This holiday season, instead of buying Uncle Bob a new pair of socks and Grandma Betty a new sweater, try giving them the gift of food.
Everyone loves food, whether it’s rich chocolate truffles, savory peanuts or juicy steaks. Food also is a personalized gift, as baskets and boxes can be tailored to any recipient’s tastes.
“People can really customize them to fit someone’s personality and likes,” said Amy Blankenship, a spokeswoman with the Direct Marketing Association. “Also, if someone is participating in a diet program, like Atkins, then you can give them something that fits.”
Some food catalog companies offer health-related items, such as sugar-free treats for diabetics. Catalogs also give shoppers a chance to buy regional foods for friends and family in other parts of the country. Blankenship lists Salsa Express of Texas and Big Island Candies of Hawaii as two companies that offer regional flair.
More popular catalogs include Omaha Steaks, Allen Brothers and Swiss Colony.
This year, catalog order sales will reach $133 billion. Internet order sales will average $41 billion, according to the Direct Marketing Association.
Food sales through catalogs and the Internet will top $5.3 billion this year, according to industry reports. In 2002, food sales averaged $4.9 billion. A survey by the Direct Marketing Association found food is the No. 5 gift given for Christmas. Apparel, toys, electronics and other household items ranked higher.
“Sharing food with loved ones at Christmas time is one of the highlights,” said Denise Tealdi, vice president of merchandising for Harry and David. “It embodies the holidays. With so many families separated, sending food is like you’re allowing yourself to be a part of their celebration.”
Harry and David, a fruit and candy business, was the first mail-order food catalog offered. The company got its start in 1934 by selling its exclusive Royal Riviera pears; the company introduced its fruit of the month club in 1938.
Tealdi said the most popular Harry and David item is the Tower of Treats, a five-gift box set that includes the specialty pears, apples, mixed nuts, chocolate truffles and Royal Cherry Chocolates.
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Two new items offered this holiday season are Royal Chocolates, created by chefs in the Harry and David kitchen, and the Grand Impressions basket, priced at $399. It contains 18 pounds of food, including chocolate truffles, cheesecake petit fours, shortbread cookies, Stilton cheese, smoked salmon and flavored coffees.
Besides plentiful food options, another bonus to shopping via catalogs is not having to fight crowds or lines. Most catalog companies offer last-minute ordering, even as late as Dec. 23, with guaranteed Christmas Day arrival.
Tealdi said Harry and David shoppers have a Dec. 22 deadline if they want their gifts to arrive by Christmas. Early-bird shoppers were already placing orders in September and October, with shipping delayed until Christmas week, Tealdi said.
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Edited by Cara DiPasquale ([email protected]) and Kris Karnopp ([email protected])