What gross margin should I expect on retail gift packs (bottle with glassware or accompanying items), and is it worth the effort?

Members report **gross margins of 45–50%** on bottle/glassware gift packs when sold through retail.

However, the community consensus is cautious:

**Margin reality:** - Gross margin is similar or worse than selling a single bottle alone, despite higher retail shelf price (typically £25 RRP for a pack sold at £11–£12 wholesale) - **Cardboard and assembly costs are significant** and erode per-unit margin substantially - Cardboard costs drop sharply with volume, creating a trap: the temptation to over-order in bulk leads to excess stock write-offs if sales underperform

**Operational challenges:** - Gift packs are labour-intensive to assemble (in-house or outsourced cost) - Damage in post is common, eating into already-thin margins - Real-world performance is poor: one member ordered 1,000 units for Christmas and sold only ~100, losing money overall

**When to do it:** - Members recommend gift packs primarily as a **brand awareness and seasonal tactic** (Christmas peaks), not for margin - **Minis/smaller gift sets are growing**, suggesting better ROI at lower price points - Margin is "really just to try and tap into gifting peaks"

**Bottom line:** Margins are adequate on paper but are offset by operational friction, wastage risk, and poor sell-through. Only pursue if strategic value (brand lift, seasonal revenue spikes) justifies the effort.