How to make the perfect Christmas hamper

For food lovers, there is no better gift than a basket bursting with amazing artisanal produce…possibly finished with a glossy ribbon.

Whether plucked ready-made from a shelf, or carefully curated with a recipient’s loves and likes taken into consideration, hampers in all their shapes, sizes and forms remain an important part of speciality retail for shoppers, who rely on independent stores to take the hard work out of gifting for them.

Why hampers still matter

Hampers elevate the act of giving, says Hay Hampers’ Judith Harris, who adds they are a way for consumers to delight their loved ones with “an exquisite assortment of treasures”.

“From indulgent chocolates to artisanal cheeses, and fine wines to gourmet teas, hampers are a manifestation of culinary opulence,” Judith adds. “Gifting the right hamper speaks volumes about the sender’s appreciation. They’re making a gesture that will linger in the memory long after the last morsel is savoured.”

Maryam Ghani of Haute Hampers agrees that hampers continue to have a cherished place in the tradition of gift giving at Christmas, embodying a sense of thoughtfulness few other presents can match. The allure of a festive hamper, she says, “lies in its ability to transform an assortment of premium goods into a cohesive, luxurious experience”. They are also, says Fortnum & Mason’s senior hamper buyer, Holly Hughes, a way of sharing joy, facilitating togetherness, and demonstrating generosity, which is what makes them so enduringly popular.

While Millie Durbak of Prestige Hampers believes they’re considered the ultimate ‘statement gift’. Giving a hamper at Christmas shows you’re really trying to push the boat out.

Their growth in popularity is unsurprising, says Sarah Mountford of The British Hamper Company. “The festive season is about celebration, sharing in joy and showing appreciation – and what better way to do this than over food? With varied contents, gift hampers are the ultimate inclusive Christmas gift.” Like Holly, Sarah thinks they “play an important role in bringing family and friends together.”

What makes a great Christmas hamper?

The best hampers, says Holly, “contain a thoughtful curation that really encapsulates a moment or experience. Take our Christmas Traditions Hamper. We never want to include anything that will get lost at the back of the cupboard. We aim for recipients to be excited to open all components, and to hopefully surprise them with something new along the way.”

In Maryam’s opinion, the key to getting hampers right, after you’ve chosen the very best inclusions, is presentation, which she says is paramount. “A great hamper is beautifully arranged, reflecting elegance and care. The visual appeal, from chic packaging to intricate detailing, transforms the act of unwrapping into an event in itself. It should be more than just a collection of items. A hamper is a celebration of taste, craftsmanship and the joy of giving, encapsulating the spirit of luxury in every detail.”

One of Judith’s top tips is to go for quality over quantity. “It’s better to have fewer premium items rather than a basket full of mediocre ones,” she says. Offer variety as well…a mix of different products to keep the unboxing of the hamper interesting. And encourage shoppers to “think about what the recipient likes. If they love tea, include a selection of their favourite blends. If they love cheese, add some artisanal cheeses.”

Judith says retailers helping customers to build personalised hampers should begin by “identifying a theme or narrative that aligns with the recipient”.

“Select items that resonate with exclusivity, quality and sophistication. The key to a remarkable luxury hamper lies in the blend of diverse yet complementary items,” Judith continues. “Strive for diversity in tastes, textures and flavours, while maintaining a consistent thread that weaves the narrative of luxury and refinement.” Judith also suggests finishing with a handwritten note, or a booklet detailing the origin stories of the products and producers inside. “Remember, attention to detail in packaging and presentation enhances the overall gifting experience.”

What do customers want from their Christmas hampers?

If the recipient is an epicurean, known for collecting kitchenalia, they will likely adore a hamper with all the bells and whistles…maybe a sturdy, lidded wicker box they can trug along on picnics.

Increasingly though, what shoppers are looking for in a hamper is sustainability. WBC director Andrew Wilson says, “Offering a pre-made hamper, entirely recyclable from the card hamper to the shredded paper, right through to gift tags, is a brilliant way to make eco-friendly shopping easy.”

Andrew suggests personalisation and experiential gifting, as highlighted by a study at the University of Pennsylvania, are also taking off in a big way, “creating stronger emotional ties between gifter and giftee”, and adds that what takes a hamper offering from good to great is offering a wide breadth of options, taking everyone’s budgets into consideration, whether they can afford a small parcel of chutneys and crackers, or an enormous, ostentatious affair, packed to the rafters.

A key trend Holly has noticed this year is that customers “want a strong story such as a Bloody Mary gift box, or very thoughtful curations. They want the sentiment of the hamper or gift box to be special and, therefore, more personal.” Echoing Andrew, Holly says shoppers are considering how packaging will be reused too, with Fortnum & Mason putting extra special finishing touches to its hampers, setting the scene for what’s inside, while creating something that can be held onto and used in future as a keepsake.

Maryam’s customers want hampers packed with products they can’t find in the supermarkets, and her team takes a great deal of time working with producers and artisans to choose the best quality food and drink. 

“We’ve also seen a trend in non-alcoholic hampers,” Maryam adds. “Even though lots of people love a glass or two at Christmas, the idea of a hamper filled with food goodies and seasonal squash rather than wine to share with the whole family, is a lovely idea and something we’re looking at more.”

Millie has also seen an uptake in alcohol-free gifting options this year, alongside those that meet dietary requirements.

The growing appreciation for quality cannot be underestimated, adds Sarah. “Customers value authenticity and craftsmanship. We’ve also found they increasingly want to enjoy their gifting experience – from browsing, to their recipient receiving.” It’s worth bearing in mind, then, that it’s the shopper who needs to be catered for too, not just who they are buying for.

What to include in Christmas hampers this year

The ‘best kept secrets’ of a Fortnum’s hamper, says Holly, include the retailer’s Red Ale & Mustard Mayonnaise, chewy Toffolossus biscuits and, increasingly, English sparkling or rose wine, which are becoming firm customer favourites.

Champagne from Moet & Chandon or Veuve Clicquot are hitting the mark for Maryam’s hamper buyers, and she also likes Mouse House’s waxed cheeses. “Not only are they delicious, but we love the fact it’s a family-run business, with the cheeses produced on their farm in Lincolnshire. They create innovative flavours like Italian Pizza and Lemon Cheesecake.”

“We’ve taste tested a lot of products,” says Millie, revealing the retailer has recently launched its own exclusive Valley brand to expand on what makes its gifts truly unique. Specialist shops should be leveraging their own white label products in their hampers this Christmas, she believes. They are items shoppers really can’t get anywhere else, and an attractive point of difference.

“I like to include something different. A rare find. Something from a smaller producer. Something new to market, maybe unusual…and most important, is it has to taste fantastic,” says Judith, who adds you cannot go wrong including locally made cakes, fine wines, and excellent quality cheese.

At The British Hamper Company, classic favourites lead the way, says Sarah. “Those with a sweet tooth love our Caramel Sea Salt Fudge. Created in a Cornish fudge kitchen, it gives a melt in the mouth experience, with a balance of rich caramel and tiny sea salt flakes.” The bestselling savoury items are All Butter Cheddar Biscuits, baked in Suffolk. When filling a hamper, Sarah says, the focus should be on taking customers on a journey of ‘passion through flavour’.