Whenever I receive a call from my customers in need of a gift, the first things I ask are “who is the gift for?”, “what is the occasion”, “is this person a child, teen or adult?” As we talk, I also like to find out what the customer would like the gift to “feel” like. Sometimes, I am already aware, if, for example, they need a sympathy gift, that it will be something more sedate and somber. However, if they’re sending it to a friend, it might be very cheery, comedic, or more formal, depending on how well they know the recipient. All of these things need to be taken into consideration when sending a gift. That is one of the reasons I expanded our gift basket business into cookies, cakes, fudge and popcorn, to ensure we can recommend something that will be just right for each and every customer.