Published on: November 14, 2006The Washington Post reports that holiday shoppers looking for gift ideas this year should go no farther than the local supermarket.
“No, we're not suggesting you give your wife a gallon of milk and some laundry detergent,” the Post writes. “Supermarkets are expanding their product assortment to include more non-food items, including best selling books, DVDs and even Beanie Babies. Plus, some stores are open on Christmas Day.
“The quickest option is gift cards sold in checkout lines. Safeway and Giant carry cards for dozens of retailers and restaurants, including the Cheesecake Factory, Barnes & Noble and iTunes.”
Andrea Astrachan, a consumer adviser at Giant, tells the Post that consumers can even combine gift cards “with other products to create themed packages -- for instance, pairing a Sports Authority gift card with bottled water and energy bars.”
- KC's View:
- All good ideas.
But let’s take it one step farther. Maybe supermarkets should pull together some of those suggested gift baskets themselves, either as in-stock items or as samples that can generate some creativity on the part of the shopper. Why just wait for the consumer to come up with the idea?
And maybe it would make sense for the store to even create a kind of Christmas boutique that could really push these items, and the whole notion of the supermarket offering differential advantages.