Flowers Direct

Flowers Direct

November 19, 2009 11:25 ET

Flowers Direct Launches Christmas Hampers-Without Gherkins!

MORECAMBE, UNITED KINGDOM--(Marketwire - Nov. 19, 2009) - "Give us chocolates and wine in our Christmas hampers, not pickled gherkins," that's what the customers of Flowers Direct have been saying. In a recent survey sent out to 1000 previous hamper purchasers, this leading online florist – who also go big on hampers at this time of year – have discovered the nation's dislike for the small, green relative of the cucumber. The humble gherkin reached no' 1 spot in the top ten chart of what we'd all rather not receive in our Christmas hamper, according to the survey.

"Hampers are a real traditional Christmas gift," says Flowers Direct's Marketing Director, Michael Duffy. "But over the years trends change and we've been listening to people complaining about various pet hates – the dreaded hamper item that nobody in the family wants to eat. So, in a sensible attempt to please our customers, we've simply asked them what they do like and what they don't."

After the gherkin it appears that dried fruit, such as dates seem to be going off trend. "Hampers have been around long before refrigerators," speculates Duffy. "These days I guess people want fresh exotic fruit, so easily available today from our supermarkets."

The fast growing flowers retailer also discovered an age split in preference for that old festive staple, the mince pie. "The under 30's don't seem to really appreciate that particular sweet pastry anywhere near the same extent as the over 50's. Maybe they are becoming seen as a throwback to Christmas's long gone, for the under 30's, something their parents ate, but definitely not for them," concludes Duffy.

As a result of their research Flowers Direct have increased the proportion of chocolates and wine gifts in a proportion of their hampers. "People are telling gift senders, 'buy us drinks, buy us chocolates, - and stick your gherkin anywhere, but definitely not in your hamper basket!'" says Michael. "So we've launched a range of what some may go so far as terming 'liquid hampers' – Christmas hampers majoring on drinks, and supplemented by choccies and the odd savoury snack."

Looking at their website, Flowers Direct have a good mix of traditional hampers too. But the new trend away from pickles and into alcohol and chocolates is plain for all to see. There's a lead-in priced 'Dessert Wine Gift Hamper' at Pounds Sterling 19.99, featuring wine, Lakeland Butter Fudge and Belgian chocolates. Another highly tipped prospective best seller is named 'Cocoholics Choice', where the title speaks for itself – it's a veritable feast of chocolate delights in all shapes and sizes.

"Our retro sweetie hampers, such as 'Tear and Share' at just Pounds Sterling 30, filled with jelly beans, eclairs and Curly Wurly's are a current hit on the website too," adds Duffy. "I reckons the nation's dentists will be doing great business in the new year looking at the sweet-tooth trend emerging in the sales of this year's Christmas Hampers.

Flowers Direct's Top Ten Hamper Hate List:

  1. Gherkins
  2. Palm dates
  3. Jellied fruit segments
  4. Tinned pies
  5. Figs
  6. Mince pies (Under 30's!)
  7. Turkish delight
  8. Brandy snaps
  9. Olives
  10. Salmon mousse

Contact Information

  • Flowers Direct Online Ltd
    Helen Marsden
    PR Manager
    +44(0) 1524 250841
    Flowers Direct Online Ltd
    Anchor Buildings
    LA3 3DD
    +44(0) 1524 250841