Expert tips for making Christmas hampers

Who doesn’t love a hamper? Especially when the goodies tucked inside are of the edible variety. Opening one (for recipients) is like peering into a treasure chest. What will be revealed underneath the layers of packing? Buttery biscuits. Beautifully packaged tins of breakfast tea. Bottles of fine wine. A box of artisan chocolates.

The broad appeal of hampers, apart from ease of purchase, is how customisable they are. We know, in fine food and drink, that personalisation is huge this year, so don’t miss the opportunity to make yours even more special for shoppers.

If you’re starting to plan out your hamper offering for 2025, read on to find out what your peers in retail suggest.

Emma Cyrus, WBC

“Consumer buying trends indicate an upward swing towards premium products, making quality hampers a great option for your Christmas gifting campaigns,” says Emma. “They’re also an excellent opportunity for you to cross-merchandising a selection of your best-sellers and showcase new additions in your range.”

Emma breaks down the essentials:

The container: While most of us have a fairly fixed view of what a hamper should look like, you can actually build one using a wide variety of options depending on the aesthetic you’re after. High-end choices range from sustainable wicker to wooden versions with drop-on lids. However, you could also use specially designed culinary containers, a selection of gift boxes or, if you’re daring, a branded, special-edition fabric tote bag. And don’t rule out sturdy, self-sealing E-commerce alternatives to capitalise on online sales.

Fillers: You’ll need some padding to protect and cushion the contents of your hamper, because breakages will tarnish your reputation. Choices include wood wool. Natural and eco-friendly, this adds a sense of sophistication to your build. Alternatively, shred is a marvellously versatile paper product that adds some sparkle. It comes in a plethora of fun colours to suit your theme. And tissue paper is perfect for wrapping up anything fragile, like glass bottles or mugs. This can be scrunched up as a filler or used in conjunction with wood wool or shred.

Finishing touches: “As with all gift-related items, first impressions count, so make sure your hamper looks spectacular from the outside in. This requires a range of accessories that will set a higher bar. Wrapping a gorgeous ribbon or bow around the outside of your hamper container elevates its aesthetic and hints at luxury. Tags and stickers personalise gifts with a thoughtful message that’s relevant to the festive season. If you’re using a cardboard container, a themed sticker will do just as well.

Protective outers: Once your hamper is packed and perfect, you’ll need something to put it in. Cellophane hamper bags usually come with a gusset, so they fit your box perfectly. Use them to contain your hamper in-store so that they don’t get opened continually while on display. 

Emma’s advice for boosting sales include:

Sticking to one aesthetic: Your colour palette and contents should align with the festive season.

Create a theme: Whether your hamper provides everything needed for a ploughman’s platter or offers a range of Christmas feast trimmings, find a common thread.

Brand wherever you can: Personalised gifts are not only perceived as luxurious, but they provide you with an opportunity to promote your business. Whether it’s the ribbon and tag, some tissue paper or a cotton liner in a wicker hamper, make this a priority. There’s something for every budget.

Aim for longevity: Make sure your products can be used over time, instead of all at once, by including items that have an extensive shelf life.

Offer door-to-door delivery: Consumers and corporate gifting companies are pressed for time over this period, so save them the trouble of having to make deliveries and you’ll gain popularity points.

Daisy Shepherdson-Jones, head of range, Laithwaites

Learn what works: Leaning into a theme is always a good idea to elevate your hamper into a thoughtfully curated gift (rather than a basket of nice things). Wine and cheese, Italian products – there are so many great options. Then make it personal – and that doesn’t have to mean homemade. Adding a bottle of white wine the giftee loved sharing this year, or favourite local snacks are thoughtful touches.

Know what to avoid: Lots of little bits at lower price points are lovely but can lack something. Find your ‘hamper hero’ product and build out from there. 

Make your hampers appealing: Think about the packaging of each product and how they work together. Yes, you might love that local cheese, but does the wrapper say luxury? Perhaps everything has gold tones apart from that neon green chocolate bar wrapper? Take it out. Hampers need that visual ‘wow’ factor and cohesion goes a long way to making an impact.

Mark Gallagher, CEO, DukesHill

“We’ve been curating luxury fine food hampers for 40 years,” says Mark, adding that the business has recently launched its Ruby Celebration Christmas Hamper to commemorate the milestone, filling it with a collection of their most-loved products.

Naturally, with 40 years of experience, there’s a lot of expertise to share here.

Start with the recipient and the occasion: Whether it’s corporate gifting to thank valued clients, or a thoughtful gift for family and friends, curate a hamper that feels truly personal, with contents and price points to match.

Quality is key: Customers increasingly value provenance and craftsmanship. Fresh items, like hams or smoked salmon, alongside unique, small batch preserves and festive favourites create a sense of occasion and a story behind every bite.

Balance familiarity with discovery: In our 40 years of business we know that familiar favourites and festive crowd pleasers always go down well. Include mince pies or handmade shortbread with a luxury twist, and add a few other items people can’t find elsewhere to make the gift feel special.

Merchandise smartly: Make it easy for customers to shop by grouping by price point or occasion. We’ve seen strong growth in our mid-range hampers (£150-plus) as customers trade up for gifts that feel both generous and meaningful.

Attention to detail matters: Beautiful presentation, the option to add a personal message, and expert packing turn a hamper into a memorable experience the recipient won’t forget.

Kelly Peak Robertson, founder, Peak & The Pantry

Think snackable first: Customers love opening a hamper and finding something they can enjoy immediately. Products like truffle crisps, nuts, or quality tinned fish make a great first impression because they’re low-effort and don’t need cooking.

Keep glass to a minimum: It looks beautiful but is heavy, breakable, and expensive to ship. Balance a couple of “wow” jars or bottles with lighter items in pouches, tins, or bags that are easier to pack and safer in transit.

Packaging matters just as much as product: A hamper should feel like a gift the moment it’s opened. Use bottle bags or small kraft pouches where possible - they keep weight down, look smart, and reduce unnecessary packaging. Always aim for protective but minimal wrapping.

Tell the story: People buy hampers to gift something thoughtful. Adding a short card or tag with information about the makers or origins of the products elevates the experience and gives customers something to talk about when they’re gifting.

Create themes that make sense: Instead of throwing in lots of random products, tie the selection together. A ‘Christmas Eve Nibbles’ box, or a ‘Festive Cooking Night In’ hamper. A clear theme helps customers picture exactly when and how they’ll use it.

Balance indulgence with practicality: Include one or two luxuries (like single-estate chocolate or a rare condiment) alongside items that are genuinely useful in everyday cooking. This makes the hamper feel generous but not gimmicky.

Think about shipping and storage: Retailers often overlook the logistics - hampers sit in storerooms and travel long distances. Choose items with good shelf lives and packaging that won’t leak or collapse, so customers get a consistently good experience.