holiday season is a terrific time to see gift basket designs sold by competitors and other sellers.

Seeing what they offer will give you a good look at what’s included and how it’s designed so you can differentiate your gift baskets from theirs throughout 2012.

If time allows (and in some cases, if you’re a member), take a look at what’s available in:

• Costco
• KMart
• Macy’s
• Office Depot
• Sam’s Club
• Staples
• Target
• Walmart

This is a short list of sellers, and you’ll find other retailers that are local to you.

I wrote an article last year about holiday competition that you might find useful today. My heart used to sink when I saw other places where gift baskets were sold, but then I realized how much more in terms of service that I offer my customers. My hope is that you’ll recognize the same about yourself, too.

Shirley George Frazier

Related articles:

1. Happy to Make and Sell Gift Baskets? You Have Lots More to be Thankful For
2. Who or What Influenced You to Make Gift Baskets?
3. Time Away from Your Desk is Necessary for Gift Basket Success

According to a recent article, the economy is causing many people to consider starting a business at home.

All of these aspiring entrepreneurs aren’t preparing to enter the gift basket arena, but some will. Are you nervous?

How will you make sure that your clients don’t become theirs?

You can make sure that customers stay with you in five easy steps delivered through direct mail and social media.

The moment I read this article, the five steps became primary importance to designers in the Gift Basket Membership Club.

What will you do in the next few months to keep your customers and build your list?

Shirley George Frazier

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My husband recently pointed out to me a new program on one of the superstore’s websites.

It says that they will deliver a quantity of 25 or more gift baskets free of charge to any U.S. location.

This same superstore is one that sells gift baskets in their football-field size locations.

Now that customers don’t have to physically walk into this particular store to pick up dozens of gift baskets, opting instead for free shipping, I wonder if some of you are feeling the squeeze from this type of marketing.

Superstores that sell gift baskets are a popular topic with us, which encouraged me to write, Who is Your Gift Basket Competition, one of many articles available at GiftBasketArticles.com.

Do you believe that the superstores are encroaching more and more on your territory, or are your customers so pleased with your service that they wouldn’t defect to another seller?

Shirley George Frazier

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My travels take me through many towns where gift basket shops exist, and like your area, there have been many changes in those towns.

Some of the gift basket stores are no longer around.

When you see that a competitor has closed their shop, what’s the first thing you think?

• Business is bad. Oh boy. Am I next?
• Too bad. I wonder how to contact them to buy their customer list.
• Good! Now I can get all the town’s business.

There are many reasons why businesses close, and in many cases, it’s due to a lifestyle change or owner’s passing, so don’t let your mind run wild thinking you’re business will soon fail (isn’t it terrible how the mind plays tricks?).

The good news is that the No. 2 thought listed above, the one about buying a customer list, is possible. Your town’s city hall may have information on how to contact the business owner. Try this approach if you’re serious about approaching those potential clients.

How many competitors in your area have closed their businesses, and what were your thoughts when you saw the empty storefront?

Shirley George Frazier

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How would you react if a competitor set up shop directly across the street from your location?

This problem occurs not only to retail shop owners but also to home-based business owners.

Before you answer the above question, make sure you understand who the competition is for you and who it isn’t. The article, Who is Your Gift Basket Competition? provides insight in case you’re not sure.

Years ago I interviewed two gift basket store entrepreneurs whose shops faced each other in a popular town 15 minutes from my location. Each of them told me that they weren’t concerned with the other’s business because they catered to different clientele.

Still, something about their body language told me that an uneasiness had set in between them even if it wasn’t mentioned during our conversations.

What’s the first thing you’d do if competition set up camp close to your business?

Shirley George Frazier

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You decide to make gift baskets in your area for individuals and corporate buyers. In your search for competitors, you find none. What could that mean?

• No one needs gift baskets – that’s highly unlikely as people in general need gifts for all occasions
• Gift basket stores once existed but designers closed up shop – this may exemplify the need for gift baskets but not for a standalone facility
• Florists and out-of-area firms service the local market – if this is true, you haven’t don’t enough research, as this proves there are competitors

I remember one of the first “rules” learned in business about being the first person in the area to offer a product or service and how such a position meant your business would fail. Today, we know this rule to generally be untrue.

How many people have iPhone repair businesses and maintain companies that consult with niche businesses? That alone points to the fact that gift baskets have their place in every city, even those with just 100 residents.

Your main objective is to research the target market so you purchase gift basket products that they want most.

Outside of one shop specializing in fruit baskets, I was the first business in my area to offer gift baskets What position do you hold in your area?

Shirley George Frazier

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As the economy continues taking its toll on industries large and small, your business may be generating more orders due to less competition in the area.

Has this occurred, or has downsizing introduced new gift basket businesses started by people making career changes?

Most of my designer clients report many more sales from corporations they were once unable to convert due to long-time competitors.

They are happy about the increased orders but know that at some point new players will enter the market, so they’re guarding against that possibility now.

You’ll learn more about this topic in the article, Who is Your Gift Basket Competition?

What’s the competitive action like in your area?

Shirley George Frazier

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